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Scooped by Martin (Marty) Smith!

Ecom Tips Magazine Starts 11.2 on Curagami

Ecom Tips Magazine Starts 11.2 on Curagami | Ecom Revolution |

Ecommerce Tips Magazine
How did we make over $35M in online ecommerce? Sure we tell you then you tell five people and before you know it everyone knows our secrets (cool with us). That's why we will be sharing our favorite ecommerce tips every day next week at  

Be there or don't make as much money this holiday selling season as you could.  

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Scooped by Martin (Marty) Smith!

Long Tail Ecommerce: Pin to Win via @Curagami

Long Tail Ecommerce: Pin to Win via @Curagami | Ecom Revolution |
Never been more important to know your website's long tail than in ou social / mobile / connected time as Amazon proves and WaNeLo illustrates.
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Rescooped by Martin (Marty) Smith from Storytelling, Social Media and beyond!

Storytelling Done Right Can Do The Selling For You

Storytelling Done Right Can Do The Selling For You | Ecom Revolution |
I selected this article from copyblogger because it delivers, it's simple, straightforward and right on the money!


Here's an excerpt:


"I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads


** no clear call to action

**lame bullets

**weak offer


For example:


"Nothing in the movie "Top Gun" told you to buy Maverick’s brand of sunglasses or join The US Navy. Yet, the movie “sold” both products to hordes of people.


**So, how do you apply this to your marketing?


1.  The personal story

This is one of the most common landing page stories.


**This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.


2. The historical story


**This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.


3. The “meet the guru” story

**This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.


**These suggestions have proven to produce results, he gives more examples......


Curated by Jan Gordon covering "Storytelling, Social Media and Beyond"


Read full article here:  []

**** Recently appalled at how little copy was on maor ecommerce sites I was reviewing this articles seems prescient and important. Marty

Via janlgordon
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Ecommerce: 30 Must Master Tactics Infographic Explained via @Scenttrail

Ecommerce: 30 Must Master Tactics Infographic Explained via @Scenttrail | Ecom Revolution |

Ecommerce is changing fast. This Scenttrail Marketing post shares and explains 30 "must master" to win ecommerce strategies and tatics.

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How Online Retailers Could Use To Disrupt & Win In 2014

How Online Retailers Could Use To Disrupt & Win In 2014 | Ecom Revolution |

Content or Conversion
Ecommerce (B2C) merchants are narrowing the "content marketing" gap with their B2B cousins, but the old left/right brain problem remains. Ecommerce requires a strange synergy between right brain creativity (design, merchandising, visualization) and left-brain science (analytics, metrics, KPIs).  

If you asked me the greatest challenge from my 7 year Ecommerce Director tenure it would be finding ways to win on both sides of the content - conversion Rubicon. 

When we thought we had the content dial just right it would tank our conversion metrics. Each time we thought we had conversion set up perfect our "content" metrics like pages viewed, time on site and bounce rates would disintegrate. 

Finding the tiny balance beam between CONTENT's heuristic benefits (more time on site, better engagement, more Lifetime Value, better quality User Generated Content and more of it) and conversion's MONEY was hellish. To The Rescue
If you run a multi-million dollars ecommerce website and aren't using you’re nuts. There is NO faster content feedback tool than (period, full stop). 

Here are ways I would be using this magic wand of a tool if I was still responsible for more than $6M in online sales yearly:

* Test contest and game ideas. 
* Test Q&A content (most shared WINS a page). 
* Find and empower brand advocates (buzz team).

* Watch competitors like a HAWK (with keyword tool).

* Watch my key brands like a HAWK (also with keyword tool). 
* Ask for help (amazing talent in community). 
* Reward previous helpers with profiles and long thank you notes). 
* Copy's brilliant soft gamification and leader boards.

* Crack the API and find ways to build curation as a "channel" with a P&L, a budget and distinct goals. 
* Partner with the team to find common points and tap their community for "testing before you test" ideas.

* Look to create an uncapped incentive plan with team to weigh, measure and value traffic and conversions from the channel and PAY THEM a % of the action they create. 

This last bullet is worth MILLIONS . Instead of simply thinking about the very cool curation tool I would set up "content curation" as a marketing channel with a budget. Next I would call Guillaume and Marc and ask to meet in SF. 

At that meeting I would pitch a mutually beneficial partnership. Instead of approaching the partnership in a static way I would pitch the team on a more flexible and uncapped arrangement. If the "commons" we create together produced millions projected then gets a sizable "affiliate-like" commission. 

If I were running, or especially B& I would be all over in 2014. is an even better example. When I created in the late 1990s (now gone sadly) RedEnvelope was the cool kid on the block. 

Now is being destroyed.

They can't compete against the User Generated Content of or the scale of Amazon. They are in the middle where NO ONE SURVIVES.

Crack the top of that website and reinvent it with the help of a cool tool like or will reach the point of diminishing return where every order costs more to ship than it makes (ouch). 

If you are developing your ecommerce plan for 2014 and you aren't thinking about LOOK OUT.  


malek's curator insight, December 7, 2013 5:14 PM

An eye opener on striking the balance between content and conversion.. The "How-to" list is worth multiple visits.

Deanna Dahlsad's curator insight, December 7, 2013 8:08 PM

Preaching to the choir here, of course ;)