Language: English

Tip for reputation management: solve online problems offline

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At SEM Days 2012, Lucian DESPOIU (Kondiment) gave this idea on an approach on how to do reputation management: rather than openly talk about a subject online, take the discussion outside. The argument goes like this: Avoid chatting in public about the problem. People will only remember „Oh, there was a fight / argument between the brand and the customer”. People will not remember who won the fight. It’s irrelevant who wins the fight. On the other hand, do try and give a basic solution online. Something like „Sure, we’ll solve this problem by … I suggest we continue the discussion via …”. As a side note, it’s usually great if you handle the situation yourself. Avoid having other people talk about your brand online.

ROI of marketing acquisition – do you take it into account?

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At SEM Days 2012, Paul ROUKE, Head of Usability & Conversion, PRWD emphasized that most marketers ignore this: ROI of marketing acquisition. This should be, in his opinion, a very important aspect of a marketing campaign. Think about it – is PPC expensive? Is SEO expensive? Is banner advertising expensive? The only way to measure this is to compare „how much we invested” with „how much profit did we make after using this media”. That’s the whole business. Does it have a good return of investment? Well, it should!

Usability tip: how to create filters?

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filters

At SEM Days 2012, Paul ROUKE, Head of Usability & Conversion, PRWD talked about filters in an e-commerce stores.

Filtering is a way of reducing the number of products in a product listing. Users choose which criteria are important to them and view only relevant products. For example, price-conscious users may choose to view only products for under £10 (thereby filtering out all products over £10). (says here – Filter & sort: Improving ecommerce product findability)

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Usability tip: create a USP bar

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header

At SEM Days 2012, Paul ROUKE, Head of Usability & Conversion, PRWD talked about the USP bar.

What’s USP?

The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. (source)

In other words, a USP differentiates you from a competitor. It’s what you have unique.

So, if you’re a brand, where to put it?

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Usability tip: how to make price cuts? How to offer discounts?

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I think there are four options to offering discounts: Never offer a discount. There are luxury stores who offer this. Offer a discount only when there is a good reason for it (when Apple launches the new iPad, the older version gets cheaper. When new fashion clothing appears, the old one gets cheaper). Offer discounts to some products –  eMAG does this. So do most online stores in Romania. Everything is a discount – Amazon does this. All of their products have something like this: What’s my recommendation? If you’re luxury, go for the first option. If you’re not luxury, go for the second or the last option. I tend to buy nothing from eMAG, if they don’t have a discount. If you do practice eMAG’s policy, offer good products with big discounts, and offer no discounts for products which, if someone is interested in them, gets them from you since that person has no alternative. eMAG does this (sort of) – for the top selling products, they generally have discounts. Not so popular? OK, then pay a premium and have no discounts.

Usability tip: Why remove the voucher from the shopping cart?

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Usability tip: Why remove the voucher from the shopping cart?

You may have seen this from time to time: you want to order a product and this pops-up: What’s the problem with it? It makes you want to leave the basket, go to Google and search for a voucher. There are three scenarios: Your client finds a voucher, he returns to your shopping cart, and gives you a cheaper order. You’ve just lost money. What happens if the client doesn’t find the voucher? He might be frustrated, and look for products someplace else, since your brand just got a bit more annoying („ah, they do give vouchers, but not to me! Bastards!”). Even if the client does return, he will feel frustrated, he will probably feel he is losing some money. Not so good. My opinion? When you give a voucher, also give a link which the client should use in order to make an order on your web site. Without that link, the customer won’t see the voucher field anywhere.

SEO tip: use „rel=author” markup (by Gary R. BEAL)

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SEO tools to use (by Gary R. BEAL)

Hi, Gary R. BEAL, clinics to Vanguard Online Media (GaryTheScubaGuy) said at GPEC conferences to the following tip (approximate quote): You should use „rel=author” markup for better results. What’s „rel=author” and how to use it? According to Google, you have two options, see the blog post about this: Author information in search results – Webmaster Tools Help More details on the subject: rel=”author” and rel=”me” in WP and other platforms • Yoast