E-commerce Insights: Take a Page From the 14th Century

She highlights a fall 2006 ad from L.L. Bean:
L.L. Bean: Official Site
New for fall and back to school — backpacks, clothing, gear and more.

Here, she notes, L.L. Bean uses “official site,” which is timely and reiterates a current catalog theme.

Beyond the use of “official site,” Rinaldo reports that Yahoo! advertisers get better results with specific time limits to convey urgency. Copy such as “Sale ends Tuesday” or “Sale ends Dec. 15” receives higher click rates than generic copy such as “Fall Sale.”