Bloggers Digest September 2010
Bloggers Digest is our monthly ritual that highlight posts from other blogs that are of value and interest to online retailers and Internet marketers.
- Brian Klais shares 23 Ways To Slam-Dunk Your Mobile Conversions For The Holidays, here's an example:
- Patricio Robles explains Amazon's interesting pay-to-preview patent that aims to monetize previews for digital content like books and media. Amazon's rationale for the patent is this:
Unfortunately, not all consumers appreciate the value of previewing sample portions of a work before making a purchase. In particular, some consumers are loath to pay for a work when they can view the work for free. They may be tempted to avoid purchasing the work altogether by simply viewing as much of the work as possible electronically...Moreover, like other forms of marketing, allowing viewers to electronically preview works in electronic form costs money. Unless such marketing is shown to increase sales, electronic booksellers may not be able to justify the cost of converting works into an electronic form that may be previewed by consumers.
Patricio makes a good point:
While it's true that free previews come with a potential cost, it's worth pointing out that most consumers can walk into a book store and preview to their heart's content. Heck, in most cases there's nothing stopping a shopper from sitting down and reading an entire book in a book store, many of which offer conveniences such as comfortable seating and coffee. And let's not even mention public libraries.
Book...store? Do they still make those?
- Christian Holst at the Baymard Institute provides 3 excellent ecommerce examples of inline help: the callout dialog, "what's this?" and embedded instructions.
- For you branding buffs, Branding Strategy Insider explains why longer slogans can be more memorable than the short and snappies - if they touch on emotion:
Federal Express could have positioned itself as: "The overnight company." But it didn't. Instead, it launched a campaign that not only turned around the brand, but also made marketing history: "When it absolutely, positively has to be there overnight."
- If you've been following the horror stories of businesses who participate in Groupon promotions, you won't know whether to laugh or cry at Kevin Hillstrom's satirical look at a fictional multichannel merchant's debate whether to run a Kewpon promotion. (This ranks as one of my favorite posts of the year, not just because it uses the word "truthiness.")
- Amy Africa's thought provoking You Don't Know What You Don't Know reminds us that we cannot project our own experiences, preferences and attitudes on our customers.
There’s not a week that passes by that I don’t hear “We only send emails twice a week because that’s all our customers want” or “we don’t use pop-ups because everyone blocks them” or “we don’t need to tell people our guarantee because they all know it.”
Yeah? On what planet?
I mean really.
Just because you personally don’t want more e-mails or you don’t like pop-ups or your guarantee is tattooed on your forehead doesn’t mean that your users feel/are the same.
- Avinash Kaushik illustrates the wonders of Google Analytics' latest innovation - weighted sort. Weighted sort helps you find the gold nuggets buried in your reports without having to weed through pages and pages single visit pages with 100% bounce rates, for example. Finally, you can sort things by "interestingness"!
- What's pushing online retailers into social media? Aberdeen Research found that over half believe consumers are using social media as a primary shopping tool - though "social media users do not typically report starting a search for a product on social sites." Just under half are pushed by competitive use of social media.
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