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This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.
But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
In which we take a look at the experience of using John Lewis from a customer point of view.
Meaning this won’t be a robust test of the ecommerce site’s search functionality, or the quality of its mega-navs, or the persuasiveness of its homepage.
Instead this will involve searching for an item on Google, clicking on the most attractive result, testing the relevancy and helpfulness of its landing page and seeing how quick and easy it is to make a purchase. The customer journey in a nutshell.
This post looks to help you resolve these issues to get more from your organic search data.
Welcome back to our Intro to AdWords scripts series where we're training you to automate your account management using scripts.
Landing pages with broken URLs can wreak havoc in your AdWords account.
Whether the links have moved or were inputted incorrectly from the start, the outcome is the same: you’re paying for dead-end clicks.
This week’s article will be an introduction to automated destination URL checking in your AdWords account.
We’ll go through a basic URL checking script and explain what’s going on, line by line.
As has been the case for the past while, the start of a new year brings a whole host of predictions, rich with content about the importance of mobile (thankfully, this year we avoided the dreaded 'year of mobile' proclamations).
For PPC campaigns this year, one of the key challenges will be ensuring that the opportunity for increased sales via mobile traffic is efficiently and profitably taken.
QR codes, though a potentially useful device in the marketer's armoury, have been undermined by overuse and downright bad execution.
While they can be used effectively, it's generally easier to find bad and terrible examples of QR code marketing, normally the result of poor placement, or landing pages that just don't work on mobile.
So, it's a mixed bag, as the examples below demonstrate...
Landing pages are an integral part of paid search. Effective pages mean you convert more visitors to the outcomes you need and in quality-score based search engines they make your ad more competitive.
Securing the click is only the start of the conversion journey. The quality of the user journey after the click will determine your ability to convert paid search traffic into desired outcomes.
A common mistake in paid search programmes is for the focus to be entirely on keyword targeting and CPC management, ignoring the vital role that landing page optimisation plays in converting visits into actions.
I'm referring to PPC landing pages here, as some of these tips are taken from our PPC Best Practice Guide, but many of these factors apply equally to email and other landing pages...
Local search is becoming increasingly important as consumers look to find information about the products and services near to them.
For example, 81% of UK smartphone internet users have looked for local information with their devices, and these people are just as likely to purchase in your store as online.
There’s an extremely valuable amount of traffic available for local queries, so if you are a local business it becomes extremely important to deliver your messaging to these searchers.
Google has focused heavily on improving its local search results experience, and queries that trigger a local results page have increased in number, so that the location no longer needs to be part of the search query.
Google integrates data from Google+ to its map listings, so the easiest way to make sure your business is appearing on a map search is to ensure your Google+ business page is set up and using the correct address.
Here are five examples of PPC ads using location to enhance listings and (hopefully) increase CTR...
Over the last year, much attention has been paid to, and in fact a cottage industry has grown up around, optimizing landing pages for mobile devices. But too often landing pages are not optimized for mobile users, generating frustration and anger rather than conversions.
According to Walker Sands, 12.6% of total website traffic was driven via mobile devices in the fourth quarter of 2011, up 102% from the year before. As consumers increasingly turn to mobile devices like smartphones and tablets for product research, web browsing, and on-the-go shopping, it’s key for online brands to rely on landing pages that are not only optimized for mobile devices, but demonstrate relevance to the user as well.
With Facebook's new Timelines for brands due to go live today, I thought it would be a good time to round up some of our posts on Facebook marketing.
Topics covered include f-commerce, timelines, the EdgeRank algorithm, customer service, as well as lots of useful Facebook stats...
Online and offline are merging. We engage with prospects and customers in different ways during the lifecycle of their relationship with a brand: in the search and prospect phase, at the point of purchase (or initial conversion) or during the after-sales and support cycle.
One way to easily get to grips with the different ways you can interact with audience is to break down the user journey.
For the initial stages, the get in touch and get engaged phases, you need to have a strategy in place to get visitors back to your site to re-engage with them, especially if the initial contact was in an offline situation.
There are many ways of doing this but a good strategy is to become pragmatic and ensure you can run a campaign that takes hours to implement, instead of days.