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

Conversion
Study: Personalized Recommendations Produce 4 Times More Conversions

January 22, 2018 • Pamela Hazelton

Personalization is the key to selling online. Without personalization, you’re relying on consumers to figure out what they want. By presenting relevant products, you eliminate all of that hard work, which most aren’t going to do anyway. A study conducted by Salesforce in March to June 2017 revealed that shoppers prompted with relevant product recommendations accounted for 26 percent of revenue on ecommerce sites. This, despite results that show only 7 percent of visitors actually click such links.
Conversion
What’s the True Value of a Conversion?

January 17, 2018 • Anna Kayfitz

How you calculate the value of a conversion can have big implications for your marketing budget and your company's bottom line. Many marketers optimize their search campaigns, for example, by looking at the cost per conversion of a given keyword. For display or video campaigns, analyzing performance by the cost of conversion per ad or ad type is common. But what happens if the person that clicked on a Facebook ad then clicked on a search ad a few days later? How much value would your attribute to each source?
Conversion
Use Your ‘About’ Page to Build Trust with First-time Visitors

January 16, 2018 • Marcia Yudkin

Scammers don’t go to the trouble of creating a company history with its values and original photos. Consumers know this — they are reassured by original content on your “About” page. To build trust, an “About” page should include unique details, such as who started the company and why she bothered, as well as what drives her to keep at it. Communicate the story in a real and distinct manner — not as a faceless bureaucracy.
Conversion
Tips for Selling and Buying on B2B Exchanges

January 9, 2018 • Gagan Mehra

In "20 Leading Global B2B Exchanges," my previous post, I shared B2B marketplace options for buying and selling products. In this post, I'll offer pointers on using those exchanges. Selling on a B2B exchange is an easy and inexpensive way for suppliers to get started with ecommerce. A supplier does not typically need its own website to list products on exchanges.
Conversion
Mobile to Dominate Ecommerce Conversions

January 8, 2018 • Pamela Hazelton

For years, we’ve been hearing about the importance of responsive design and mobile-friendly features. Many small business etailers remained unconvinced of the power of mobile users as buyers. This made some sense, as data often showed that the majority of smartphone users were using devices primarily for research, and then finalizing purchases on tablets or desktop computers. This all changed during the past holiday season. On Cyber Monday 2017, mobile saw its first $2 billion day.
Analytics & Data
Google Analytics: 3 Reports to Customize for Ecommerce

January 3, 2018 • Morgan Jones

The standard reporting in Google Analytics works well for many ecommerce sites. But there are opportunities to enhance the default dimensions and metrics in Google Analytics, to empower online merchants even more. In this article, I'll review three ways to customize Google Analytics reports, to help merchants track key metrics and make critical decisions.
Conversion
6 Ways to Use Shoppers’ New Year Resolutions to Increase Sales

December 24, 2017 • Pamela Hazelton

With a new year come millions of people striving to keep their resolutions. Less than 20 percent will succeed, though — according to U.S. News & World Report, 80 percent ...
Conversion
Encourage After-Christmas Customer Reviews

December 14, 2017 • Armando Roggio

Customer reviews may boost ecommerce conversion rates and make product pages more findable on search engines. Combine this fact — that reviews improve search engine optimization and conversions — with the ...
Analytics & Data
Google Analytics: Using Enhanced Ecommerce to Grow Revenue

December 10, 2017 • Morgan Jones

Reporting on overall revenue and revenue by channel is among the most essential data for a niche ecommerce company to grow its business. Google Analytics has a powerful revenue-reporting suite ...
Product Pages
7 Ways to Capture Last-minute Holiday Sales

December 6, 2017 • Pamela Hazelton

Monday, Dec. 11, will mark the busiest shopping day of the year for many online retailers. “Green Monday” typically takes place the second Monday of December. The term was coined by ...
Product Pages
4 Ways to Jazz-up Product Descriptions (without Hype)

December 5, 2017 • Marcia Yudkin

According to Karon Thackston, author of Amazon Advantage: Product Listing Strategies to Boost Your Sales, successful ecommerce merchants avoid hype. Moreover, Amazon’s official terms of service for sellers forbid the ...
Photography & Video
13 New Video Tools in Social Media

November 27, 2017 • Sig Ueland

Social media platforms continue releasing tools to generate and distribute videos, to help users reach new followers and build their communities. Here is a list of new and updated video ...
Photography & Video
Missing Image Attributes Can Hurt Holiday Sales

November 22, 2017 • Pamela Hazelton

The holiday shopping season is in full force. Etailers are hoping for big returns on their marketing efforts. But etailers often lose conversions due to missing title and alt attributes ...
Product Pages
Include CRO in Your SEO

November 17, 2017 • Jill Kocher Brown

Search engine optimization professionals often consider their job done after the click is won from the search result page and the visitor has landed on his site. That’s when user ...
Customer Retention
How to Turn Seasonal Shoppers into Lifetime Customers

November 16, 2017 • Pamela Hazelton

With the holiday shopping season upon us, getting more traffic and converting more shoppers into buyers is key to reaching sales goals. Don’t miss out, though, on the potential icing ...
Product Pages
12 Augmented Reality Apps from Merchants

November 6, 2017 • Sig Ueland

Augmented reality is a live view of a real-world environment enhanced by a computer-generated image. Pokémon Go is an example. Augmented reality has recently experienced a flurry of new apps, due ...
Conversion > Merchant Voice
6 ways I make more money from my websites

October 31, 2017 • Elizabeth Hollingsworth

Since launching the first of my two décor websites in April 2015, and the second in January 2017, I’ve learnt a few tactics that have helped my businesses make more ...
Analytics & Data
Using Google Analytics to Detect Website Errors

October 31, 2017 • Morgan Jones

Websites sometimes break without their owners being aware. This can include errors when shoppers are browsing or checking out, which can cause serious abandonment. Identifying and correcting the errors that ...
Product Pages
Careless Product Descriptions Can Cost Big Money

October 23, 2017 • Pamela Hazelton

When it comes to describing the products you sell, it pays to use the right words — not just the best trigger words that encourage purchases, but also the proper ...
Product Pages
8 Ways to Supercharge Calls to Action, for Ecommerce

October 6, 2017 • Pamela Hazelton

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 ...
Analytics & Data
Using Google Analytics for Ecommerce SEO

September 26, 2017 • Morgan Jones

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 ...
Product Pages
5 Must-haves for 2017 Holiday Sales

September 21, 2017 • Pamela Hazelton

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 ...
Product Pages
4 Ways to Explain How Products Solve Problems

September 7, 2017 • Pamela Hazelton

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 ...
Analytics & Data
Google Analytics Setup Checklist for Ecommerce

August 29, 2017 • Morgan Jones

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 ...
Product Pages
How to Communicate Value in Product Descriptions

August 23, 2017 • Marcia Yudkin

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 ...
Customer Service
Live Chat Is Best Tool for Conversing with Shoppers

August 22, 2017 • Pamela Hazelton

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 ...
Analytics & Data
Measuring What Matters for SEO (Hint: It’s Not Rankings)

August 18, 2017 • Jill Kocher Brown

When measuring natural search performance, use the key performance indicators that matter to the bottom line. While each piece of data has its place in managing SEO, only visits and revenue ...
Conversion
To Drive Conversions, Don’t Forget Clueless Shoppers

August 14, 2017 • Marcia Yudkin

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 ...
Product Pages
Optimize These 12 Types of Conversions for Ecommerce Success

August 8, 2017 • Pamela Hazelton

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’
Analytics & Data
Google Analytics: Removing Internal Traffic and Referral Spam

August 1, 2017 • Morgan Jones

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 ...

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