Worry about who is around you in search results

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The core focus of any business involved in a search engine marketing campaign (paid or organic) Is their positioning on a page. Position 4 is better than position 5, 2 is better than the 3..etc.  If you have decent rankings, something you should start worrying more about is who is around you.Data from a recent… Read more »

The core focus of any business involved in a search engine marketing campaign (paid or organic) Is their positioning on a page. Position 4 is better than position 5, 2 is better than the 3..etc.  If you have decent rankings, something you should start worrying more about is who is around you.Data from a recent poll at my company eVisibility suggests that search engine users visit an average of 6 pages before deciding on which site to do business with. This would tell me that as important of your actual positioning in the results pages is not the only thing to worry about.Who is under you? Who is above you? Changes are, that search engine visitor will be visiting all 3 site. If you are selling an identical product line to those under and above you, but have higher prices, or an un-friendly website experience, you will lose that visitor to your competitor.

Stay on top of who is around you..if they are doing a promo, you should too.  Make sure that if a visitor is going to both sites, you come out on top as far as offer, options and overall site usability.

Using Social Media to Help eCommerce Conversions

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In any  e-commerce business, converting customers is closer to fluke than anything. Compared to the numbers of offline retailers (around 30% of their visitors convert to customers) online retailers are lucky to see conversion above 1%. I have seen the following averages: -price point under $100 – 2% is obtainable -price point $100-$500 – 1.5%… Read more »

In any  e-commerce business, converting customers is closer to fluke than anything. Compared to the numbers of offline retailers (around 30% of their visitors convert to customers) online retailers are lucky to see conversion above 1%. I have seen the following averages:

-price point under $100 – 2% is obtainable
-price point $100-$500 – 1.5% is obtainable
-price point $500+ – .5%-1% is obtainable.

There are 2 major problems that effect online conversion rates:

1. the ease of leaving your store and the complete lack of commitment to get there in the first place./?
2. Unsure of the store…fear of non-delivery, fear of fraud, bad product, etc.

#1 above is a customers problem. There is little you can do to keep this customer here. #2 above you can control.  Something that I have seen work dividends on my client and own ecommerce sites is the use of customer testimonials, ratings, communications to the general public. It can solve several problem when strategically placed on your website:

1. Gives them the comfort that they are not the first person to order from your website.
2. Gives them the perception that they can speak their mind if it does not work out.
3. Gives them the extra push when deciding between your product and another website’s product.

Give Behavioral Targeting a Try

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Behavioral Targeting (BT) is a fairly new method of targeting ads to visitors. It is something that has been used by search engines and big websites for quite sometime, but now, BT is moving a little more mainstream, and I believe, as long as privacy laws do not interfere, will be a serious step in… Read more »

Behavioral Targeting (BT) is a fairly new method of targeting ads to visitors. It is something that has been used by search engines and big websites for quite sometime, but now, BT is moving a little more mainstream, and I believe, as long as privacy laws do not interfere, will be a serious step in helping spend online marketing dollars more efficiently.

BT is the act of tracking visitors from one page to another (even one domain to another) and giving them a reoccurring ad message. It has been proven for decades that giving a consumer a redundant message will increase the response of your ad tremendously. In some cases, as high as a 400% increase in ad effectiveness.

Currently the biggest downfall is network reach. If the visitor is on site A and your ad is displayed and then moves to site B and is not part of the same media network, chances are, you will not be able to display your ad and track the visitor. I believe that over the next 2 years, these media outlets will share their “targeted visitors” data for the purpose of displaying better ads, thus making BT that much more valuable.

Give BT a try now as you are going to get a much better deal now than you would next year. Google “Behavioral Targeting” and you will find some good networks. If you want more information about it, email me.