A Google update affecting local searches

Value/Importance: [rating=5] (for local marketers) Recommended link: SearchEngineLand announcement Well, Pigeon would seem a logical follow-on from Google’s Hummingbird update. There seems to be an avian connection and it could change the search “pecking order” (sorry)… Note that while Hummingbird, like Panda and Panda and Penguin, were terms coined by Google, this isn’t an official term. Barry Schwartz of Search Engine Journal has introduced the term to explain it on the Search Engine Land article above since Google haven’t given a defined name yet.

What do marketers need to know about Google Pigeon?

This algorithm update will only be relevant if your business targets local searches for a product or service in a location, for example through a store or office It’s a major change which Google told search Engine Land, links: “deeper into their web search capabilities, including the hundreds…
A review of the in-page Chrome extension for Google Analytics Value: [rating=3] Recommended link: Google Analytics InPage Extension for Chrome This tool came out at the end of June, so it’s not brand new, but we think it’s still worth an alert since although it has been released for a month, it’s had fewer than 60,000 downloads - not many considering the number of people that use Google Analytics… Maybe this is because it doesn’t add much to the existing Google Analytics In-Page Analytics feature which you access from the bottom of the “Behaviour” menu in Google Analytics.

How to setup the Page Analytics Chrome extension

To setup the tool simply: Download the Chrome extension and enable the extension by clicking on the button in your toolbar. Make sure you are signed-in with the relevant Google Analytics account with a profile for the site you want to review. Load up the page you want…
 

Are Facebook Admins not paying enough attention to the data behind their Reach figures?

I've been digging down a little deeper into Facebook Insights of late trying to get a handle on the organic reach issue with the current incarnation of the algorithm. I had this theory that whilst a lot of Page Admins were breezily talking about how their reach had not been throttled in recent months and were still regularly reaching over 50% of fans, that in fact they were reading their data wrongly. I've watched really popular posts of mine in recent months and a cursory look at the Insights data does indeed suggest that some posts are reaching an awful lot of people. Here's our top performing Facebook post of recent months (it used to drag an image through but I imagine the original link author has since removed it). …

5 examples of retail home page good practice

Great ecommerce websites are likely to be based on personal preference. But many would agree there are common practices for persuasive design that should be tested, if you're not using them already. In this post, I take a look at a range of less well-known small to medium business ecommerce websites where I have deconstructed the practices to suggest a shortlist of 'must have features' for the homepage. It's part one of a series of posts, next I'll be looking at category pages. Of course, in a blog article there is a limit on what can be sensibly covered. See the relevant Smart Insights guide for more details. Recommended Guide: Ecommerce Design Patterns Use our wireframes and examples to test and create more persuasive Ecommerce designs to boost retail sales. Download our Ecommerce Design Bible.

Home page feature…

A case study of re-activation of lapsed customers with Marketing Automation and Gamification: An email marketing case study from CarDelMar

The well-known marketing rule that investing in acquisition of new customers is six to seven times costlier than re-activating past customers suggests the value of investing in reactivation campaigns. In the omnichannel world we live in,  a wide range of possible methods are available to re-engage those who have lapsed, or if you prefer, are 'churned' buyers. Among the most effective methods is surely re-activation by email marketing. In this case study we present how optivo helped the German online car hire broker CarDelMar with an automated reactivation campaign, which was designed and carried out using the software of email marketing service provider optivo.

The challenge of inactivity

Previously, CarDelMar had been sending out fortnightly newsletters with information on exclusive discount campaigns, useful tips on booking reservations and introductions of new rental agencies. As is usually the case with new…

Examples from big brand Ecommerce sites which smaller businesses can test

The web has transformed the way people compare and buy everything from fruit to flat-screen TVs. The demand to be able to shop online has fuelled a race to join the likes of Amazon, with small independent e-commerce retailers springing up on a daily basis. But it’s important to remember that increasing sales doesn’t necessarily have to cost hundreds of thousands of pounds; small improvements can make a big difference, and even the biggest organisations may be losing revenue unnecessarily. This post features eight of my top tips for maximising e-commerce sales and includes good practice examples from some of the most successful e-commerce sites.

Tip 1: Remove dead ends

Your site should have no dead ends. Full stop. This should be the first rule of thumb. Every page should be designed to channel visitors to the right product, service or sales representative, even…

How golfing brand Lyle& Scott achieved a 48% Increase in Revenue Per Visitor

Throughout its 140 year history Lyle & Scott has built a global reputation for distinctive, beautifully designed, high quality knitwear, combined with the brand’s solid authority and presence in the golfing sector.  The company is committed to developing new and exciting products, making them available to customers across multiple channels. The Lyle & Scott website (www.lyleandscott.com) now retails in over 50 countries worldwide making ecommerce one of the major components of the company’s sales structure. This case study shows how they increased the vital revenue per visitor KPIs by following the AWA Digital Ecommerce CRO process.

CRO project background and objectives

Lyle & Scott’s objective was to increase the conversion rate of the Website. The ecommerce team wanted to augment online sales by increasing revenue per customer. The ecommerce team had built a substantial customer database and were already mining the…

Quick ideas to increase your followers

With over 70 million Pinterest users, which grew by 58% in 2013, then it's definitely a social media platform to evaluate to see if it fits your business and demographics. See our in-depth Pinterest marketing guide by Rhian Simms and Liz Edwards for more details. In sectors where visual identity of products is important Pinterest can be influential: Did you know that 'a Pin is repinned on average 10x compared to a Tweet, which is typically retweeted less than 1%?' If you are fairly new to Pinterest and looking to grow your Followers to share your boards, then here are some practical steps: Use high impact, high quality, colourful images - those with medium lightness are 20x more likely to be repinned. Comment on the most popular pins to be noticed. Give positive comments about those you are mentioning. Use other social media platforms and offline channels to promote your presence…

A tutorial showing you the options to set up this new GA feature

When Google Analytics launched in 2005 it democratised web analytics with its feature rich offering, since then Google has worked hard to add new features to a product that is now considered a viable alternative to most enterprise level web analytics tools. But until recently GA lacked a key feature that many of it’s competitors have had since the first half of the last decade, that is the ability to group content at the session level. Grouping content has lot's of applications, for retail sites grouping categories and products is important, for media sites, different types of stories and today all businesses need to know which types and formats of content are supporting their content marketing. Other tools around the time of Google Analytics’ launch, such as HBX, dealt with this very well but Google, with its URL based content reports…

What can the best business apps on the market teach us?

A great mobile app adds that little something extra consumers just don’t get from a desktop or mobile site.  Offering instant information and efficient access to products, an app can increase loyalty by providing the consumer with an immediate handheld solution.  A well-designed app well allied to a wider integrated multi-channel retail policy can offer both consumers and brands with huge benefits. Here are 10 inspiring business apps that do just that.

Debenhams

The Debenhams mobile app offers customers a simpler alternative to the department store’s desktop and mobile sites, allowing them to swiftly shop the full Debenhams collection.  The app enables users to scan barcodes while shopping in-store to check for sizes and prices as well as read other…
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