An e-commerce update…
- Halloween is almost here and that means the day after Halloween we will see e-commerce sites making Christmas front and center. Some retailers already have mentions of their holiday season promotions on their home pages.
- Talking about holiday promotions, don’t forget the lure of free shipping. This study from the Wharton School of Business quantifies what many of us have suspected - that consumers are lured by the words “free shipping”, even if the “free shipping” saves the consumer less than a percentage off discount.
One interesting takeaway from the study is that a higher price point for your free shipping offer often translates into customers buying more in order to qualify for the free shipping.
- Is it just me, or have Google AdWords keyword bids gone up recently?
- Last but not least, I’m hearing a lot about deploying microsites to promote a product or product line. The idea behind a microsite is to direct a customer (through a marketing campaign) to a cluster of pages that have limited navigation and to basically funnel towards the desired conversion. A microsite differs from a landing page in that a landing page usually has navigation to other pages of a parent site.
While I get the idea of a microsite, what I don’t like about them is the idea of not giving the customer a choice to see more information about you or your products or services prior to conversion. Of course, I’m hearing about microsites by a certain kind of marketer who places all of their faith in their copy. If you deploy a microsite, you have to make damn well sure that you give the customer enough information about who you are and why you think they would want the product.
Also, microsites seem to depress SEO, so if you’re dependent upon them, that’s another reason to be wary.