Monday, November 30, 2009

With the growth of social networking over the last few years, there should be no question why user generated content helps to increase sales for retailers.

Today on Ecom Experts we will be discussing the power of product reviews for retailers.

  • Should you care about reviews?
  • Will product reviews affect your bottom line?
  • What about bad or negative reviews?
  • How should you leverage this great new content that your customers have added to your website?
  • and much more
Take a break from Cyber Monday and join us at 6:00 PM Eastern by going to:

I will be interviewing Josh Greenough, VP of Operations at PowerReviews.

PowerReviews is the leading provider of customer reviews and social commerce
solutions to retailers and brands. The company's innovative tag-based
approach to collecting, organizing, structuring and analyzing user-generated
content significantly boosts product sales and customer engagement.

Tune in and chat at 6:00 PM Eastern by going to:


Last week I gave away copies of our PPC Training for Beginners Video Series to all of our chat room buddies. I love free education.

Join us again this week in our live chat room for your free copy!

by: Shawna Seigel

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Friday, November 27, 2009

I had the pride and pleasure of interviewing our friend Andy Cotten from Yahoo Search Marketing Monday on our new online radio show Ecom Experts.

Our discussion went into what type of demographic insights should online retailers be considering.

You have to remember that the person who is looking for the product, may not necessarily be the person who is buying the product.

Every year I tell my children to give me a list of items they want for Christmas. My boys will go online and find the items they are wanting. Then hand over the list to me.

Now let's say that you are selling the item that my 18 year old son wants.

You have the ability to set up your PPC campaigns with premium biddings for mom.

Perhaps you are only spending $0.50 a click on a normal basis.

However, when a woman who is between the ages of 38-58 in Chicago looks for this particular item you want to bid $0.75 or $1.00.

Using the power of demographic settings in your PPC campaigns, you can target customers that you know convert far better than others.

How do you know who converts and who doesn't? By looking at your analytics.

Listen to the entire interview now with Andy Cotten on Ecom Experts.

You will get tons of fantastic last minute holiday search marketing tips!

by: Shawna Seigel

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Wednesday, November 25, 2009
You may think it is too late to add a wish list to your Yahoo store but it’s never too late! This month you may see more traffic in your store than all year round.

Your customers are shopping for their loved ones but see something they want for themselves. Suggest a wish list for next year’s Valentine’s Day, Mother’s Day, Birthday or anniversary.

Then market to those customers and remind them you have great products for every occasion.

It's a great way to bring customers back to your website.

We have partnered with and you can grab yourself a free 15 day trial right now - Might be something worth checking out for your store :)

by: Shawna Seigel

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Monday, November 23, 2009

Today on Ecom Experts we will be interviewing Andy Cotten from Yahoo Search Marketing.

Andy will be providing us with some last minute holiday search marketing tips you can use to get the most out of your pay per click campaigns.

Remember you have 3 big dates coming up -

  1. Cyber Monday - November 30th
  2. 2nd Peak Monday - December 7th
  3. Major Peak Monday - December 14th

You need to be prepared for all 3 dates - write them down on a sticky.

Place the sticky on your monitor where you can see it all the time.

Be prepared!

Plus, when you join us in our chat room during the live show today - everyone in the chat room gets a free goodie.

I will give you a hint. It's a video series that you will be able to download for free.

You know how much I love to give out free education right?

Here is what we are covering today on Ecom Experts:
  • What are the best practices for building an effective Holiday Campaign?
  • What sort of Demographic insights should online retailers be considering?
  • How should online retailers allocate their PPC budgets across the engines?
  • Are there any other areas that ecommerce owners should be looking into to drive business
  • How can online store owners compete with the major retailers?
Good stuff you do not want to miss out on!

Listen and chat live at 6:00 PM Eastern by going to:

If you can't make it to the live show to get your free goodies, make sure to visit the Ecom Experts website and download the replay.


Make sure to subscribe to our show via Itunes

by: Shawna Seigel

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I know -weird analogy but, isn't that why you love me?

Now onto business!

I get an online chat request.

"Hi. Can you help me with link building? I am getting no traffic from the search engines. I think I need links to my website."

At this point, most companies start selling their services. Man that pisses me off.

Anyway... I asked for the URL.

I clicked on 3 products and immediately found the problem.

I went back to the online chat and explained it like this:

Links to your website are not going to do you any good right now.

It would be like trying to add oil to a car that has no motor.

Right now, your website has no motor and that is why your website is going no where.

You have NO content. Your products have no product descriptions or they have one line sentences that have been supplied by your dropshipper or manufacturer.

If you want your website to go vrooom fast in the search engines and be #1 on race day, you need the most essential piece of the puzzle...

The Motor

Without a motor, your website will not go anywhere.

Take 5 products a day and start adding content. Make sure to add relevant content. Relevancy is your transmission.

You have to have an engine and a transmission for the car to start moving.

Keep working on 5 products a day.

Soon you will be able to get done 10 products a day.

Before you know it, all your products will have great content and your website will be ready to take over the #1 spot.

One of my fave SEO authors, speakers, and guests on Ecom Experts is Rob Snell and you have to check out his PubCon 2009 Slides. Great SEO information!

Also listen to our interview on Ecom Experts - SEO for Ecommerce - great advice in 30 minutes!

Most importantly, quit trying to add oil if you don't have a motor.

by: Shawna Seigel

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Friday, November 20, 2009

I have had an absolutely great time with our new radio show Ecom Experts.

Our guests have shared so much advice it is unreal!

So I thought for this month's newsletter we need to put together 10 simple tips you can easily implement today and increase your sales (and conversions) tomorrow.

I know you are super busy so I promise these tips are right on and will help to increase those sales.

Just go to:
If you have some extra time you can also check out our recent blog tips, some new Yahoo Store Add Ons that can be completed in time for the holidays, and more awesome interviews with ecommerce experts.

Please let me know the results :)

by: Shawna Seigel

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Wednesday, November 18, 2009

I am so very sorry but, I have to cancel tonight's Open For Business webinar.

Unfortunately my doctor gave me a suprise injection into my hip yesterday that is still really hurting today.

I tried to reschedule however:
  • Next week is Thanksgiving
  • The following week I am in California
  • The week after that I am in Chicago
  • The week after that I am going over to the hospital for a SI joint injection
This arthritis disease stuff stinks!

You know I always try to be completely honest with you guys about what is going on. So for some this might be TMI (too much information).

We do have an awesome replay available of our last Yahoo Store Open For Business Webinar that I highly recommend:

Plus make sure to listen to Ecom Experts each Monday because we have some amazing guests coming up.

This Monday Andy Cotten from Yahoo Search Marketing will be giving us lots of tips for getting the best bang for you buck this holiday season and the Monday after that I will be interviewing Power Reviews.

Thank you for your understanding and support. I love you all.

If you have any questions what so ever, please make sure to email our support team. They totally rock and will answer all your questions!

by: Shawna Seigel

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Tuesday, November 17, 2009

I had an absolute ball interviewing Linda Bustos from the GetElastic Blog.

She is beautiful inside and out, she shares great advice for ecommerce owners, and I only wish I had about 3 more hours to pick her brain!

You can listen to our interview by going to Ecom Experts on Webmaster Radio.

We talked about what type of metrics you should be following, should you be monitoring your competition, should you always try to be the lowest price, tips for merchandising your store, and much MUCH more.

Here are a few links we discuss in our interview:

1. Ecommerce Website Performance White Paper

2. Google Analytics Now More Powerful, Flexible And Intelligent

3. Analytics Becomes Intelligent. Hello Insights!

I hope you enjoy listening to our interview as much as I enjoyed doing it!

Download and listen to my interview with Linda Bustos today at Ecom Experts.

Oh! And also make sure to follow Linda on Twitter to get the latest blog updates from the GetElastic Blog.

by: Shawna Seigel

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Monday, November 16, 2009

I will tell you what day will probably be your biggest day... but first some history.

If you are like me, you probably thought that the biggest online shopping day for the holidays was Cyber Monday.

It was about two years ago that I learned how wrong I was.

You see, the Monday 2 weeks before Christmas is typically the biggest online shopping day.

By this time, people have searched all over and now they are going online to find items they could not find locally.

By this time, they remembered all new folks they have to order for.

By this time, it's panic mode and time to go shopping online.
Mike Ober from Yahoo Small Business was on our new radio show Ecom Experts last week and told us that December 14th will be a big day followed by December 7th.

These are important dates to remember so make sure to plan your marketing efforts accordingly.

In about 2 hours I will be interviewing Linda Bustos from the Get Elastic Blog. We will be discussing:
  • What kind of metrics you should be following
  • Should you be monitoring your competitors
  • Are customers looking for bargains
  • How can online retailers boost average order values
  • and much MUCH more
Don't miss out on this interview!

Join me at 6:00 PM Eastern by going to:
I look forward to seeing you there!

by: Shawna Seigel

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Friday, November 13, 2009

I have a few tips that will help you to increase sales this holiday season.

Here are my top 5 MUST do's before Cyber Monday hits in 17 days. Yes, 17 days.

1. Listen to our interview with Mike Ober from Yahoo Small Business.

He provided a ton of great tips for increasing your conversion rates. While you are there, check out the other shows as well. They are 30 minutes of pure education.
2. Know your important dates for this holiday season

During my interview with Mike Ober, we learned that Cyber Monday will NOT be the busiest shopping day online. Pay special attention to December 14th which should be your main peak and December 7th will be the 2nd peak day. Plan your advertising and marketing accordingly.

3. Go shopping on your website

This sounds so simple and yet most website owners do not do this simple step. Drop everything you are doing right now and make sure your website works. Do a search for one of your products. Does it come up? How much information is there about the product? Enough to make an informed decision? Can you easily find the add to cart button? When you go through the check out process, is your phone number visible in case you have questions? Do any security warnings come up? Put yourself in the shoes of your customer and make sure everything works like it should!

4. Make sure you join us this Monday at 6:00 PM Eastern for our live radio show.

I will be interviewing Linda Bustos from the Get Elastic Ecommerce Blog. She offers AMAZING advice for ecommerce owners that is spot on. Join us in the chat room so you can ask her any question you have about increasing your conversion rates.
5. Are there any Yahoo Store Add-ons that will help increase your sales?

Do you need help organizing your left navigation bar? Do you need a rotating flash banner on your home page to advertise your top products? Do you want your customers to be able to place their mouse over your images and automatically enlarge? All of these features can easily be added to your Yahoo Store and usually within a few business days. Check out our top features:

by: Shawna Seigel

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In Part 1 of How Long Did it Take Google to Index Our New Post we learned just how quickly Google is grabbing up those blog posts.

In Part 2 we share our secret ingredients.

I am going to forewarn you, what you hear may shock you. What you hear may even make some people disagree.

Naw, it's just following the basics.

First, let's start with the software we use for our blog - Blogger

It's simple, it's easy, and it's very SEO friendly.

I know a lot of people out there love Wordpress. Why shouldn't you? It has so many gadgets and add-ons galore that you can have tons of fun with.

But honestly, do you really need all those gadgets?

Depends. What is the real purpose of your blog?

Are you using your blog as an extension of your website? Are you using your blog as your website? Are you using your blog for SEO purposes?

Our blog is an extension of our website. It is meant to provide updates, information, and news. It's also a great way to let Google know,

"Hey Google, we are alive. We are updating our website often. Please keep us in your thoughts. Thanks!"

Other reasons we love Blogger:

  1. With Wordpress you HAVE to constantly update the software or you risk breaching security. With Blogger, you don't have to do a thing. I remember a few months back a very popular blogger did not update the Wordpress software and hackers were able to inject spam into their blog - lost tons of rankings.

  2. The code is clean, loads quickly, and is SEO friendly.

  3. Our customers are in the business of running their ecommerce site. They do not want to be fussing with their blog all the time. With Blogger - set it and done. Just add content!

  4. Blogger is owned by Google - Enough said

Now, let's talk about Google

Google loves content. More importantly, Google loves FRESH content.

Google is in business just like you and me. Their business is to provide users with the best possible results for their search.

What happens if you do not find the results you are looking for in Google? What happens if Google does not provide you the latest updates and all of the information they provide you is old news?

You leave Google for Bing or Yahoo.

None of us want to lose our customers to the competition and Google is no exception.

So provide Google with what it wants and what it needs. Provide Google with the best content you can. Make it unique. Make it awesome and Google WILL come.


Do you have a high PR? Nope. Our blog has a page rank of 4.

Do you have tons of links to your website? Nope. I think we have 68 links and 99% of those links are from our main website.

What type of feed service do you use? FeedBurner - again owned by Google

What does it come down to then Shawna?

Sorry to disappoint, but it really comes down to making sure you provide great content to Google. It comes down to providing Google consistent content. Keep updating your blog and let Google know that you are providing unique content constantly.

There is no magic pill for Google. Just like there is no magic pill to lose 30 pounds in a month.

It takes time, it takes working on your website every day, and it takes providing Google exactly what they want....

Great content for their users.


Are you a Yahoo Store owner and need help setting up Blogger to publish to your URL? Check out Setting Up Blogger and Your Yahoo Store Video Tutorial

by: Shawna Seigel

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Thursday, November 12, 2009

So I royally screwed up our webinar Twitter Holiday Backgrounds.

Not only did I put Pacific Time instead of Eastern, I also put that the webinar would be 13 hours long.

Yeah... big screw up for Shawna.

And I do these every Wednesday! You would think I would know better.

So without further ado, we have posted the webinar replay of Twitter Holiday Backgrounds.

You can watch it at:

There are a few Firefox Add-ons that we mention in the webinar and they are:




by: Shawna Seigel

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Now before I tell you the answer that made me drop my jaw to the floor, let me give you a tad bit of history.

Just a few months ago during a weekend event, I made a bet with my mother.

I told her it would take less than an hour for my new blog posting to show up in Google.

I was sweating - it took 58 minutes.

You see, I get a sweet little Google Alert every time 1 Choice 4 Your Store is mentioned. It's a nice way to do your reputation management as well as learn when Google picks up your new pages.

So yesterday I created a new post New Webinar - Create a Holiday Twitter Background.

I published this post at 4:09 PM.

I received my email alert from Google.... 8 MINUTES later!!!

Take a look at the Google alert. It is marked at 4:17pm

I sat there in shock for quite some time. I mean come on... really? Can Google really pick up that blog post in 8 MINUTES!!

So then I thought, well surely it is just in the blogs area. There is no way it is in the main search.

I was wrong.


That was the only word I could come up with. 8 minutes to reach the web.

Then I started looking closer.

If you take a look at the image above, it is marked with the time of 4:27 PM and it states that the page was from 16 minutes ago.

Which means Google came and grabbed that page after 2 MINUTES!!

So how long did it take Google to index our new post?

2 minutes

Want to know our secret sauce for getting Google to index us in 2 minutes flat?

Well my friends... I will give you that recipe tomorrow in Part 2 of How Long Did it Take Google to Index Our New Post :)

Make sure you subscribe to our blog or are following me on Twitter so you do not miss out!

by: Shawna Seigel

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Wednesday, November 11, 2009

Creating unique twitter backgrounds is a great way to really stand out from the crowd.

With the holidays coming up, you can create unique backgrounds for Thanksgiving, Christmas, Valentine's Day, and beyond.

Tonight we have a special webinar that will show you how to create those unique Twitter backgrounds just in time for the holidays.

Make sure you register now by going to:
We get started at 9:00 PM ET.


Shawna Fennell
1 Choice 4 Your Store


Mike Ober from Yahoo Small Business was awesome on our new radio show Ecom Experts. He provided some amazing tips for increasing your conversion rates this holiday season. If you missed the live show, catch the replay by going to:

by: Shawna Seigel

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Tuesday, November 10, 2009
If you caught our post Have a Coupon Code? Instructions for adding "See Current Offers" Link, then you have the written directions on how to add the link to your Yahoo Store.

Below you will find a video tutorial helping you to add the See Current Offers link.

by: Shawna Seigel

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You are shopping online and you find the product you want. You put the item in your cart and get ready to check out.

Then you see the following:

"If you have a Coupon / Promotional code that can be redeemed from this store, please enter the offer code in the box below."

Wait, I do not have a coupon. Should I have a coupon? Should I search for a coupon? Should I wait to purchase my item until I have a coupon?

Your customers should be focusing on completing the sale and not whether or not they have a coupon.

I interviewed Mike Ober on our weekly show Ecom Experts who provided some AWESOME advice -

Put a link next to the coupon box that says, "See current offers"


Offer your customers a bonus and save the sale!

So let's go into Checkout Manager and create that link in our Yahoo Store!

From the Checkout Manager - Click on Page Configuration

Now make sure that you are on the Shopping Cart tab or if you use a single page check out the tab will be Single-Page Checkout

From here we want to click on the small radio button next to Coupon Code / Promotional Code. Then we will click the Add Button.

For Field Display Name, let's put in something we will remember. I will put in Current Offers Link.

I will also choose Do Not Display Field Name in Checkout.

I have a choice to put the link above or below the section. I will put it at the Bottom of the Section.

For Field Type, I will choose Plain Text so I can put in some basic html for the link to my current offers.

Now I will click Next.

Now let's put in our link.

For Field Id I used CurrentOffers

For the plain text, copy the code below BUT CHANGE MYDOMAIN TO YOUR DOMAIN:

The html code above will open a new window and send your customers to a page called Current Offers. We want the page to open in a new window so that they do not leave the checkout page!

Time to click the Save & Preview button!

Looks awesome :)

But before we can publish, we have to create a page within our store with the id current-offers.

Let's go in store editor.

Make sure you are in advanced editor and click contents.

Then click New

For the id put in current-offers for the type put item. Click Continue.

Now create your Current Offers page and publish. Wait until it has completed and then go back to your store manager and click Publish Order Settings.

After that has finished publishing, go to your website and TEST TEST TEST.

I will have a video tutorial of how to do this in our next post. **Update** Check out the video tutorial on how to add the See Current Offers link to your Yahoo Store

Good luck and if you need help or want us to do it for you... give us a call!


P.S. What type of offers should you have? Listen to our interview with Mike Ober from Yahoo Small Business from some awesome ideas on Ecom Experts

by: Shawna Seigel

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Monday, November 09, 2009

I wanted to share exciting news with you.

Mike Ober from Yahoo Small Business will be my special guest today on Ecom Experts.

I absolutely LOVE having Mike Ober on our radio show. He always shares great tips for increasing your conversion rates.

The holidays are literally right around the corner and we all need all the help we can get!

So join me at 6:00 PM ET in the Webmaster Radio chat room.

You can listen live, ask Mike and me your questions, and learn LOTS.

Just go to:
I will see you at 6:00 PM ET / 3:00 PM PT at

Shawna Fennell

P.S. If you can't make the live show, make sure to visit Itunes and subscribe to listen to the replay!

by: Shawna Seigel

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Friday, November 06, 2009

Emarketer published an article entitled, "What's the Best Way to Improve Conversions?"

As we look forward to the upcoming holiday shopping season, I noticed that the top method that was valuable for improving conversion rates was cart abandonment analysis.

On our radio show Monday we discussed an excellent white paper that you could download for free called eCommerce Web Site Performance Today.

So let's take a look into the white paper and find out some of the issues that Forrester Consulting found that could affect cart abandonment.

Check out page 6 of the white paper and we find out why shoppers abandoned the transaction:

  • 47% Price and/or shipping were higher than they were willing to pay

  • 36% Shipping and handling problem (cost or unclear)

  • 26% Didn't want to register

  • 20%Website was too confusing

  • 18% Website was too slow

  • 18% Website was asking for too much info

  • 16% Checkout process was too long or confusing

The two biggest reasons people are abandoning their cart is for shipping issues. You need to make sure that your shipping policies are clearly stated and are easy for your customer to understand.

Most people are looking for free shipping online. They are willing to pay a few extra dollars in order to avoid paying for shipping.

BUT every store is unique. Every store has their own unique customers. What works for one store may not work for yours. TEST TEST TEST

Remember.... Make the check out process easy, do not make them register, do not ask for more information then what is absolutely necessary, and get the sale!

Want more great tips for increasing conversion rates?

Listen to my interview with CEO and Founder of Chris Malta on our new radio show eCom Experts.

Then join us this Monday at 6:00 PM Eastern as Mike Ober from Yahoo Small Business shares his tips for ecommerce success!

by: Shawna Seigel

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Tuesday, November 03, 2009
Yesterday I had the honor of interviewing CEO and Founder of Chris Malta on our new radio show eCom Experts.

Our discussion: Improving the Shopping Experience & Increasing Sales

An article posted in Yahoo Tech News yesterday states,

"U.S. online sales are expected to rise 8 percent this holiday season, with mass market retailers who can offer discounts performing best, according to Forrester Research Inc."

This is great news for online retailers. This news also means that online retailers need to make sure their website is ready for conversions.

Now, let's discuss some other interesting information.

First - download a free copy of the white paper eCommerce Web Site Performance Today.

It is a fascinating study conducted by Forrester Consulting on behalf of Akamai Technologies, Inc.

Here are some of the findings:
  • 88% of online shoppers indicated they are likely to return to a site that is easy to use
  • 74% of online shoppers want assurances that their information is safe
  • 57% of online shoppers want a rapid check out process
As Chris Malta discussed during our interview, you want to relate the online shopping experience the same as when you go into a retail store.

Imagine yourself in the following scenario:

You head to your local electronics store to purchase an item for your computer that you need right away. You need to get in and get out. You are not sure which item to purchase and there is clearly no help in site. You look for someone to assist you, but they all seem to have disappeared.

You decide on an item anyway and head over to check out. The first thing they ask you is if you belong to their rewards program. When you say no, they try to convince you to join and be a part of the club. You have to sign up and be a member. All you wanted to do was purchase the item and get out of the store.

The next time you need an item from an electronics store, will you go back to the members only store or go find a new store? Will you go find a new store that has placed customer service representatives where you can find them? Will you find a new store that allows you to check out quickly?

Now let's turn this around and think about our own online stores. If a customer needs help, make sure your customer service phone number or links are clearly visible. Make sure the customer can easily find this information without having to search. When the customer finds what they need and they are ready to check out, do not require them to log in or create an account. Get the sale! Then after they have completed the check out process, offer them the opportunity to create an account and save the information.

Want more great tips on improving the customers shopping experience?

Then you have to listen to our show :)

It's only 30 minutes long and you can play it in the background while you work. I guarantee you will learn lots!

Listen now to Improving the Shopping Experience & Increasing Sales

Oh and while you are here, you may want to subscribe to our radio show via Itunes. This way you won't miss a single episode!

by: Shawna Seigel

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Monday, November 02, 2009

Today on Ecom Experts we are talking with Chris Malta founder of

As you many of you know, he has been in this industry for a very long time and knows his stuff!

He will be joining us on our radio show and discussing how you can improve your customers online shopping experience.

Improve the shopping experience.... Increase your sales.

Join us live at 6:00 PM ET / 3:00 PM PT by going to:
This will bring you right to the Webmaster Radio chat room where you can ask questions and join in on all the fun!!

I look forward to seeing you there!


Shawna Fennell
P.S. Did you catch our last newsletter where we discussed the #1 reason why you are not being found in Google? Check it out now:

by: Shawna Seigel

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