Monday, July 1, 2013

Most Valuable Ecommerce Customers Come from Organic Search

The utmost value customers come from organic search more than 54 percent than the customers following the PPC and email to market their sites.

Customer lifetime value (CLV) is a way you can count the entire financial gain of a company can earn by keeping relationship with that customer. For example CLV is calculated by amount customers having been used within two years of their first purchase.

“The knowledgeable marketers in the next generation people of ecommerce will be looking hereafter just where customers are coming from” Custora said in its report. “Now people are looking at the value of new customers obtained across channels, platforms, and geographies.”

Social media is usually consent to receive as a common collaborator in a way to transformation, and at times is the last click or only click in a conversion. However As stated by a study, clients arrival from social networks don’t heap up against the CLV of clients arriving from other channels.

Ecommerce customers obtained through Twitter are about 23 percent less than the average CLV, according to above report.

It’s no wonder, email marketing as an acquisition channel is on the top. We saw this before also in a study that email was beating search and social media as the utmost driver of transformation for ecommerce.

In reality, according to the report, customer acquirement via email has increased over years in ecommerce.

The above image shows the importance of organic search to customer and from email.

The date is collected from 86 U.S. retailers over 14 industries and million customers. Acquisition channels were acquired via Google Analytics.

Importance of 404 Error pages

Whenever web pages are relocated to other pages or else particular webpage may be removed from database then visitors might face an error which is nothing but "404 error".
With an interest of visitors search, if this kind of error occurs then anyone can feel unsatisfactory. So in this situation, web owners should make visitors to satisfy with few tricks for their search.

Here are the few tips to hold visitors to your website when 404 errors occurred.

1. Understand the importance of page:

Whenever visitors find the page is important, if they find this kind of error, obviously they will land on other web pages. This in turn, your site may lose the traffic. In order to hold the visiting traffic, sort out the 404 error pages as quickly as possible or else give a hyperlink to land on other relevant pages of your website.

2. Accept the errors: 

Accept the errors of your website. Don't be irresponsible because it is your site problem and not the visitors or some others. So check out the errors of your site and feel responsible and make the visitors feel to satisfy with your web pages. It’s very crucial about your site traffic and your site importance.

3. Keep relevant page layout:

As there are many pages related to your site but if any one page has error then you are only the looser. So the page layout should be relevant in such a way that it should contain site logo, color of your site and everything should be same. If any irrelevancy is there, then there may be drastic change in your site analytics.

4. Mention sufficient details: 

In order to not lose the traffic to your site mention sufficient details in the error page so that the visitors can navigate to other page instead of searching to other pages. With the useful information on the error page like placing a search bar, menu bar, hyperlinks in header or footer etc can be beneficial to you and to visitors also.

 5. Add emoticons: 

Your site page has occurred with a 404 error, it’s your responsibility to make the visitors feel comfort. You can drag the traffic by adding some attracting emoticons on error page. Design of a webpage increases the conversion rate. So make your error pages with interesting emoticons.

Google announces launch of Dynamic Remarketing for Retailers

Google has been rolled out their own version of re-targeting for Retailers using Google merchant feeds. Now-a-days, re-targeting campaign has become a trend among PPC marketers. So, Google decided to release "Dynamic Remarketing" feature to its Adwords retail customers.
Dynamic remarketing feature enhances a great value of experience for both marketers and consumers because it automatically builds customized ads that connect with customers across the web. In addition, it will be useful for advertisers in a great extent because advertisers adopt new ways in online marketing to reach customers with compelling ads that brings them conversions.
To begin with this new feature you need to have Google merchant account. Moreover, Google decides to expand this new feature to more sectors later this year. With this new feature you can create ads quickly with dozens of templates and from that you can select the design for your brand. In addition, this feature automatically creates dynamic text and shows ads for you.

Google allows you with four options:

1. Past Buyers: This ad displays popular products as well as items that have been purchased previously and this ad is similar to Amazon ads.
2. General Visitors: This ad displays to the visitors who visits the website casually, didn't purchase any product.
3. Product Viewers: This ad is shown to the people who selects the particular item but didn't put it shopping cart. They can view the items that others visitors viewed along with the recommended items.
4. Those who abandoned their shopping carts: This ad displays items that exist in shopping cart along with recommended products.
When users visits the website, the remarketing tag adds them to one of the remarketing list and provides product ID. Adwords uses this Id to bring out the product image, name and price from merchant account and place it in ad.
Google brings out your product information, image, name, and price and displays ads based on items which sell more. In addition, it also displays the items that the shoppers viewed recently. You need to include dynamic remarketing tag after building your dynamic remarketing campaign.
Recently, Google included a remarketing list for search ads, and it is termed as RLSA. It allows you to modify your campaign bids, target keywords and search ads based on previous activity a user has done on your website. With the use of RLSA, you can expand your brand with enrich keywords as well as you can adjust bids to increase the visibility of your website to attract high value customers.

5 Unknown Keyword Research Tips To Boost Your Online Traffic

   In SEO point of view, keyword research plays a prominent role. You need to get right kind of visitors whom you are targeting. Using keyword research you can increase the traffic of your website.
Following are the 5 keyword research tips to boost your online traffic:

1. Swipe Your Competitor's Keyword Research:

   With the help of keyword tool you can do keyword research for your authority competitors.

Use Google Keyword Tool:

   You can choose the top 5 competitors which rank in the top positions for your targeted keywords. You can use keyword research tips for the keyword phrase you would like to target. Place those 5 competitor URLs which are ranking for the keyword in Google Keyword Tool's website box.

   You can choose the language and location where you want to target. You can select keyword match types as exact or phrase match. Phrase matches are helpful in finding the long tail keywords which are hidden. By this method you can view the search volumes for the keywords you choose instantly. You can select the keywords which are relevant to you and group them together.

2. Find Hidden Long Tail Keywords in the Phrase-Match/Exact 

Match Difference:

   You can easily find the search volumes of exact match and phrase match type for a specific keyword. If the difference between the search volumes of both keyword match types is more then you can have a winning keyword. Keyword Tool also shows the related long tail keywords. With the help of Google instant searches you can find the long tail keywords which are missing.

SEO tools (in Google Global Search)
"SEO tools" (Phrase match) = 90,500
[SEO tools] (Exact match) = 33,100
"SEO tools" phrase match/exact match difference = 57,400

SEO services (in Google Global Search)
"SEO services" (Phrase match) = 246,000
[SEO services] (Exact match) = 49,500
"SEO services" phrase match/exact match difference = 196,500

Here the term "SEO services" has bigger difference in the search volumes i.e., 196,500 hidden long tail keywords.

The hidden long tail keywords can include:
"SEO services Canada"
"SEO services Toronto" and so on.

3. Blog on Upcoming Events and Product Launches:

   You need to know the product releases and the industry updates of your competitor. You can generate more traffic by optimizing the keywords which will be searched in the future.

Examples are:

Date Based Searches
Black Friday 2013
Boxing Day 2013
Product launches
[Product name] launch
[Product name] review
[Product name] information
These keywords can be highly searched in the future and easily get ranked in search engines.

4. Add Geo-targeted Search Terms to your Keywords for Local Search:

   You can add geo-location keywords while promoting local business and rank faster than regular keywords.
   For example, if the keyword "SEO services" needs to be optimized it takes months or years. So, it is better to add geo-locations to the keyword.

"SEO services Canada"
"SEO services Toronto"
Though these keywords have low search volumes but can be targeted more.

5. Mine Your Existing Google Analytics Data for Long Tail Keywords that you might have Missed:

   You can list out the long tail keywords by using Google Analytics regular filters.

You can filter from 3 to 7 or more keywords in the keyword phrase. This will be helpful in finding content ideas.

Tips to Make Keywords Fit Marketing Messaging

Keywords are not just used for traffic, rather they are also used as descriptor for the business, it will be a self-identifier but not just restricted to search. Keywords play an important role in remembering a brand or a product. They reflect the work that has done instead of how much they are searched for choosing the right one.

 Keywords are to be outlined in few steps as described below.

Who Are You?

At first whenever we start to develop a site or restructure it with content then we start directly from keyword research instead of having a look at business. But before we like customers to know about us it is important to know how the company is positioned. There is need to be questioned in the following way:
  • If your company is a mobile, how would you describe it?
  • How would you describe company culture?
  • What are the core values of a company?
  • What is your company’s mission and vision?
  • Who do you want to buy from your company?
  • Who are the decision makers and decision influencers?

Thorough Market Research:

Thorough market research is needed by doing keyword research with users instead of just relying on search engines or tools. By just simply surveying in local areas in casual way we can get to know more about how users actually search. If we are asking question like “you really don't know what keywords your users would use to search for your business”. Then follow them up with questions like:
  • How do you find a company for ABC?
  • What would you type into Google to find these companies?
  • If you were looking for advice on ABC, what would you do?
  • What's the most important thing you look for an ABC company's home page?

Informational versus Promotional Searches:

We need to compare the user research results which are the results of the way actually they search with the Keyword tools results. It just gives us an idea of our work. Traffic should not be a stop in this entire process. Secondly we need to think about the query users type because they every time search an answer to a question and it comes with a sort of action. The two biggest actions are:
  • Informational: It means that user is still researching and just wants more information about a topic.
  • Commercial: It means that user is looking for a business and ready to buy.
We will not expect a commercial-based page for an informational-based keyword and it shows that we are failing to reach people at buying process.

At last make use of Google:

Lastly we need to ensure that companies who uses the same keywords should be potential competitors not just search competitors. So there is a need to search rankings of keywords:
We need to check out the following that the company and these share the same:
  • Target audience
  • Services or products
  • Price points
  • Messaging and positioning
Therefore it is needed to ensure that keywords should fit the way we do our business.