E Commerce Gateways

Is Longer Copy Better for Social Media Ads?

I’ve addressed the importance of copywriting for Facebook and Instagram ads. Many marketers default to short copy — a few sentences, max — thinking that their audience will not read more. But that is not accurate, in my experience. Consider an experiment from AdEspresso, a platform to optimize ads on Facebook, Instagram, and Google. In…

E Commerce Gateways

Kuru, a DTC Shoe Brand, Solves a Pain

Selling shoes online is notoriously competitive. Zappos, Amazon, big-box retailers — all are vying for a share of the consumer footwear market. Nonetheless, Sean McGinnis’s employer, Kuru, an independent shoe company, is thriving. “Kuru footwear focuses on foot pain,” he told me. “We’re a direct-to-consumer shoe manufacturer. We engineer materials that cradle the heel and…

E Commerce Gateways

Covid and the Long Tail

An interesting development is happening on the way to retail recovery during the Covid pandemic: Brands and retailers are cutting back on the breadth of products they make and sell. In August 2020, for example, Todd Kahn, president and interim CEO of Coach, announced during an earnings conference call that the brand would slash the…

E Commerce Gateways

Managing Projects with Gantt Charts

Gantt charts have been around for more than 100 years, but these visual project management tools are still among the best ways to manage deadlines, keeping them on time and on budget. Project managers have options. There are plenty of tools and project management philosophies to choose from. Gantt charts are among the best for…

E Commerce Gateways

6 Tweaks to Streamline the Checkout Process

Ecommerce should see significant spikes this holiday season. However, merchants must consider the need for speedy, no-hassle checkout processes to lower abandons, especially from shoppers on mobile devices. What follows are six tweaks to streamline an ecommerce checkout. 6 Tweaks to Streamline the Checkout Process Address payment error messages. According to Paysafe, an electronic payments…

E Commerce Gateways

5 B2B Ecommerce Trends for 2021

B2B ecommerce was already growing rapidly when the global pandemic struck in early 2020, accelerating the wholesale industry’s digital transformation. And while it would be possible to list many industry shifts for the coming year, five trends could be especially disruptive. All of these could produce important changes in how manufacturers, brands, distributors, retailers, and…

E Commerce Gateways

15 Photoshop Tutorials for Product Photography

Taking the photographs is just the start of compelling product images. Adobe Photoshop’s image editing suite provides plenty of tools to perfect and highlight product images against the right background. There are plenty of useful Photoshop tutorials to create dynamic product images with ease. Here is a collection of Photoshop tutorials for product photography. There…

E Commerce Gateways

A Day in the Life of an SEO

Search engine optimizers are like black sheep in a family. Our work is often misunderstood. Colleagues wonder what we are doing or how we make money for the company. Why do we read blog posts all day, they sometimes ask? Success in organic search can be elusive. It’s often hard to measure. Other digital marketing…