Social Commerce

Conversion Optimization 101: Planning Successful Social Media Landing Pages

In the last Conversion Optimization challenge I asked readers to review a series of promoted Tweets and the corresponding landing and thank you pages. The most important thing to consider for your ads or landing pages is the nature and context of your visitor. Social media traffic is fundamentally different than search traffic; social media landing pages must be thought of differently than search landing pages. The social visitor isn’t seeking out your brand, your category or even your solution.…

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Conversion Optimization 101: Planning Social Media Landing Pages

In the last Conversion Optimization challenge I asked readers to review a series of promoted Tweets and the corresponding landing and thank you pages. The most important thing to consider for your ads or landing pages is the nature and context of your visitor. Social media traffic is fundamentally different than search traffic, therefore social media landing pages must be thought of differently than search landing pages. The social visitor isn’t seeking out your brand, your category or even your…

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Facebook’s Desperate Attempt to Prove Its Value (Test it Yourself)

Last week Adobe and IBM both came out with studies about how little impact Facebook had on referrals to sales on Black Friday’s online shoppers. Facebook then countered with their own evidence showing how they impacted traffic for retailers. Yes, there is surely an attribution modeling issue at hand here. But that is not the end of the discussion. Facebook has been working on a new conversion tracking program that will allow advertisers to track view-though conversions. View-through conversion rate is…

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Your CEO Doesn’t Trust That You’re Doing Your Job!

Did you see the startling statistic shared last week that 70 percent of CEOs have lost trust in marketers? If you’re a marketer, like I am, that should alarm you. According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns: Furthermore, they have: Made the conscious decision not to expect more from marketing…

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Conversion Optimization 101: Optimize Your Product Image to Sell

Last week’s Conversion Optimization 101 challenge, asked you to look at the eBags TLS Workstation Laptop Backpack and the product image(s) they use. I asked you to let me know what  things would you test as the primary image display? They have multiple images, are all the best ones there? They even have a video, what would you do with it? So what things would you test as the primary image display? They have multiple images, are all the best ones there? They even…

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Claiming Your Unfair Advantage

In my recent column, “E-Commerce Moneyball: Chasing the Market Leader,” I briefly discussed how Amazon built tools for its own use that leverage the big data available to it. Let’s explore the types of tools that are available for you to leverage big data today. There are many reasons one can point to as to why Amazon.com has become such a dominant e-commerce player. Here are a few to highlight: It leveraged social commerce and the voice of the customer…

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Ecommerce Moneyball: Chasing the Market Leader

A couple of weeks ago, I had the honor to speak at the exclusive Acceller Summit in Miami. Some readers may remember Acceller from the case study I wrote about them and their CEO Steve McKean in my book Always Be Testing. Steve is the CEO who explained: “A culture of testing and optimization cannot happen in a vacuum, nor can it be mandated. You need a team that understands and believes in the principles. You need to communicate a…

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