How To Create Killer Product Pages [Infographic] - Usability Conversion Optimization, Web Design
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Curagami Score & Ecommerce
I created Curagami scores for websites from Red Bull to Schwan’s wondering if we could learn even more lessons from the master brander Red Bull (see my Curatti post Red Bull Branding Lessons).
Martin (Marty) Smith's insight:
Great list from a trusted source, Jeff Sauer. My favorite reasons Jeff notes why a website sucks include:
Agree These Are Common SEO Mistakes Made By Merchants
* Product Descriptions That Lack Depth.
* No keywords in title or keywords you win anyway (company name or brand).
* No "in-lline" divs promoting "Read More".
If you expect your website to sell your business, it's an e-Commerce website. Here are 5 laws to help make your website sell your business more effectively.
Martin (Marty) Smith's insight:
Looked to add a TOME to this post since I feel strongly about ecommerce advice (most of which sucks). Not so here, this is an excellent post with 5 great suggestions to improve your e-com's site's conversion (i.e. make more money):
#1 is so important. Make it EASY for your customer to BUY your STUFF!. Don't let your search for truth and beauty become an OBSTACLE to their satisfaction (as is so often the case).
|Suggested by Andy Geldman|
An in-depth look at seller performance systems on eBay and Amazon. How they work, why feedback matters, and how to be efficient at managing your reputation.
Great tips here on how to proactively mange reputation on eBay and Amazon. Don't limit your thinking to just these two platforms. These tips could help with your website too.
Marty Note - Rethinking Ecommerce & CrowdFunde
I love it when we find supporting data for CrowdFunde our content marketing meets crowdfunding and social media startup. Here is Don Bradford from eBay making our point for us:
Problem: People are likelier to purchase something if their friends weigh in--but that's not easy to do on massive e-commerce sites.
Solution: EBay's new browser plug-in, Help Me Shop, lets users shop anywhere on the web and drag items into a separate window. Through Facebook, the user invites friends to give advice on the items they like best.
"As we spoke with our customers and really started analyzing their activity, we discovered that what they were doing was shopping in a social product life cycle:
Things start out around inspiration and research--something that a friend shared with them, or something that an influencer had shared with them, whether it was on Twitter, Polyvore, Pinterest, or Svpply.
They continue to connect with friends all the way to the point of purchase. And after the purchase, they can be a resource for other people shopping for the product. What makes Help Me Shop really powerful is that it goes beyond eBay's inventory. It's really about a social shopping experience that goes wherever I am and allows me to engage my friends in the shopping experience whenever I think it's useful."
Our goals for http://www.crowdfunde.com is to make it easier for friends to weigh in (helps shoppers and retailers) and to own the social conversation. Own the conversation, own the traffic.
Content Curation is the "new marketing" & this post shares 6 reasons curating content should be your online marketing's elephant.
Finding the need to curate content acute as we develop HackHeadphones on Shopify. Why create new content when everything we need can be curated from sources such branded websites (using videos from Shure.com), Amazon and other "portal" sites.
We are making sure to give credit where it is due and someone might throw a flag, but bet we can negotiate mutually beneficial terms since using content with attribution is closest thing we have to advertising these days.
Phil Buckley shared a post about how NOT to react to negative reviews. Reminded me of writing 5 Safety Tips for Social Media for @Kelly Hungerford and the Paper.li blog:
Got good to me so Kelly was nice enough to let me split an impossibly long post into two parts:
The post is linked to G+ where we are having an interesting conversation about how negative online is really positive.
Discover the hashtag tracking tools you need to make it easy to create, manage, track and report on social media hashtag campaigns.
I've always felt the #hashtag is a vastly underexploited secret weapon. One reason hashtags have been under exploited for their intense #BI (Business Intelligence) value is tools to easily understand them were lacking.
Not so much anymore as this Social Media Examiner post shares.
Why are hasthags secret weapons? Hashtags are and will always be too "quanty" to become mainstream. No matter how good the tool set you still have to have a math / model geek to help marketers understand implications and form actions.
Imagine a model that understands existing benchmarks well enough to drive a push notification when a tag (and thereby the underlying content) is trending (i.e. its change delta is above some set number). What is the value of being first to surf that social wave?
Could be millions
Problem is wave knowledge rests with the Quants while surfing knowledge rests with marketers. You would think that is a needs based marriage made in heaven.
Not so much since marketers don't know what they don't know and so can't ask and wave smart quants know WAVES not how to merchandise the wave into MONEY.
Trust that our Startup Factory Funded startup Curagami is thinking about how to introduce wave smart quants to ecommerce surfing merchants ( http://www.curagami.com :). M
Old Ecommerce OVER, New Ecommerce ??
I'm not sure I go all the way here. Our Curagami (@Curagami) #startup created a free white paper about Why Ecommerce Marketing Is Broken (http://www.curagami.com/e-commerce-marketing-broken-whitepaper/ ) and we see DATA as a CSF (Critical Success Factor) for SURE.
Data without connection is a wish without fulfillment. That nit aside the IDEA of a more OBJECTIVE and FAST ecommerce future we agree with 100%.
BTW, Team Curagami believes we need new Key Performance Indicators (KPIs) too :).
No such thing as an "overnight success" online. Ecommerce requires listening, serving & creating great stuff people love & that takes time, money, courage.
5 Ecommerce Tips From Moon Audio:
“Designing your eCommerce store is not only about making it look good, but also making sure that it generates sales. Your goal is to make potential customers”
These are great #ecommerce tips? My favorite and perhaps easiest fix for the most benefit is big, clear and creative CALLS TO ACTION.
Got a great startup perk today. Was able to blog and Tweet from Moon Audio, our http://www.curagami.com beta partner in the hifi headphone space. Listening to their GEAR (Fostex headphones feed by Silver Dragon cables and a Astell & Kern player). Wow that sound is like cocaine for the ears.
Great meeting on Moon's upcoming Music As A Movement year long celebration and had an amazing thought coming back to Durham - going to contact Jed Carlson at ReverbNation and see if we can work with them to create a fund to help bands.
In this highly competitive market, every e-commerce merchant is looking to make his website successful, which is not easily possible. In this blog, I have listed 3 easy ways to design such e-commerce site that maximize your sales. So, go through it!!
How do you build a website and marketplace to sell your products and services? Here are the 5 Best Companies for creating an eCommerce platform and marketplace.
We've built stores with three of these five recommendations. Each has its good points and bad. Each is perfect for some and not so good for others. Here are our ratings:
They don't mention this option, but we love the idea of being able to add a shopping cart to any piece of content without paying a big hosting operation like the 5 mentioned. If your ecommerce needs are small and located in social take a look at https://www.shoplocket.com/ .
When you are camped on someone's ground THEY will always gain more benefit than you. The chance of a Shopify store outranking Shopify.com is zero. This issue is only a big deal for stores greater than 50,000 Stock Keeping Units and/or greater than $10M in sales. If you think you will eventually sell $10M+ you may want to create your own store / site. If you think it will take 10 years to reach $10M Shopify may be your best bet for ROI and speed. The PAIN comes when you transfer OFF of their platform, but we can discuss that at another time.
Would be our first choice for most small to medium sized ecommerce implementations. The UI is clean and easy to understand. You can be up and running on Shopify in a matter of days. Inventory load is always the biggest pain and they have some ways around that.
Sounds like Big Commerce fills the promotional hole we felt with Shopify. Most websites aren't very sophisticated in their coupons and promotions. If you are you will find Shopify limiting. Sounds like Big Commerce stepped in to fix the issue. And it can be a big issue since cross talk between offers and coupons can cause a train wreck. If you are sophisticated enough to make free shipping, % off and BOGO offers you may want to use Big Commerce.
I wasn't wild about Volusion, but can't remember why. The security stuff the review mentions is marginally important. If you need highly secure ecommerce maybe they are better, but their inner-workings didn't seem as friendly as Shopify or as promotional savvy as Big Commerce.
I built our Story of Cancer store (now down) on Go and was impressed with the powerful business rules they include. Less than 10% of ecommerce sites need such power, but if you do Magento Go is probably your best bet. This is the power to say on a rainy Wednesday you want the price on yellow tops to be down10% when pared with shoes A, B or C. The cross-sale and up-sale wigets are powerful. The promotion, free shipping and coupons are powerful (once you figure out the convoluted logic and that problem is endemic).
I don't know this option and am suspicious of FREE. Free is a risk because things go BUMP in the night on ecom sites. If you aren't a techie or don't have a techie working for you its good to have someone to call or email in an emergency like if you are bleeding personal information all over the web (say for an example lol). My concern here would be can the code keep up with needed changes (since how do they make money) and is it secure since security thanks to crazed hackers can be a real moveable feast (and I only meant "crazed hackers" in the nicest of ways so to do or say otherwise risks a "just because" attack, you know the attacks they launch just because they can).
The Simple Truth About SEO
A couple weeks ago, I got a call from one of our portfolio company's CEOs, who was frustrated by his confusion around SEO. He felt like he just couldn't get a straight answer.
Agree with @Marilyn Moran SEO is many things "simple" not the first idea that jumps to mind. Realize the Forbes writer thinks he can make SEO "simple" for the C-level and maybe he does in the sense that they know SEO exists, but based on this article they have no capacity to DRIVE there themselves.
Problem with this web stuff is if you half to pay me or my tribe to interpret for you you've done two bad things at once -
* Doubled or more your content marketing costs.
* Become dependent. We have to fish for you forever.
For example, I love this line, " but 90 percent is merely about consistently doing what feels natural and testing." I heard the process of SEO and testing defined better by Tobias Walter from @Shoeboxed team at Triangle Startup Factory today:
Traffic, Conversion, Revenue (TCR)
The big idea is those three ideas are connected . Biggest impact comes from working on one at a time. First you increase traffic. Once that goal is achieved you work on increasing conversion. Once that goal is bet you increase revenue.
Once you've made the turn through all three you go around the horn again rinsing and repeating ad infinitum. Much better explanation and more true to my experience as a Director of Ecommerce fo 7 years ( mad $30M+, AOV never over $62) and then Director of Marketing for an agency for 2 years (Klout up 292% and 2 record years).
When isolating the three key ideas of TCR (Traffic Conversion Revenue) from each other you don't get wound up in the wrong conversation. Yes you can attempt to knock down traffic and conversion at once. Chances are you will die trying or drown in attribution. Better to isolate, improve and then circle around again.
Much more CLEAR explanation of SEO At Triangle Startup Factory today by Tobias Walter from Shoeboxed. We won't have to fish for Tobias or the Shoeboxed team any day soon :). Marty