Tag: GoDaddy

eCommerce consumers don’t buy products —they buy what’s in it for them 5 Jul

eCommerce Consumers don’t buy Products —They buy What’s in it for Them

It’s a fact — to many consumers, if you aren’t online you don’t exist. So you built an online store and trusted sales would follow. Why, then, aren’t your amazing products flying off your virtual shelves?

Chances are the problem is not with your products. You researched them carefully before going to market and you know what you are selling is exactly what your target consumer wants and needs. You’ve marketed your site and you are certain eCommerce store is getting traffic. It just isn’t converting into sales.

That leaves your store. Let’s take a look.

Successful eCommerce sites include:

Show them the benefits

The bottom line is that consumers don’t buy products. They buy benefits. No matter how slick, trend-setting or colorful your gizmo is, customers need to know what’s in it for them before parting with their cash.

This means that as a small business owner it is essential to identify the benefits of each product feature and turn those into benefit statements you can share with your buyers.

Instead of simply stating that the Gizmo 1600 features an AC/DC power supply, for example, show them why this is important by turning it into a benefit statement. Don’t overthink it. Simply think about the hows and whys of what each product feature means to the customer. Then tell them what it means to them and, voila, you have created solid copy focused on benefits.

Here’s an example:

“The Gizmo 1600 now includes a versatile AV/DC power supply which means you can take it with you wherever you go.”

If you’re still unsure on how to word things, consider hiring a professional copywriter. You’re the expert at your product; their expertise is making copy sing.

Design it logically

Next, make sure you are presenting your sparkling website copy in such a way that it converts.

No matter how well-written, customers cannot read your pages if they don’t follow logical design. And they cannot buy if your eCommerce design isn’t logical from entering the store to  adding items to the checkout cart.

Again, if creating website architecture isn’t your thing, bring in the professionals. GoDaddy, for example, offers two options:

  1. Online Store. This templated ecommerce solution is ideal for beginning online sellers. It enables you to look professional, easily accept PayPal and credit cards, and ship anywhere.
  2. eCommerce Website Design. This affordable pro design solution will get your eCommerce store online in as little as two weeks. You’ll be able to make your own edits as needed.

Blended options including Facebook Store and Woo Commerce for WordPress allow you to participate in the development process using your own hosting option, without starting from scratch.

Post detailed descriptions

Great product descriptions do more than list specifications. Yes, your customers want to know size, dimensions, colors and features.

They also offer the opportunity to stand out from the competition. Once again, show the benefits. Illustrate to your customers why and how they need your product. Instead of just listing wrinkle-resistant fabric as a spec, show them that it means they can stuff their little black dress in a suitcase and simply shake it out — no need to iron — before stepping out for a nightcap after a long  meeting on a business trip.

Images count, too. Choose an eCommerce solution that will enable you to show how amazing your Gizmo 1600 looks in action or how sleek your dress looks on a smiling model. Include video if you can, and plenty of high-quality images of each product from different angles.

Summing up

By now, you should be able to identify features and associated benefit statements, which means you are ready to write a few of your own. OK, your turn.

By RuthAnn Hogue, GoDaddy

RuthAnn Hogue, GoDaddyAbout the Author

Award-winning print journalist and traditionally published nonfiction author RuthAnn Hogue now spends her work days immersed in technology. When she’s not helping people with their hosting as the Hosting Support Agent for GoDaddy, RuthAnn volunteers her time as Marketing Director for Rag Collection. She also spoils four energetic Jack Russell terriers.





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Free ebook: Take Your Small Business Online 7 Jun

Free ebook: Take Your Small Business Online

It’s a fact: If your small business isn’t online, you’re missing opportunities.

Take your small business online.Stats from the Pew Research Center show that nearly 90 percent of adults in America use the internet — and they turn to the web more than any other source to find local businesses and services. A web presence gives your business the opportunity to:

  • Be more accessible. Unlike a physical storefront, a website is open 24 hours a day, seven days a week, to showcase your products and services, contact information, store hours, and more.
  • Build your brand. You don’t need a huge advertising budget to build your brand. No matter how small you are, you can afford to use a website, social media profiles and other web-based efforts to raise brand awareness, establish credibility, and develop a loyal customer base.
  • Establish credibility. These days, if your business doesn’t show up online — with a website, a Facebook page, online reviews — people don’t think you’re legitimate.
  • Connect with customers. From social media to email marketing, web-based tools offer endless possibilities for engaging with your target audience. And you don’t even have to change out of your sweats.
  • Generate leads. By taking a strategic approach to online marketing, you can leverage a website, social media profiles, contact forms and email marketing campaigns to get sales leads. And that’s what it’s all about, right?

With a little help, you can get your business on the web — with a dedicated website, social media pages, and online directory and map listings — in less time (and likely with less money) than you think.

Get a step-by-step guide to take your small business online:

If you’re ready to take your business online but aren’t sure how to get started, check out our new ebook: Take Your Small Business Online: A Step-by-Step Guide for Launching Your SMB on the Web. Just follow that link over to the GoDaddy Garage to download your free copy and learn how to:

  • Secure a domain name that represents who you are and what you do at a glance. Get the skinny on new industry- and geo-specific domain extensions.
  • Launch a website dedicated to telling your story. We’ll walk you through your website building options, whether you want to take a DIY approach or hire a pro to create a site for you.
  • Create web content that will resonate with customers and potential customers. Learn how to text and images can work together to make your brand shine online.
  • Get started with search engine optimization to make sure the right people see that content. From incorporating keywords into your website copy to taking advantage of metadata, you’ll learn how to take SEO baby steps to attract the attention of search engines.
  • Use social media to promote your brand and build relationships with customers and prospects.
  • Generate leads with your website, professional email and online directories.
  • Measure your website’s effectiveness with Google Analytics.

The free ebook includes practical worksheets to help you plan and execute your online strategy. Plus, checklists at the end of each chapter make managing your progress a breeze. Ready to get started?


Andrea RowlandA former small business owner and newspaper journalist, and a published nonfiction author, Andrea Rowland helps craft compelling communications for small businesses through her work as managing editor of the GoDaddy Garage. When she’s not writing or editing, she likes to experiment with baking, travel, read, and dip her toes in the ocean.


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How to produce creative content for your small business newsletter 24 May

How to Produce Creative Content for Your Small Business Newsletter

Special Delivery:  Attracting readers for your newsletter may seem like the biggest struggle when building your subscriber list, but how about ways to keep that subscriber base active and engaged? If you’re at a loss for how to maintain your current subscribers, we have a quick list of some creative ideas to keep your newsletter fun and engaging.

Start a series

A series is a great way to build both trust and anticipation with your readers. Not sure of what to include in your series? In general, a series should be a way for you to share information that builds your reputation as a trustworthy professional in your field. To do that, you can either create an all new series to highlight a particular facet of your field, or you can reformat some of your older blog posts to fit the purpose (which is an awesome way to drive traffic back to your site).

Share information from another source

This might sound a bit backwards, given that you’re trying to drive business and engagement for your own company. But, from a reliable source, it can lend credibility to you and your business. For example, you might share a published study or news story that’s relevant for your readership. That’s an excellent way to demonstrate that your company is in the business of helping its customers — beyond the scope of your products or services.

Hold contests

Holding a contest can have multiple benefits. It can boost engagement with your customers and serve to highlight your products or benefits. For example, if you have a clothing business, holding an “outfit of the week” contest can show off your clothing line and drive traffic to your social media channels. It’s also a great way to have fun and build a strong community between your customers and your business.

Tips, tricks, and FAQs

Offering a bit of inspiration in your newsletters can also help to increase customer engagement. Going back to the clothing company example, offering tips or tricks for styling certain outfits can inspire your customers to try something that they may not have tried otherwise. Along with that, a quick list of some common questions that you’ve received is an excellent method of providing information to your customers in an easily-digested format.

Tell a story

What better way to prove how awesome your product is than to share how it made a difference to another customer? Or, you might tell behind-the-scenes stories about your business, such as how you overcame a big struggle or why you opened a storefront in your hometown. Sharing stories and testimonials in your newsletter can build trust in your business by personalizing it for readers.

Conduct polls and surveys

Get your readers involved by using your newsletter as an opportunity to ask for feedback. Solicit your subscribers’ input about new products, ways to improve, even blog post ideas. Their opinions can help you better your business — and simply asking for that feedback will make your readers feel like their opinions matter.

Ready to get started? Use this list of creative newsletter ideas to produce content that will keep your readers coming back for more.

About the Author: 

A regular contributor to the GoDaddy Garage, Stacey Hartman has been with GoDaddy for more than eight years. She loves helping customers with SEO and business distribution via GoDaddy’s Search Engine Visibility and Get Found tools. Outside of work, she enjoys traveling, gaming, reading, and baking award-winning cheesecakes.


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Credit Card Processing 4 Apr

Top eCommerce Trends for Small Business

The world of eCommerce has revolutionized the way that customers shop and ultimately how businesses sell their products and services. The large company in New York City and the small business in Denver can now compete for the same customers with the click of a button. Having your business online has never been more important.

However, it can be challenging for small business owners to decide which ecommerce strategies to embrace. Fear not! Let’s check out today’s top ecommerce trends for small business.

  1.  Free shipping/ shipping options

Shipping has to be the No. 1 question that most customers ask themselves when buying online. When will my purchase arrive? How much will it cost?

If you are selling an online service, then shipping might not be a concern; but if you sell a physical product, shipping is one of the top trends you need to consider to win the eCommerce game. 

Some larger eCommerce companies such as Amazon offer free two-day shipping with Prime, but you can compete with free priority shipping at a certain purchase point. Other companies add free shipping to a membership program. Consider offering a variety of shipping options.

Here are some examples of how companies big and small are taking advantage of this top eCommerce trend:

Cupcake Royale offers a variety of shipping options.

If you are a small business who cannot offer free shipping, dazzle your customers with a variety of shipping options! One of my favorite local Seattle businesses, Cupcake Royale, offers a handful of great shipping options — including Same Day PostMates Delivery.

Cupcake Royale offers a variety of shipping options in their ecommerce site.

Body Shop offers free shipping to members.

Body Shop offers free shipping to members in their ecommerce site.
The Body Shop is offering free shipping to members and 20-percent off of the entire purchase.

Amazon offers free shipping to Prime members.

Amazon offers free shipping to Prime members and to customers who order $35 or more on the ecommerce site
Amazon offers free shipping to Prime members and to customers who order $35 or more on the site.

2. Multiple payment options

Payment method are a hot eCommerce topic because customers around the world may not necessarily use the same type of payments. In addition to the traditional Visa/MasterCard/ Amex/Discover options, many eCommerce companies are now looking at additional payment methods to ensure that all customers can make purchases easily.

Here are some of my favorite payment gateways:


PayPal eCommerce payment system

PayPal is popular payments method that many customers feel comfortable using to buy from businesses online. And now that PayPal has announced that it will be setting up payment transfers to Cuba, there is almost nowhere on Earth where this payment method will not be accepted.


Stripe payment processing

Stripe is a new company making a huge dent in the online payments space. They offer the ability to add easy-to-use payments to your checkout experience. The nice thing about Stripe is they offer their own payment forms so you don’t have to pay someone to code it for you!

  1.   Retargeting

Retargeting has to be one the top eCommerce tricks that has turned simple online shopping experiences into millions of dollars in profit. Let’s look at an example to show you the power of this trend.

Let’s say you go to a physical store with the intent of buying shoelaces. However, once you get into the store, you start looking at jeans and T-shirts and end up buying those items instead. Once you leave the store, that retailer had no idea that you were looking for shoelaces to begin with. This results in lost revenue for the business.

On the other hand, when a customer shops online they have to type the product into a search bar or click on a particular product to look at it in more detail. By capturing this information, you can retarget that customer with specific products in which they’ve shown an interest. You might wonder if customers get tired of being retargeted — probably not.

Most customers want to feel as though you understand what they are looking for when they visit your site online. Retargeting is a great way to demonstrate that you do.

A lot of retargeting is done through search engines (Google Ads) and social media (i.e. Facebook), but you can retarget customers with products they’ve shopped for on your dedicated ecommerce site. Here’s an example of how Amazon retargeted me with headphones after I searched for similar products on the site:

Amazon retargeting ecommerce

Ready to take your eCommerce business to the next level? Consider implementing one or more of these strategies to captivate your customers.

About the Author:

Angeley Mullins with GoDaddyCurrently working on marketing and product initiatives for GoDaddy, Angeley Mullins is an accomplished strategy, marketing and business development professional who has seen success bringing businesses and ideas to market. She has led marketing for global exports at Amazon.com as well as business development projects at Lehman Brothers. Angeley also has a strong history of partnering with leaders on social business initiatives. She believes that through technology, education and social awareness, we can solve some of the world’s greatest challenges. Connect with Angeley on LinkedIn or follow her on Twitter @AngeleyMullins.


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Should your small business use Snapchat? 21 Mar

Should your small business use Snapchat?

As a millennial, I use Snapchat on a regularly — OK, hourly — basis (if I’m not sleeping). It’s a tool that allows me to keep in touch with my friends. Not in the “here are all the great things I’m doing” (cough cough) Facebook way, but in the “I just ran into a glass door, here’s my welt” way. I drop my social media guard and send snaps to my friends, no matter how great or bad I look. Like many Snapchat users, I feel like the more real the snap, the better.Trying to reach millennials? Maybe Snapchat is where you need to be.

It’s Snapchat’s gritty, in-the-moment appeal that’s taken my generation by storm. And if you want your business to reach us, you might think Snapchat is a great way to do it.

Maybe not. Here’s why:

It’s tough to target potential customers. You have to find users through your contacts or by knowing their exact Snapchat handle (username).

It’s populated by a younger crowd. Data shows that 71 percent of users are younger than 34, with 45 percent between the ages of 18 and 24. If your business caters to this demographic and you can come up with a creative way to appeal to them via Snapchat, awesome. Most small businesses won’t find it worth the time, however.

It works best for lifestyle or personal brands. That’s just the nature of Snapchat.

My recommendation? Focus on the social media platforms where more of your target customers spend their time. But if you’re still curious about Snapchat, here are some tips.

Be playful with your Snap stories

You want your snaps to stand out in the crowd. Make sure that they are funny, relevant and a have a flash of flare. You can use the face-centric filters in unique ways to amplify your brand. Throw a puppy face filter on yourself or one of your staff members. You can draw on snaps, too — feel free to write messages to your followers and draw pictures to spice them up.

Interact with your followers

Brands often make a huge mistake with social media: they use it as a broadcasting tool instead of an interaction tool. It’s all about engagement.  Take the time to respond to followers’ snaps. Hold behind-the-scenes events for your biz that help answer people’s questions. You can even host “secret” promotions by rewarding followers who respond to special codes you share in your snaps.

Add to community stories

Snapchat has a “my story” function that broadcasts snaps to your entire following. It also has a feature where you can add to community stories. You can see these as “My Campus Story” or more event-centric stories like the Grammys. Adding content to these stories can help you reach a broader audience.

Feel like small businesses should be on Snapchat? Feel free to tweet me.

About the Author:

Jillian Johnson, GoDaddyJillian Johnson is a social media specialist at GoDaddy. She’s committed to contributing bold and innovative ideas for sharing brand and personal narratives online, and believes that a carefully crafted digital identity can be a game-changer for both businesses and individuals. In Jillian’s world, there’s a GIF for every emotion and a dance battle is the best way to settle a conflict. In her spare time, she is exploring Seattle, one local spot at a time.

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