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Case Study: Make Them See Your Point of View

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As online retailers we want our site visitors to behave a certain way.  Our visitors have their own ideas about what they want to do.  E-tailers who figure out a way to get what they want are the most profitable. Misterart.com sells art supplies.  Most art supply items are fairly inexpensive (averaging $5-$10) so one-time purchases aren’t in the interest …

Wonderful Ad

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The picture below was taken from a POM advertisement in Money magazine.  Lighting wasn’t great so below the ad photograph I’ve added bigger screenshots of every important ad section. Section by section analysis (screenshot followed by explanation)– 1: Relevant headline– I saw this ad in Money magazine so the headline LIFETIME RETURNS is particularly relevant and has been used intentionally. …

Borrowing From the Kings

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Us online marketers need to learn a thing or two from old school direct response marketers.  I love every aspect of this Charles Tyrwhitt mailer: Mailer front shot- Mailer opened shot- What I love about it- 1. It’s super short: just 3 pages. 2. It’s super targeted: Charles Tyrwhitt sells everything from ties to shoes to outerwear, but this mailer …

Case Study: Stauer Magazine Ad

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Recently I stumbled on a watch advertisement.  I share it because the copywriting is excellent (bigger text version in the next paragraph): Important building blocks of the ad have been highlighted.  First, the testimonial: One could not hope for a better endorsement.  It comes from a gentleman who is himself a master craftsman.  I have never heard of Mr. George …

CASE STUDY: SeaEagle.com

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There are hundreds of ecommerce best practices, and it’s hard to remember all of them. SeaEagle.com embodies the spirit of BetterRetail.  If you are new to BetterRetail no need to read archived posts– just head over to www.seaeagle.com.  Five minutes on the site will give you new insights for your own store. Features I like best “180 day trial & …

Baby Steps

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Few weeks ago I was having an informal chat on online strategy with the owner of Kidbean.com, which is a specialty etailer for organic baby clothes.  The site already pulls in thousands of monthly visitors and Melissa (the owner) was not looking for a redesign so we brainstormed on ideas she could implement herself, right now. As Melissa told me …

How I’d Improve Hotsauceworld.com

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Google ‘hot sauces’ and hotsauceworld.com is the first result that pops up.  For every hot sauce seeker hotsauceworld.com is a mandatory stop and every month over 15,000 fellow seekers land here.  Being that hotsauceworld.com gets all this organic traffic as a passionate hot sauce enthusiast I have a few suggestions. Idea 1 Build a list of five recognizable hot sauces …

CASE STUDY: What Makes MooseJaw.com Special?

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I’ve been seeing quite a few Moose Jaw stickers on vehicles lately, so I visited Moosejaw.com to see what all the fuss was about. 1) The first thing I noticed was that the web site had a personality. Notice the top right corner + message under the ‘sign in’ link: About Moose Jaw section – notice the highlighted section: 2) …

CASE STUDY: Domestications.com

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Domestications.com is a monster e-commerce site with over 621,000 unique monthly visitors (according to compete.com). Here is a quick run on errors I noticed on the site. Login. I tried playing with their ‘forgot login’ page: Next page asks me for the answer to the reminder question; how do they even know what my username is? Error page. I should …

Building Better Shopping Experiences

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Every day I visit one eCommerce site to do a quick audit (against a list of best practices). This morning I visited Bissell.com and found absolutely no shortcomings on their site: Site traffic: 223,451 unique monthly hits – Good Site navigation: above average Product page: has product video – Great Larger images: check Features page: well designed numbered feature list …

CASE STUDY: Wilsons Leather

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Background Wilsons operates about 410 stores in the US. When Wilsons Leather realized after the holidays last year that its old web site lacked the pizazz to attract and keep customers, it decided to outsource its e-commerce platform. Now it serves customers with the latest online features at fractional operating costs and with an internal e-commerce staff of one instead …