View in browser

July 17, 2024

Today's sponsor:

Content Mapping for Customer Journeys

Content mapping is a marketing technique that matches messages to meaningful stages in a shopper’s online buying journey.

The technique requires understanding shoppers’ motivations throughout the purchase process. Marketers can use this knowledge to create relevant, value-packed content to attract, engage, and retain shoppers.

Getting Started

An ecommerce content map starts with completing three discrete tasks.

• Know the customers. At each phase of a buying journey, what is a customer’s motivation?
• Know the products. What value do the products deliver to shoppers? What differentiates the items sold or the store itself?
• Catalog content. What content has the business already produced? How does that content align with shoppers’ buying journeys and the products’ value?

A Buying Journey

While each task is important and nuanced, let’s focus this article on knowing the customers — their journeys from consideration to post-purchase.

Read article > 

A Message from UserWay

Digital Accessibility with the UserWay Widget

In 2024, digital accessibility is essential for online businesses. The UserWay Accessibility Widget is the preferred solution for more than 1 million global companies. It offers comprehensive features such as customized branding, easy ecommerce integration, and multiple languages. Simple to install; no coding required. Learn More >

Why Use Google’s Disavow Tool?

There's one possible reason to disavow inbound links in circa 2024. Read article >

Thrasio Slims Down in Comeback Attempt

The Amazon aggregator averaged one acquisition per week during the pandemic. Then it filed for bankruptcy. Read article >

AI Unravels Payment Processing Statements

Deciphering credit card processing statements is typically complicated at best. AI tools can help. Read article >

From the Archive: September 2005

Basics of Search Engine Optimization

What is search engine optimization? Also known as “SEO,” search engine optimization can be defined as a set of methodologies aimed at improving the visibility of a website in search engine listings. Read article > 

📊 Ecommerce Chart

🎙️ Ecommerce Conversations Podcast

Ugly Ads Perform Best, Marketer Says

Beware of Instant Site-speed Fixes

Subscribe to the podcast.

🎯 Industry IQ

Resources from our advertisers.

Digital Accessibility with the UserWay Widget

You are receiving this email because you opted on our website to receive the Practical Ecommerce newsletter. You can unsubscribe or update your email address at anytime.

Was this email forwarded to you? Subscribe here. 

To ensure this newsletter reaches your inbox, please add [email protected] to your contacts. Gmail users just drag this email to the "Primary" tab.

--

Practical Ecommerce
125 S. Park Street, Suite 430
Traverse City, MI 49684