Catalogers and other search advertisers are justly concerned about click fraud. Click fraud is when a person (or computer) imitates a legitimate user clicking on a pay-per-click ad, without actual interest in the adโs target. Like Justice Potter Stewartโs definition of pornography โ โI know it when I see itโ โ click fraud escapes precise definition. To know when a click is fraudulent, one needs to know the clickerโs internal motivation for clicking or be able to prove the clicker was an automated โbot. Most experts agree that few individual clicks are โgoodโ or โbad.โ Instead, investigators assign quality scores that indicate the probability
Online product reviews can create opportunities around one of the oldest direct marketing tools: customer testimonials. Such reviews and ratings can drive conversions on your Web site. Take Petco.com, for instance. Visitors that browse the top-rated product pages on Petco.com convert 49 percent more often and spend 63 percent more than browsers using other categories, according to the pet supplies marketerโs vice president of e-commerce John Lazarchic. He revealed these facts and a number of tips at a session at the eTail conference, held earlier this month in Palm Desert, Calif. 1. Solicit initial reviews through promotions. โWhen we first launched the program, we promoted
For smaller catalogers like Chinaberry, the Web can certainly be the great equalizer. Here are some tactics used by Chinaberryโs namesake childrenโs books and toys catalog and its spiritual gifts catalog Isabella. Search engine marketing: Both catalogs use Google AdWords for prospecting. โGoogle is the most compatible for us in sending us our types of prospects,โ he explains. โMSN is starting to do well, and everyone is waiting for the Yahoo! paid search relaunch. Weโve had Yahoo! on hold for a few months until its โProject Panamaโ has its full rollout.โ Affiliate marketing program: Using Performicsโ tracking system, Chinaberry can monitor the online relationships
For many catalogers, paid search will be the single most important channel for new customer acquisition this year. Here are what I believe to be the 12 best ways to do it. 1. Focus on Google. The reality is, Google controls more than two-thirds of the search market and is growing rapidly. Yahoo! continues to lose market share each quarter. MSN is a far distant third. Ask.com is even further back. Allocate your attention proportional to your ad spend. Donโt completely ignore Yahoo! or MSN, but invest the most love and attention in your Google campaigns. Youโll be rewarded with the largest return for your time.
The most successful Web sites are those that serve the interests of customers rather than organizations. Practically all Web sites, whether they are intranets or public Web sites, start off with an organization-centric worldview. Following are 10 tips to make your Web site more customer-centric. 1. You are not your customer. Never fall into the fatal trap of thinking that all you have to do to understand your customers is look into your heart. Constantly research, test and change things that arenโt working. 2. Your language is not your customersโ language. Just 4,000 people per month search for โlow faresโ (industry language) online, while 2 million
The Web is an essential channel for catalogers. Customers expect catalog companies to have effective, well-designed e-commerce sites. The Internet is undergoing a period of rapid innovation, often labeled โWeb 2.0.โ It includes tagging, visual search, wikis and Ajax. Web 2.0 technologies will transform online retail over the next two years. Catalogers will need to upgrade their sites to remain competitive. I suggest you read this monthโs column with a computer close by โ as Iโll tour some Online Retail 2.0 ideas that will transform e-commerce. The first stop is del.icio.us, the social tagging site. (Go to del.icio.us/catalogsuccess, and youโll find a
Below, our annual index of all stories that appeared in Catalog Success throughout 2006, including this issue. (For easy reference, use the print screen.) Cataloger Profiles Cover Stories United Receptacle: โB-to-B Goes โPlug and Playโโ by Alicia Orr Suman, January Reiman Publications: โThe Synergistic Approachโ by Alicia Orr Suman, February Boston Proper: โBillion-Dollar Opportunityโ by Donna Loyle, May Spiegel Brands: โHow Spiegel Recoveredโ by Paul Miller, June Smarthome Direct: โGrowth the Smart Wayโ by Matt Griffin, July J&L Industrial Supply: โShaped Up, Shipped Outโ by Paul Miller, August Northern Safety Co.: โSafely Ahead of the Gameโ by Matt Griffin, September AmeriMark Direct: โSteady
Consumers will use the Internet for about 29 percent of their shopping this year, according to a recently released National Retail Federation survey conducted by BIGResearch. This includes both browsing and buying behavior. These shoppers are expected to spend an average of $791 on holiday shopping. Other data revealed by the survey: * 47.1 percent of consumers plan to make at least one purchase online this year; * 88.7 percent regularly or occasionally examine products online before purchasing in a store; * 23.6 percent start their product research on Google; * 7.2 percent start their research on Yahoo!; * 5.5 percent start their research
What online offers are most effective today? To answer this question, Iโll revisit 14th century Japanese poetry, tap the insights of experts at the three leading search engines and talk return shipping with two leading online retailers. Todayโs Advertising Haiku Haiku is a Japanese poetic form dating to the 1400s. Haiku poems consist of three lines of five, seven and five syllables. When written well, these poems can pack a powerful emotional punch. Todayโs online advertising equivalent of haiku is paid search advertising. Taking Google AdWords as the archetype, a pay-per-click ad consists of a 25-character title, two 35-character lines of ad copy and a 35-character
9 ways to get your site search-ready for the holidays. The clock is ticking. Holiday shopping season is just around the corner. More customers will turn to your Web site than ever before. That means itโs time to tune it up for maximum search engine visibility. Here are nine traffic-building tips thatโll make your site sing โHappy Holidaysโ long after the season is done. 1. Link Building Links are the currency of search engines. Improving the quantity and quality of your inbound links will pay dividends. Add a handful of links from high-PageRank, relevant sites and youโll see an impact within weeks. (PageRank