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Posts tagged ‘Digital marketing’

It was Mr.Tom’s birthday recently so we went in to town to celebrate and stumbled across the Cadbury Marvellous Creations Travelling Funfair. The Cookie Crunch is awesome, but not as cool as their website via mobile, which is a joy to behold.

Anyway, lots of things were happening and all in all it went a bit like this…

Cadbury Marvellous Creations Travelling Funfair

These chaps sang songs and got you to scream, “Pop!” as loud as you could until chocolate rained (read: was handed through the holes) down on the eagerly awaiting crowd.

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Then these nut cannons chucked plastic hazelnuts into the air which you had to capture in your bespoke nut catching hat and net.

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The aim was to fill up your card with stamps by completing these games to get free chocolate. All in all it was good laugh and a brilliant bit of experiential marketing from Cadbury’s. The highlight in my opinion was the NFC/RFID chip on the back of your card that you could link to Facebook so all your activities and photos from the day were logged and shared on Facebook….except it didn’t work for me.

Even still, it reminds me of the Coca-Cola fun park which allowed kids to like drinks and rides via a wristband linked with Facebook. Loving the real-world/online interaction and the fun of the event – it’s only a shame they couldn’t have brought Joyville weather instead of the dreary Manchester rain!

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Cadbury Joyville Made

March 10th, 2013

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Hot on the tail of brands like Heinz, Cadbury’s have launched Joyville Made where you create your own personalised chocolate bar. Quite a cool idea for a gift for the chocaholic in your life. Also supported with sharing functionality across the site and the ability to upload images straight from Facebook and other social channels.

cadburys
 
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With Karl Blanks from Conversion Rate Experts

Which MVT.com – good site to compare multivariant testing software.

It?s fun to make bold design changes to your website and see what difference it makes. Don?t waste time with meek testing.

How easy to test. How easy to implement. And how it impacts your sales.

If you?ve had testimonials which are effective online, try them in your offline ads and leaflets. It?s easier to test online.

Act like Robert De Niro. He methods acts, you should method market. Become your customer.

Screenflow on a Mac. Video people using your site – it can reveal more than purely analysing data.

Don?t just end on the thank you page. On a data website, when you sign up, you?re told that your ?datability? index is only 40%!

When you order a product, what can you do post sales to increase conversation. Can you include documentation, offers, packaging etc. Order from competitors and see what they do.

If you order offline you get feedback. Apple employees tweak what they say based on feedback that they?ve received in store. If you sell offline, go and speak to the employees and see what they have to say, to see whether there is a huge discrepancy. If there is – what?s going on.

Sheds. Based on the research they changed the way the shed was manufactured due to issues and worries that they found. You can actually influence the way the product is made, not just the way it?s marketed.

You can learn a lot from actually speaking to people. Use your family to research, they?ll be happy to be ruder to you than anyone else!

Don?t just test products, spend time talking to your customers. Study offline sales to gather common objections and counter-objections. If your users aren?t converting – ask them why not.

O/CO = objection/counter-objection

If you were about to buy something and then someone offered a warranty or gave a testimonial – how often would it sway you?

You can?t convert if you don?t know the reasons people aren?t ordering.

If they won?t let you take pictures – wear spy glasses!

If you want to hear the voice of the customer – let them speak.

Kiss insights is brilliant. You should all be going home and setting up Kiss insights. It?s only a 10 minute job. You can stick a question or a survey on your site which users can talk to you through. ?Did you decide to download our PDFs? Please let us know why or why not. (You can be brutally honest, we love feedback!)?

Most people are doing conversion wrongly, they?re applying best practice blindly without testing.

?You make the website easy to use, but you don?t make it easy to call you.? – They didn?t want to be called. So they said we don?t have call centres so we can be the most cost-effective as possible. Sales went up ?14m.

?What made you order today?? – ask them! It?ll help to convert others.

Don?t prescribe options. Make it an open text field. People will just pick a random option. It doesn?t provide actionable/valuable options.

Split test to verify.

If you want to see an example of the SEOMoz landing page which made a $1 million with all the reasons for the changes visit here.

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SAScon notes: SEO for e-commerce

November 24th, 2010

SEO for e-commerce websites from Barry Adams

Identify your top revenue generating keywords & focus your SEO efforts there.

Encourage branded searches:
Branded keywords tend to convert really well
Google likes brands

Use your site?s internal search
Great source of keywords

Site structure is key. Good information architecture.
Search engines look closely at internal links & anchor text
Potential for a lot of semantic value
>Fragrances – Men?s fragrances – Joop!

Information architecture – book recommended by Barry

Faceted Navigation
Allows customers to filter through immense amounts of product and data to find what they want. Amazon uses it.
Filter facets that don?t add semantic value (price, quantity, size, etc)
People will type these terms into Google and so will help people finding your products.
Only issue – it almost always leads to duplicate content

Don?t use standard product descriptions
> Make it cool, make it interesting, make in stand out
Incorporate (long tail) keywords that people might search for

Temporarily out of stock: Don?t show a 404
Keep the page and show relevant message with related/recommended alternative products

Permanently out of stock
After a grace period 301 redirect to a new product or you?re throwing away your links

Google shopping is your master
Seller Reviews enhance your Google shopping visibility
Impact on universal shopping results and PPC ads

Where to get Seller Reviews?
Google aggregates reviews from multiple sources
Trust pilot and Fifou?
Shopping comparison sites in general work reasonably well
A balanced mix of review platforms is not required

Shoppping feed data quality – get the number of errors down to the bear minimum.

Semantic mark-up (schema.org)
Product microdata is useful primarily for those nifty review stars
If you have multiple store locations, list them with appropriate location

Duplicate content issues
Especially common with faceted navigation and parameter-driven URLs
Potential for indexation lopps

Solving duplicate content issues
Prevention is best, but not always feasible
Indexation Sculpting
robots.txt blocking
rel=canonical
?noidex,follow? robots meta tag
hide links (Facets) in javascript
Make sure you have a great understanding of your sitemap so you don?t accidentally block off large portions of your site.

Manage URL parameters in GWT

Linkbuilding for ecommerce sites – Blogger outreach/give-aways
Find the people for the niche or the product and build relationships with them.
Social share buttons
on every product page
on the order confirmation page (people like to show off)
on individual reviews

50% of ecommerce shoppers are logged into Facebook

Linkbait
After the post loses populatrity, embed links to your money pages or 301-redirect

Press Releases
Make it genuinely newsworthy

Article marketing
This still works!

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