Category

Conversion

Fewer than 5% of visitors to an ecommerce site typically convert to customers. In this Conversion category, we offer insights to increase that percentage. Our expert contributors address ratings and reviews, social proof, site search, product page enhancements, product descriptions, checkout options, live chat, and much more — anything to help close online sales.

Analytics & Data | Checkout Tactics | Customer Retention | Customer Service | Photography & Video | Product Pages

Analytics & Data
Google Analytics: Use Up-to-date Tags for Optimal Reporting

November 20, 2018 • Morgan Jones

Google Analytics periodically rolls out new tracking code. The updates present a challenge to ensure the latest tags are installed. They also present an opportunity: getting robust data and reports that help drive your business.
Analytics & Data
Using Regression Analysis to Drive Ecommerce Sales

November 13, 2018 • Anna Kayfitz

Have you ever wondered what drives your sales? Ecommerce businesses typically know the source of their revenue and whether campaigns are working. Using regression analysis, a business can determine subtle causes.
Analytics & Data
Using Google Analytics to Compete with Amazon

November 9, 2018 • Hamlet Batista

It is almost impossible to sell something online and not compete with Amazon. But how can you attract more direct buyers to your site? Through superior service and expertise. Observe the behavior of actual users in Google Analytics. Try to find areas of friction where the path-to-purchase can be improved.
Product Pages
5 Simple Ways to Boost Conversions

November 7, 2018 • Pamela Hazelton

When it comes to increasing conversions of an online store, smaller ecommerce sites have to focus on more down-to-earth tactics. Here are five ways to improve on-site conversions without breaking the bank.
Analytics & Data
20 KPIs to Drive Customer Journey Campaigns

November 6, 2018 • Craig Smith

If you are developing a digital marketing campaign for your ecommerce business, then data should play a central role in your decision-making process. In this post, I'll look at key performance indicators to track in the entire campaign, to drive performance.
Analytics & Data
How to Audit Google Analytics Data, for Ecommerce

November 6, 2018 • Morgan Jones

Data from Google Analytics helps ecommerce merchants make key decisions. But that assumes the data is accurate. In this post, I'll provide instructions for conducting a Google Analytics audit to confirm the accuracy of the data or identify potential errors.
Checkout Tactics
8 Ways to Increase Conversions from Mobile Users

October 23, 2018 • Pamela Hazelton

Mobile users have long outnumbered visitors on desktops and tablets in respect to catalog browsing. But, finally, the number of mobile purchasers is increasing. There are plenty of ways to encourage mobile sales conversions. In this post, I'll address eight of them.
Analytics & Data
Guidelines for Data Cleaning, to Drive Performance

October 23, 2018 • Anna Kayfitz

Ecommerce businesses collect lots of data. Examples are newsletter signups, loyalty programs, sales transactions, and even supplier information. Regardless of the type, however, at some point you will need to ...
Photography & Video
15 Popular Videos from Brands, to Inspire

October 15, 2018 • Sig Ueland

Watching popular videos from major brands can be a good way for small businesses to find out what works and generate their own campaign ideas. Here is a list of popular ...
Analytics & Data
Using Google Analytics to Track On-site Promotions

October 11, 2018 • Morgan Jones

Measuring the impact of banners and promotional links on the home page and other key pages can be challenging. In this post, I will provide instructions for identifying on-site banners and other key links that drive clicks and conversions.
Checkout Tactics
Faceted Search and Navigation Are Critical for Conversions

October 9, 2018 • Pamela Hazelton

Inadequate search tools frustrate online shoppers. Unless the catalog has just a few dozen products, search and browse tools should accommodate today’s savvy shoppers. For some stores, filters are sufficient. For others, faceted navigation and search is a must.
Conversion
Need More Conversions? Improve the Customer Journey

October 4, 2018 • Craig Smith

The concept of a customer journey can serve as a practical guide for ecommerce merchants who want to grow their businesses. It tells them where to invest their marketing efforts,
Product Pages
The Right Way to Offer Product Comparison Tools

September 25, 2018 • Pamela Hazelton

The ability to compare products that fulfill similar needs helps shoppers make educated decisions on the fly. This feature can be vital for stores that sell, as examples, tools, electronics,
Product Pages
Product Descriptions: 17 Fresh Writing Angles

September 9, 2018 • Marcia Yudkin

Need to spice up descriptions for bland products? Use these themes and examples the next time you’re describing a back-to-school backpack or plain white t-shirt. You’ll soon understand how to look at ordinary products differently.
Checkout Tactics
4 Checkout Elements That Reduce Cart Abandonment

September 6, 2018 • Pamela Hazelton

When it comes to online checkout, trust is everything. After a shopper adds items to the cart, security is crucial to close the sale. Here are four ways to instill trust throughout the checkout process, to reduce cart abandonment.
Analytics & Data
Use Google Analytics to Fine-tune Your Value Proposition

September 3, 2018 • Morgan Jones

A value proposition should address a sustainable competitive advantage that a company will have over competitors. Once the company defines it, the value proposition should be measured. Data from Google Analytics can be enlightening.
Conversion
14 A.I.-powered Apps for Personalization, Higher Conversions

August 22, 2018 • Gagan Mehra

Artificial intelligence can provide a competitive advantage to a merchant. Leading ecommerce platforms integrate with many third-party apps that use artificial intelligence. In this post, I will list a variety of third-party, A.I.-driven apps for Shopify, Magento, and BigCommerce.
Checkout Tactics
Persistent Shopping Carts Drive Conversions, Recover Abandons

August 21, 2018 • Pamela Hazelton

More than 70 percent of online retail shopping carts are abandoned. That’s a staggering potential loss of sales. A persistent shopping cart keeps track of the items the shopper has left in the cart and saves that data for a length of time.
Analytics & Data
Case Study: Data Analysis Increases Profit for Manufacturer

August 9, 2018 • Anna Kayfitz

My firm is frequently engaged by companies to analyze data. In one example, a manufacturer asked us to analyze sales data for customers, products, and regions to determine where to focus its marketing efforts. In this post, I'll describe that engagement its end result.
Conversion
6 Misconceptions about Negative Reviews

August 8, 2018 • Marcia Yudkin

Ecommerce merchants sometimes manage their online reviews out of fear. Doesn’t it make sense to remove wacky, blistering or biased reviews? Instead, consider these six perspectives on commonly held beliefs about how reviews function and influence shoppers.
Analytics & Data
Google Analytics: Dissecting Bounce Rates for Ecommerce

July 30, 2018 • Morgan Jones

There are many metrics in Google Analytics. The bounce rate is among the most prominent, but it’s also among the most misunderstood. In this post, I will address the bounce ...
Checkout Tactics
5 Things to Consider When Using Popovers

July 22, 2018 • Pamela Hazelton

Good popovers close automatically when the user clicks elsewhere on the page. Ideally, they are configured to appear based on a visitor’s actions. Using popovers and overlays can boost conversions, but there are things to consider when implementing them.
Conversion
7 Ways to Address Concerns of Online Shoppers

July 10, 2018 • Marcia Yudkin

Even for an ordinary, inexpensive item, it’s astounding how many uncertainties can come up from online shoppers. If you tried to address every single worry or question in a product description, it would quickly become bloated and unmanageable. Instead, refer shoppers to secondary content, such as the following seven options.
Analytics & Data
Creating (Free) A/B Tests in Google Optimize

July 9, 2018 • Morgan Jones

Executing a successful A/B test is easier said than done. The learning curve can be steep. Measuring the outcome can be confusing. Google Optimize aims to address these difficulties in ...
Product Pages
5 Ways to Focus on Product Benefits for Increased Conversions

July 6, 2018 • Pamela Hazelton

Detailed product descriptions are crucial to converting the highest number of shoppers. That doesn’t always mean, though, they should be front and center. The average shopper wants to know more ...
Analytics & Data
17 Resources for GDPR Compliance

June 25, 2018 • Sig Ueland

The General Data Protection Regulation is now in effect. For website owners worldwide, compliance with GDPR seems daunting. Luckily, there are plenty of resources to help. Here is a list of ...
Checkout Tactics
8 Trust-building Tactics to Boost Ecommerce Conversions

June 21, 2018 • Pamela Hazelton

Much of the online growth is from Amazon, Walmart, and other big e-tailers. Smaller ecommerce sites have to work harder to stay relevant. The first step is winning consumers' trust. Trust is earned on many levels. It’s not a clear-cut process.
Analytics & Data
How to Migrate Data in an Ecommerce Replatform

June 20, 2018 • Anna Kayfitz

When switching to a new ecommerce platform, merchants often overlook one key component: the data. Most providers claim that the data migration is easy. But that is not always the case. In this article, I'll provide a data-migration checklist.
Analytics & Data
Tips to Track Content Marketing Performance

June 8, 2018 • Anna Kayfitz

Content marketing can attract customers, build brand loyalty, and create overall engagement. But how do marketers know if their content — blog articles, videos, social posts — archives those goals?
Customer Service
Answer 6 Questions on an Ecommerce ‘About’ Page

June 6, 2018 • Pamela Hazelton

Every website needs an “about” page. This is where visitors meet the company and learn why it’s in business. An about page instills trust. An effective about page is more than ...

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