I'm a firm believer that the “wow” factor is provided by a website's content, starting with its images. However, images can be a website's greatest asset but they can also be its Achillie's Heel.

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Let me begin with a simple question: Do your customers look out for your newsletters or do they flush them away as an annoyance? 

Not long ago, email marketing held poll position as the preferred method of connecting with customers online. Companies would invest time building their contact databases, and direct campaign to those contact lists, bestowing upon each lucky recipient a wealth of information, offers and all-round good advice. Once upon a time, email recipients were indeed a lucky bunch.

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In a recent blog we talked about how you can encourage users to leave product reviews. Quite often though, when you first enable product reviews in your online store, customers see there are none and can be reluctant to contribute. So how do you get the ball rolling wiith product reviews on your site?

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Last week we talked about using your product descriptions as a selling tool. One thing that is often overlooked though is the role that the snippets presented in the search results have in getting customers to your site. If the text that you use for your descriptions doesn’t grab the customers’ attention, they will immediately move to the next result and they might never get to see what you have to offer on your site.

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Saturday afternoon and a little off topic. In this industry we not only meet a lot of business people who are developing new online businesses or have existing businesses that need to move online, but we obviously take a very keen interest in what’s happening with offline businesses.

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In my last blog we looked at the increasing Google focus on website usability in their algorithm. In this blog we’ll start to look at some of the principles of good usability design, and as it is such an involved subject we’ll split the blog over a few posts.

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On the surface, the question “Did you build your website for your users?” sounds pretty stupid, but in reality a great many websites are built with search engine optimisation in mind rather than the user experience.

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Restaurants, clubs, consultancy firms - they all have an opportunity to take full advantage of the public interest swell in eCommerce. Knowledge can be sold online, just ask any wine enthusiast who subscribes to wine blog websites and periodical eNewsletters. Even accountancy firms have an opportunity. The question is, will those businesses begin to think outside the box or will they continue to ignore the growing demand for buying information online?

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That’s a question I often ask an ecommerce store owner, and surprisingly frequently, it’s clear that the site hasn’t been thought about in those terms.

It’s very easy to get caught up in the jargon of online commerce; conversion rates, cart abandonment, fulfillment systems etc etc, and of course these things are all important. The problem with focusing on the technology though is that we tend to forget the psychology of buying and selling.

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A product landing page is your opportunity to showcase your favourite or best selling products to a wider audience. These specialist pages are opportunities to spread your creative wings a little and provide information that would otherwise crowd the product’s actual shop page with too much information.

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