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March 3, 2010

Tying offline sale from retail stores and call centers back to the online campaigns driving them

Have you ever wondered how many of the offline sales that happen in your retail chain or call centers are actually driven by online campaigns and research activity on your website? Would you like to know the true value that your online media spend is driving including offline conversions?

The graph below shows how companies could use email receipts sent out to customers after conversion events across all channels to tie at least a small sample of offline conversions back to online campaign and research behavior. By sending out email receipts and providing incentives for customers to open and click on the emails it would be possible to trigger virtual online order confirmation pages similar to the standard online confirmation pages. 

The standard cookie based campaign tracking mechanisms of any web analytics package such as Omniture and Google Analytics can then take over and do their normal job and help tie the virtual sales events back to visitors and campaigns.

Email Chris at cbartens@datalicious.com if you would like to find out more or need some help implementing the below for your company.

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Filed under  //   attribution   call center   christian bartens   conversions   google analytics   media attribution   offline   omniture   online   phone   retail   sales   services   web analytics  
Posted by Christian Bartens 

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December 10, 2009

Google Favourite Places integrates QR codes to help connect online and offline world for businesses and consumers

Online and offline business presences are increasingly merging together and Google just launched a new service called Favourite Places that uses QR codes to help business make the online offline transition easier for their customers.

Google identified more than 100,000 local businesses in the US that are searched for most often and each one received a window decal from Google featuring a scannable QR code. Customers can scan that code with any of hundreds of mobile devices and be taken directly to that business's place page on their mobile phone where they can then find more information and download coupons as well as rate and review the business.

Visit the below page to find out more about Google Favourite Places

Not sure yet what kind of stats will be available to businesses but knowing Google that won't be far behind. Given most retailer with online presences are probably struggling to determine the impact of their online activities on real world sales the Google numbers will be a welcome addition to metrics such as phone calls to unique website numbers, downloaded store coupons or store locator searches. 

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Filed under  //   christian bartens   coupons   favourite places   google   maps   offline   online   qr codes   scanner   transition  
Posted by Christian Bartens 

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November 15, 2009

InteractionConsortium: Great interactive visualisation of Australian' web history

Check out the below interactive visualisation of Australian' web history form the InteractionConsortium to see how traffic volumes and audience sizes have changed for major Australian sites over the years.

http://avant.interactionconsortium.com/australian_internet/


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Filed under  //   australia   christian bartens   history   interactionconsortium   online   traffic   trends   visualisation   web  
Posted by Christian Bartens 

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October 11, 2009

15 Common Mistakes in E-Commerce Design

And while we're at it here's also a list of what not to do if you're selling stuff online.

1. A lack of detailed product information
2. Hiding contact Information
3. A long or confusing checkout process
4. Requiring an account to order
5. An inadequate site search engine
6. Poor customer service options
7. Tiny product images
8. Only one product image
9. A poor shopping cart design
10. Lack of payment options
11. Not including related products
12. Confusing navigation
13. Not including shipping rates
14. Not including store policies
15. Not putting focus on the products

Read the full article with visual examples here
http://www.smashingmagazine.com/2009/10/08/15-common-mistakes-in-e-commerce-design-and-how-to-avoid-them/

Other great ecommerce usability resources
Ecommerce Website Design’s 6 Common Mistakes
5 Ecommerce Design Mistakes
3 Common Mistakes of the Ecommerce Company
5 Big eCommerce Design Mistakes
Top 10 E-Commerce Mistakes to Avoid
How to Avoid 7 Fatal Ecommerce Mistakes
5 Common Ecommerce Mistakes

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Filed under  //   christian bartens   ecommerce   examples   guidelines   online   shopping   usability  
Posted by Christian Bartens 

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September 30, 2009

Two-Thirds of Americans Object to Online Tracking

Interesting survey (details below), paints a completely different picture to the previous research I've seen on eMarketer. Would be nice to see some Australian results on this topic. 

"ABOUT two-thirds of Americans object to online tracking by advertisers — and that number rises once they learn the different ways marketers are following their online movements, according to a new survey from professors at the University of Pennsylvania and the University of California, Berkeley."

Original article
http://www.nytimes.com/2009/09/30/business/media/30adco.html?_r=3&ref=technology

(download)

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Filed under  //   behavior   behavioral   christian bartens   online   surveys   targeting   tracking   usa  
Posted by Christian Bartens 

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September 1, 2009

eMarketer: online shoppers want human help

via emarketer.com

Human support for online shoppers can be delivered quite cost effectively if you set some clear parameters around what visitors to offer the support to, i.e. use web analytics and site/campaign behavior to decide who are the high value prospects and show them additional support options or even proactively start an online chat with them. Email Chris at cbartens@datalicious.com if you'd like to know more.

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Filed under  //   chat   christian bartens   click-to-call   click-to-chat   converting   ecommerce   emarketer   online   shopping   support  
Posted by datalicious 

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