WebProNews

The latest fad in Internet publishing extends a simple concept and has helped some sites gain customers.

Internet Retailer discussed how blogs have helped a couple of online retailers increase conversion. Ice.com and eHobbies.com both utilize blogging as an effective marketing tool.

The simple concept is one that all web surfers like: updated content. The marketer hosts the blog, and makes it a prominent part of its presence online. Like forums, users can add comments, but a blog is easier to manage than a full-blown discussion forum.

Retailers make the blogs more than just a house organ dispensing corporate wisdom. The tone is less formal, more familial, and very inclusive. The article notes how eHobbies displays images of its staffers racing RC cars.

And eHobbies sees about 5 percent of its traffic visit and/or contribute to the blog; they reward visitors with coupons and promotions. That has helped the company see conversion rates nearly double those of normal visitors when a coupon is used on sale items.

Jewelry site Ice.com plays up the image of jewels as a luxury item, and discusses what's in with celebrities in some of its articles on jewelry style. Special promotions make their way into the Ice.com blog, which also links to "Just Ask Leslie" and "Sparkle Like The Stars." According to the report, Ice.com has seen 346 sales generated by the blog in its six months online.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.