I was once pining after a certain pair of shoes on Zappos, but I opted not to purchase them that day. Imagine my surprise when, as I was browsing another site a few days later, I saw an ad for that exact pair of shoes. This experience was my introduction into the wonderful world of retargeting.
Retargeting is the process of tagging every visitor to your website and then displaying your ads to those visitors on other sites in the display network. If you are new to retargeting, I highly recommend starting with a Google remarketing campaign, because it targets prospective customers who have already expressed intent in your brand. If you get stuck at any point in the implementation process Google has written a how-to guide for setting up remarketing campaigns. Read the rest of this entry »
Filed under display network, Jessie Kleino, Online Marketing, ppc campaign, remarketing, Retargeting
In his campaign to become President of the Unites States in 2008, Barack Obama raised half a billion dollars in online contributions. Unsurprisingly, the power of the internet has led all the Republican primary candidates in this election season to drive online donations through e-stores.
In this post we review the e-commerce tactics used by these political “brands” in their attempt to influence “customers” to buy their “product.”
Of course, we’re not here to endorse any candidate or argue for correlation between a well planned channel strategy and the number of delegates these potential nominees pick up on the campaign trail.
But the fact is that these online stores generate millions of dollars for organizations to coordinate a full scale, nation wide operation. And these stores can only accomplish that if visitors click that “Donate” button on the shopping cart. Read the rest of this entry »
Filed under CTA, e-store design, Google Ads, Landing Pages, online shopping cart, PPC, sem
You’ve just spent the past year implementing a new e-commerce platform. You flip the switch and revenue is down twenty percent. You realize you are facing your worst nightmare. How do you wake up?
A Forrester report from early 2011 states that 49 percent of online retailers are planning to re-platform their e-commerce solution within the next two years. If a typical technology cycle lasts three years, and it takes two years to choose, implement, and fine-tune a suitable alternative to your current platform, it’s safe to say that companies are perpetually in a re-platforming mode.
If you have decided to do a re-platforming project, prepare not only for customizing the e-commerce platform to your needs, but also to measure the results of the new platform against the old one. Read the rest of this entry »
Filed under analysis of variance, analytics, AOV, Conversion Rate, e-commerce replatforming, ecommerce replatforming metrics, email marketing campaign, Forrester report, PPC, revenue per visitor, traffic, traffic profile, traffic sources
