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E-commerce persuasion, not conversion
"The future is not about optimizing conversion, nor about maximizing conversion, it’s about spectacular user experiences that convert effortlessly from the users point-of-view." An insightful contribution from the fabulous brothers Eisenberg.
Posted by 'Screen Pages'
on August 31, 2010 in Online retailing
Combine email marketing and social media
Sensible, but short, article on the cross-over between email marketing and social media. I think "do it" is the best summary:
* Archiving email newsletters online and posting links to them on Twitter, Facebook, or LinkedIn can extend the reach of that communication
* Including links from blog posts or YouTube videos in an email newsletter can encourage subscribers to explore new social media efforts
* There are easy ways to add newsletter subscription links to social sites through blog badges, Facebook applications, or HTML
Posted by 'Screen Pages'
on August 31, 2010 in Email marketing
Screen Pages releases e-commerce analytic benchmarks for first six months of 2010
Screen Pages has released e-commerce benchmark data regarding visitor sources and behaviour, conversions for retail e-commerce websites, for the period January-June 2010.
The businesses indexed are limited to niche brands, generally selling online, via catalogues and stores, whose online sales range between £50k & £10m per annum and average order values average £71. The e-commerce platforms ran on either Microsoft Commerce Server or Magento.
The main findings are:
• Conversion rates ranged from 1.3% to 4.7% in the quarter with an average of 2.6%
• Search is the biggest source of traffic (54%), followed by direct URL entry (18%) and email (13%)
• Email represents the best & most cost-effective converter at 3.6%
• Onsite search remains a small factor (used by only 7%)
• Revenue per visit averages just under £2, ranging from £1.20 to £3.05 per visit
• Returning visitors convert nearly twice as well as new visitors at 3.71%
• Time on site averaged over 4 minutes, with 8 pages viewed and average bounce rates 28%.
Posted by 'Screen Pages'
on August 27, 2010 in Screen Pages news
E-commerce product pages & SEO
Great 5 minute video (Whiteboard Friday) from SEOmoz about how to design and create product pages for e-commmerce websites. The tricks are: good page titles, extra images, fantastic & unique copy, interesting statistics/sales data (if you can) and, of course, reviews.
Posted by 'Screen Pages'
on August 27, 2010 in SEO
E-commerce personnel: what kind of people?
What kind of people do you need to be successful at e-commerce: the CEO of Barnes & Noble is clear: "...terrific leaders who will take our already fast-growing online and digital businesses to the next level leveraging their strong personal track records for management excellence and successes in technology, eCommerce, merchandising and operation."
Posted by 'Screen Pages'
on August 26, 2010 in Best practice
Facebook accounts for 1 in 6 UK page views
From Hitwise: Facebook is the second most visited website in the UK: in June it accounted for 7.14% of all UK Internet visits and over half (54.48%) of all visits to a social networking websites. In terms of total visits it continues to trail Google UK (9.59% market share in June) and, as previously highlighted, will continue to do so for the foreseeable future. However, using the measure of total page views rather than visits, Facebook is way ahead. The social network accounted for 16.73% of UK page views during June. In other words: 1 in every 6 Internet pages viewed in the UK was a Facebook page.
Posted by 'Screen Pages'
on August 25, 2010 in Online marketing
Shore launches new surf shopping website
Shore, the surf clothing and accessories business, has re-launched its transactional website at http://www.shore.co.uk. The new e-commerce website has been designed and developed by Screen Pages, the e-commerce services company, using Magento.
Posted by 'Screen Pages'
on August 24, 2010 in Screen Pages news
Little Shrimp launches a new website for its organic childrens clothing collection
Little Shrimp, the British organic children’s clothing brand, has re-launched its transactional website at http://www.littleshrimp.com. The new e-commerce website has been designed and developed by Screen Pages, the e-commerce services company, using Magento.
Posted by 'Screen Pages'
on August 23, 2010 in Screen Pages news
Brands on Facebook
Facebook does have a static format that needs changing, but it’s not that difficult – or expensive – to come up with some great landing page manipulation through Facebook Markup Language ..and some brands are taking advantage of this, to great effect.
Research by e-consultancy. Relevant examples included Abercrombie & Fitch, Oxfam & Tiffany.
Posted by 'Screen Pages'
on August 23, 2010 in Online marketing
E-commerce payment provider consolidation
Mastercard has acquired Datacash for £333m, shortly after Visa bought Cybersource for $2bn.
Interesting times.
Screen Pages' clients use (in order of numerical popularity): Sagepay (formerly Protx, acquired by Sage), Commidea, Cybersource and Datacash. We also have a partnership with Secure Trading.
Posted by 'Screen Pages'
on August 19, 2010 in E-commerce technology
Urban Outfitters reduces catalogues, beefs up social media
Sales are up at Urban Outfitters (including the Anthropologie brand), helped by an increase of 28% in website traffic (source: Direct Magazine). But, its CEO appears to have retreated from earlier statements about catalog circulation increases - i.e. the company is dropping catalogue distribution. Instead? the CEO was more enthusiastic about social media, which he called “a great trend. The whole concept behind social media is that have given control for communications to the customer...It’s not about broadcasting a message, it’s about having a discussion or allowing customers to have discussions with other customers."
Posted by 'Screen Pages'
on August 17, 2010 in Companies
Men's fashion online
Wall Street Journal covers how men buy their fashion online.
Men may buy less than women, but they spend more. Affluent men, those with income levels in the top 20% of U.S. households, spent an average of $3,970 on Internet purchases during the fourth quarter of 2009 compared with $1,958 for women.
Posted by 'Screen Pages'
on July 22, 2010 in Online retailing
Email marketing important for e-commerce
It's somewhat of a truism, we all know but hile social media is a growth area in online marketing, ecommerce organisations should continue to focus on more established channels like email.
Posted by 'Screen Pages'
on July 22, 2010 in Email marketing
PPC - some golden rules of Ad optimisation
Testing tiny text ads for superior performance is similar in some ways to testing landing pages. Anyone can play. A small elite “test to win.” Useful 7 approaches to success from Traffik, summarised here:
1. Focus on your core message.
2. Love and honor your winning headline.
3. Real words, please
4. Test significant contrasts in ads initially, not trivial ones.
5. Use sensible date ranges when analyzing performance.
6. Create “evergreen” ads and record winning principles.
7. Look at search-only CTR data.
Posted by 'Screen Pages'
on July 15, 2010 in Online marketing
Facebook for brands: a short guide
Grateful to Chinwag for the slides: a handy summary of Facebook's profiles, groups, community pages and official pages and the potential opportunity for brands to take advantage.
Posted by 'Screen Pages'
on July 15, 2010 in Online marketing
The Internet: where is it going - great data & study from Pew
Pew - that provides information on the issues, attitudes and trends shaping America and the world - has released its latest reports on the direction of the Internet, entitled "Imagining the Internet".
Lots of fascinating data, stats and quotes from experts. You can see the management summary in slide form on Slideshare.
Posted by 'Screen Pages'
on July 14, 2010 in E-commerce statistics
Net-a-Porter profile - 10 years on
"Does the success of sites such as Net-a-porter signal the end of the high street? If websites can work quickly enough to adapt to the weather, how can traditional stores ever hope to keep up? "There'll always be a place for good shops because of the social aspects of shopping...Net-a-porter has all the same values as an amazing boutique, and with fantastic service. Every time those black boxes turn up at the door I feel special. Every time I see them I get a little kick."
Good read at the Guardian.
Posted by 'Screen Pages'
on July 13, 2010 in Companies
Why not to copy Amazon's approach to e-commerce @getelastic
"Amazon has for years been held up as the gold standard in ecommerce because of its rapid growth and dominance in online retail. This success has created a halo effect, where some automatically assume “if Amazon does it, it must be right.” Many have implemented Amazon’s designs and features on their online shops based on these assumptions alone. This is dangerous. And here are 10 reasons why..."
Posted by 'Screen Pages'
on July 09, 2010 in Companies
iPad usage: an expensive toy?
The bottom line: According to Resolve, 55% of iPad owners or would-be owners see the device as a very expensive toy, or luxury item. It’s not a necessary device to have in your daily life, although it can replace a number of other gadgets or products. Still, that functionality can largely be reproduced (albeit with a less experience, in many cases) by things that many users already own.
Posted by 'Screen Pages'
on July 09, 2010 in E-commerce technology
Mobile e-commerce far from perfect!
Just 4% of consumers find making purchases on their mobiles to be a hassle-free experience, with loading times and product display the biggest bugbears.
Posted by 'Screen Pages'
on July 06, 2010 in E-commerce technology
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