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
7 Ways To Improve Ecommerce Category Filters

July 17, 2015 • Armando Roggio

Filtered navigation, which narrows search results or listings on a product category page, may help online shoppers quickly find or discover products, improving the shopping experience for
Analytics & Data
A Guide to Google Analytics Benchmarking, for Ecommerce

July 13, 2015 • Kunle Campbell

Benchmarking is an insightful tool in Google Analytics. It compares your site’s performance to previous results and to your industry’s average. It provides valuable context
Photography & Video
Online Retailer’s Guide to Photo Copyrights

July 10, 2015 • Armando Roggio

Using product or lifestyle images on an ecommerce site without permission from the photograph’s creator or copyright holder is a crime that — in the United States — carries up to $150,000 penalty. So the next time you’re tempted
Checkout Tactics
Increase Sales by Removing Gender-specific Elements

July 8, 2015 • Pamela Hazelton

Many major brands successfully market gender-specific products. Most of these items rely on trigger words and colors to make them stand out. For example, BIC produced its popular pens in pastel colors
Product Pages
How to Optimize Ecommerce Product Images for Faster Pages, High Conversion

July 6, 2015 • Armando Roggio

Ecommerce product photography must convey an item’s value and functionality while inspiring shoppers to buy. Whenever possible, product images should also be lean and fast loading.
Analytics & Data
Google Analytics: 7 Important Audience Metrics to Track

June 26, 2015 • Sharon Mostyn

The Audience section of the Google Analytics dashboard contains metrics that can help you track website traffic, see the number of pages viewed, and estimate audience interest in your content.
Customer Service
Customer Reviews Can Sell Your Products

June 21, 2015 • Pamela Hazelton

There is a benefit to shopping on Amazon: customer reviews. They play a big role in helping consumers choose products. They also help Amazon with closing sales. That’s why Amazon ...
Conversion
7 Ways to Improve Ecommerce Site Navigation

June 17, 2015 • Armando Roggio

Ecommerce site navigation should help shoppers find products quickly and easily. Good navigation improves the online shopping experience and helps merchants increase sales and profits. Website design includes a combination of user experience ...
Analytics & Data
How to Track Ecommerce Shoppers Across Devices

June 12, 2015 • Kunle Campbell

We live in a multi-device world. Ecommerce marketers need a clearer understanding of device paths that drive revenue, devices your shoppers use to browse your store, and devices they use to ...
Checkout Tactics
Eliminate Checkout Frustration with Custom Error Messages

June 5, 2015 • Pamela Hazelton

If you’ve ever tried putting together a piece of furniture without the instructions, you know how frustrating it can be when it doesn’t go as expected. You stand there, staring ...
Analytics & Data
How to Track Conversions with Google Analytics

May 28, 2015 • Phil Frost

The saying “You can’t manage what you can’t measure” certainly applies to online marketing. With no tracking in place, it is nearly impossible to separate worthwhile campaigns from the "money pits."
Photography & Video
13 Solutions for Sharing Video

May 25, 2015 • Sig Ueland

Video content accounts for approximately 80 percent of all U.S. Internet traffic, according to Cisco Systems. If video isn’t part of your business’s content marketing strategy, perhaps it should be. Here ...
Customer Retention
To Grow Conversions, Cater to Target Audience

May 21, 2015 • Pamela Hazelton

Can you define your target audience? I’m not talking about who you want to buy your product — i.e., everyone — but rather who is likely to give you their business. Many small ...
Conversion
Gym Owner Turns Passion into Profit

May 15, 2015 • Web Marketing Today

William Albritton is a mechanical engineer with a fervor for fitness. In 2010, he opened a gym, CrossFit Alexandria, in his hometown of Alexandria, La., and began turning his passion into a profitable career.
Conversion
3 More Tips for Better Ecommerce Video Results

May 13, 2015 • Armando Roggio

A good ecommerce product video can help online shoppers learn more about a particular item, make an emotional connection to some products, and, ultimately, make a good buying decision. The premise ...
Analytics & Data
Google Analytics: How to Use Advanced Segments

May 11, 2015 • Kunle Campbell

Using advance segments in Google Analytics enables isolating and analyzing specific groups of traffic data. You can extrapolate and examine trends from these reports, allowing you to respond with critical business and ...
Product Pages
How to Boost Sales on Gift-giving Pages

May 7, 2015 • Pamela Hazelton

During the holidays, specialty stores often see boosts in traffic as people hunt for both common and unique gifts. Most other stores put a great deal of focus on the ...
Analytics & Data
Using UTM Links in Google Analytics to Track Social Media Campaigns

April 30, 2015 • Michael Stancil

A key role of analytics is tracking and understanding how all the different channels — especially social channels — work together to drive sales on your ecommerce site. Any good ...
Product Pages
Optimizing Price for Products with Attributes, Options

April 21, 2015 • Pamela Hazelton

Many products sold online come in different colors, sizes, and flavors. When it comes to displaying such items to shoppers, it is important to make clear the options as well ...
Analytics & Data
Google Analytics Reports for Conversion Optimization

April 20, 2015 • Kunle Campbell

Conversion rate optimization begins with identifying problem areas in your conversion funnel that will benefit from testing and improvements. But how do you establish exactly what to test and improve? Google Analytics ...
Analytics & Data
Essential SEO Data, to Manage Performance

April 12, 2015 • Jill Kocher Brown

It’s impossible to analyze historical data you don’t collect. In search engine optimization, much of the data you need to manage performance over time is only temporarily available. These temporary reports ...
Photography & Video
Video Styles that Attract and Convert Shoppers, for Ecommerce

April 6, 2015 • Jason Lawrence

In today’s marketing world, companies spend much time and money deciding how to create the most compelling content to promote their brands. One way to do this is with video. There ...
Product Pages
7 Product Detail Page Differentiators for 2015

April 6, 2015 • Armando Roggio

Product videos, user content, and customer service options are among the features that leading online retailers are using to differentiate product detail pages and, possibly, boost sales. Good product detail pages ...
Checkout Tactics
How to Encourage Account Signup and Still Close the Sale

March 23, 2015 • Pamela Hazelton

Whether or not to utilize customer accounts is a never-ending debate. There are pros and cons to either method: prompting shoppers to create an account versus offering only guest checkout.
Analytics & Data
SEO: Using Data to Drive Performance

March 20, 2015 • Jill Kocher Brown

Two weeks ago, in “SEO: Measuring Key Performance Indicators,” I discussed the importance of goal setting and key performance indicators in search engine optimization. Now it’s time to use the ...
Product Pages
Inspiring Ecommerce Product Descriptions to Learn From

March 13, 2015 • Armando Roggio

Product descriptions are vital for ecommerce success. So when you see a great one take note, learn from it, and try to improve your own product detail pages. In a recent ...
Analytics & Data
Google Analytics: Tracking 4 Stages of Customer Interaction

March 11, 2015 • Kunle Campbell

Ecommerce businesses typically have four key stages of customer interaction. They are: Attracting prospects or site visitors; Engaging with the visitors in a bid to drive conversions; Tracking the engagement and conversion performance; Retaining ...
Conversion
Ecommerce Personalization Similar to Dating

March 10, 2015 • Armando Roggio

There is a good analogy between marketing for long-term, loyal ecommerce customers and dating someone you hope to one day marry. Marketers who think about building customer relationships the same ...
Checkout Tactics
How Landing Pages Convert Visitors into Educated Buyers

March 9, 2015 • Pamela Hazelton

You’ve heard the term for years, but do you really know what a landing page is? More importantly, have you implemented any properly? To many storeowners, a landing page is a ...
Analytics & Data
SEO: Measuring Key Performance Indicators

March 6, 2015 • Jill Kocher Brown

One of the most rewarding aspects of improving an ecommerce site is the ability to measure the bottom-line impact of your search engine optimization program. Conversion measurement is theoretically simple with ...

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