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Ecommerce articles on internet retail, online marketing, social media, SEO, and all things ecommerce from Elastic Path Software; Featuring the Get Elastic ecommerce podcast - conversations with industry insiders.

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We don’t do a lot of posts on branding on Get Elastic, but I had to blog about Seattle-based ski, snowboard and wakeboard shop evogear. evo is an example of a retailer that has taken its corporate culture and incorporated its personality into nearly every aspect of its marketing. Exhibit A: Email Sender Name Using square [...] - [Read more]

Bazaarvoice has lent their bizarre voices to a ballad about embracing customer relationships through ratings and reviews — to the tune of Extreme’s “More than Words.” Props to Sam Decker Marketing for cooking this one up.

Lyrics:

Sayin’ you should buy this, are not the words they will believe from you
It’s just they have... - [Read more]

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I’ve been a big fan of Crutchfield’s marketing for a long time - I consider them to be one of the top retailers in that regard. Here’s a perfect example of why: Crutchfield recently ran this email incorporating ratings and reviews (an effective and underused tactic for retail email), and includes content that speaks [...] - [Read more]

A quick search on Yahoo Answers shows how often people ask “Are {branded clothing items} true to size?” Often these queries are for top retailers like Victoria’s Secret, American Eagle and Banana Republic. Why must customers turn to social networks and forums like Yahoo Answers? Because the sizing charts on these web sites don’t [...] - [Read more]

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The answer is yes - for many sites. But the question is does it increase sales for your business? The only way you’ll know for sure is to either perform an A/B split test or to implement it and compare sales reports before and after. The caveat to the latter method is you never [...] - [Read more]

I’m pleased to announce Elastic Path’s latest white paper is now available for download titled “How To Write an Ecommerce Request for Proposal.” There comes a time when a growing online retailer has outgrown an existing platform - whether homegrown or licensed, and decisions must be made regarding which ecommerce platforms... - [Read more]

One of the basics of customer-centric, persuasive copywriting is using “you” and “you’re” rather than “I,” “our” and “we.” People are self-centered and respond better when you make your site all about them. This goes for all touch points in your marketing - including your welcome emails. Before you say “but you [...] - [Read more]

We’ve all heard of “banner blindness” - the phenomenon of completely ignoring anything that resembles an ad when surfing the website. Image Source: Jakob Nielsen For this reason you want to avoid sticking important links and calls to action in the right hand sidebar. You especially want to avoid colors and fonts that resemble [...] - [Read more]

SeenON! is an interactive entertainment-slash-ecommerce site that helps TV buffs buy what they see on their favorite television shows. One feature of the site is called “Shopisodes”, which are short clips from TV programs that link to online retailers that carry the items in the episode. (Click below to play - note, some [...] - [Read more]

To follow up from yesterday’s post on why you should include “free shipping” in your title tags and meta descriptions (only if you offer it, of course) — today I’m going to demonstrate why you should create a unique page optimized for your “brand name + free shipping.” We mentioned yesterday that people search for “free [...] - [Read more]

In yesterday’s installment of this week’s holiday SEO series, we covered hot product research and how to boost your rankings for these items’ product pages. One of the tactics was to target bloggers and other media for Christmas gift guides or product reviews. Again, the more quality links a product page has pointing [...] - [Read more]

Sender lines are important - perhaps even more important than subject lines - for better open rates in email marketing campaigns. The reputation of the sender (based on recognition of a brand/name and past experience with a sender’s messages) determines whether the email recipient will even read and consider the subject line. The most common [...] - [Read more]

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One of the many retail emails I subscribe to is Rampage, which recently notified its mailing list of a new brand called Golden State (separate e-store). I’ve been a long-time follower of Chad White’s Retail Email Blog, and recall he’s commented a couple times on introducing sister brands in his AM Inbox column, including [...] - [Read more]

Wanna do some extremely cheap (free) and fast market research? As lovely as Google Trends, Google Insights and Google’s Keyword Tool are - they are not as valuable as Amazon for commercial keyword research. They can’t tell you which products are most wished for and most gifted. Though it’s hidden amongst a jungle of [...] - [Read more]

If you’re not familiar with Steve Krug’s web usability classic Don’t Make Me Think, it’s an entertaining and informative introduction to web site optimization. Though its screenshots and examples are quickly looking “old school” - its principles still stand. I “think” any web design and ecommerce professional should give it a read, and [...] - [Read more]