PTG Voice

Resources and thought leadership around marketing, commerce and crafting a better user experience.

A Guide to Developing a Testing Strategy

Posted by Patti Heath on March 11, 2016
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Web testing is a difficult topic to discuss primarily because very few people know what it is or what it should accomplish. Let’s define it as an agnostic approach to implementing changes. In other words, testing is a method of generating and validating ideas.
 
This is nothing new to the world of science and engineering. So, let’s look at the steps of the “scientific method” – the same one we all learned about in 4th grade:
  • Ask a Question
  • Do Background Research
  • Construct a Hypothesis
  • Test Your Hypothesis by Experimenting
  • Analyze Your Data and Draw a Conclusion
  • Communicate Your Results
This is a simple and effective testing strategy that will work for any site. Let’s work through this as a short exercise, say, for example with a landing page that isn’t converting.
 
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Last mile of a project is the most important for client relationships

Posted by Patti Heath on March 7, 2016

Working Hard-2.jpgeCommerce agencies who offer fixed bid arrangements with clients have something in common - the warranty period. We have been doing some thinking about what an incredible opportunity warranty periods are — and with that opportunity comes  critical risk as well.

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Topics: Commerce, Marketing

Contextual Technologies: Introduction to NFC

Posted by Patti Heath on March 3, 2016

While not necessarily new, NFC has become one of the hottest technologies in the digital space and one of our favorites here at the Plum Tree Group. Its simplicity and functionality allows our clients to seamlessly connect their traditional and digital marketing in a meaningful–and trackable!–way.

Without further ado, here is a quick breakdown of what NFC is, why it has suddenly become so relevant, and what it all means for you.

What It Is

NFC, standing for Near Field Communication, is a form of passive technology that connects the real word with the digital world. It requires two things to work: a chip, which can be easily embedded within many forms of traditional marketing (like in-store and out of home signage, mailers, t-shirts, etc.), and a reader (for many this can mean an NFC enabled phone).

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Topics: Commerce

Five Things Missing From Your 2016 Digital Marketing Strategy

Posted by Patti Heath on February 29, 2016

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1. A Focus on Mobile

Mobile consistently remains absent from most yearly digital marketing strategies. Year after year, the  number of people who own and use devices continues to increase, it is vital that business re-evaluate their mobile efforts. Thus, it is important to think about mobile as it relates to your customer’s journey.  Should mobile be the first touch-point on a more complex customer journey? Will a mobile friendly site be enough? Or does your business and customer require a more robust app?

 

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Topics: Marketing

Asking The Easter Bunny for a New eCommerce Platform?

Posted by Patti Heath on February 24, 2016

A new eCommerce software platform is at the top of many online merchants’ shopping lists for 2016. For some, the impending closure of Amazon’s Webstore eCommerce solution has forced their hands. While, for others, the time is ripe with updated technology that can help achieve multi-touchpoint mastery. Whatever the reason, close to one in five merchants say re-platforming is a top priority, according to technology researcher Forrester.

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Is Content Marketing Still King?

Posted by Patti Heath on February 17, 2016

In short, yes.

Content Marketing has established itself as one of the most effective ways for a company or business to brand itself. This is a result of a significant shift in the way companies (or should I say, “successful companies”) interact with consumers.

  • Why have those interactions shifted?
  • And, more importantly, how can it help you and your brand?

The How:

This is simple. Provide people with engaging and valuable content. I know, easier said than done.

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Topics: Marketing

How to: Assess eCommerce Vendors

Posted by Patti Heath on February 15, 2016

Expressions-16.jpgWith the online commerce landscape undergoing frequent seismic changes, agility has become a key criterion for assessing potential eCommerce platform vendors. The prospect of new mobile devices and formats and new social media outlets, along with ever-growing consumer expectations for a unified online/offline shopping experience, are among the reasons merchants seek to “future-proof” their sites and vendors promise to deliver infinitely-expanding capabilities.

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Topics: Commerce, Marketing

Checklist: eCommerce Migration

Posted by Patti Heath on February 9, 2016

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If they’re doing it right, merchants gearing up to replatform in the first half of 2016 have already been hard at work for some time now. Between comprehensive assessment of current capabilities and future needs, and rigorous vetting of prospective vendors, merchants may feel that they’re nearing the end of their replatforming quest. But of course nothing could be further from the truth. The actual migration begins a new journey toward fresh and relevant offerings for shoppers -- one that includes both the initial launch and the continual improvements that must follow.

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Topics: Commerce

eCommerce Platform Must-Haves for 2016

Posted by Patti Heath on February 4, 2016

Gone are the days when the shopping cart was the most complex element of an eCommerce site. Now, consumer demand for rich and relevant shopping experiences requires merchants to explore the outer limits of eCommerce and its overlap with content, cross-device capabilities, localization technologies, social media and other frontiers.

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Should your eCommerce Vendor be Psychic?

Posted by Patti Heath on February 1, 2016

ecommercevendorpsychic.jpgMerchants evaluating potential new technology partners must not only assess the current capabilities of the offering, but also gauge how well vendors can scale to support brand growth and innovate to accommodate the continual change that is the norm for the industry.

Merchants must realize that change is a constant and that technology innovation isn’t about a one-time replatforming project, but rather is an ongoing process in which the right vendor can be a long-term partner – not a quick fix.

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Topics: Commerce

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