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Over the last couple of years, viewability has been a key rallying point for advertisers looking to get more value from their programmatic spend.
The IAB announced a standard of 70% viewability, but some advertisers say anything under 100% is not acceptable.
Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Please add your own two cents in the comments.
Tackling the topic of product detail page layouts is daunting because there is no short answer.
Saying one element such as large product images increases conversion, though it's proven, does not tell the full story.
The product detail page needs to be dealt with as a whole. This article will do just that. It will focus on the 'must have' page elements, recommend where they should appear on the page, explain why, and provide tips on how to maximize the value of each.
To support recommendations, experienced online retailers will be used as examples, known experts will be quoted, and for those who are visual, a wireframe has been put together for reference.
The features you need to add to product pages will vary according to the type of ecommerce site.
Some of the things on this list are essentials for any online retailer, while others are dependent on the sector and target market.
This checklist contains some of the more common elements that customers are looking for on ecommerce product pages, as well as some more advanced features that can enhance the experience.
Your product pages should contain the essentials listed below, and most of the others. I haven't listed product reviews as essential, but I'd say they're pretty close to it.
I've tried to think of everything here, but please let me know what I've missed, and what works for your site.
Even the smallest of organisations are using web analytics to improve their business, and Google Analytics is one of the most popular tools available today.
Google Analytics might be free, but it's a robust tool that can meet the needs of many businesses large and small.
So where should beginners start? Here are seven tips.
Companies are collecting more data than ever about how their users interact with their websites, and thanks to sophisticated yet easy-to-use tools, techniques like A/B testing are accessible to even the smallest of businesses.
But when it comes to creating great user experiences, are companies being blinded by data?
Last year, Google added store visits to its Estimated Total Conversions feature.
At the time, Google noted that "roughly 95% of retail sales take place in physical stores," making the ability to measure the influence of online ads on offline sales of great importance.
Many online retailers remain obsessed with growing overall site traffic, at the expense of increasing conversion rates from existing customers.
Research shows that for every £100 retailers spend getting customers to a website, only £1 goes into converting them.
This can be counter productive: the cost of acquiring new traffic is increasing exponentially. Actually it makes much more sense to convert the 97% of customers that visit your site and abandon before making a purchase.
What often prevents retailers from concentrating on conversions is the perception that creating a conversion strategy is complex and time consuming.
However, by making a few, simple changes to your site or digital marketing strategy you can greatly increase conversions.
As our world continues to become a much smaller place, the ability to buy goods online from other countries is on the rise.
One valuable target group for UK online retailers are US customers shopping on their sites.
We’ve used our own data to explore the shopping behaviour of this particular customer group to help UK ecommerce companies maximise the revenue opportunity these shoppers bring.
There are many factors that influence whether or not people bother to open your marketing emails or not.
Email frequency, brand affinity and time of day are all influential, as is the subject line that marketers opt for.
The precise wording will vary depending on the brand identity and the product offer, but the basic aim is to grab the reader’s attention and make them interested enough to clickthrough and find out more.
To help get to the bottom of what makes up the best subject line, I’ve rounded up a few case studies and infographics that try to shed some light on the topic.
Great product imagery can do a lot to improve online retailer's conversion rates by showcasing products in the best possible light, and highlighting key features for shoppers.
When used well, they can also educate shoppers about a product, and a more informed customer is less likely to return items bought online.
Here I look at 15 ways to improve product imagery, with lots of great examples from ecommerce sites...
Do you make your decisions based on data or are you among the 89% of marketers that make their customer related decisions based on factors other than analytics?
A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition, while the few who do use data aggressively for the most part do it badly.
According to a another recent study, 77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue, shares and conversions.