For our Ecommerce Digest series, we're showcasing content that centers around using keyword research for optimizing search results, planning editorial calendars as part of an effective content strategy, considerations for taking your ecommerce global, and understanding why it is that the sales and development teams sometimes appear to be on different wavelengths.
To effectively market your complex solution to business buyers, you need to understand their needs and then create marketing collateral that address those needs.
Friendly fraud is where a customer issues a chargeback (in some cases deliberately), claiming an item was never received or that they never made the charge. This can feel like a victimless crime, but merchants are paying the price in lost products, chargeback fees, increased chargeback rates and the ever present specter of losing their right to process credit cards.
This year's Internet Trends Report features data that provides you a more nuanced understanding of the ecommerce landscape, including information on global Internet penetration rates, the growth of mobile advertising, seamless shopping experiences and user generated content.
Though the ecommerce space offers significant revenue opportunity and a captive marketplace, merchants must meet and exceed customer expectations on all fronts, including site functionality, product quality and convenience. By combining customer insights with the best practices established by ecommerce leaders, businesses of all sizes have the potential to succeed in an online selling capacity.
This infographic from Sprinklr, a social media management company, helps us understand just how important it is to focus on customer experience improvements.
Using key performance indicators to ultimately reduce your customer contact rate will not only improve the customer experience, but it also creates a more effective customer service team. As you identify the KPIs for your customer service team, aim for achievable goals that are also a step above industry standards.
This infographic from Kuno Creative presents a thoughtful process for making sure that you pop up in search results for people looking for specific information or products relevant to your business.
For our Ecommerce Digest this month, we're discussing the amount and variety of customer touchpoints, the implication of a Google buy button, how to optimize subject lines in email marketing, how to present choices to your customers, and the difficulty of expanding into the Chinese ecommerce market.
To the search engines, a good Quality Score represents your higher relevance to users and thus more potential for users to click on the ads. This often translates into lower costs per click for you as an advertiser. Conversely, a lower Quality Score will cost you, both literally and figuratively, in the online auctions for ad rank and position.