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Marketing Lessons Learned from the World Cup

England is coming home, without the World cup... We're all a bit disappointed, but looking back, the World Cup was a great experience! It was great to see so many people all engaging with one another over a common interest, whether it's at the pub, at home, or even over social media.

The World Cup isn't unique in this way. There are many other popular events and trends that have a similarly large interest; #Wimbledon, #WirelessFestival, and #TheRoyalWedding just to name a few. But with the World Cup so fresh in our minds, we thought it'd make the perfect case study for how you can use these popular events in your marketing.

Using popular events in your #marketing involves three stages; firstly, knowing your #target #market, secondly being creative in how you use current events and then finally, planning your action!

1) Do you know who you are marketing to?

#TheWorldCup is a very popular event, (a peak audience of 26.5 million people watching Croatia vs England match!) but is your audience interested? For many businesses, seeing all the posts about the World Cup flooding all the social media channels can be a strong temptation to start marketing, but it's important not to forget who you're marketing is for!

Roialty ( did some great research into the type of people who enjoy watching football. Their research shows that "86% are comprised of males, and almost 47% are between the age of 25 and 34". This seems to be the prime football fan demographic, however, this is the World Cup! When the World Cup is on, even people who aren't usually big football fans will be watching and interacting with social media to cheer on their country

Could I use the World Cup to reach a new market segment of #customers?

Potentially, you could simply tailor your regular marketing to target World Cup fans. This would help your businesses engagement with your current audience by interacting together with a trending topic, and also gives you the potential to reach new potential customers.

2) How can you creatively use current events (like the World Cup!) in your marketing?

Content Marketing

Tailor your content marketing to take advantage of the World Cup trend. Including trending World Cup #keywords and phrases can help your #blog posts get noticed. Using #GoogleTrends can help you to see what people are searching for. Including these topics can help to get your content seen, but it's important to remember to keep everything related to your business and brand.

Social Media

When you're using the World Cup in your social media and content marketing, an important thing to think about is #interactivity. Using interactive marketing can help to boost your post #engagement and helps your business to reach a larger audience.

Twitter Polls - Using #Twitter polls is a fun way to make an interactive World Cup post for your social media. Twitter polls should be easy to complete and should include less than 4 options so that people aren't put off with too many choices. They're not only great for encouraging engagement, Twitter polls also give you #first-hand #data on your audience's opinions.

Giveaways/Competitions - #Giveaways and #Competitions have proven to be very popular on social media. Popular formats for these posts usually follow something similar to "like and re-tweet to enter..." or "Click this link to enter...". These posts usually get a lot of engagement, however, it's not all good. Many of the people who engage with these types of posts are often only interested in winning a prize, not with your business/brand and will likely unlike the post if they find out that they didn't win.

Use hashtags!

When games are being played, they have their own specific #hashtags to follow for example,"#ENGCRO" being used for the England Vs Croatia football match". or #WorldCup for general World Cup posts and for when there aren't any games on.

RiteTag ( shows statistics for how specific hashtags are performing on Twitter. At the time of writing this post, #WorldCup has 1012 unique tweets per hour, 5.5 million people exposed to the hashtag and 3750 retweets per hour!


Flash sales. are an excellent way to boost sales using the hype from the World Cup. An example that could be used for a social media marketing post promoting a #FlashSale would be "Buy X product online during the game for a 25% discount, and if X team wins, the sale will stay for the next week!", "Use code ENGCRO for 50% off during the England vs Croatia game!" or "If X team wins, these products will be 50% off!".

Can you connect your products/services to the event? While watching the World Cup, Marks and Spencer noticed that Gareth Southgate was wearing a lot of waistcoats when he appeared on TV. Researching the topic on Google Trends shows a huge spike on July 4th after the England vs Columbia match as so many people were searching online for waistcoats. M&S connected their products with the World Cup and declared that Saturday the 7th July will be "National Waistcoat Day" to celebrate England football team getting to the semi-finals for the first time since 1990. They received a 35% increase in Waistcoat sales!

3) How can you plan your current-events marketing?

Current events may be...well, current, but planning in your action around these will make you far more efficient and pro-active rather than responsive. For example, most businesses plan their Christmas events months in advance, however, few think to plan other more specific events into their marketing calendars, such as the World Cup.

Get a calendar/ Optimise your existing calendar. Getting a #calendar will help you to keep the dates of the big events saved so that you have time to prepare your content for when it starts, and also a reminder so that you don't miss your chance!

Planning ahead. Make sure that you plan ahead for your marketing. Create content before these big events happen and prepare the messages that you want to send. Leaving your planning too late could encourage the use of low-quality rushed posts that don't have a fair representation of your #brand.

Plan spontaneity. Plan to be spontaneous! This may sound ridiculous at first, but marketing doesn't always run on a strict schedule. Remember to plan to keep some time aside so that you can respond to all the engagement you'll be receiving from your new #optimised posts.

How can we help?

iPages includes many great features such as #Scheduled #Actions, #Discount Codes, and #Integrations to #Twitter, #Facebook, #Instagram, and #Analytics that can help with your World Cup Marketing. We also have a team of skilled #Marketing and #eCommerce experts who will be more than happy to help you with growing your brand and business online. If you have any questions about this post or want to get started with some World Cup marketing of your own, please don't hesitate to Contact Us!
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Feature Update: Track the exact location of your SKUs within your warehouse

With the newest update to the iPages platform, you now have the ability to track the physical location of your #products in your warehouses. This means that when you search for a specific SKU in your Admin Area, you'll be able to see the exact Aisle, Bay, Shelf or Bin where it's stored in the #warehouse.

This update not only gives you an instant picture of where your #stock is and helps to increase efficiency when fulfilling #orders. It also helps the #warehouse picking and packing to be a faster process as the #SKU location is now included in the #Goods #Out #Note.

With this feature, you can see the exact stock level of each SKU!

This means there is no more confusion over where your #products are - and it gives an up to date view on where your stock is!

For more information on how to add in stock locations, view the support guide here, or simply get in touch with the team.
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How to Create #Content People Care About and Where to Create It

As an expert in your field, you probably feel that you've nothing to gain from skim reading this article. However, what if you could #increase #sales and #brand #awareness through your #content, wouldn't that be something worth taking a few moments over?
So do you ask yourself these quick questions before you put a key to keyboard?
- Who am I writing this information for?
- What do they need to know, and what might they want to know?
- Where can I find these people? And is my content #relevant to the platform that they are on?
- How can I measure if my content is #successful?

Who am I writing this information for?
Not yourself, obviously, after all, you know everything about your #product or services. So who is the content for? Existing #clients? #Prospective #customers? The general public?
The most important thing to identify is your #demographic. Who is your customer? Who is your prospect? Once you are clear in your mind who precisely you are targeting you can write your content accordingly.
You probably have a good idea, but have you undertaken an analysis of your customer base? Who they are will determine the type of copy you provide. Things that might be helpful is age, gender, occupation, location, end consumer, or wholesaler.
There are lots of online tools that can help you with this process if you need assistance. From #Google #Analytics Audience Reports, #Facebook (if you have a business page then Facebook Insights can provide you with excellent information), and your own website, you can start to gather information on your target audience and their interests.
Now that you have a general idea of who you are writing their content for try to think of them as an individual. That helps you with your content creation because it's like writing an email to someone you know to explain how you can help solve their problem and ease their frustration.

What do they need to know or what might they want to know?
Once you've identified your #audience you need to let your #individual know how your product or service can solve their problem or frustration.
Make sure that you are clear about what you are offering. Be detailed and concise about what you do. Think about why your reader has clicked on your content, and what information they might need. And ask yourself is my information set out in a way that has a call to action that my reader can execute.

*Where can I find these people? And is my content relevant to the platform that they are on? *
Once you've identified what would help your target reader, it's important your message reaches them. Are they all browsing your website? Not necessarily. Think about which #platforms they are using and how best to #share your content on these.
If they are business customers, they are likely to be on #LinkedIn, if they are a younger audience, would Instagram be more appropriate?
Depending on your platform, this will also help shape how you convey your content.

Can we help?
It can be hard to consider your target reader and the best platforms for you, all on your own. Our team of marketers and support staff are on hand to help, so simply contact if you'd like a sounding board!
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Selling On Other Search Engines & Multi-Channel

Katherine spoke last Friday at #BrightonSEO on 'Selling On Other #Search #Engines & #Multi-Channel'. You can view her slides below, and please don't hesitate to get in touch if you'd like a copy of the talk.
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How Do I Choose Responsive Banner Images?

#Responsive #websites are crucial to your #business since being 'responsive' means that no matter what device or size of screen your website will always be visible and usable.

It's essential to get the images right on your #website because they primarily engage your web visitor whilst defining and communicating your #brand identity. It can be particularly difficult to find images which work responsively and view correctly on all devices because parts of the image can be cropped depending on the screen size.

Why and how does this happen?

To understand this, it's good to first understand what it means for your website to be responsive.

#Responsive websites 'shrink' the dimensions of your website horizontally re-positioning everything on your site. This is known as a fluid or responsive layout. Therefore the main banner needs to work both on a wide landscape view and on a narrow portrait view, not an easy feat.

Here are our 5 tips to help you choose banner images which work...

1. Make sure your image is large enough

We recommend using an #image which is a minimum of 1980px wide and of a depth of at least 900px (but ideally 1400px). Smaller images than this will result in blurry images on certain #devices

2. Choose an image with a central focus and space around it.

Let's say you have a #banner with a person or object in it, it is very important to keep the main focus in the centre of the image with enough space around it. Since responsive banner images are displayed in a portrait format on the #phone compared to a landscape format on a #desktop, the left and right of the image will be cut off on the phone, and equally the top and bottom of an image can be cut off on the desktop. Therefore only the central area is visible on all devices.

3. Try not to include text in your image.

Having text as part of the image is not a good idea because:
- It's likely to look broken on some devices.
- Text within an image cannot be crawled by search engines such as Google
- Text can easily weaken your brand without a consistent approach to the font, placing, sizing etc. because it weakens trust in the site which could lead to your site resulting in fewer conversions. An example is here of how a banner which views well on a desktop then breaks on mobile. If the text includes a call to action or something informative, it's particularly important that it views well on all devices.

4. Don't choose a banner with the same colour background as your site.

You need to be able to tell the difference between the banner image and the rest of the site content to make everything clear for the users of the site.

5. Test your images on your site.

And finally, test your new banners on as many devices as you can lay your hands on. If you don't have a number of different devices handy, there is a feature in most #browsers to view what the site will look like responsively and the browser will give a rough approximation of your website on various devices. A quick trip to Google with a search of 'how to enable responsive design view in (enter browser name)' will bring up the latest information on how to enable this feature in your browser.

View the original blog post here:

We hope you find these tips useful. Please do get in touch if there is anything else we can help you with!
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UK Ecommerce Platform iPages Integrates with WorldPay (Direct)

WorldPay is the UK's dominant payment processor and the payment provider for many online #eCommerce #businesses. WorldPay is in the enviable position of being able to accept over 300 different types of payments thus enabling online retailers to increase their #market reach into countries that formally were not viable financially.

The iPages #eCommerce platform now integrates easily with #WorldPay Direct. As you'll be aware the processor accepts all major #credit #cards and helps #sellers to protect against #fraud. It is competitively priced and offers an excellent service.

At iPages we believe that #selling #online should be as stress-free as possible. That is why our #software is a turnkey #eCommerce and #inventory #management solution, specifically geared to support UK retailers. Integrating to WorldPay is just one additional step that iPages has introduced to make the whole process simpler, but if you would prefer to use an alternative payment processor such as #SagePay, #Barclaycard #eDPQ, #PayPal, or #Monek, that is not a problem.

Why not get in touch and see how we can help you?
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Find out why HTTPS will be so important for all #eCommerce #businesses with the new Google Chrome update here:
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Adding #Live #Chat to your #Website

We all know the feeling, you're shopping online and after hours of searching, you've found it, the perfect product. Everything looks great but you need to double check a few things. Is it compatible with my system? Is it machine washable? Is it suitable for vegans? Full of hope and excitement you scroll down to check the product description, only to find an almost empty paragraph, void of all answers. What will you do now? If you were out shopping in a store you could find someone to ask, but you're at home, on the sofa, in your pyjamas, there's no way you're going out like this. All hope seems lost and you slowly start to close your laptop in defeat. Then you see it, the #live #chat icon in the bottom left of the #website...

What is a #live #chat?

#Live #chat is a widget that opens communication between a #website and it's users through an instant messaging window. The chat usually appears within the browser, letting users communicate to the #website by typing messages. When there isn't anyone available to reply, many #live #chat solutions allow automated messages to be set up so that the user will still be able to use the chat.

Advantages of adding #live #chat to your# website.

- Convenient. #Live #chat can be really convenient for both you and your #customers. It can be used to send links to your #customers and often saves a chat log that can be reviewed later.
- Word of mouth marketing. Kayko research shows that 29% of #customers will tell their friends or colleagues about their positive experiences with #live #chat.*
- Instant feedback. For #customers, #live #chat is usually faster than phone support, and easier for them to access.
- Increase Purchases. Kayko research shows that 38% of consumers will be more likely to buy from an #eCommerce #website if they offer #live #chat

Disadvantages of adding #live #chat to your #website.

- Scripted responses can be annoying. Some live chat solutions offer scripted responses when there isn't anyone available. This can cause your #customers to become irritated, especially as it can become repetitive, and most people clicking on live chat will expect to be connected with a human.
- Waiting for a response. When #customers click on live chat, they're usually trying to get a quick answer to a problem. If there is a long wait time for a response, #customers may become frustrated and bounce (leave your #website).
- Not everyone will like it. Some of your more technophobic #customers will probably not like live chat and may find it to be more problematic than useful.

Case Studies

Total Gym using TouchChat live chat
Total Gym wanted to increase their #online #orders. They noticed that they were getting fewer #orders by phone and that more of their #customers were going to their #website. They implemented TouchChat as a solution to meet the needs of their #customers, and so that they can answer questions to get their #customers past the crucial point in their sales funnel. After implementing the live chat, Total Gym saw an increase of 39% of #orders on their #website.
Find out more, and read the full case study from Marketing Sherpa

The Sun using Live Engage live chat
Back when The Sun added a paywall to their #website in 2013, they needed to implement an easier form of communication for their clients' to deal with the backlash. They had to react very quickly to the feedback and questions they were receiving and managed to address 80% of the approximate 250,000 interactions on the #website with the live chat. The Sun also found that their live chat performs four times better than voice calls in terms of how long it takes to resolve questions/problems.
Find out more, and read the full case study from Smart Insights;

How to add live chat to your iPages #website

You can add live chat to your iPages #website by following these steps;
1. Find a Live Chat provider, for example,, LiveChatInc, Pure Chat...
2. Create an account with the provider.
3. Find the #website widget script on the backend of the #Live #Chat. (Most live chat providers will have a very similar looking dashboard, with, this can be found on the Admin page.)
4. Copy and paste the script into the body head script of your #website. (To get to the body head script, go to My Site > Pages, then click on "Default Head Tags".

Can we help?
If you're interested in adding a live chat to your #website, or would like any more information, feel free to Contact Us.
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Launching the Sarah Lovell Art website

We were delighted to launch the new Sarah Lovell #art #website to showcase her #print and #illustration work. Sarah chose to work with iPages, given our experience within the home and #giftware sector, as she felt confident we would help create her a #website which could attract further stockists, and help #customers visualise her gorgeous cards.

The iPages team designed and built an affordable, easy to use #website for Sarah and, despite Sarah being a self-confessed technophobe, the support team worked with Sarah to train her on how to use her iPages site.

Sarah now sells her illustrations in cards, illustration #books and #prints #online using the iPages platform to #host and process her #online #sales.

What does Sarah say?

"I have really enjoyed working with iPages on my new website. From the first chat via their website and then meeting Katherine at Pulse 2017, I felt really comfortable with them. Everyone I have spoken to has been really friendly and nothing has been too much trouble, which is great as I had a lot of questions and needed guidance on different aspects of the site ( I’m not a natural with technology!)

They were only too happy to help me and listened to my ideas on what I wanted the site to look like. I’m really pleased with how it looks and works. And I feel really happy that they’re a phone call or email away should I have any questions."

Sarah Thompson - Sarah Lovell Art
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iPages Development Update: New Masonry Cascade View

iPages already contains the ability to display pages and products within dynamic views such as the 'Waterfall' (fixed width) view which you can read about here.

This month, we are excited to launch the new 'Masonry' cascade view. This view works by fixing the number of columns and varying the width of your content. The end result is a dynamic tile view which shows the whole of your image without cropping it. There is even an added feature where you can choose if you want any of your images to span two or more columns!

This view is particularly useful for #blog content or for #products, where your brand is particularly visual.
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