Monthly Archives: January 2017


31
Jan 2017

Writing online content is something of a balancing act. For years, SEO experts have pointed out that Google loves longer content. Your readers? Not necessarily. As a writer, that means you’re kind of stuck in the middle. Write too little, and your content won’t rank. Write too much, and most people won’t read your content. ‘Tis a conundrum, no? The good news is, Google has realized that word count and keyword density aren’t always the best predictors of relevance. People care about their on-page experience—not the keyword count. As a result, Google has placed an increasing focus......

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31
Jan 2017

It’s often said that marketing is both an art and a science. The science side is increasingly in the spotlight as companies use data to optimize the customer experience at every touchpoint. But, ensuring that insights surfaced from that data lead to action requires the arts of communication and collaboration. Highly data-driven organizations are three times more likely than others to report significant improvement in decision-making.1 Yet, 62% of executives still rely more on experience than data to make their decisions.2 When the stakes are high, decision-makers need information they can trust,......

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31
Jan 2017

Cindy Chan is the founder of Dotoly, a store that sells animal-inspired jewelry, gifts and home decor at affordable prices.  After selling her products through multiple marketplaces, in her own physical store, and now an ecommerce store, she has a lot to share about the pros and cons of each, and what she’s learned from her various experiences.  On this episode of Shopify Masters, you’ll hear her story and we’ll explore the many experiments she ran—both small and big—that helped her grow her business. You shouldn’t really do what you think the......

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31
Jan 2017

We have hardly seen through the first month of the year and the internet is already overwhelmed with the advice and trend pieces on eCommerce. In this post, however, we specifically focus on those trends that can influence eCommerce conversion rates this year. It is important to keep a watch on such trends to keep ahead of the game. Let’s read through what eCommerce experts are saying. On-Site Search Optimization Effective site search is well known for increasing website conversion rates. WebLinc’s internal study for 2016 points out that shoppers who use......

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30
Jan 2017

It’s true. Your customers don’t care about your product. Don’t worry, they don’t care about your competitor’s products either. Your customers don’t care about any products. Thankfully, your customers do care about something, which is why they buy your product. Your customers care about the progress they will make as a result of using your product. As Growth Marketers and Product Builders, it’s our job to make sure customers understand how our product will change them for the better. Then we can create an efficient customer funnel that turns potential customers into......

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30
Jan 2017

A frequent feature request we receive is to make it easier to recover lost or orphaned accounts. Loss of administrative access can occur, for example, when an account administrator leaves the company without first assigning another administrator. The account continues to collect data, and users with non-administrative access are still able to log in and use the account per their assigned permissions, but the account remains in administrative limbo. Of course, we hope brands have the right onboarding and offboarding processes in place to ensure this doesn’t occur, but we understand this......

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30
Jan 2017

It’s the start of the new year, and that means there are a lot of people out there starting on their resolutions and reviewing their current goals for 2017. For many, one of those goals might be to sell off their ecommerce business—or maybe even several of them. This is a great goal, since selling a business can lead to a nice payday for an entrepreneur. Every business should be built to sell. Whether or not you sell it, your business will become more efficient just by making the changes needed to......

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27
Jan 2017

The average social media manager gets paid roughly $47,190. They tweet, post, share, like, favorite, comment, and reply to make sure your company’s social media is covered. Some companies use social media differently. Slack, for instance, uses Twitter to communicate the brand and notify followers on product updates. Here at Kissmetrics, we’re tweeting links to our content. Expedia tweets sales offers to the hottest (pun intended) destinations. So with all this tweeting and sharing, does any of it really convert to revenue? Granted, some companies couldn’t care less if the tweets to......

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27
Jan 2017

Reddit is a website with two reputations. For Redditors (as its users are called), it’s a good way to keep your finger on the pulse of the internet, participate in open discussions around shared interests, get answers from highly engaged niche communities, and, of course, perpetuate memes. For outsiders who haven’t learned how to use Reddit, though, it might seem like a haven for snark and sarcasm, where anonymity runs rampant, and users commit to weird inside jokes and try to one-up one another for upvotes. Reddit is an entirely different world compared to......

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26
Jan 2017

In 2011, Google’s Zero Moment of Truth report struck fear into the hearts of marketers and companies alike with its finding that the average consumer reviews 10.4 pieces of content before converting. What made this finding so scary? It underlined the importance of content to modern marketing strategies, and many companies feared they weren’t producing nearly enough content to drive conversions. To remain competitive, marketers and small businesses jumped in feet first. Their version of “shoot first; ask questions later” resulted in a lot of content produced on websites that wasn’t actually......

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26
Jan 2017

50% of the top million websites use Google Tag Manager, the incredibly powerful analytics/marketing tool that quickly deploys tagging across your website. Want to do Facebook remarketing? Subscribing to HubSpot, Pardot or another marketing automation service? Need to add an AdWords conversion tag? So many actions marketers take require additional tracking code to be placed on website code and Google Tag Manager will handle that for us. Best of all, you don’t have to be an analytics nerd to implement this! Tag Manager empowers marketers to own and make changes without development......

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26
Jan 2017

The press is always hungry for a good story or something new to cover. Give them that and you can generate a lot of exposure and traffic (plus get a neat addition to your “As Seen On” section of your website). On this episode of Shopify Masters, you’ll learn from Travis Beck and David Fisher of Paracable, premium fabric-wrapped iPhone, iPod, iPad and Android cables. Find out how they hacked the press to drive 40,000 visitors a day before ever having a product in inventory. I left an anonymous tip…That was on......

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26
Jan 2017

Accurate multichannel campaign attribution has stumped the online marketing industry for years. But what if the solution is to stop worrying about attribution, and move to an optimization-driven approach? You know those photo mosaic images, which suddenly became terribly popular a few years back? They cleverly use lots of individual tiny images to make up one large image. If you look closely you can make out the individual images, but you have to stand back to take in the full picture. The same is true for measuring the impact of digital marketing.......

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25
Jan 2017

We’ve heard the advice a thousand times: Your headline is the most important part. It’s 80 cents of your dollar. Visuals are key. Visitors want to see high quality photos, infographics, videos, charts, diagrams, memes, and more. The user experience – or UX – trumps all else. It’ll be the key differentiator in the coming years, so make sure your user interface delivers an experience worth celebrating. Rarely, though, do we hear about the copy itself. You know…the bulk of what’s on your page. The general wisdom reminds us to craft a......

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