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Articles by: Pamela Hazelton

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Pamela Hazelton

Pamela Hazelton

Pamela Hazelton is a senior contributor to Practical Ecommerce, providing actionable articles and webinars since 2005. She's a pioneering online business consultant, marketer, and speaker.

She is the author of The Official Guide to Miva Merchant books and additional ebooks on the topics of shopability and security.

Pamela resides in Florida with her husband, Joe, her red beagle, and a black cat.

Her site is PamelaHazelton.com. Email Pamela.

Product Pages
Visitors’ Devices Affect Ecommerce Conversions

October 24, 2014 • Pamela Hazelton

Narrowing down the problem spots in an online store is not a simple task. While analytics shows us which pages and content performs better than others, we often miss the ...
Product Pages
Drive Ecommerce Conversions with First-person Statements

October 6, 2014 • Pamela Hazelton

If you want more people to create accounts, subscribe to your mailing list, and actually complete the checkout process, you have to stop telling them what they should do, and ...
Product Pages
Identifying Conversion Problems from the Product Page

February 21, 2012 • Pamela Hazelton

When vying to increase conversion rates, many storeowners mistakenly put primary focus on the checkout process. While a simplified checkout with ideal options — i.e. various payment and non-inflated shipping choices — will definitely help increase the percentage of visitors who complete...
Customer Service
Increasing Conversions by Referring Consumers Elsewhere

January 26, 2012 • Pamela Hazelton

Zappos.com's customer service is legendary. It's been known to order pizzas for customers, to take special product photos for customers, and to help customers match items and colors. It also refers consumers to competitors when they request products Zappos doesn't carry. Referring cons...
Customer Retention
7 Post-Holiday Revenue Generators

December 29, 2011 • Pamela Hazelton

For many online retailers, the month of January is a slow one. Between consumers paying off Christmas purchases and those taking time to relax, the remaining online shoppers are seeking good deals on accessories and hoping to take advantage of clearance sales. There are ways, however, ...
Checkout Tactics
10 Quick, Easy and (Almost) Free Ways to Close Sales During the Holiday Shopping Season

November 16, 2011 • Pamela Hazelton

The highly anticipated holiday shopping season is already upon us. Active online stores are seeing more traffic, and price comparison sites have been feeding more data than in previous months. The big boost in traffic starts around November 19, and then skyrockets right after Thanksgivi...
Product Pages
5 Simple Ways to Promote Multi-Item Orders

October 21, 2011 • Pamela Hazelton

Thanksgiving has nearly disappeared at many retail outlets, as companies push customers into holiday shopping even before Halloween candy has had a chance to be cleared from the shelves. Shoppers are quickly reminded that Christmas is less than 10 weeks away, and they’ll be combing on...
Product Pages
Best Policy for Inventory Stock Status? Be Transparent

September 20, 2011 • Pamela Hazelton

Most customers can deal with miniscule shipping mistakes. The majority are forgiving when damaged shipments are quickly addressed or replaced, and most will even return shop if their issues are fixed expeditiously. But what if the order is never fulfilled due to lack of inventory? Las...
Checkout Tactics
Wait List Notifications: ‘Old School’ Feature Still Drives Conversions

August 9, 2011 • Pamela Hazelton

The "wait list" was first popular in the late 1990s — before comparison shopping and social media sites. — to allow shoppers to sign up for notifications about specific products. The concept is simple. When an item is on backorder, the shopper can enter his or her name and email addres...
Photography & Video
Using Video to Convert Shoppers; 8 Pointers

July 22, 2011 • Pamela Hazelton

Video is an effective way to attract more customers and close sales. Big business relies on video to further establish their brand of products. Small business ecommerce sites can benefit from the practice, provided streaming visuals are implemented properly. Zappos uses video to enhanc...
Payments
Increase Conversions with Alternate Payment Methods

June 24, 2011 • Pamela Hazelton

Ten years ago, PayPal was the ideal solution for small businesses that couldn’t justify the high costs of a merchant account. In its infancy, the growth of PayPal user accounts came from smaller merchants. PayPal later became the norm for eBay and large etailers because it allowed peo...
Checkout Tactics
11 Ways to Increase Conversions on Mobile Devices

May 27, 2011 • Pamela Hazelton

Last November, while stuck in a waiting room, I shopped for Christmas presents via my smartphone. Few of the stores I visited had a mobile site, making the navigation and checkout process time consuming and frustrating. I gave up on several, seeking out their competition. Some recent s...
Shipping & Fulfillment
Using the Return Policy to Convert Shoppers into Customers

May 19, 2011 • Pamela Hazelton

It’s common practice to focus on trends, design and shopability to (hopefully) increase and maintain sales. For the most part, these topics play a major role in a site’s sell-through rate. Let’s not, however, overlook the less obvious reasons shoppers may be abandoning your online store...
Product Pages
Emphasize Key Details for Effective Product Descriptions; 5 Pointers

March 24, 2011 • Pamela Hazelton

When describing products and services, remember that consumers want to know why they need those items. Use bullet points and lists to present need-to-know information in an easy-to-read format. Furniture stores, for example, would use bullet points to display measurements, color and mat...
Checkout Tactics
10 Ecommerce Checkout Strategies

February 24, 2011 • Pamela Hazelton

When we hear the word “conversion” we often think landing pages, category and product page layouts and overall navigation. Let’s not forget the final point of conversion: the checkout process. The checkout page(s) are your last chance to seal the deal and complete a sale. The process i...
Product Pages
Volume Discounts: Choose the Right Words to Boost Sales

January 27, 2011 • Pamela Hazelton

Websites like Groupon, which allow people to “crowd purchase” products and services from local retailers, are becoming popular, mostly due to current economies. It makes sense for online stores selling items normally used in bulk to offer volume discounts, but what about specialty or hi...
Checkout Tactics
6 Pointers for Selling Last-Minute Gift Certificates

December 17, 2010 • Pamela Hazelton

For years, gift certificates have been a difficult sell for the majority of small online stores. Despite consumer-advocacy laws that now require retailers to impose no fees and that limit expirations on gift certificates and gift cards, consumers are often reminded (especially during th...
Product Pages
8 Last Minute Holiday-Sales Boosters

November 18, 2010 • Pamela Hazelton

I'll be honest. The key elements for increasing traffic and sales this holiday season should have been put in place by October 15th. That doesn't mean, however, that all hope is lost for those who've procrastinated or otherwise failed to implement seasonal changes. Whether you didn’t g...
Checkout Tactics
Usability Report Card: OldWillKnottScales.com

October 14, 2010 • Pamela Hazelton

“Go ahead… hurt my feelings.” That was the subject of the message request by online store director Will Knott. He obviously understands my no-holds-barred approach, as his message concluded, “Punch me in the eye and bloody my nose…” Well, Will, I’m not that abrupt (at least, I don’t t...
Checkout Tactics
Convert Visitors by Engaging Them: 6 Ways

October 11, 2010 • Pamela Hazelton

Converting visitors into customers is about more than just supplying great product information. It's about more than a great design, simple navigation and customer service links. The basics–such as page design and content presentation–are certainly necessary. But if you want to grow a l...
Checkout Tactics
Conversion: 10 Ways to Make Category Pages More Shopper-Friendly

September 15, 2010 • Pamela Hazelton

Most conversion articles focus on a store’s product pages. After all, those pages are most visited by search engine spiders and internal search results. Customers who browse, however, use category pages, and those customers need buying nudges, too. Every store needs conversion-ready c...
Checkout Tactics
Conversion: Pros and Cons of Four Checkout Methods

August 23, 2010 • Pamela Hazelton

There are hundreds of studies on the subject of shopping cart abandonment. Companies offering recovery-type services often rely on these statistics to tell us how their products can help. What ...
Checkout Tactics
Usability Report Card: LiveOutThere.com

August 3, 2010 • Pamela Hazelton

Live Out There is an online community and store for active people. Featuring top brands in apparel and gear, the site is designed to attract folks serious about outdoor activities. The products Live Out There sells aren’t for the budget-shopper, but rather those looking for tried and ...
Product Pages
Eight Copywriting Rules for Increasing Conversion

July 22, 2010 • Pamela Hazelton

When merchants talk about ecommerce conversion, it usually centers on design, button placement and ease of checkout. The process, though, actually starts the second someone lands on any web page. This is why textual content is so important. Here are eight rules for using text on your e...
Social Media
In Social Media Era, Nine Techniques to Improve Conversion Rates

June 21, 2010 • Pamela Hazelton

With the ever-growing popularity of social media, online sweepstakes and contests, just how important is the actual conversion rate of an online store going to be in the future? In simple terms, the conversion rate is a measure of the number of unique visitors (potential customers) tha...
Checkout Tactics
Usability Report Card: How-To-Plans.com

June 15, 2010 • Pamela Hazelton

I’m always excited to hear business owners wanting a blunt, no-holds-barred analysis. It means they’re serious about being competitive. The team at How-To-Plans asked Practical eCommerce to grade the usability of its website. How-To-Plans sells do-it-yourself plans for all sorts of hom...
Checkout Tactics
Conversion: Technology, Customers, and ‘Embraceability’

May 13, 2010 • Pamela Hazelton

Conversion rates of an online store rely on many things, and that includes the technology used for graphics, video and interactive content. Cascading Stylesheets (CSS), JavaScript, and Flash have made the web a better, more interactive place. Next up is HTML5, which is the next major r...
Checkout Tactics
Keep It Simple And Straightforward

June 11, 2008 • Pamela Hazelton

During a recent online shopping experience, I was thrilled to find the particular store offered free shipping on orders of $25 or more. The large, bold graphic denoting such offer was in the upper-right hand corner of the screen. So I spent some time picking out a few more items, then I...
Customer Service
Protect Customers' Data Or Lose Your Business

April 14, 2008 • Pamela Hazelton

Back-end store security: It's the most important, yet the oft-overlooked parameter of running an online business. Without securing customer data, you have no claim to running a legitimate business. I often hear excuses of ignorance, which makes me wonder how many online store owners ta...
Conversion
Time Is Money

February 6, 2008 • Pamela Hazelton

It never ceases to amaze me how much time people waste trying to save money. Having grown up in a small town (fewer than 2,000 people), I recognized that paying a little more for staple items locally was less costly than driving 20 miles to save a few bucks. In the business of ecommer...

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