Monthly Archives: March 2009

The Most Important Design Rule to Maximize Sales

March 30, 2009 – 4:15 am

Helping people process information quickly is a critical component of maximizing sales. Whether you’re developing a web page, a catalog page or a print ad, creating an effective visual hierarchy is crucial. (Click on headline for more…)

By Val Gosset | Posted in Advertising, Catalogs, Website design | Tagged | Leave a Comment

Paid Search vs. Organic Search

March 27, 2009 – 4:15 am

I’m often asked what’s best to focus on: search engine optimization (SEO) to maximize organic search, paid search (pay-per-click or PPC) advertising, or a combination of the two. Each method has pros and cons. For instance: (Click on the headline for more…)

By Val Gosset | Posted in Ecommerce, Online marketing, Pay-per-click advertising | Leave a Comment

New Return Option May Boost Sales

March 25, 2009 – 4:15 am

Anything that raises a catalog or website customer’s comfort level is a plus for sales, especially during these days of cautious spending. Studies repeatedly show that, the longer the guarantee, the higher the sales and the lower the returns. Likewise, a recent study by Forrester Consulting reports that 81% of people surveyed agreed that “If an online retailer makes it easier for me to return a product, I am more likely to buy from that retailer.”

That makes a new joint venture between UPS and the U.S. Postal Service well worth keeping an eye on. The program… (Click on the headline for more…)

By Val Gosset | Posted in Catalogs, Customer service, Ecommerce, Marketing | Tagged | Leave a Comment

Geographic Targeting With Google AdWords

March 23, 2009 – 4:15 am

Many people assume that Google AdWords geographic targeting is strictly for local traffic. Not so. Rather, it can be used to target entire regional areas. For instance, you can: (Click on the headline for more…)

By Val Gosset | Posted in Ecommerce, Marketing, Pay-per-click advertising | Leave a Comment

Make Your Postcard Mailings Work Harder

March 20, 2009 – 4:15 am

More and more companies are turning to postcards as a way to keep marketing on a reduced budget. Yet time and again, I see the non-address side of the card do all the heavy lifting, while the address side is almost always an afterthought.

But consider this: (Click on headline for more…)

By Val Gosset | Posted in Advertising, Direct response advertising | Comments (1)

Do You Make This Common Web Design Mistake?

March 18, 2009 – 4:15 am

Studies show that nearly one-third of all website visitors don’t scroll vertically. Yet few web designers consider what content they place “above the fold” when they’re creating web pages. Indeed, it’s common for web designers to work on oversized screens that don’t replicate the experience of most consumers at all.

Make sure your important navigation, “buy now” buttons, email signup form, search box and any other critical content appears above the fold, even when viewed on a 15” screen. Otherwise, you risk throwing away a huge percentage of your hard-won traffic.

By Val Gosset | Posted in Website design | Leave a Comment

Checklist for Improving Your Paid Search Ranking

March 16, 2009 – 4:15 am

If your run a Google AdWords campaign, it pays to take note of the Quality Score for each of your search terms, and work on improving any that are low. To determine your Quality Score, (Click on headline for more…)

By Val Gosset | Posted in Ecommerce, Online marketing, Pay-per-click advertising | Leave a Comment

Will Online Video Mean the Demise of SEO?

March 13, 2009 – 4:15 am

About a year ago, I asked my 22-year-old nephew for an explanation of some technological mystery. To my surprise, he didn’t know and suggested, “Let’s YouTube it.”

Being proud of how well I knew my way around Google (traditional text search, that is), I suddenly realized that my researching skills were becominig outmoded. (Click on the headline for more…)

By Val Gosset | Posted in Marketing, Online marketing | Tagged , | Comments (2)

An Easy Way to Get More Customer Product Reviews

March 11, 2009 – 4:30 am

Here’s a suggestion for generating more customer product reviews: (Click on the headline for more…)

By Val Gosset | Posted in Customer service, Ecommerce, Marketing, Online marketing, Social media | Comments (2)

Standing Out On a Lower Budget

March 9, 2009 – 4:15 am

Many companies go for bigger, bolder advertising in an attempt to stand out. Larger size ads and more elaborate packages may get more attention, but they also raise costs.

Sometimes taking a step in the other direction can work in your favor. For instance, we’ve found that black and white trade ads can be extremely effective when the product doesn’t require color. Not only do they cost less, but they generally jump off the page when they’re surrounded by a sea of color.

By Val Gosset | Posted in Advertising, Marketing | Comments (2)
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