Ratings king Nielsen just released a new survey showing that consumers placed their highest levels of trust in other consumers. If you’re not savvy about word of mouth marketing, the guys over at WOMMA give an excellent introduction to the topic.
… to your bottom line. Online customer experience management firm Tealeaf commissioned a poll that found that 87% of people have experienced a problem with an online transaction in the last year. And boy, are people intolerant of problems! The poll report, Reasons for e-Shop abandonment (PDF), says that they will permanently switch to a competitor if they find the site hard to navigate or experience problems on checkout.
Special thanks to Shoshana Deutschkron at Tealeaf for providing this report.
Every once in a while some genius will post to a forum about how he’s discovered a “great trick” to boost his Google PR – and it’s invariably white text on white background, setting visibility property, or something similar. Don’t do this. Either Google will catch you themselves, or your competitors will notice and gleefully report you. Google’s Matt Cutts discusses this (and gives a particularly egregious example) on his blog.
37Signals had an interesting post about phantom buyers (you know the kind; they say, “I’ll buy it if …”). I think it’s a smart strategy to pre-plan your product roadmap carefully enough that you can respond quickly to these people with your own conditional offer: IF you’ll buy it, I will commit to adding feature X in timeframe Y. Of course, the difference is that your offer actually binds you to something if they PayPal you the funds, whereas their “offer” doesn’t commit them to anything. Nevertheless, I have found that this strategy is often successful, and takes me in a direction I wanted to go anyhow, sooner or later.
One of the most common problems I see on SMB carts is a lack of comfort food – and I don’t mean macaroni and cheese. Is it obvious to your customers how they can contact you? Are email, fax and phone information clearly posted at each step of your checkout process? This is a major trust-building step you can easily take.
WalMart can afford to have this attitude. You can’t.
Stories like this always astonish me because I find web video annoying. I would love to get a demographic breakdown of who’s watching web marketing material – is it only young people?
Alan Greenspan was promoting his book on Meet the Press last weekend. At the close of the interview, Tim Russert told a humorous anecdote about how when Greenspan began dating his present wife, Andrea Mitchell, he invited her back to his apartment “to read an essay he wrote [on monopolies].”
RUSSERT: Do you often lure women back to your apartment by saying, “You want to see my essay”?
MR. GREENSPAN: I didn’t have any sketchings or etchings.
What a great answer. Oddly enough, this art joke from the past was recently mentioned in a very interesting Time article called Words Don’t Mean What They Mean:
“Would you like to come up and see my etchings?” has been recognized as a double entendre for so long that by 1939, James Thurber could draw a cartoon of a hapless man in an apartment lobby saying to his date, “You wait here, and I’ll bring the etchings down.”
Vague, ambiguous statements – arguably good when dating, unquestionably bad when dealing with clients. Recommit yourself to doing more up-front work, asking more questions, writing clearer proposals, finally finishing up those pesky “terms and conditions” and “policies” pages on your website, doing all the little things that result in fewer surprises down the road.
MediaPost is liveblogging OMMA NY, and one of the posts this morning was about UniLever’s new social media strategy. Why are some consumer products companies so edgy when others seem to be wasting time on dorky initiatives that have nothing to do with brand-building? Given the low-margin nature of the trade, shouldn’t they all be, in the words of David Lee Roth, running with the devil?
Look through technorati seems like a reasonable way to generate new ideas for your site, blog or cart, right? I mean, let’s just do a quick search for shopping carts and see what people are talking about. Wow – Ashop sure is popular. In fact, according to many bloggers,
Ashop Commerce is a leading US provider of hosted shopping cart software that offers a complete solution for merchants to sell online.
Has anyone in human history other than a paid pitchman used the phrases “leading provider” and “complete solution” in a single sentence? And why can’t technorati filter out obvious splog postings? And why on earth is Ashop using this idiotic strategy?
A topic that comes up frequently on e-commerce forums is the etiquette and legality of email marketing to people who have never explicitly opted in. For example, suppose you launch a newsletter. Is it legitimate to send it to
- all your old clients?
- email addresses from business cards you got at a Chamber event?
- an opt-in list from a different division of your company?
- do this with care, if at all – the best practice is 100% opt-in
- don’t think ’email blast’ – think ‘relationship’
- lists are not like fine wine – they don’t get better with age – so reconfirm them if they’re old
- start with a request for permission, not a newsletter
- expect that 50-80% of the addresses in your list will not be interested
Just because they did business with you once doesn’t mean they want to receive your marketing material now.