The Globe and Mail is running a four-part series on online advertising ideas for small business. As part of the series, Ivor Tossell writes about search engine marketing (SEM) and the ongoing work of refining keywords and copy. You can find the article “Find your search ad sweet spot” here.
The key message: getting started in SEM is smart, but continuing to refine the targeting and messaging is critical.
There was a very good blog post by Jack Love on Internet Retailer two weeks ago (you can find it here) about the need to keep your eCommerce site fresh. While the catalyst for his post was changing ways that customers user to access eCommerce sites, other factors should also drive a fresh set of eyes.
As business owners, we spend a lot of time figuring out what those shoppers want to buy and how to get them to come to our site. Once in the storefront, they spend time looking for just the right items. They click around, browse our fine selection, and put a few items in their shopping cart.
And then, maddeningly, some people just stop. They leave their cart sitting in the middle of the virtual aisle, filled with items we would love to sell them. It’s called cart abandonment. Here are ten tips to reduce cart abandonment.