The Three Legs of a Campaign

An Immature Ecommerce Site Needs Help

Case Study One

The following is taken from client correspondence. This case study involves a 1.5-year-old ecommerce site that’s getting very poor traffic, and no sales conversions. The site supplements a brick-n-mortar home and beauty products store.

These are the Three Legs of a web site campaign, although two or even one can make your site successful. Note this campaign does not include Product Search Marketing efforts, which in this case is out-of-reach given the owner’s budget.

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Increase Web Sales: ID’ing Bottlenecks

To improve your ecommerce sales, it’s important to identify the bottleneck in the buying process and attack that first, whether that’s the cart, the colors, the design, the consumer trust level, or the quantity or quality of incoming traffic.

Terminology:  traffic is people visiting your site via organic search, advertising, or type-ins. Your cart, your site design, and site content, are all components of conversion. To increase your sales, you increase traffic or increase conversion, or both.

But which? The answer is whichever is cheapest.

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Keep it Simple: Domains

Here’s why it’s best to keep things simple with domains.

Summary: a webmaster wonders why a domain isn’t getting love from Google. Answer: duplicate content penalty… she has a handful of domains that are duplicates, showing the same text.

The lesson here is to keep things simple. The minute you start thinking about plans that involve two or more domains to get more traffic, a BIG RED LIGHT should go off in your head. Unless you are an advanced webmaster who knows exactly what you are doing, forget about complex, multi-domain plans.

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Not Hitting Your AdWords Daily Budget?

Try accellerated ad display.

Log in to your AdWords account, go to

Campaign Summary > Your Campaign > Edit campaign settings

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