Sagepay have just issued a very comprehensive report on e-Commerce for 2013. It makes very interesting reading and I will summarise the 29 pages below in 5 themesFor 2013 five themes were identified that small e-businesses should be focusing on right now. These are
The shift, for more successful e-businesses is to social media. The most successful spend 25% of their budget engaging customers on Facebook, Twitter and other social channels. As these are free, this spend may be attributed to listening platforms or hiring extra resources to help manage them. This compares to just 19% for less successful e-businesses.The other place successful small e-businesses invest in more than their less successful competitors is advertorials (12% vs 7%). Pay Per ClickWith pay-per-click advertising, you get what you pay for. While this is good in some ways, it becomes a problem when you’re up against competitors with deep pockets who can simply out-bid you on key terms. Overall, our research shows that you’re better off finding alternative ways to drive traffic to your site and create customer loyalty instead of going head-to-head with the big guys. We’re seeing more small e-businesses getting to grips with using social media and improving search engine optimisation (SEO) which, as well as driving traffic, also increase their rankings in natural search. Of course, you may still like the certainty of paying for each click and the budget limits you can set. Ultimately, you need to weigh up if this option is right for you. Here are our top tips for getting more from your PPC activity: 1. Track conversions. Increased web traffic alone doesn’t mean more sales.2. Optimise. Make small changes and keep testing one change at a time until you discover the best combination for your business.3. Send traffic to a targeted landing page that speaks directly to the search term.4. Always have a clear call to action on your ad.5. Don’t always bid on the top spot – it might get you the most clicks but not necessarily the most sales. With more people comparison-shopping, you may find spot two or three more effective.6. Analyse your metrics to determine when your ads are at their highest conversion rate.7. Use negative keywords to specify where your ad should not appear.8. Bid on misspellings of your brand name.9. Don’t try to stretch your budget too far – keep your ads targeted.10. Keep an eye on your competition – they’ll also be optimising and tracking conversion so watch them closely.
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