How To Quickly Get Your Products Into ShopSite – Part 1: The Backoffice

There are a number of ways to get your products into ShopSite. In this three part series, we’ll take a look at the various methods, including a few things to look out for when using each function.

Today we’ll start with the simplest method, using the web-based ShopSite backoffice to manually add products to your store.

The Products Menu

The easiest way to add a product to ShopSite is using the backoffice:
Products -> Add a Product

(In order to have all the options available, make sure you are in the “Advanced Editing” mode. Just click the button “Advanced Editing” if it’s visible.)

Add product screen (click image to enlarge)

Add product screen (click image to enlarge)

Add Several Products at Once

To make the process more manageable when adding multiple products, simply click the “Add Several Products” button in the Products section. You will then be able to choose which fields you want to enter (Hold down the “Ctrl” key to select multiple fields from the dropdown), and how many products you want to create. This gives you a quick way to add many products from one page:

Add several products (click image to enlarge)

Add several products (click image to enlarge)

Copy a Product

One issue that comes up is you cannot define default settings when adding a new product. This can cause errors when adding a new product, and add extra time to product creation. To avoid this, you could create a default product with default settings, then use the “Copy Product” feature to copy this default item to a new item. This way your new products will be automatically setup with your desired default settings, templates, etc…

Copy Product (click image to enlarge)

Copy Product (click image to enlarge)

PowerEdit is Powerful

If you quickly copy or add a number of products and need to make either mass or individual changes, the “PowerEdit” button can be quite handy. You can highlight multiple products in the dropdown box (hold down Ctrl to select multiple) and click the “PowerEdit” button.

Then select the fields you want to edit, and choose either “Individual” or “Global” depending on whether the changes are for each product separately or the same change applies to all products:

PowerEdit (click image to enlarge)

PowerEdit (click image to enlarge)

The above methods are simple ways to add products in the ShopSite web-based interface. In part two of this series, we’ll take a look at using the database upload feature of ShopSite to add or edit products in your store.

What a Toothpaste Dispenser Can Teach Us About Ecommerce Marketing

toothpaste_dispenserIt’s amazing how well some of these infomercial products sell. Sometimes you just can’t change the channel and must see how wonderful the item “really” is… I think ecommerce merchants can learn a thing or two (both good and bad) from watching how these marketers position their products.

It’s so easy…

That’s what my 5 year old daughter said after watching the infomercial pictured above (The hands free toothpaste dispenser). She immediately started lobbying me to buy this product with phrases such as:

  • She won’t make a mess anymore
  • It would be easier for her to brush her teeth
  • She could brush her teeth on her own now

Seems the infomercial had quite an impact on her and she quickly picked up on the benefits this product had to offer…

They know their target audience!

Effective infomercials know who their ideal customers are, and tailor their message to appeal to them directly. In this example, they knew that little kids would watch this ad (as it often aired on Nickelodeon) and therefore made it easy to understand and fun to watch. And the messages presented would appeal to parents who either saw (or heard from their kids) what a great product the company had to offer.

They made the benefits concrete, easy to understand, and most importantly, matched those benefits with their target demographic for maximum impact!

E-tailers must do the same thing

There are a few lessons to take away from this simple story:

  • Identify your target demographic
    Without knowing who your base customer really is, it’s impossible to make your marketing truly effective. If you sell jeans, and your new product line is a slimming pair of jeans, it’s important to know who might buy it. Maybe it’s designed (and appeals to) mothers with young/teenage children.
  • Create your marketing material to match this demographic
    Once you’ve identified who your product will likely appeal to, make sure the message matches their expectations. In the above example of “slimming jeans for moms”, an ad that has a statement about turning heads in a crowded bar will probably not resonate as well as ones like:
    - Get your husband to take a second look
    - Be the envy of the PTA
    - Your teenage daughter will want these jeans
  • Get these ads and marketing materials in front of your demographic
    Don’t miss the mark when it comes to “where to advertise”. Infomercials surgically target the right tv stations and times to get maximum effect. You wouldn’t want to market these jeans for moms at the new “Call of Duty” video game website. Make sure you choose the right venues for getting your message out there.

Don’t actually be an infomercial product

Unless your product is actually an infomercial-like product, don’t associate your product with the “stigma” many infomercials carry. Namely, being seen as flimsy or not actually working as it’s being demonstrated to perform.

One of my friends who purchased this dispenser found it to keep falling off the wall, and one time a simple pull by one of his kids caused the backing to peel off much of the drywall it was attached to.

The best way to earn a great reputation is to make sure that your products and services always live up to the marketing statements you make. Stand behind your promises, and to truly “wow” them, make the actual product or service exceed expectations.

What examples have you found to be helpful for selling online? Share your thoughts in the comments.

Top Ecommerce Blog Posts and Articles for February

FebruaryIt’s the middle of winter, so here are a few gems we pulled from the “cold” web for our top articles and posts for the month of February.

Stay warm!

Ten Great Ecommerce Ideas for FebruaryPractical eCommerce
A good way to start the month – with timely tips.

Personalization PlusInternet Retailer
Customization is big bucks for e-tailers; both for profits and expenses

5 Questions You Should Ask Every CustomerDuct Tape Marketing
A must-read for every business owner. Simple questions to really know your market.

Digital Profiles: What Data Do You Need?MineThatData
Kevin sure knows his data mining! What every merchant should consider measuring.

Want to massively improve your marketing? Then get specific!Jim’s Marketing Blog
Another great piece of marketing advice from Jim.

Ten Must Read Tips to Start a Small Business BlogOnline Marketing Blog
A great primer or refresher for any business blog.

The Big Book of Site Search TipsSLI Systems
Content packed whitepaper from SLI that is all about ecommerce search.

Container Store Co-founder Shares Secret Shopping EncountersDallas Morning News
I love this story. Superb article that’s all about selling.

The Missing Google Analytics ManualBryan Eisenberg
This is the “wikipedia-like” article on setting up and getting the most out of Google Analytics

Read away!

photo credit

Google Webmaster Tools Will Now Alert You About Hacks and Spam

Google recently announced on their Webmaster Central Blog that they will begin alerting webmasters when their websites have potential issues such as:

  • Spammy or abused content
  • Abused forum pages or large amounts of comment spam on their blogs
  • Indications that their website or webpages have been hacked or defaced

Where are these messages?

By default, these messages sent by Google appear in the “Messages” section of your Webmaster Tools Account (link in left hand menu when you first log in). If you’re anything like me, you might go a week or two without logging into Webmaster Tools, which could mean you miss an all important message about your site being hacked, or your forum/blog spammed excessively.

Ignore these messages for too long, and it could affect your site’s ranking.

Get alerts via email

Fortunately, right on the front page of your Webmaster Tools account, is a simple dropdown to have these messages forwarded to your email address(es) associated with your account. Google’s Help With Forwarding page provides more information about how to add an address, change forwarding, etc…

I just logged into our account and found out we did not have email alerts turned on. I’m glad I checked.  :)

So, log into your Google Webmaster Tools account, and set up message forwarding to an email address you check regularly. It could save your site from being blacklisted by Google, as Google provides you a few days to correct problems before they de-list your pages.

If you’re website has been hacked…

If you find that your website has been hacked, malware inserted via FTP Injection Attacks, or it’s been defaced, Google provides a way to get de-listed from their “unsafe” list. Our previous blog post on malware detection and removal covers this in more detail.

How To Get The Most Out Of ShopSite – Free Download

How To Get The Most Out Of ShopSite

That’s the title of our latest free whitepaper. It’s a compilation of tips, ideas, and features to help merchants get the most out of their ShopSite ecommerce software. We’ve put together years of experience, seeing what merchants do well, and what they can improve upon in their online stores, and have summed it up in a feature packed PDF.

The whitepaper is not limited to just ShopSite merchants. Any online store can benefit from the ideas presented in this document.

Topics include:

  • Basic Tips
    It’s the little things that matter. We highlight the “big” little ones.
  • Essential Add-ons
    Maximize your store’s potential with these valuable additions
  • How to Properly Test Your Store
    Continuous testing is paramount to continued success
  • Safety and Security
    If customers feel safe and secure, they’re more willing to hand over their cash
  • Encourage Repeat Business
    Building customer loyalty leads to longevity and prosperity online
  • Who You Host With Matters
    Make sure your host is your “silent partner”

Just getting started?

If you’re just getting your ShopSite store setup and off the ground, here are a few resources to check out first:

So what are you waiting for? Download our FREE whitepaper today, and get all that you can out of your ecommerce store!

http://www.shopsite.com/tutorial/