Category

Conversion

Fewer than 5 percent 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
Why Mobile SaaS Conversions Are Lower Than Desktop

December 7, 2021 • Armando Roggio

Some software-as-a-service companies experience much lower paid conversions from consumers on mobile devices versus desktop and laptop computers. The gap can be troubling, and there are four regular suspects.
Photography & Video
11 Apps for Creating, Editing Videos

December 6, 2021 • Sig Ueland

For online merchants, video is one of the best ways to promote a business, especially when you can shoot and edit video from nothing more than a smartphone and a simple app. Here is a list of apps to create and edit videos for ads, products, and content marketing.
Photography & Video
Product Photography, Part 14: Optimizing for Speed, Search

November 29, 2021 • Carolyn Mara

The final step in product photography is optimizing the images for search engines and page speed. This is the 14th installment in my series on helping ecommerce merchants create better product images. In this post, I'll address making your photos faster to download and more visible in Google's image search.
Conversion
It’s a New Normal for Ecommerce in 2022

November 23, 2021 • Pamela Hazelton

The pandemic has accelerated the worldwide digital transformation. Online businesses have opportunities for massive growth. But it comes with a cost: elevated consumer expectations. Merchants who opt for "business as usual" may find survival difficult.
Photography & Video
Product Photography, Part 13: Special Edits

November 22, 2021 • Carolyn Mara

Special post-production edits can help create the perfect product images. This is the 13th installment in my series on helping ecommerce merchants create better product images. In this installment, I'll look at advanced editing techniques.
Customer Retention
11 A/B Testing Tools to Optimize Conversions

November 17, 2021 • Sig Ueland

A/B testing, the process of exposing randomized visitors to one or more variables, is among the most effective strategies to optimize user experiences and conversion rates. Here is a list of A/B testing tools.
Customer Retention
Subscriptions Power Disco Past iOS 14.5, Amazon

November 12, 2021 • Eric Bandholz

The year 2021 has been a doozy for Ben Smith. In March, he celebrated an investment round for Disco, his direct-to-consumer skincare company. In April, Disco's customer acquisition cost increased by a whopping 300% with the release of iOS 14.5. In May, he began selling a top item on Amazon.
Photography & Video
Product Photography, Part 12: Color Correction and Presets

November 9, 2021 • Carolyn Mara

Color correction is the process of adjusting a photo to match the actual subject. It's among the most important parts of editing product photos, given the importance of an exact color match. This is the 12th installment in my series on helping ecommerce merchants create better product images.
Product Pages
Honest Messaging Drives Conversions This Holiday Season

November 8, 2021 • Pamela Hazelton

The 2021 holiday shopping season is unpredictable for both shoppers and merchants. Supply chain interruptions and likely shipping delays have prompted many consumers to wrap up gift-buying earlier than usual.
Photography & Video
Product Photography, Part 11: Image Editing

October 26, 2021 • Carolyn Mara

Editing is a critical step in producing product photos that engage ecommerce shoppers. If you can’t make what you’re selling stand out, consumers will not likely buy it. This is the 11th installment in my series on helping ecommerce merchants create better product images.
Product Pages
Conversion Lessons from the Luggage Industry

October 24, 2021 • Pamela Hazelton

The pandemic challenged online luggage merchants to find unique ways to entice consumers to purchase items they might not put to immediate use. Led primarily by independent, direct-to-consumer manufacturers, successful mid-priced luggage and travel-bag sites are setting the pace for conversion practices.
Photography & Video
Product Photography, Part 10: Lines as Design Elements

October 21, 2021 • Carolyn Mara

The design elements of a photo include lines, color, shapes, light, texture, and negative space. The use of such elements in product photography can make or break its appeal to shoppers. This is the 10th installment in my series to help ecommerce merchants take better product images.
Photography & Video
Product Photography, Part 9: Advanced Composition

October 12, 2021 • Carolyn Mara

I discussed in my previous post two compositional rules that could make your product photography more engaging. I'll expand on that subject in this article. This is the ninth installment of my series to help ecommerce merchants take better product images.
Customer Service
13 WordPress Plugins for Customer Support

October 11, 2021 • Sig Ueland

Offering support throughout your shoppers’ purchase experience is a good way to ensure their return. If you have a WordPress site, there are a variety of customer-support plugins to help. Here is a list of plugins for customer support on WordPress.
Product Pages
3 Rule-breaking Product Pages, Designed for Conversions

October 6, 2021 • Pamela Hazelton

Most ecommerce platforms have a standard layout. Their product page designs are relatively conventional, with a left-to-right display and a dominant image. Calls-to-action almost always appear near the top, especially on mobile. But the norm isn't always the best.
Photography & Video
Product Photography, Part 8: Composition Essentials

October 5, 2021 • Carolyn Mara

Photo composition refers to the arrangement of an image's items and elements. For product photography, composition has one goal: create an image that draws a shopper closer to purchase.
Photography & Video
Product Photography, Part 7: Magnification and Close-ups

September 29, 2021 • Carolyn Mara

The best product photos provide online shoppers with precise detail to know what to expect when the goods arrive. Specialty magnified shots can help. This is the seventh post in my series on helping ecommerce merchants elevate their product photography.
Checkout Tactics
Remove These Distractions to Lower Cart Abandons

September 22, 2021 • Pamela Hazelton

Cart abandonment rates remain high. I've seen estimates in 2021 ranging from 50% to 80% depending on the product and industry. A common culprit is sticker shock from excessive shipping and handling fees. Another is distractions: unnecessary or confusing checkout fields. In this post, I'll address steps to streamline checkouts to save the sale.
Photography & Video
Product Photography, Part 6: Selecting a Lens

September 21, 2021 • Carolyn Mara

Choosing the best camera lens depends on the products you’re shooting and on the camera itself. This is the sixth post in my series to help ecommerce merchants take better product photos. “Part 1” addressed the importance of backdrops. “Part 2” explained tripods. “Part 3” examined the fundamentals of artificial lighting. “Part 4” reviewed angles and viewpoints, and “Part 5” described how to select a camera.
Photography & Video
Product Photography, Part 5: Choosing a Camera

September 14, 2021 • Carolyn Mara

I'm frequently asked to recommend a camera. Sometimes folks inquire about the camera I use to display my artwork online. But both queries miss the point. Knowing how to use a camera is far more important than the unit itself. Nonetheless, choosing a suitable camera is critical.
Product Pages
11 Product Page Features to Drive Conversions

September 8, 2021 • Pamela Hazelton

When it comes to compelling product pages, less can be more. Cluttered pages distract from selling points. Focus on the crucial details. Embrace a minimalist approach to lessen the thinking process and close the sale. What follows are 11 product page features from three online stores.
Photography & Video
Product Photography, Part 4: Angles and Viewpoints

September 5, 2021 • Carolyn Mara

Angles matter in product photography. They expose details, helping shoppers make informed decisions. Plus, shoppers who cannot see the particulars of a product will not likely buy it. This is the fourth post in my series on helping ecommerce merchants take better product photos.
Analytics & Data
Ramping Up Google Analytics 4

September 2, 2021 • Morgan Jones

I first addressed Google Analytics 4 last fall. It is becoming the go-to platform in Google's analytics ecosystem. The older version, Universal Analytics, will eventually sunset. For now, continue using Universal Analytics while ramping up GA4.
Photography & Video
Product Photography, Part 3: Artificial Lighting Basics

August 25, 2021 • Carolyn Mara

Quality product photography has less to do with a camera and lenses and more with lighting and its use. Thus if you're looking to improve product photos, learn about proper lighting. This is the third post in my series on helping ecommerce merchants take better product photos.
Customer Retention
9 Ways to Reduce Customer Acquisition Costs

August 23, 2021 • Pamela Hazelton

Customer acquisition costs can make or break an ecommerce business. Efficient spending could produce new, profitable customers. Spending too much could bankrupt the company. Computing the CAC is straightforward: Divide total promotional costs by the number of new customers.
Photography & Video
Product Photography, Part 2: Selecting Tripods

August 17, 2021 • Carolyn Mara

How do you create flawless product photos? It's often as simple as using the right tripod. A tripod allows you to level horizontal lines and keep your camera fixed and steady during shoots. This is the second post in my series aimed at helping ecommerce merchants take better product photos.
Conversion
Is Your Supply Chain Vulnerable?

August 12, 2021 • Armando Roggio

The combination of pandemic lockdowns and rising freight prices has forced some companies to focus on supply chain vulnerabilities. Many commerce businesses have experienced some form of supply chain disruption in the past 18 months.
Checkout Tactics
Ecommerce Conversion Rates beyond the Averages

August 9, 2021 • Pamela Hazelton

Monitoring the percentage of visitors that convert to paying customers helps businesses track the performance of marketing campaigns, landing pages, design and navigation, and the checkout process. Email signups, survey responses, and social media shares are important conversions, too.
Conversion
CommerceCo Recap: Winning the Digital Shelf

August 9, 2021 • Armando Roggio

Consumers with access to physical stores, ecommerce sites, online marketplaces, apps, and social selling seek consistent and frictionless shopping experiences. This makes it tough for brands to maintain product messaging. Call it the dilemma of the digital shelf.
Photography & Video
Product Photography, Part 1: Choosing Backdrops

August 5, 2021 • Carolyn Mara

Choosing a backdrop is the first step in product photography. Pairing a product with the right background is crucial when trying to convince shoppers to make a purchase. This post is the first in a series aimed at helping merchants take better product photos.

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