E-commerce is a growing market, with more and more Americans making purchases online. This holiday season’s digital sales are predicted to be the largest ever, and increasingly, mobile is opening up a new platform for e-commerce that is set to expand the amount of online shopping Americans participate in by orders of magnitude as the tech is fine tuned. As digital becomes a more pressing concern for businesses both large and small as they try to stay relevant and competitive, making the most out of digital sales funnels through analysis and fine tuning should be something that all business owners take time to pursue. Beware of cart-abandonment. In an article on the subject from the Washington Post, cart abandonment was cited as costing online merchants an estimated four trillion in lost sales in 2014. One suggestion for combating shopping cart abandonment from the article was retargeting, or tracking customers who navigate away from a full cart in order to increase the odds that they will double

The holidays are a time when business tends to pick up, with some small businesses making large percentages of their yearly sales in the months leading up to the New Year. Because of the higher concentration of sales being made as well as the heightened traffic web pages experience, the holiday season represents a great time for business owners to gather and analyze data on the effectiveness of their landing pages. Whether it is figuring out which pages convert the most, or A/B testing to fine tune the appearance and functionality of their e-commerce pages, taking advantage of this busy time to improve processes is in the best interest of business owners who are serious about having the best sites possible. Get acquainted with Google Analytics. Setting up Google Analytics can help your business with a great amount of insight on traffic patterns and the rate of conversions that your business can expect. Conversion tracking can tell you not only how many sales you’ve made, but

  Facebook has been receiving media attention lately for both it’s decision to put an end to the practice of “like gating” content, as well as the announcement that they are going to remove chat support from their mobile app, forcing those who wish to use Facebook chat on their phones to either download their dedicated messenger app or chat through their mobile browser version of the site. What are the controversial permissions Facebook’s app is requesting? The list of permissions the app requests is a long one, essentially asking for the ability to remotely operate a person’s smartphone. They include: Permission to operate a camera to shoot photo or video remotely. Permission to call contacts stored on a phone. Permission to record sound. Permission to receive and read texts, including any that may include personal information. Permission to read all contact information stored on a phone. What does this mean for business owners? While Facebook states that they don’t intend to use these permissions for

Small business owners will often look outside of the customers that they already have when brainstorming how to create more sales. Expanding customer base is undoubtedly an essential part of growing a business, as well as its brand recognition and market share. However, for businesses that are trying to increase their sales numbers who aren’t already making an effort to provide more to their current clients, using their sales data for segmenting the market they are already serving and then increasing their targeting is a strong way to increase their revenues created by their core clients. The segments that buy the most of your products should be the first you target. When you break up the categories your buyers fall into, by age, gender, location etc. you will start to arrive at a clearer picture of who are the best customers of your business. Once that customer group is identified, targeting them with special offers and keeping lines of communication strong will help ensure that they

It can be tough to know what the best way to gather and sort customer information is, but given the fact that the more you know about your customers, the better you are able to make sales, it’s an important area for small business owners to work on. What can they do in order to keep track of who they are working with? Here are a few ideas for gathering and cataloging information on who is driving your sales numbers. Create a follow up to your lead forms. A lead form should really only collect the essentials, since the longer and more complicated that it is to fill out, the harder it is going to be to get visitors to the site to take the time to fill it out at all. One solution to this issue is to make extraneous fields non-required, but even the site of a long and daunting lead form can deter people from taking the time to fill it out. You

A term that has been flying around the internet of late, “big data” can actually be somewhat of a misnomer in the context of a small business. What big data refers to is the information collected around a small business’s website that, when analyzed and reflected on, can lead to some serious insight on how to create more engagement and conversions. However, the term big data seems to imply a corporate sized mountain of information, intimidating to sift through and out of the bounds of a small business owner to manage, let alone fully understand. That is not the case, and in fact big data in a small business context is among the places where it has the potential to be the most useful, since nimble small businesses are among the most able to adapt strategic changes into their business plans. So what kind of data actually qualifies as big data in a small business context? A lot of the time, business owners may already be

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