Content Development
Smart Content Development Promotes Online Sales
Developing compelling, relevant content should form the basis of your Internet marketing strategy. Content Ping guides you through the content development process so that you can begin optimizing your product pages and launch top-selling products online.
Anatomy of a Product Page [Slideshow]
When developing your product pages, it's important to remember that content standards vary widely between retailers. This means that your Amazon product detail page will look nothing like your Walmart.com page or your product pages on other e-commerce sites. We created this slideshow as a visual guide to creating effective site-specific... read more »
Rakuten Buy.com Infographic: How We Shop
How much time do Buy.com consumers spend researching electronics before they hit the buy button? What are the most browsed categories on the e-commerce site? What types of products are sold on Buy.com? This infographic breaks down the major categories as well as the shopping habits of Buy.com users in the United States. For those... read more »
Rakuten Buy.com’s Bernard Luthi: “We Empower Merchants”
When Rakuten bought the e-commerce upstart Buy.com in 2010, the site had already begun positioning itself as an alternative to Amazon. As you can read in our overview of Rakuten Buy.com, in the past two years, the company has further embraced Rakuten's "merchant-centric" approach to e-commerce. We recently interviewed Rakuten Buy.com's... read more »
Rakuten Buy.com: A Merchant-Centric Approach to E-Commerce
"Buy from people, not the Internet." Among thousands of silly marketing slogans, the one shared by Buy.com and its Japanese parent-company Rakuten offers more substance than most. In an environment where some consumers picture mega-e-tailers as "vending machines," Rakuten Buy.com tries to distinguish itself as a marketplace in which... read more »
Stick, Drive, Convert: Is Content Still King?
If you've been around for a spell, you might recall the browser wars of the last century. Alta Vista, Lycos, Excite, Yahoo. Those were the pre-Google days, when it was all about the Field of Dreams model of gaining eyeballs through "portals." You build a portal with a search engine and content, and the masses will come. Infoseek... read more »
Stick, Drive, Convert: Just Do It!
I know that it sounds like a rallying cry from a Game of Thrones episode. "Stick. Drive. Convert. Stick. Drive. Convert." But actually it's the ideal formula for using content to help sell your products. And failure to understand how to use this formula may render your content, if not meaningless, certainly overly expensive. Let's... read more »
Stick, Drive, Convert: Your Product, Front and Center
As we discussed in the last post, companies need to create content that sticks and drives. It's great that consumers can't get that damn jingle out of their heads (or, as my five-year-old daughter recently said about a song I listen to a lot, "Daddy, I can’t get that tune out of my whistle.") And yes, that two-for-one coupon code... read more »
Stick, Drive, Convert: Designing Product Pages That Sell
As I mentioned earlier in this series, it's essential that your company invest in stick and drive content. This is the fun, sexy stuff that nets you 500,000 Facebook fans. But just because you’ve invested $1 million in that content doesn't mean you've closed the deal. Take a look at these examples of ineffective product pages. Let... read more »
The SanDisk Product Page: A Showcase for Uncluttered Design
I recently made a case for a minimalist approach to online product detail page designs. Well-designed product pages are essential to helping online shoppers locate specific product information which, in turn, increases the likelihood that they'll click the buy button. So what does this minimalist approach look like? Let me walk you... read more »
Content Critique: BookBook for iPhone
PC users: If you're having a good day, read on. If not, you may want to skip this post. Today's product page is from Twelve South, a company that loves Apple like Internet loves cat memes. In its own words: "We are here to please the true Mac fan because the best computers in the world deserve the best accessories in the world." Because... read more »
