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Author: Ben Davis

Ben Davis

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

rs components website

The ultimate ecommerce CRO & UX case study: RS Components

RS Components is an ecommerce behemoth.

The B2B distributor of electronic components works at such scale that it provides a fantastic case study for conversion and user experience improvement.

Awarded a Masters of Marketing gong for its customer-centric transformation, let's take a long and detailed look at what this remarkable work entailed and how success was measured.

black friday

Which retailer has the best Black Friday strategy?

2015 has seen retailers continue to evolve their Black Friday strategies, with many spreading sales across the period.

UK retailers, in particular, have learnt from last year's bumper day (a breakthrough for the holiday in the UK) and either dropped out from the race or tried to spread demand.

Let's have a look at the strategies being adopted by a number of major retailers.

argos product page

Eight examples of best practice on Argos product pages

Product pages can differ wildly.

I love the use of decluttered, stylish responsive designs (see Lush), but there's no doubt that Amazon's altogether busier approach is optimised for conversion.

With Argos sitting somewhere in the middle, and currently in the spotlight during its extended Black Friday sales, I thought I would take a look at its product pages, to see which features I like.

Here are eight of them.

national trust

Eight reasons the new National Trust website is funkier than yours

"Oh, he lives in a house, a very big house in the country."

Join me in song as I celebrate one of the most beloved institutions in the UK and the launch of its new website.

Yes, it's the National Trust for Places of Historic Interest or Natural Beauty, or simply National Trust for short.

monkey typing

Four reasons that automation requires a human touch

Dear *|FNAME|*, the rationale for this article is that personality is more important than ever in marketing.

Here are four (100B) reasons that automation necessitates a creative fightback.

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chris morris gif

Do you need a Chief People Officer?

What's in a name? HR by any other name would still send poorly formatted emails.

Sorry, that was a cheap shot. But seriously, language is a very powerful agent for organisational change.

Read the fantastic story of Travelex's digital transformation and you'll know one of the many principles championed by Sean Cornwell was to 'talk about speed, agile, failure, new capabiltiies, ways of working and collaboration like it's going out of fashion.'

Can the mere naming of a Chief People Officer (CPO) be a totemic act? How have organisations rejigged their HR departments and why?

ao.com logo

Email marketing: finding the perfect blend of content & product

There's a mantra that all email marketers should chant.

In shortened form (my favourite), it's simply 'Who cares?'. The longer form is 'What does this email do for my customer?'

You see, metrics such as click-to-open rate can mislead marketers - it's not simply a game of shepherding the reader on to your website. A/B testing can only tell you so much.

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The new Google+ seeks the middle ground in social publishing

Google+ has had a major revamp in another effort to convince all but its most loyal users to log on.

Here's the official announcement from the Google blog.

It strikes me that Google is seeking a middle ground between Twitter and Medium. A place that's definitely not Facebook (in fact, it's not really about people) but revolves around individual interests and a hunger for micro- (or macro) blogging.

google voice search

Google voice search update: In pictures

I was going to write a post titled 'Google Voice Search: What does it mean for marketers?'

But then I realised it would be apt to sum up Google's update with as few written words as possible.

It's great fun exploring Google's voice search and knowledge graph, so here's my summation of Google's update through some choice screenshots.

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this time it's personal

17 ways to personalize ecommerce for four types of customer

Back in 2013, our Realities of Personalisation report found that 98% of respondents saw personalisation as critical to success.

Fast forward to 2015 and Econsultancy’s latest Conversion Rate Optimisation report, in association with RedEye, and only 22% of respondents said they had implemented website personalisation.


Am I being paid the right salary for a marketer?

My boss emailed me today.

He said: 'Can you write up a quick post with a very prominent link to the salary survey. You can either A) write a straightforward promo, or B) try and spin it out into something more interesting by adding in a load of info about our marketing skills and job descriptions research'.

John Lewis black friday offers

Black Friday landing pages analysed: AO.com to Tesco

Some retailers are making basic errors preparing their landing pages for Black Friday.

As we've discussed previously, retailers need a year-round Black Friday landing page to ensure that they achieve decent search rankings and keep their audience informed.

Granted, Black Friday only truly hit the British consciousness during 2014's elbow-fest, but some websites have missing pages or redirects where their Black Friday landing pages once were.