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At the end of last week ASOS unveiled a new design for its men’s and women’s category pages, with a strong focus on product ideas and fashion content.
The retailer has totally overhauled the old homepage, which had a fairly standard layout with product categories down the left and a large carousel promoting various ranges.
It’s certainly a bold revamp and requires a lot of scrolling to take it all in, but it’s not too dissimilar to H&M’s ’& Other Stories’ off-shoot.
We write a lot about ASOS on Econsultancy, largely because it’s one of the best in the business. So to find out more about the retailer’s wider ecommerce strategy read our blog posts on its excellent on-site SEO and how it uses Facebook, Twitter and other social platforms.
Or for more on its new homepage, read on...
Product videos are a very effective online sales tool as they give a better view of the item and help to answer any queries the customer might have.
We’ve previously blogged a number of case studies from retailers that have boosted conversions by as much as 160% by using product videos, so the potential impact of the feature shouldn’t be ignored.
But the precise use of video will differ depending on what you’re trying to sell, as clothing retailers will obviously have a different sales pitch to a software vendor. So with this in mind here are six examples of businesses that got creative with their product videos.
And to find out more about how to get creative with marketing, come to Econsultancy's Punch event. Curated by Creative Review, Punch showcases the best of insight-driven creative and forms part of our week-long Festival of Marketing extravaganza.
London Fashion Week kicked off on Friday and social marketing teams have gone into overdrive trying to produce content to keep their fans and followers in the loop.
All the usual suspects have begun sharing relevant content, so here’s a quick run down of how different brands are using social to make the most of fashion week...
Photo-sharing app Instagram has long since left its hipster roots behind and is now a social network for the masses, which inevitably means that marketers are looking at ways to exploit its popularity.
According to the platform’s own statistics, Instagram’s 130 million active users share 45 million photos every day so there’s plenty of opportunity to gain brand exposure.
And on that theme, here are nine ways in which brands can use Instagram for marketing...
So here’s the bad news. It’s no longer enough for your site to be ‘usable’ and ‘intuitive’. Today’s best in breed online retailers mastered the usability thing a while back and have long moved on.
To survive in a competitive market your site must also draw customers in, provide ideas, inspiration and help all without being overly attentive and obtrusive.
Whether your site is selling high fashion or stationery, we can all learn something from the most successful online retailers. We used whatusersdo.com to find out what was working best on two big fashion retail sites: ASOS and H&M.
Here are the five key themes both have hit upon to help them to their success.
Yesterday I wrote a blog looking at the different ways in which fashion retailers handled the process of capturing customer data when they signup to email alerts.
It turns out that the procedure varies quite drastically between sites, with some businesses requiring just your email while others need to know a great deal of personal information.
A day later and the welcome emails have arrived, however not all of the brands could be bothered to roll out the red carpet.
Though I signed up to 16 email newsletters only 11 welcome emails arrived, with ASOS, Schuh, Miss Selfridge, Boohoo and Office failing to get in touch.
Email is a consistently effective method of driving sales, so having a large database of customer addresses is a powerful tool for ecommerce businesses.
In fact our Email Census 2013 found that more than half of responding companies achieve 10% of their sales directly from email marketing.
All ecommerce businesses have a sign up form somewhere on their homepage, though the precise method of subscribing varies between each site.
To find out the most effective way of collecting customer information, I signed up to email newsletters from 16 major online fashion retailers.
Around this time last year I wrote a post looking at which of the top 10 UK retailers use Pinterest.
Back then Pinterest was the new kid on the block with bags of potential for building brand identity and driving sales.
To find out whether those brands have persisted with Pinterest or decided the grass is greener over on Google+, I’ve revisited the same retailers to see whether they still use the network and how their strategies have altered.
Online-only 'department stores' have a big job in terms of SEO, thanks to large product ranges, the size of the sites and the number of brands contained therein.
So how well are they doing? Are they getting the basics right?
With help from 4Ps Marketing SEO Manager Ruth Attwood, I have some insight into the on-site SEO strategies of four major 'department store' websites: ASOS, Boohoo.com, MyWardrobe, and Net A Porter.
As we can see from the example of ASOS, doing the basics well can produce excellent results, and give brands a real advantage over competitors.
For the last month we've been bringing you some exciting campaigns and creative, shortlisted for The Digitals 2013.
Here are five more, from the social media category.
I've included some of the hard results of the work, as so often our readers are interested in the numbers involved. Enjoy!
Which campaigns have you seen recently that are defining the digital marketing landscape?
Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).
Free delivery and returns are a major selling point for online retailers as it negates the problems that are inherent with buying something before you’ve tried it on.
As such if e-tailers offer this service they should make sure it’s prominently displayed on their site so that customers don’t have to double-check, which may cause them to hesitate and rethink their purchase.
But occasionally sites are coy about the fact that they offer free delivery, missing out on a valuable conversion tool.
A study published last year showed that delivery and returns achieve the lowest satisfaction scores when compared to other aspects of the ecommerce experience.
Similarly, when asked what aspect of online shopping retailers wanted to improve, 58% chose free or discounted shipping.