Armando Roggio

Articles by: Armando Roggio

Armando Roggio

Armando Roggio is the longtime senior contributor to Practical Ecommerce. He's a global ecommerce authority and a practicing merchant, developer, and journalist.

Since 2008 he's written over 1,300 articles for Practical Ecommerce addressing all matters of ecommerce and presented dozens of webinars.

His previous positions include director of ecommerce for a regional retail chain and marketing publications manager at Micron Technology, a publicly-traded computer-chip manufacturer. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh.

Contact Armando via email or LinkedIn. Follow his ecommerce tweets at @ecommerceboy.

Analytics & Data
The PeC Review: Woopra Promises Real-Time Web Analytics and Behavior Tracking

May 7, 2009 • Armando Roggio

Woopra is an innovative web analytics suite that promises to vastly improve the information that website owners can collect and monitor. As customers return to your store, Woopra begins to track behavioral profiles, allowing online merchants to monitor individual customer behavior o...
Schools & Resources
12 Good Ecommerce Resources

May 6, 2009 • Armando Roggio

Ecommerce entrepreneurs frequently earn their profits in small margins, where slight competitive advantages can be the difference between flourishing and floundering. Gaining a competitive advantage can be as simple as trying a new marketing tactic, making a subtle adjustment to your w...
Code
Web Design Tips: Adding A Featured Section to Your Site Using jQuery and jFlow

May 6, 2009 • Armando Roggio

Smooth content sliders are widgets that can show clickable product images, Adobe Flash, HTML, or other content, effectively creating a "featured section" in a small amount of space. After researching several "easy" solutions (most of which did not work), I tried the jFlow plugin that ...
Customer Retention
Ecommerce Know-How: Six Ways To Improve Your Online Store

May 4, 2009 • Armando Roggio

An online merchant's most important marketing and sales tool is a content-rich, visually interesting, and factually accurate website. In this edition of "eCommerce Know-How," I am going to propose six ways to improve your site, and I am offering these methods exactly five months before...
Analytics & Data
Ecommerce Know-How: Four Ways to Measure Print Advertising Effectiveness

April 28, 2009 • Armando Roggio

Print advertising is a waning media vehicle. It has become less effective in the post-interruption era. However, in spite of this decline, printed display advertising and classifieds can still provide a solid return on investment (ROI) for some ecommerce merchants willing and able to me...
Google Ads
The PeC Review: Google’s Search-Based Keyword Tool Lets You See What Spiders See

April 24, 2009 • Armando Roggio

Google’s Search-Based Keyword Tool can help ecommerce merchants find pertinent keywords specific to a given URL, potentially improving search-engine-optimization and pay-per-click-advertising campaigns. Using URLs from your AdWords account, the Search Based Keyword Tool (SKTool) "dis...
Code
Web Design Tips: Converting an Older Table-Based Email Template To CSS

April 23, 2009 • Armando Roggio

Many email templates were developed using older table-based layouts that "break" easily and are very complicated to maintain. Tables in HTML are fantastic for displaying tabular data. But as a layout tool they interfere with some dynamic and rich media elements, cause accessibility cha...
Business
Ecommerce Know-How: Self-Employment Tax Requirements

April 22, 2009 • Armando Roggio

Ecommerce businesses that operate as sole proprietorships, partnerships, and even limited liability companies frequently pass tax liability from the company to the owners and contractors of the business. These owners and contractors must then pay self-employment tax, which is typically ...
Platforms & Apps
The PeC Review: “Remember the Milk” A Helpful Organizing Tool

April 20, 2009 • Armando Roggio

Ecommerce entrepreneurs are busy people who manage suppliers, web marketing, merchandising, accounting, and more. Many of these entrepreneurs keep lists on legal pads or stick dozens of yellow Post-it notes to the sides of their monitors like a mane on a lion. Australia-based Remem...
Email Marketing
PeC Traffic Report: Six Measurements to Improve Email Performance

April 16, 2009 • Armando Roggio

Good ecommerce merchants know that email campaigns built around opt-in lists are an effective way to reach potential customers. But more than 18 percent of email marketers in the U.S. either don't or cannot measure the return on investment for their email campaigns, according to a new s...
Customer Retention
Ecommerce Know-How: Developing a Postcard Campaign

April 15, 2009 • Armando Roggio

A postcard marketing campaign can be inexpensive, and it could increase your store's sales next month. Almost every weekday at about 2 p.m., I trot out to my mailbox, wave at the retired Marine smoking cigarettes on his porch across the street, and collect my U.S. mail. I sort out the...
Conversion
Survey: Ecommerce Merchants Report Extremes in Sales Growth

April 13, 2009 • Armando Roggio

Online shopkeepers willing to indicate how their sales were doing in 2009 generally reported extremes, with sales either rising or falling by more than 10 percent, according to a new Practical eCommerce survey. Practical eCommerce asked a group of its readers how their 2009 sales had f...
Fraud Prevention
The PeC Review: Yahoo! Alerts Can Send You Text Messages

April 10, 2009 • Armando Roggio

While there are many online tools that can help ecommerce proprietors keep track of their businesses' reputations and reviews, Yahoo! Alerts, a free notification service, is one of the few that can send those alerts as text messages to a mobile phone, or via Yahoo! Messenger, as a stand...
Analytics & Data
Ecommerce Know-how: Setting SMART Goals and Measuring Success

April 8, 2009 • Armando Roggio

To really get the most from web measurements, online business owners need a clear understanding of exactly what they want to accomplish and how they will measure those accomplishments. No matter how objective the reporting of analytics software, the meaning divined from its numbers and...
User Experience
The Shopping Experience: Source 1 Medical Offers Easy Navigation, Good Service

April 7, 2009 • Armando Roggio

Each month, Practical eCommerce sends me shopping. I make a purchase from a real online merchant and create both an article and a video of the shopping experience. My goal is to report back to you about the overall checkout process, customer service experience, website aesthetics, and d...
Design & Dev Tools
Web Design Tips: Configuring Templates, Adding a Product Grid in Magento

April 1, 2009 • Armando Roggio

Adding a dynamic product grid or list to any static page in Magento is as easy as adding a few lines of code. The challenge is knowing which lines to add and where to put them. Magento is a popular open-source ecommerce platform that has been downloaded more than 750,000 times, accordi...
Staffing
Ecommerce Know-How: Selecting a Web Designer or Developer

March 31, 2009 • Armando Roggio

Often with ecommerce sites success is not a matter of how good you are but rather how good you look. Consumers often judge how professional and how trustworthy an online store is by nothing more than its aesthetics. While many online retailers are experts in their field (i.e., apparel,...
Fraud Prevention
The PeC Review: Google Alerts Helps With Reputation Management

March 30, 2009 • Armando Roggio

Google Alerts is a free service that sends users an email or RSS alert when the search engine indexes new material related to a specific keyword phrase. Although the service is still described as a beta, it has been available for years and many a savvy businessperson has used the servi...
Marketing & Advertising
The PeC Review: The SOC Exchange Offers A New, Inexpensive Selling Channel

March 24, 2009 • Armando Roggio

Selling online can take many forms and merchants can use several channels to market and sell their wares. The SOC Exchange is a new online storefront that lets merchants post and sell products for as little as $10 per year with no hidden fees. The site allows ecommerce businesses to ...
Checkout Tactics
Ecommerce Know-How: Using a Variable Pricing Model

March 20, 2009 • Armando Roggio

Selling downloadable products online presents a number of special problems for ecommerce businesses, not the least of which is demonstrating the value of an intangible product that has no physical form and no glossy packaging. Certainly, software vendors and popular sites like iTunes ha...
Customer Service
The Shopping Experience: SportsRCool Offers Exceptional Customer Service

March 19, 2009 • Armando Roggio

If you visit the "About Us" section on the SportsRCool website, you'll find a simple promise to offer the best possible products and customer service at the lowest available prices. And the company certainly delivers where customer service is concerned. Each month, Practical eCommerc...
Inventory
Ecommerce Know-How: Alternative Sources to Acquire Inventory

March 18, 2009 • Armando Roggio

While many ecommerce businesses trade only in new merchandise, there is a booming market for used, refurbished, and surplus items. Savvy ecommerce merchants can identify niche markets and use public auctions, websites, and classified ads to source valuable inventory for resale. In thi...
Social Media
The PeC Review: Elgg Lets Any Business Create an Online Community

March 17, 2009 • Armando Roggio

Elgg is an open source platform to power any kind of social media community, and it is a tool that online merchants can use to help develop a loyal flow of site traffic. Social media communities similar to Facebook and MySpace are extremely popular. For example, eMarketer, a marketin...
Cross-border Selling
The PeC Traffic Report: Asian Survey Provides Insight Into Search Habits

March 13, 2009 • Armando Roggio

From time to time it is useful to take a look at other industries to see how they are doing business and to glean tips for boosting web traffic to your own ecommerce site. In this edition of The PeC Traffic Report we'll take a look at an interesting new survey of electrical engineers i...
Business
Ecommerce Know-How: Seven Steps to Starting Your eBusiness in a Recession

March 11, 2009 • Armando Roggio

The United States and much of the world is experiencing a large and deep recession that many economists believe is far from hitting bottom. But in spite of economic uncertainty, some entrepreneurs will find the current recession an opportune time to start their own ecommerce business. ...
Platforms & Apps
Web Design Tips: Compatibility with Older Browsers

March 9, 2009 • Armando Roggio

As web technology advances and development standards evolve some web browsers are falling behind. Many lack the ability to support new technologies and file types or even provide the best available user experience. These lagging browsers put ecommerce businesses in something of a quanda...
Platforms & Apps
Shopping Carts: Survey of Merchants Confirms Fractured Market

March 5, 2009 • Armando Roggio

Respondents to a February 2009 Practical eCommerce survey collectively use more than 30 different shopping carts, an indication that there is no clear and decisive leader in the ecommerce shopping cart segment. 14.1 percent of respondents to the survey said that they use Go Daddy's Qu...
Influencers & Affiliates
The PeC Review: Google Affiliate Network is an Effective Marketing Tool

March 3, 2009 • Armando Roggio

Affiliate network marketing offers online retailers an effective, performance-based advertising channel with good conversion rates and a propensity to boosts sales. Like many affiliate programs, the Google Affiliate Network connects merchants with a network of website publishers. Aff...
Customer Retention
PeC Traffic Report: The Direct Mail Solution

March 2, 2009 • Armando Roggio

Direct mail marketing is one of the oldest forms of modern promotion, but don't let its age deceive. Mailing coupons or even catalogs to potential customers can significantly improve site traffic and sales conversions. While the exact origins of direct mail marketing are in question, t...
Amazon & Marketplaces
Ecommerce Know-How: Amazon Can Sell Your Products and Advertise Them, Too

February 26, 2009 • Armando Roggio

Although many ecommerce merchants consider Amazon to be tough competitor, some online shopkeepers can boost sales and send traffic back to their own site using two of Amazon's ecommerce services. Selling on Amazon and Product Ads on Amazon are two Amazon services that many retail ecomm...