ITV Tonight "Could the internet make you rich?"

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The ITV Tonight programme aired last Friday asked if the Internet could make you rich and featured examples of British entrepreneurs including some who sell on eBay.

Helen Chapman

Helen Chapman & Jonathan Maitland on ITV TonightOne seller featured was Helen Chapman who sells on eBay as Dotty Fish and also runs two websites. Jonathan Maitland, who hosts the programme, arranged for her to visit Graham Cooke, Senior eCommerce Project Manager at Google, for a “digital makeover” for her website.

Sadly the advice she was given was cut to a couple of sentences in the final edit but Helen has been kind enough to share some of the tips she was given:

Google AdWord campaigns

Google helped Helen to understand her AdWord reports and use them to refine her campaigns. One example she gave was the importance of using negative keywords. As she doesn’t stock “Spanish baby shoes” using “Spanish” as a negative keyword means she won’t be paying for clicks which aren’t relevant.

Google Analytics

If you don’t already use Google Analytics sign up for it – it’s a free service.

One of the things Helen discovered is why people who find her site are then leaving. For example from the report she can see the bounce rate and pages where people searched for more information. One key finding was that a search for “Toddler shoes” was directing potential buyers to her home page and they were leaving, thinking only baby shoes were available. Helen will now be creating specific landing page for toddler shoes and other key search terms.

Importantly if you’re paying for AdWords each bounce from your website is not only a missed opportunity but it’s a potential customer that you’ve actually paid to attract. Helen advises checking your own website bounce reports and establishing why people are leaving your website and use custom landing pages to direct them to the products they’re seeking.

As well as selling on eBay, Helen also runs two websites – Dotty Fish and (launched just last Friday) My Twinkle Toe Shoes. If you have a baby or know someone that does, be sure to check out her websites for some great Christmas presents.


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