Most product descriptions include a section of bullet points — a succession of quick facts. It makes information easy for the eye and brain to scan. Shoppers either gaze down... Read More »
A primary call to action is essential on product and landing pages. It’s easy for add-to-cart buttons to get overshadowed by other necessary options, such as adding an item to... Read More »
Google and other search engines have made it challenging to identify the keywords that drive organic traffic to websites. Jill Kocher’s article, “Understanding Google’s Keyword ‘Not Provided’ Data,” provides a... Read More »
The 2017 holiday shopping season is around the corner. Selecting products and deals to spotlight — beginning November 1 — is key for most online businesses. Grabbing the attention of... Read More »
The most successful companies make or distribute products and services that solve common problems. The smartphone, for example, solves many problems, such as not being able to check email while... Read More »
Google Analytics is loaded with reports and has many settings that can be customized to enhance reporting. The following checklist is designed for ecommerce merchants. By using Google Analytics’ reporting... Read More »
Not everyone shops for the least expensive products from the lowest-priced vendor. Even so, no one wants to waste money.
When you are not the bargain-basement option, it’s important to provide... Read More »
When it comes to helping shoppers, there is no better tool than live chat. It can increase trust, keep visitors on the website, and close sales. Live chat supersedes conversions... Read More »
Whether you’re selling eyeglass frames or earphones, swimsuits or swing sets, you’ll inevitably have shoppers unaccustomed to buying them online — or buying them ever. Others are trying to buy... Read More »
There are many types of “conversions” on ecommerce sites. Certainly a purchase is a conversion. But there are also newsletter signups, account creations, social shares, and other actions that indicate visitors’... Read More »
Web traffic from employees, related parties, and automated bots can distort reporting in Google Analytics. For example, including internal traffic in return-on-investment calculations can produce a lower, inaccurate percentage from... Read More »
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 »