Author and download: http://go.channeladvisor.com/UK-10-E-Commerce-Habits-You-Need-to-Break-IG-2016_MainLP.html DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor. DOWNLOAD disabled from this account. Please, follow the link to author's page to do it. Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog. Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato. Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com Even the most experienced pros in the e-commerce business can fall into some bad practices. Here are some of the most common ones we see retailers and brands make — and some tips for getting out of the rut.

1. 1 http://www.mdgadvertising.com/blog/its-all-about-the-images-infographic/#
2 http://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-dollars-in-lost-sales-2014-4
STOP
The 10 E-Commerce Habits
You Need to Break
Even the most experienced pros in the e-commerce business can fall into
some bad practices. Here are some of the most common ones we see
retailers and brands make — and some tips for getting out of the rut.
SCORE
6
Ignoring your Google Quality Score
Think of it as the “check engine light” of Google. Is it less than five?
Make sure your ads and landing pages are as relevant as possible to
the keywords people are searching with. Try using sitelinks and
extensions, and make sure your landing pages share keywords with
your ad.
Neglecting the long tail
It’s common sense that shoppers who know what they want will use more
specific search terms in Google. But are you bidding on these keywords?
Tools like ChannelAdvisor’s Inventory Driven Search (IDS) can generate
long tail keywords and product-specific ads based on attribute data in
your data feed.
1
Using mediocre imagery
This is one place not to be frugal. Over two-thirds of shoppers
say that an image’s quality is very important to their purchase
decision.1
Invest in a high-quality photographer, and use only
high-res images that fill an 800 x 800 pixel space. Try varying
the product angles to stand out.3
Letting buyer relationships fade
A buyer comes to your site and leaves with items in the
cart, but the story doesn’t have to end there. Estimates
show that about 63% of lost sales from abandoned
shopping carts can be recovered.2
Give shoppers a nudge
via Google’s RLSA or Facebook’s Dynamic Product Ads.5
2
Relying on assumptions
You know what assuming does. The alternative? Test —
even what you think you already know. Test your ad copy,
images, product descriptions, website layout. All of it. Using
data from our A/B Image Tester, even our experts were
surprised which images performed best in Google PLAs.4
Using product data you didn’t create
On marketplaces like eBay and Amazon, it’s tempting to rely on
other sellers to fill in all the product details. But to make sure
shoppers find what you sell, it’s important to optimise your data.
Use variation listings and item specifics and follow the suggested
title format. There is such a thing as SEO on marketplaces.
Overemphasizing one channel or product
Source and list products in multiple categories to limit your risk on
marketplaces. And within a category, list multiple products, from
multiple suppliers. Beyond that, experiment with additional
channels, often with niche and loyal audiences. Consider sites
like Cdiscount, Zalando, Jet, Rakuten and Trade Me.7
Letting underperforming products linger
We’ve found that many sellers don’t study their pricing or
profit margins in depth. Make sure you regularly dive into
your analytics and adjust your pricing to keep in line with
competition. Don’t be afraid to let go of a product line that’s
not selling, getting returned often or causing shipping issues.9
6
Avoiding cross-border trade
International e-commerce comes with a lot of considerations.
But there are a number of services that can help you with
logistics, translation and more. Consider Amazon FBA Export
and the Global Shipping Programme from eBay, for example.
In general, start small, be agile and work your way up.8
Not investing in your website
Even if most of your sales occur on Amazon or
elsewhere, don’t neglect the homefront. Make sure
your SEO is up to par and that you’re mobile-
optimised. If you’re a brand, do you sell directly to
consumers? Consider using a Where to Buy
solution to link visitors to retailers that have your
products in stock.
For more tips and strategies to
help you build healthy
e-commerce habits, subscribe to
the ChannelAdvisor blog.
10
Turn Over a New E-Commerce Leaf
AvsB
www.channeladvisor.co.uk | 0203 014 2700 | ukteam@channeladvisor.com
Copyright 2016 ChannelAdvisor Corporation. All rights reserved.