Thousands of sales are lost every year on ecommerce websites because consumers start shopping and then fail to complete the checkout leaving their cart behind. You have done all the hard work of getting the consumer to your website, they have found something they are interested in and then they do not close the deal. Shoppers frequently abandon their carts for a variety of reasons including shipping costs, heading off to other sites to compare prices, because they are just dreaming or creating a wishlist, or because they become distracted before completing the sale. So what can you do to get these customers back?
It is no shock to anyone that has used Google Adwords that it is expensive, with prices rising since the day Adwords began in October 2000. Google Adwords works on a cost per click basis, meaning your ad can be shown thousands of times and you only have to pay for the advertising when someone clicks on the advert. Each keyword on Google can be bid on by all other Adwords advertisers and Google ranks each advert on how much each advertiser is ‘bidding’ per click (along with a number of other factors). Competition between advertisers to have their advert showing first (and therefore get the majority of the search traffic) has driven many keywords to levels most people would call ‘insane’ with the top keyword in New Zealand (‘buy health insurance’) coming in at $47.58 per click.
Matt Cutts is the head of the Webspam team at Google, and it is his teams job to ensure that Google continues to rank the highest quality sites whilst keeping low quality or spam sites out of the search results. Matt is a frequent blogger and regularly releases videos which help webmasters understand how Google ranks websites and dispells common myths or rumours heard in the online marketing world. Whilst it is important to remember who Matt Cutts works for when watching these videos, there are some useful learnings. Here are my top ten videos you need to watch:
It has been a rocky year for the SEO community with some harsh Google Algorithm updates putting a stop to low quality SEO techniques and causing many website’s rankings to drop due to past link building. These changes, which include the Penguin and Panda update, have led many news outlets to report that SEO is dead but is it really? For a service or industry to die, the popularity of it amongst consumers needs to decrease.
Having a large email database is a focus for a lot of companies but constantly chasing higher numbers often misses the most important goal in email marketing – interaction. The reason we email subscribers is because we expect some kind of interaction from them, if they are not interacting is it really worth keeping them on your list? Of course, not every subscriber will interact with every email but there comes a point when if they haven’t interacted within a set period of time, then they will likely not again – they have become inactive.