Archive for April, 2005


PayPal and eBay Email Fraud: The Perils of Phishing

Wednesday, April 20th, 2005

Recently I’ve received a couple of emails purporting to be from PayPal and eBay alerting me to suspicious activity at my account. They asked me to login and verify my information. Luckily, I’m a  suspicious person by nature. Probably has something to due with being abandoned at the Grand Canyon by my parents. Can you imagine? The Grand Canyon?! No imagination.

Anyway, I realized that I was a near-victim of phishing; a phony email send by someone trying to trick me out of my PayPal and eBay information, or more. These emails lead you to duplicitous sites that look like the real thing and ask for your personal information.

Since at least once a day I get an email from a client asking about one scam or another, I figured I’d blog about my PayPal/eBay phishing experience.

The emails have the look and feel of a legitimate missive from the companies named. However, closer inspection of the emails reveals their bogus-nicity.

The PayPal email has a subject line of "Important notification about your account" and was addressed from service@paypal.com. It tells me that they "recently noticed one or more attempts to log in to [my] PayPal account from a foreign IP address." They go on to tell me that "For the moment [my] PayPal account is temporally subject of verifications."

This almost makes no sense, even if they mean temporally as "of, relating to, or limited by time," as opposed to "of or related to the material world." I think they meant "temporarily subject to verification."

They go on to tell me that I "must visit the link below and enter [my] detailes (sic) on the following pages."

Even if I believed that PayPal doesn’t own a spellcheck, I’d be concerned. Once you look at the code or click on the link–which I never recommend–you’ll see that you are going to a Web page that’s not at PayPal, no matter what it may look like. You can tell by the URL: http://www.placesafe.com/verification/ users/cgi-bin/login.php. It does appear to be a "place safe," but it’s not PayPal.

The eBay email was no more sophisticated. The email was titled "eBay Fraud Mediation Request" and came from aw-confirm@ebay.com.

The email warned me that I have "recieved (sic) this email because [I] or someone had used my account to make fake bids at eBay. For security purposes [they] are required to open an investigation into this matter."

Oh, silly con man! Don’t you know? I after E except after C!

There appeared to be a text link direct to eBay’s site where I could login and take care of this matter, once and for all. After all, if I didn’t respond within 48 hours my account will be suspended!! The link appeared to be pointing me to eBay’s site:
http://scgi.ebay.com/verify_id=ebay &fraud alert id code=00937614

However, by looking at the source code or by clicking on the link we can determine that the link actually goes to http://210.188.194.174/.ws/eBaySuspension/signin.ebay. com/aw-cgi/eBayISAPI.dllSignIn-ssPageName-hhsin.php…a  much less reassuring URL.

So how can we protect ourselves if the grifters out there ever purchase a spellcheck? Well, my advice is to NEVER click on a link in an email that requests information. Instead, login to your account through your normal pattern. That way you can be sure that you’re accessing the right site.

ADDENDUM: I’ve recently posted a related article on PayPal and fraudulent emails here.

Rich Brooks
No Phishing


How to Read Your Traffic Reports and Improve Your Web Site

Tuesday, April 19th, 2005

Today another issue of our free email newsletter goes out to the masses. This month we’re talking about How to Read Your Traffic Reports and Improve Your Web Site.

Traffic reports are often overlooked by site owners as a great tool to gain understanding of how your site is working, where it’s failing, and how people are behaving at your site.

If you’d like to make sure you don’t miss another issue you can subscribe here.

Rich Brooks
Email Newsletter Guy


Chez Suz Does E-Commerce: Sexy T-Shirts with Fun, Flirty Slogans

Monday, April 18th, 2005

ForsaleThis is my 100th post!

I was going to phone it in with a clip show, but then my friend (and client) Susan Price reminded me that today we launched a PayPal shopping cart for her Chez Suz site!

Now, fabulous femmes from around the country can announce their market status with flair. Besides selling her T-Shirts and tanks online, Suz has recently launched an intimates line that’s also available for anyone with a credit card or a PayPal account.

Well, what are you waiting for? Get shopping!

Rich Brooks
Market Status: Sold


Free Search Engine Seminar, Portland, Maine

Monday, April 18th, 2005

Are you looking to drive more qualified traffic to your Web site?

Do you want to rank higher at Google, Yahoo, and MSN when your prospects do a search?

Are you going to be Portland, Maine, this Wednesday, April 20th, 2005 around lunch?

If so, come by and see Rich Brooks, president of flyte new media, put on a free Search Engine Seminar: How to Get More Traffic From the Search Engines, at The Resource Hub.

Date: 4/21/05
Time: 12pm – 1pm
Place: The Resource Hub, 441 Congress St., Portland, ME.
Directions

Seating is limited, so register now.

Rich Brooks
Search Engine Seminar Speaker


Blogs for Maine Lodging

Friday, April 15th, 2005

Sm_porch_shotFlyte recently helped our client, Tim Porta, set up a blog for Migis Lodge, a luxurious resort on Sebago Lake in Maine, and a new property (for Tim,) The Inn at Ocean’s Edge, an oceanfront resort in Camden, Maine.

Since many of Migis’s guests are regulars, a Migis blog seemed a perfect way for them to stay up-to-date with plans for the upcoming season. It may also prove a good way for guests to stay in touch with friends they meet at Migis all year round. (Migis guests often return the for the same week, year after year!)

For the Inn at Ocean’s Edge, Tim is building a new pool and a gourmet restaurant on site for this coming year! Visitors to the Inn at Ocean’s Edge blog can keep up-to-date on the progress of construction.

Rich Brooks
Waiting For An Invitation


PayPal Shipping Options Explained

Wednesday, April 13th, 2005

While I’m a big fan of PayPal, it’s important to know its limitations. One limitation is the choice of shipping options for the online merchant.

There are a number of 3rd party products than can enhance your PayPal offerings, but I’m talking about the straight-out-of-the-box approach that many Web site owners are going to start with.

While building your Buy Now or Shopping Cart buttons, click on Add More Options at the bottom of page one.

From the second page you’ll see Shipping Cost Calculation (Optional); assuming you haven’t already created a shipping profile, click on Edit.

You can now choose between Flat Amount or Percentage.

  • Flat Amount: Calculate a flat shipping amount based on the total amount of the purchase.
  • Percentage: Calculate the shipping amount based on a percentage of the total amount of the purchase.

Whichever you choose, PayPal then gives you up to 5 tiers of dollar amounts, and allows you to plug in what you want to charge. In addition, you can edit the price ranges as you see fit. For example, if you choose the flat shipping charge:

$0.01 – $49.99: $5.00 shipping
$50.00 – $99.99: $9.00 shipping
$100.00 – and up: $13.00 shipping

Similarly, if you choose percentage of sales:

$0.01 – $49.99: 10% of total
$50.00 – $99.99: 8% of total
$100.00 – and up: 6% of total

Save this information, and you’ve created your Shipping Profile.

PayPal also allows you to override your shipping profile for a particular item. For example, if something is especially bulky, heavy, or mildly explosive you may want to charge more. Or, if it’s a service, you’ll probably not want to charge any shipping.

However, to do this, you’ll need to be comfortable with editing HTML. The PayPal User Manual (PDF, 12MB) has details on that, so I won’t go into it here.

Although PayPal doesn’t offer every shipping option an online merchant may want, you can always approximate your shipping costs with a little creativity. Also, there are 3rd party options available for specific needs.

Rich Brooks
Bulky, Heavy, and Mildly Explosive

 


Don’t Be Too Clever With Your Web Site Navigation

Tuesday, April 12th, 2005
  1. Today I was reviewing a competitor’s Web site with a prospect (his competitor, not mine.) It was good looking Web site, but we both agreed it was too clever by half.

    It used clean, elegant design and had beautiful photos of the products. The online store had a nice layout with examples of each color swatch.

    Unfortunately, the site’s navigation used phrases which completely hid the meaning of what lay "beyond the click." It was like playing a Web-based version of "Let’s Make a Deal" with Monty Hall, your Web developer.

  2. Recently a client chose button names that were much more colorful and interesting than "Resources" or "About Us" or "Newsletter," despite my misgivings. Unfortunately, they were so much more interesting, that they didn’t tell the site visitor what they might find behind each button.

    More recently we revised the navigation after site visitors reported that they couldn’t find the newsletter archives.

The lesson? It’s important to be interesting, but it’s more important to be understood.

There are certain expectations that your visitors bring with them. Chances are, if you have a page that explains how to use your site, you’ve made it too confusing. You’re trying to help your customers, not confuse them.

A book may contain the most mind-opening, life-changing, new ideas you’ve ever heard, but chances are it still has the binding on the left hand side. (Or, in Israel, the reverse.)

If you’re looking to differentiate yourself from your competition, put the emphasis on your content and your message, but leave your navigation alone.

Rich Brooks
Too Clever For My Shirt


Are Google AdWords Effective?

Friday, April 8th, 2005

Terry Matlen of ADD Consults commented on a recent post about click fraud at Google and Yahoo.

She wanted to know what I thought about AdWords and said she was having trouble determining the traffic she’s getting from it.

Here’s my response:

Terry,

I haven’t used AdWords much myself. On paper they’re great. You know exactly what you’re going to pay, you can get on page one of Google the day your site launches, you don’t need to worry about optimizing your site, (especially helpful if it’s Flash intensive,) you can drive really targeted traffic to your site, the list goes on….However, click fraud may undermine the trust that marketers have in these pay-per-click campaigns.

Also, I was just reading that the majority of searchers (70% I want to say) don’t click on sponsored ads at all. It’s important in the long run to have a strategy to appear in the organic listings as well.

I’m surprised you can’t determine how much traffic is coming from your AdWords campaign, however.

Google should be providing you with specific details on how often your ad shows, how often it’s clicked on, how much traffic they’re sending your way, and what you’re paying per click. Your own traffic reports should be telling you a similar story.

As a piece of advice, you may want to point your ads to a special landing page (NOT your home page) containing a special offer where visitors must signup to be entered. Sending a searcher to your home page may defeat or at least dilute the benefit of your AdWords campaign.

If you’d like to talk to someone about setting up and/or managing an AdWords Campaign, a lot of SEO’s specialize it in right now. I’ve had success with a friend and fellow entrepreneur: Elizabeth Harvey of Harvey Marketing Group.

Rich Brooks
Organic Searcher


PubSub: Start Searching the Future

Friday, April 8th, 2005

PubsubSearching the past is so five minutes ago.

Search engines like Google and Yahoo only search documents that were created in the past.

With PubSub, you create a search that only finds documents…from the future! You create a "subscription" and PubSub continually scours blogs, newsgroups and SEC filings for matches to your subscription. They plan to add more data streams over time.

You can have the information delivered to your email, browser, or news reader. In less than a minute I was able to set up a subscription for "Rich Brooks" (sorry, I’m a narcissist), "email marketing" and "PSP" (I just picked one up.) A few minutes later my PSP subscription already had 4 posts. (Sadly, email marketing and Rich Brooks are still sitting at zero. Maybe after this post…)

The signup is free, and only requires an email address.

Rich Brooks
When Will I Be PubSubbed?
(And, does that mean I’ve arrived?)


WSJ Article on Click Fraud

Wednesday, April 6th, 2005

The Wall Street Journal today had a front page article on Click Fraud. The article is currently available online to the public, but may have a limited shelf life, so click now.

Click fraud is an underhanded/illegal attempt that some companies use to undermine the pay-per-click advertising of a competitor. Pay-per-click ads appear as "Sponsored Links" on search engine result pages (SERPs.)

Advertisers bid for the right to appear as Sponsored Links for certain search phrases and pay Google or Yahoo each time they receive a click. Click fraudsters click on their competitors ads repeatedly with no intention of buying, just to increase their advertising bill at the end of the month.

This can result in inflated advertising bills or a loss of prime advertising real estate for the victim.

Click fraud is "the biggest threat to the Internet economy," Google’s chief financial officer, George Reyes, said during a December investors conference.

I think he meant it is the biggest threat to Google’s economy, but in any case, it is something that every pay-per-click advertiser should be aware of, just as every investor should be aware that past performance is no guarantee of future returns.

Click fraud appears to be more wide-spread in certain niches that are more competitive in the pay-per-click arena. The WSJ story focused on private jet charters, and referred to words valuable to class-action lawyers, such as mesothelioma.

Search engines like Google and Yahoo that reap huge returns from pay-per-click advertisers have it in their best interest to crack down on fraudulent clicks, as a loss in faith for this type of advertising would dry up their biggest cash cow.

Rich Brooks
You Can Click Me For Free