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How To Create Killer Product Pages [Infographic] - Usability Conversion Optimization, Web Design
Great infographic on what may be the most important page design on any ecommerce website - the product page.
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If, like me, you're old enough to remember the original Pets.com, then this funding story will make you smile. Folklore has it that the online retailer, which..
Interesting wasn't aware there was a "U.S. Style E-Commerce" We could export to Mexico.
Ecommies - Identifying ecommerce trends, rate and review ecom tools and hold annual awards. Holiday 2013 Awards First Ecommies Holiday ratings are in. William-Sonoma & REI.com top the list in November and December. L. L. Bean gets "most improved" award from November to December and several trends emerge: * Free Shipping out and back is trending especially in December. * Free shipping all orders is trending.
* Hiding free shipping behind either codes or triggers is declining.
* Deal of the Day is trending with majors like REI.com adding DOD.
* Standard credit card based loyalty programs prevalent.
* Still many catalog and retail merchandising tactics such as "door busters".
Ratings report card on Google docs: http://bit.ly/1bPhwz3
Holiday ecommerce merchandising wasn't very inspired this year. December ratings went DOWN from November. Based on this year's performance ecommerce is clearly in a rut.
The 2013 holiday season (Thanksgiving to Christmas) is the shortest since 2002. Analysts had predicted slower sales than in recent years over the post
Fascinating infographic showing how Americans ae spending their money and time online this holiday season.
Own The Conversation, Own The TrafficJust as we shifted from websites to platforms in 2011 so well demonstrated by the difference in Google pages between Etsy.com (19M) and RedEnvelope.com (31,000). Ecommerce and B2B content marketing is changing again.
Consumers are becoming conversation-centric and platform agnostic. Our social, mobile and increasingly hectic world means we use three to five digital devices (phone, pad, laptop, desktop, game console) to find, curate, publish, share and riff conversations. This post shares ideas for how to "own" conversations across platforms the way Scoop.it does with their social spidering tool and magazine creation tools.
Put 6 thought leaders in the gamification category in one room, and you'll hear quotes like these.
Wish I could have been at this one.
There is a case to be made that soon; online experiences will be replaced entirely by mobile experiences. Utilizing Artificial Intelligence can grow mobile commerce through discovery and personalization. Marty Note This is an important post since it points out how ecommerce is ahead and behind the game: "...we have concepts but no real, new, immersive experience in our present online shops." We learn the same hard lesson over and over. Taking ecommerce websites and putting them on to mobile devices is like taking the motor out of a roller coaster. You can push the cars, but the thrill is gone. "So, what does it take to really change shopping? One key is to bring the best of the offline world to the online world, and this can be summed up in the seamless way we "discover" in physical environments and the way we "learn" about new products." "Virtual assistants are, in effect, highly intelligent recommendation systems. These recommendations systems for the future will drive sales by gathering knowledge from the organization, information and data to create intelligent solutions that differentiate businesses." "Two other transformative ways Artificial Intelligence can grow mobile commerce are bringing the long tail to life through discovery and personalization." ### I like recommendation engines too, but think the mobile engine that emerges is going to be more social and communal than this article projects. Regardless this is an important post with solid ideas on what the "new ecommerce: will look, feel and act like on our phones and pads.More "Mobile First" thoughts on GPlus:https://plus.google.com/102639884404823294558/posts/LQFqeEowKPT
IndyWeek.com Give Guide The linked post is the "inside baseball" story of how a local free print publication created the first Indy Give Guide (http://give.indyweek.com/ ). The "Give Guide" is way to help local nonprofits raise funds and it is content, social and ECOMMERCE gold. I am writing almost a bog post a day about the Guide and driving social links to our Story of Cancer Page http://give.indyweek.com/Nonprofits/Health-and-Wellness/Story-of-Cancer-Foundation ). Every Ecom Director's ears just perked up (lol). Cause marketing done right rocks social maketing and an Ecom merchants register like no other conent marketing. The IndyWeek.com give guide is cause marketing done right because: * Low cost, Big Reward (traffic, brand awareness, SEO). * Emotionally resonate especially at this time of year. * Focused altruism that builds a strong network of contributors for future years. * Helps first and figures out money later (perfect for our Thank You based economy). If your band, company or website hasn't figured out how to create something as cool as the IndyWeek.com Give Guide steal the idea and mashup a great and related list of nonprofits in your business vertical. If you sell HVAC you might create a guide based on your customer's favorite charities. If you are a B2B agency ask your customers who they give to and mashup a guide from those connections. The IndyWeek.com GiveGuide is a great example of how a little creativity and the right altruistic idea can make a HUGE difference in your Website's authority and SEO AND it helps local charities feed hunger tigers and cure cancer so that is cool too :).Story of Cancer Foundation page on GiveGuidehttp://give.indyweek.com/Nonprofits/Health-and-Wellness/Story-of-Cancer-Foundation
Wanted to find 5 Top Holiday Websites and had to look at 40 websites to find five A grades. Here is critera used to evaluate 37 top ecommerce retailers:* Free Shipping (easy to find, clearly communicated, easy to use).* Holiday Look and Feel.* Holiday categorization.
Here are trends rapidly becoming standard:Free Shipping All Orders.Free Returns.Deal of the Day.Free Shipping = Half A Merchant's GradeIf Free Shipping was easy to find, clearly stated and didn't require a code then half of this holiday rating was positive. Surprising how many websites are poor about communicating their free shipping or confusing (see Crate and Barrel for one of the hardest free shipping offers to understand). Another misstep is to tie up free shipping with credit cards or loyalty programs (Amazon's prime means free shipping is not easy to understand at this time of year). Free Shipping with a $50 or $99 set point was common. Daily deals seem to be wedging its way into many leading ecommere websites. Foodie Websites Lead In NovemberNot surprisingly foodie websites led in November since this is their Christmas. The top site with amazing hero photography, a real holiday feel and a lot of offers clearly communicated is Williams-Sonoma. See all 37 ratingshttps://docs.google.com/spreadsheet/ccc?key=0AkeG3a8zValDdDNGdGFaRkx1ZGd1cmhPU3BLcXh3eEE&usp=sharing
When Everything Is Equally Meaningless Anything Works Equally Well Had a great conversation on GPlus today about the nature of web analytics. Here is the controversial point I made - All web metrics are equally meaningless SO anything works. If you haven't read Taleb's Black Swan you should. Nicholas Taleb is a brilliant QUANT who is fascinated by the strange predictably irrational ways of man. Taleb is a QUANT used by hedge fund types to see into the float and make more money than you and I can imagine together (lol). Taleb looked HARD at what he does (or did) for a living and asked a hard question we should all ask - IS THERE ANY THERE THERE? His conclusion was meaning and patterns exist BUT not nearly as much as we think. The world spins and turns whether we understand it or not. Keep that realization in mind because we are about to go down the rabbit hole. Web Metrics Are Stupid The rest of that sentence is "Web metrics are stupid, but they are the best stupid we have so we love them". The Rolling Stones are LOUD and Jagger is the devil as I write this and that feel appropriate. Web metrics are stupid and meaningless because of how poorly we understand online attribution, who does what and what that DOING really means. Attribuiton is goofystupid. Sure if we had hedge fund resources we could hire QUANTS and momentarily touch the face of God but to what end? The web is a sand castle on a beach where the tide is always coming in. The web works on a simple often overlooked idea - the law of large numbers and tiny differences coming at ever increasingly FASTER exponential increments. Google becomes Google by multiplication of tiny advantages across a LARGE number of people over TIME to become CASTLE GOOGLE. Because Google is LARGE and IN CHARGE doesn't change the nature of the game Taleb would explain. When white swans are all you see then you may be "sure" black swans don't AND CAN'T exist. The nature of the game is the math of content networks described in the book LINKED: Why Everything Is Linked To Everything Else form Rules of Internet Marketing Chess. Be sure to read BURSTS by the same author (Barabasi) too. Then read Black Swan by Taleb. If Linked explains the RICH GET RICHER content network truth Google mined BURSTS explains how we are not as unique as we think. Our patterns are knowable, predictable in an Asmovian psycho-history kind of half creepy way. This is NOT to say Internet marketing is non-axiomatic, just a random chaotic ramble at all times. Nope, Internet marketing is a non-random wander masquerading as fledgling democracy. Post Google's BIG CHANGE the new boss is much the same as the old and RICH are getting RICHER. Two axiomatic truths all Internet marketer learn (eventually)? * The only time that matters is NOW. * Patterns you think you see don't really exist and that's okay. That last bullet is the truly ADVANCED idea. When all data is EQUALLY meaningless any data will do. If you are sitting across the table from an Internet marketer who insists on their view they are an idiot. Any "my view" of things is an expense no true IMer can afford. Maybe there should be a third bullet: * When in doubt return to the first bullet. :). M
Top 10 Ecommerce Scoops ot all time:
http://sco.lt/7gdgkz Blog Post - 6 Cool Ecommerce Gamification Exampleshttp://sco.lt/6BwA5J Blog Post - 35 Beatiful Ecommerce Websiteshttp://sco.lt/67B0HR Blog Post - 12 Homepage Features Every Ecommerce Website Must Havehttp://sco.lt/8fOCy9 Blog Post - 20 Great Ecommerce Websites For Inspiration http://sco.lt/5mgBgP Infographic - Flowchart Infographics Are Coolhttp://sco.lt/6Kj35d - Infographic - How We Design Trend Is Your Ecom Website Heading INto the Holidays?http://sco.lt/7OZdUP Infogrphaic - As Goes Digital Europe So Goes The World http://sco.lt/76opW5 Infographic - Intelligent Email Marketing Drives Conversionhttp://sco.lt/89yXgn Infographic - How To Create Killer Product Pageshttp://sco.lt/5EaLbd Blog Post - Ultimate Guide To How KPIs work In Google Analytics
From backpacking to cycling to staying in shape and more, outfit your outdoor activities with the latest gear, clothing & footwear at REI.
5 Must Steals From REI Here re five easy steals from http://www.rei.com that will increase your Holiday sales: * Red DEAL or SALE button Far Right.
* Deal of the Day (you can put this anywhere).
* Loyalty Program (there are canned ones you can install).
* Trigger Point Free Shipping (below Login).
* BIG Search Box Next to logo.
Red Deals Button REI.com is aware that the right side of a website can be a gutter. If you use the F design idea, and they do, and watch eyetracking you know you can manipulate a visitors eyes with things like a long horizontal menu bar. Since everyone clicks on DEALS REI.com puts it far right and in a somber red (to match their black menu bar). Deal of the Day REI.com's is above their footer in the middle (another potential gutter). DEAL shoppers will find that link no matter where you put it, so put it in a potential gutter and you convert "dead space" to ROI positive with a simple graphic and idea. At this time of year and with social media being so HUGE if you don't have a great Deal of the Day lined up you will suffer at the hands of the REI.com's. Loyalty Program I hesitated to put this in since installing a loyalty program can feel like invading Russia in the winter. Don't let it get that way. Buy a canned and simple loyalty program or create some easy way to reward your most loyal shoppers. If you can't get your website loyalty together by the holidays use your "Multi-Buyer" segment and serendipitous give them something no one else gets (via an email). Find your 80/20 rule (20% of your customers will do 80% of your sales) and REWARD the 20%. Free Shipping Trigger When I was a Director of Ecommerce my boss was so skeptical and worried about Free Shipping I had to do extensive analysis and tests. Here is what we found: * Free Shipping Triggers are always exceeded by 40% or more. * Free Shipping beats no Free Shipping every time. * Make sure your Shipping Schedule is PRESENT and easy to understand. REI.com's $50 Free Shipping probably produces an Average Order Value (AOV) of just under $100 (or more). Remove the objection (shipping costs are seen as a "don't buy" objection) and your buyers will buy. Interestingly all orders, all shipments FREE SHIPPING didn't always win. Seems Free Shipping is related to BUYER PSYCHOLOGY so some friction actually helps, some hurdle may help buyers feel special. Big Search Box My theory is REI.com's menu system is so complex they have to have great internal search. Even if your navigation is perfect expect half of your customers to want it their way (by using search). If you want to get really cool make sure you are merchandising your search sets with either faceted search or dynamic zones (zones you fill with content based on behavior or modeled analytics).
Teams I've managed have made more than $30M online, but I never had to worry about our #ecommerce backend because we had a great team and it never came up. Not knowing what I don't know just cost me and http://www.curecancerstarter.org . My mistake was in thinking Auth.net was both "payment gateway" and "credit card processor". NOPE. Auth.net is a "payment gateway" meaning they encrypt the transaction (for security reasons) and ship it over to a bank or credit card processor such as Sterling Buying Group or Elavon across a secure "bridge". So when you put your Auth.net account into "test" mode you are really only testing if you have a valid and verified Auth.net token. You are NOT testing the entire roundtrip. My friend and #ecom mentor Eric Garrison just let me know you can pay for a one time round trip to test (sure you aren't limited to once but each test would be a fee) to test both payment gateway and CC processor. Setting up your Auth.net and payment gateway is a series of inter-connected forms (something I do so well anymore since it takes patience and detailed diligence). I trust Eric and his amazing wife Cynthia to help set up my accounts. In fact I told someone from the Sterling Buying Group recently to think of Cynthia Garrison as my sister and tell her whatever they would tell me. If you have that kind of relationship with your website HOST then you may not ever need to know about how payment gateways relate to credit card processors.
And how when you are "testing" auth.net you aren't testing much, but if you don't have a "sister" like Cynthia you may want to read the linked post on GPlus. Did I just learn this lesosn the hard way? Yep, like most lessons.
A infographic featuring web design trends for 2013 created by Enfuzed. This is the original!
If your Ecom webstie isn't responsive, doesn't have great content and isn't social....well good luck with that and be sue to send a card from where you end up in Jaunuary :).
Design trends to track when considering web development and enhancements for your year end marketing
Is E-commerce Stuck In The Mud? After our first Holiday Ecommies Review of 30+ top online retailers (@Ecommies is a new ecommerce ratings, review and award site coming soon). It’s clear e-retailers are stuck in the mud.
Fun writing this post for @ janlgordon new Editors of Chaos http://www.curatti.com. Conclusion after our first Ecommie Awards for Holiday 2013 is YES e-commerce is stuck in mud of its own making. Online retailers seem stuck fighting battles that are all but over such as the adoption of free shipping out and back, deal-of-the-day and Buy More, Save More. The ocean runs red as competitors face off with each other with little regard to the unique characteristics of selling online. There were bright spots in the more than 30 top e-retailers reviewed including REI.com and Williams-Sonoma, but even well established brands such as L. L. Bean seem to struggle this holiday selling season. Not hard to see WHY ecom is in a rut. Mobile is changing everything though few seem to realize the magnititude or sweep of the change. In addition to the Ecommies Report card we created a Social Media Analysis showing most e-retailers follow less than 1% of their followers. Clearly the conversational nature of the new web is as perplexing to retailers as mobile. The combination of these two big misses, mobile and social, made holiday 2013 lackluster and stuck in the mud. This Curatti.com post shares ideas for how to fix not least of which would be embracing social media marketing and joining a mobile marketing revolution that has little to do with phones.
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. Scoop.it To The Rescue If you run a multi-million dollars ecommerce website and aren't using Scoop.it you’re nuts. There is NO faster content feedback tool than Scoop.it (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 Scoop.it community). * Reward previous helpers with Scoop.it profiles and long thank you notes). * Copy Scoop.it'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 Scoop.it team to find common points and tap their community for "testing before you test" ideas.
* Look to create an uncapped incentive plan with Scoop.it 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 Scoop.it team on a more flexible and uncapped arrangement. If the "commons" we create together produced millions projected then Scoop.it gets a sizable "affiliate-like" commission. If I were running LLBean.com, Target.com or especially B&N.com I would be all over Scoop.it in 2014. RedEnvelope.com is an even better example. When I created FoundObjects.com in the late 1990s (now gone sadly) RedEnvelope was the cool kid on the block. Now RedEnvelope.com is being destroyed.
They can't compete against the User Generated Content of Estsy.com 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 Scoop.it or RedEnvelope.com 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 Scoop.it LOOK OUT.
An eye opener on striking the balance between content and conversion.. The "How-to" list is worth multiple visits.
Preaching to the choir here, of course ;)
Why Etsy.com Is Crowdfunded GamificationWhen I saw the staggering difference between Etsy.com's pagespread (pages in Google) vs. Red Envelope, one of my favorite gift sites from back in the day, something very DIFFERENT was going on. Etsy.com 19,000,000 pages in Google. RedEnvelope 31,000 pages in Google. At first I thought the power of Etsty.com was in its User Generated Platform approach. Some of the power is in the framework, but another key driver is the soft gamification they employ to focus spotlights on some artists and product categories. Etsy.com requires email marketing since 19,000,000 pages means finding anything without curation is nearly impossible. Instead of straight curation based on a known competitive rule set Etsy.com gamifies much like a Vegas slot machine. Vegas slot machines use serendipitous condition. We pattern creating humans believe we create a pattern when we pull the single arm of these "bandits", but there is not Stimulus-Reward response. Randomizing "winning" means addiction is easy, quick and complete. Etsy.com randomizes their curation so each artist is sure their moment in the sun is around the next corner. One more pull of the single arm will surely produce a winning response. The risk of this gamification is the algorithm doesn't find content fast enough to put off an artist's desire to stop game play. The good news is Etsy.com's engine is the ONLY reinforcement. When an artist creates an Etsy.com site they drive social traffic to it and some of that traffic, since it is highly segmented and qualified, will convert creating the first round of reinforcement with no cost to Etsy.com other than the quickly depreciating community code. The gap between initial acceptance, use of an artist's social net to create their first conversions and the point when an artist stops game play is when Etsy.com's algorithm must rescue the content. With so much game play (19M pages), Etsy.com knows an artist's lifecycle probably within minutes of the change from phase to phase. So YES Etsy is gamified crowdfunding since the platform makes a tremendous return on the first conversions, those that come from the artist's push to their social net, and cost of new artist acquisition is reduced by scale and existing artist advocacy (something that is also mathematically predictable).
According to a study from Adobe, in 2012 repeat shoppers made up just 8% of all site visitors in the US yet they accounted for nearly 41% of total online sales.So bearing in mind the fact that it’s also cheaper to keep a customer than it is to attract a new one, businesses need to be working hard to keep shoppers satisfied and give them a reason to return.With this in mind, I’ve rounded up 11 ways in which ecommerce retailers can improve customer retention....
Easier to make more money from customers already acquired and almost no website pays much aattenton to thst idea.
Here are tips on how to improve your ecommerce website's UI to encourage repeat visits. I would ad DOD (deal of the day) which seems to be gaining momentum and macro categorization for your your personas. At this time of year havig a For Him, For Her, For Kids is good macro categorizaton.
Step by step, detailed case studies on getting traffic from Neil Patel, Jeff Bullas, Jon Morrow and many more.
Traffic's DrugHere is the thing about TRAFFIC. A lot of peple will tell you nonconvertig traffic hurts more than it helps. I'm not so judgementa and it depends on how we GOT the traffic and how expensive it was. Traffic, by itelf, is a metric of nothing. Traffic plus conversion (money) plus source, plus content = cool let's do it again realizations. Each of these experts have great ideas, ideas where I like some more than others. Will try to remember to circle back around and pick my favorite 10 GET TRAFFIC IDEAS and why I like them over others. Marty
I'm not sure what to blame such a poor showing on basic holiday ecommerce design on, but this year's November crop is flat, uninspiring and junky. L. L. Bean usually sets the holiday standard. This year their November offering is marred by an obnoxious animated image that includes their great Free Shipping Offer. I HATE putting such a great free shipping offer on a roll because it is easy to miss in the 5 to 9 seconds most visitors give a webpage before moving on (granted this is BEAN so maybe 15 seconds). Bean has the tough job of competing with themselves and, in past holiday selling seasons, they define how to create great holiday look and feel. Holiday look and feel can be tough. I like Patagonia's approach - put up snow scenes AND a surfer on a massive wave (hey its Christmas in Hawaii too). The other faux pas that is unforgivable after all these years is Free Shipping obfuscation. Many leading retailers are going free shipping all orders and some are going the Zappos route and offering free returns too. Of the 37 websites reviewed only 6 earned A ratings on three criteria: * Free Shipping. * Holiday Look and Feel. * Holiday merchandising via categories such as For Him, Her, Kids. The other big miss is websites who think they are too cool for the holidays (AE.com, Restoration Hardware). Black on black at the holidays is expensively too cool and self absorbed. If you know smaller websites who know how to do the holidays right please share in comments or email Martin.Smith(at)Atlanticbt.com.
interesting topic on #ecommerce UX design. any other websites that you know are doing innovative desktop or mobile ecommerce design work?
Five Quick Content Marketing Tips For SMBsSMBs (Small to Medium Sized businesses) are feeling overwhelmed. Instead of saying, "You Must Know Everything." maybe we should start with five quick tips:SMB Content Marketing Tip 1: There Is No THEMSMB Content Marketing Tip 2: Email Marketing With PersonasSMB Content Marketing Tip 3: Blog Q&A ContentSMB Content Marketing Tip 4: Conversations Not LecturesSMB Content Marketing Tip 5: Have Fun and Create Fun
CrowdFunde knows ecommerce is expensive and a highwire act if there ever was one. Quirky.com and Threadless.com show the power of tapping crowd wisdom for product development but why stop there. CrowdFunde is a new tool, a tool that helps ecommerce merchants tap crowd wisdom to lower costs and increae profits.
Ecommerce TrendingThought this Google Trends chart was interesting. Pulled the chart to support a 2014 plan to create a new suite of publisher tools and an expansion of how merchants can profitably use crowdfunding and crowdsourcing to drive profits up and costs down. When I see a chart like green line representing crowdfunding it is a starting gun confirming a trend. Magento being large and in charge doesn't surprise me. Magento is such a powerful open source ecom solution that they are all but rollling up the space. This chart does look differnet for USA only (Magento isn't as strong here as in Europe). Shopify and Volusion's trends are interesting too. I've used Magento Go, Shopify and Volusion and prefer Shopify for UI simplicity, Magento for ecommerce power and haven't gotten deep enough in Volusion to have an opinion. ANY GO option where you use their templates, business rules and platform favors the platform provider now and forever, so be aware if you are planning to do $1M or more in online sales "GO" options won't work well. If you are NOT planing to scale your website into more than a million in sales a GO option may be just the perfect low cost ecommerce option. Here is my Magento Go Store to sell my stuff to help fund our Story of Cancer Foundation:http://storyofcancer.gostorego.com/
Meshing A V8 SLAP Had a V8 Slap today when I realized that the way Google has set up this new chess board doesn't favor the creation of new anything. When we started working on CureCancerStarter.org the chess board seemed to favor a User Generated Content (UGC) platform. We wanted to create Kickstarter.com for cancer research. Great idea, but too late. Post Google's algorithm changes where social signals rule and trusted sources have all the high ground thinking in ways to fit YOURS into THEIRS is more productive and a better bet. Important for ecommerce merchants to think in these terms:* Appify.* Widgetize.
* Gamify. Ecommerce merchants may be the most impacted by these changes. Commerce can happen anywhere so why isn't it? Our merchant minds, I ran a sizable ecom website for 7 years, still focus on CASTLE building when we should be thinking about crowd converting. Find ways to EMBED and MESH your ideas into already scaled systems and your idea, startup or site might just survive long enough to matter. One you matter you can think about castle building.
We've done a bunch of good things on the CureCancerStarter.org design, but, as with any new thing, there are areas that need improvement too, As an old ecommerce Director I like "money maps" Money Maps Money maps are when you detail how many steps it takes to checkout. Even if your cart is advanced enough to stay within one page Money Maps are still a very good idea. The more clear you can be graphically about where a visitor is in the process the more conversions your ecommerce (or in this case a 501c3 nonprofit seeking donations) will receive. Trust Marks No one ever clicks on a Trust Mark, but their absence is suspicious so I like to include them but rarely use the widget supplied by the company (because the widget can slow the page down and no one clicks on it anyway). Take a picture of the trust mark and print the words Trusted and Secure under your marks. Trusted and Secure identifies why the marks are there and there is research that shows merely saying a power word like "trusted" helps create trust. In our case the bridge is Authorize.net, the CC processor varies so instead of getting into all of that I suggest we opt for the cancer center logo. By using the cancer center logo next to the Authorize.net logo the context is clear and the trust extends both ways (from Auth.net to the cancer center and back again).I will hand my rough over to our designers and UX people, but creating a money map and including trust marks wrap a NEW idea such as CureCnacerStarter.org in comfortable recognizable process. Comfort is GOOD when creating the trust needed to help visitors become buyers or donors.
B2C Content Marketing Laggards Narrow Gap With B2B - New CMI Study and How B2C Content Marketing Is DIFFERENTYou knew the gap between B2C laggards and…
When I scooped the Content Marketing study showing a narrowing gap between B2C and B2B content marketing it struck me to share 10 ways B2C content marketing is different than B2B. I spent 7 years as a Director of Ecommerce and the last two as Marketing Director for Atlantic BT, a B2B web and software Development Company in Raleigh so can speak intelligently about both camps (one would hope :). Here are 10 Ways B2C content is different than B2B:* More User Generated Content.* More contests and games.* Less content creation.* More content .* More snippets and keywords less paragraphs and white papers.* More social content less evergreen.* Visual support important to both, REALLY important B2C.* Content has to be FLATTER (less linked, less words, more bullets) and more visually support of immediate conversion.* LESS YOU (website owner) more THEM (community formed around brands or products or your website).* Money is ultimate judge of success.You could argue money is the ultimate litmus test for both, but B2C is about money today and B2B is about money tomorrow.
Nice, succint differences. Each difference could generate a good discussion in itself. On a related note, I've been getting a better understanding of brand journalism lately, and I would say it does not have a role in B2C content marketing because of the short attention span of the B2C audience.
Content Marketing B2C vs. B2B