If you put a great deal of focus on social media, organic search, and online advertising for incoming traffic, there’s a good chance you’re not putting enough effort into a... Read More »
Every business has at least one target audience — a key group of people who want or need the products it sells. These audiences are defined by standard factors, such... Read More »
Ecommerce merchants must produce profitable traffic from their advertising efforts. Cash flow is essential. Traffic acquisition must be efficient. However, not all traffic channels drive immediate sales. Some channels assist... Read More »
Three years ago, in “Voice Commerce Ready for Prime Time?,” I presented the pros and cons of voice-activated transactions. Since then, voice commerce has grown significantly, with the adoption of... Read More »
Product category pages play an important role in an online shopper’s journey, acting as a hub for filtering products on the path toward making a purchase.
A well-made product category page... Read More »
I’ve said many times that store pages need a definitive call to action. I fear, though, that I’ve been remiss in explaining what a CTA is and the importance of... Read More »
Some of the best online shoppers do not actually purchase online. They start their purchase process by finding the product they need online, and then either call the merchant or... Read More »
High-quality product photos are critical for conversions. Without photos and video, it’s nearly impossible to compete for sales. There are exceptions to every rule, however, and it’s no different when... Read More »
Pricing should not be a mystery. Posting clear, understandable prices for the products that your online store sells should be an important part of the site’s user experience design.
In fact,... Read More »
In “Conversion Optimization: Research First, Then Test,” I addressed the four types of conversion research to conduct before commencing A/B or other tests. When that research process is complete, the... Read More »
The product detail page on an ecommerce site is where a shopper usually decides to buy. And when the shopper is about to make the decision, there are few things... Read More »
By some estimates, more than half of the visitors to an online store will use that store’s site search to find products, and hopefully make a purchase. This fact alone... Read More »
Trying to figure out why your store’s conversion rate is so low? The order in which products are displayed on categories is a major culprit.
While “relevancy” is a common default... Read More »
It is a common misconception that you can test your way to conversion optimization. An abundance of testing software, some of which is free, makes the temptation only greater. But... Read More »
Online shoppers who find what they want tend to spend more money. And site search helps them locate what they’re looking for.
According to a study by WebLinc, an ecommerce platform and consulting firm,... Read More »
Niche ecommerce merchants must focus on cash flow. They do not have large capital reserves to support unprofitable investments. Although growing sales is good for the ego, growing cash flow... Read More »
In “Using Server Logs to Uncover SEO Problems,” I explained that web server logs can be helpful, but the data is raw and requires transformation and analysis. In this post,... Read More »
In my previous article,”Google Optimize: No Excuse Not to Test,” I explained how to get started on that platform and prepare it for testing. In this article, I’ll create a real... Read More »
Merchants give so much thought into making the sale that they tend to forget some of the post-sale components that savvy shoppers look for first. One of these is the returns policy... Read More »
Many small and medium ecommerce storeowners have heard of A/B testing and decided that it is not for them. Perhaps they thought A/B testing is complicated, the tools are expensive,... Read More »
With more than 7 billion videos watched daily on YouTube and Facebook, it’s no surprise that video content is the number one method to sell products and services. Descriptive media... Read More »
Niche ecommerce merchants typically have limited advertising budgets and limited time to monitor their marketing activities. They need accurate data to assess the return on investment from various campaigns. Google... Read More »
Product targeting has been practiced for years in the online retail world, where segments of customers are targeted with products based on their preferences and purchase history. This has evolved... Read More »
The words and pictures online retailers use to convey a product’s value have an impact on that retailer’s conversions.
Merchants responding to an October 2016 Forrester survey reported an average desktop... Read More »
Most every online store needs a robust site search feature. Potential buyers need to find things quickly and easily. Search result filters are vital to help guide shoppers to exactly... Read More »
In the 1950s, most products were built to last. Companies knew that manufacturing long-lasting products would spread word-of-mouth referrals, which meant sales. The focus was on the lifespan of a... Read More »
Ecommerce merchants need easily accessible data to make quick decisions and drive more sales. But the data used by merchants differs based on their particular circumstance. They need data that... Read More »
After eavesdropping recently on a conversation between two people in a restaurant, I realized I’ve been remiss in talking more about “front of house” tactics as it relates to converting... Read More »
Typically when we talk about ecommerce conversions we are referring to sales. After all, the primary goal of any online store is to sell product — hopefully a high volume... Read More »
Product reviews and ratings help ecommerce shoppers make important buying decisions. Small online retailers, particularly those selling unique items, should encourage reviews and listen to customer feedback.
“Consumers have long relied... Read More »