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Reach for your ecommerce buzzword bingo card and you'll see 'website optimisation' and 'conversion analysis' bang in the middle. Behind the industry buzz there is a genuine commercial challenge:how do you turn your visitors into customers and increase the profitability of your web channel? Retargeting is one technique to help deliver results.
Retargeting is the process by which a website owner contacts a customer who has abandoned their conversion (whatever that conversion might be) in order to continue the communication and encourage that customer to take further action. Retargeting is more popular in the US than the UK. However, UK companies are starting to wake up to the commercial value that retargeting via email can play in their website optimisation.
Having had the opportunity to work with and learn from the brains behind SeeWhy, I asked founder and conversion optimisation blogger Charles Nicholls to share his expertise on the value of retargeting for UK web owners.
If you're an online retailer, offering email customer care is a best practice that few ignore. And many, myself included, believe that providing customer care by phone is very desirable. Anecdotally, I have a good friend who runs an e-commerce website and he claims that his orders dropped significantly when he (temporarily) stopped taking orders and providing assistance by phone.
But be that as it may, a new study conducted by Loudhouse Research for CRM provider RightNow Technologies suggests that when it comes to customer care in online retail leading up to a purchase, both email and phone are overrated.
Nerves kick in as I weave my way past rows of fat people munching on fried chicken and simultaneously shoving coins into slot machines. I’m looking for Caesar’s Palace Conference Center but all I can see is a giant bust of Nero and rows of busy blackjack tables. It’s 8am.
At 9am, having eaten my own way through a Vegas breakfast buffet the length of a tube carriage, I’m ready to present six hours of brand new material onhow to write cost-effective customer care copy at Jakob Nielsen’s Usability Week.
The Wall Street Journal may have declared "The End of the Email Era" this week, but that obituary went live far too soon.
Email is still alive and kicking. Beyond the fact that email usage still continues to grow, it is also a key factor in all of the more recent social tools that are seeing explosive growth. And according to a new study by Pontiflex, marketers are finding consumers much more willing to share information via email than social media, meaning that email is still an integral tool in marketing campaigns.
Recently looking for contracts and jobs here (a long, long story) I noticed the very heavy competition for my viewing eyes from job boards. To differentiate they all had the best email list or an RSS feed for my favourite harvester.
This process has given me a clear path into which sites I'd use again. Those sites are definitely not the ones I'm still trying to get rid of now. So why does this matter? Brand, recommendation, customer experience.
Too often online marketing is characterised by quantity rather than quality. There's a pervasive idea that quality is too hard but sheer volume will have the same effect.
Let me give you a shining example of what I mean. I was recently browsing a forum when I found, without a doubt, the dumbest attempt at marketing I've seen in a while.
If people want to unsubscribe from emails, it should be made as easy as possible, as the alternative for many customers is using the report spam option, something which can have an adverse effect on sender reputations with ISPs.
I signed up for emails from some of the top UK retailers, and have been seeing how easy (or otherwise) they are making it for customers to opt out of marketing emails...
Despite all of the tools that are brought to bear in the War on Spam, spammers continue to ply their trade successfully. The most prolific reach millions upon millions of people and are adept at adjusting to new weapons that aim to shut them down.
The truth is that defeating spam doesn't require more technology but changes in human nature. Here are 10 common sense ways to avoid spam that are forgotten or overlooked far more often than we'd like to believe.
Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...
Twitter has just drawn my attention to a piece of advice on basket abandonment that I personally feel is misleading. The idea that 24 hours later is industry best practice for sending a basket abandonment emails is something I have never before come across.
Choice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.
Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.
When confronted with poor standards of customer service online, 94% of respondents to a survey said they would seek out a competitor or stop using the company's website altogether.