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BizReport : Research archives : July 23, 2007

Publishers fall short in branding site content

A recent study from the e-tailing group indicates that publishers are doing a good job of keeping their site content fresh and relatable. However, publishers are falling short in other categories that may hinder their revenue potential.

by Kristina Knight

According to the study, publishers could do a better job of branding site content. In addition to better branding of the products offered and in-site branding, publishers need to increase their awareness of keyword search. This feature isn't simply a paid search optimization any longer. Publishers need to begin including on-site search options so that users can find products faster.

The key to the new online shopping phenomena is to provide products faster, at a better price and with better deals. By making it simple to find a product users will be more apt to return to your site first next time.

Also remember that a lot of excess information does not mean your site is better. A more efficient site, one which is streamlined and without clutter or old information is appreciated by shoppers.

And finally, incorporating some social aspects to your e-commerce hub is a good idea. Customer reviews, boards where questions can be asked and answered and even tips for unusual product uses are all ways to get users involved with your website and buying your products.

Tags: e-commerce, online advertising, online publishing

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