Ecommerce information architecture: the devil in the detail (part two)

This blog is part two of my ecommerce IA mini-series and takes a look at some of the key components and guidelines for what ecommerce teams need to think about.

Today I’m going to send you to sleep talking about URL structure & data formats (yawn…).

For those of you who missed it, part one is on site & catalogue structure.

I’d welcome comments to add to my views and share advice/experience of what works, what mistakes to avoid and useful resources to use. Hope you find it useful reading.

How can marketers use TV ads to drive people online?

In a multichannel environment, brands and marketers need to think carefully about how customers will respond to offline advertising. 

If people see a product or service they like, will they open up their laptops and type the URL used on the ad into a search engine? Will they search for the brand online instead? Or will they use the smartphone in their pocket? 

Stupid URLs and how to avoid them

Back in the day, the energy company Powergen Italia bought a .com domain, and if ever there was a case for using a hyphen in a domain name, that was it. 

Some brands have clearly drawn the short end of the straw, as far as amusing / embarrassing / horrific domain names go, but most can avoid being known for having stupid URLs. They come in all kinds of shapes and sizes and we still see plenty of lame URLs in need of some special attention.

I’m not going to get into the technical detail, largely because not all of these points are technical in nature, and Econsultancy’s how-to-guides on SEO Best Practice and Effective Web Design contain around 700 pages of practical insight on – among other things – URL strategies.

Here are 15 things to look out for when trying to discover if your site suffers from URLitis. Take that medication if it does!

Websites vs Facebook Pages: which URL should you promote?

According to Facebook, there are now more than 3m active Facebook Pages on the world’s most popular social network. A growing number of them belong to businesses that are trying to tap into Facebook’s massive audience.

For some of those businesses, a Facebook Page represents a significant investment, and for those with a substantial number of fans, a significant asset. But having a web presence on Facebook also creates some challenges. One of them: determining whether or not to promote the company website or the company’s Facebook Page.