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
4 Tips for Testing Copy on an Ecommerce Site

April 15, 2014 • Chris Goward

Even though many marketers believe “content is king,” when it comes to ecommerce sites, content is often anything but king. Conversion optimization testing, sales copy, and general site copy often ...
Conversion
20 Tools, Tactics to Improve Online Merchandising

April 8, 2014 • Dale Traxler

I look at a lot of online stores in the context of my profession. I shop online and am involved with many companies as they plan a new or upgraded ...
Conversion
Use Hyperlocal Advertising to Reach Nearby Consumers

March 24, 2014 • Melih Oztalay

Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as ...
Checkout Tactics
5 WordPress Plugins to Reduce Cart Abandonment

March 21, 2014 • Joe Robison

A sizable percentage of ecommerce shoppers abandon the checkout process. Many of these abandonments are preventable with simple improvements. After all, those shoppers have already invested time and effort finding ...
Conversion
8 Essentials for High-converting Site Search

March 20, 2014 • Armando Roggio

About 30 percent of ecommerce visitors use site search to navigate. These shoppers may be 50 percent more likely to make a purchase. It seems that would-be customers who choose to ...
Analytics & Data
Google Analytics: Tracking Demographics of Ecommerce Visitors

February 25, 2014 • Feras Alhlou

Say you’re running a paid-search marketing campaign for your ecommerce site. To maximize performance, you’d like to know: Who is visiting your site; How they are getting there; What they are interested in; Demographics:
Conversion
Evaluating Site Search on Target, Walmart, and Amazon

February 24, 2014 • Dale Traxler

Today’s consumers usually start shopping in an online store by typing the desired item in the search tool. Shoppers have learned that most sites are too large to simply browse ...
Analytics & Data
Landing Page Analysis in Google Analytics

February 19, 2014 • Kevin Webster

Business websites typically have conversion goals for their visitors to act on. Whether it's purchasing a product, filling out a form for more information, or signing up for a webinar, the initial step in the path to goal completion is a landing page, the first page a visitor encounters on the site.
Conversion
Target Focuses on Trust, Mobile with ‘Awesome Shop’

February 14, 2014 • Armando Roggio

Target’s Pinterest-powered “Awesome Shop” may demonstrate a focus on trust building and mobile commerce — areas that could benefit any online retailer. Target launched its Awesome Shop in December at about ...
Conversion
16 Inexpensive Ways to Grow Ecommerce Revenue

February 4, 2014 • Dale Traxler

Many ecommerce merchants focus on acquiring new visitors to increase revenue. While that strategy can be helpful, it’s often cheaper to focus on growing revenue from existing shoppers, by improving ...
Analytics & Data
Google Analytics: Configuring 10 Key Ecommerce Metrics

January 29, 2014 • Feras Alhlou

Meaningful analytics for ecommerce sites are different from, say, news sites. Ecommerce sites should track metrics that produce or prevent actual sales, after all. Which campaign generated sales? When did ...
Conversion
How to Personalize Shopping on an Ecommerce Site

January 28, 2014 • Gagan Mehra

Personalizing an ecommerce site refers to the process of altering its appearance or navigation to the interests of visitors. Personalization can greatly increase conversion rates and improve loyalty. Many large ...
Customer Retention
Seek Repeat Customers to Drive Ecommerce Profits

January 22, 2014 • Armando Roggio

Growing a successful ecommerce business may depend on earning repeat business from a relatively small number of loyal shoppers, according to a new report. The top 1 percent of a typical ...
Conversion
How to Launch New Products on an Ecommerce Site

January 20, 2014 • Armando Roggio

Retailers add new products frequently. For the most part these products may be as simple as adding a new line of sweaters to the women’s section on the site or ...
Conversion
10 WordPress Ecommerce Conversion Optimization Tools

January 16, 2014 • Joe Robison

Ecommerce conversion optimization has become well established over the past few years. But it is not adopted by all merchants because of the perceived time and difficulty. For merchants that use ...
Conversion
For Ecommerce Testing, Clarify Conversion Goals

January 16, 2014 • Chris Goward

Before you can start any testing on your ecommerce site, you need to clarify your goals. Setting the right goals is the first step to making any improvements. There’s a saying,
Conversion
6 Tools for Building Unique Landing Pages

December 26, 2013 • Jerry Jao

Sending all traffic to a generic landing page can be a mistake for ecommerce owners. Remember that shoppers who found your store via paid search are different from those who clicked ...
Conversion
Use the PIE Method to Prioritize Ecommerce Tests

December 12, 2013 • Chris Goward

In “Top 5 Things to Test in Ecommerce Websites,” my previous article, I addressed the testing priorities that merchants should focus on. However, it’s not realistic to tackle all five ...
Conversion
Ecommerce Profitability: The Critical Second Sale

December 9, 2013 • Charles Nicholls

Acquiring new customers is so expensive for retailers that it wipes out profits from a first-time sale. New analysis from my firm, SeeWhy, of data from Forrester and the U.S.
Conversion
Big Data Requires Focus; Key Ecommerce Metrics

November 28, 2013 • Jerry Jao

Online consumers generate an avalanche of data. Product purchases; Facebook Likes and comments; Twitter follows; Pinterest pins; on-site searches; pages viewed; recommendations; clicks — consumers do it all, from different ...
Conversion
10 Great Ecommerce Ideas for November 2013

November 26, 2013 • PEC Staff

Practical Ecommerce periodically asks industry insiders to share a great, innovative idea that could help an ecommerce company. Here’s what ten of them had to say for the November 2013
Conversion
Alternative Payments and Ecommerce Conversions

November 21, 2013 • Charles Nicholls

There’s no shortage of alternative payment choices: eBay’s PayPal, Google’s Wallet, Visa V.me, and MasterCard MasterPass, to name a few. There is also a proliferation of alternate contenders, as mobile ...
Conversion
Top 5 Things to Test in Ecommerce Websites

November 19, 2013 • Chris Goward

Back in the day, circa 2008, testing an ecommerce site meant having to write a lot of custom code to run the test and track the results. But now, with ...
Analytics & Data
3 Google Analytics Reports that Hinder Analysis

November 19, 2013 • Feras Alhlou

There is an abundance of analytics data for ecommerce businesses. Finding actionable insights, however, requires persistence and hard work. But it pays off handsomely. In this article, I’ll describe three standard ...
Business
Large Retailers Redefining Ecommerce

November 11, 2013 • Dale Traxler

When showrooming became popular a few years ago, brick-and-mortar retailers realized they needed to change, to compete with lower-priced online stores. Amazon became the target of many brick-and-mortar companies. But ...
Photography & Video
Sharing of Photos and Videos Fuels Marketing Opportunities

October 31, 2013 • Armando Roggio

As more consumers share photos and video online, marketers may find new or better ways to engage potential customers or simply be more helpful. This year, 54 percent of adults in ...
Photography & Video
I Made a Movie and So Can You! Tools and Resources

October 23, 2013 • Sig Ueland

On Oct 24, 2013 at 7 p.m., Coffee, Kill Boss, a movie I wrote and co-produced, will premiere in the beautiful Paramount Theater at the Austin Film Festival. Here is a ...
Analytics & Data
How to Measure Lift from Promotion and Advertising

October 22, 2013 • Armando Roggio

In marketing, “lift” represents an increase in sales in response to some form of advertising or promotion. Monitoring, measuring, and optimizing lift may help a business grow more quickly. It is ...
Conversion
Mobile Commerce: More than Closing Transactions

October 22, 2013 • Dale Traxler

Here’s a quick summary of mobile devices and their impact on commerce. Mobile devices are ubiquitous. More than 50 percent of Americans have a smartphone and that percentage is increasing. Tablets are replacing ...
Conversion
Google Analytics: Using the New ‘Acquisition’ Tab

October 17, 2013 • Kevin Webster

Google Analytics recently updated its layout. One of the new Standard Report sections is "Acquisition" — which contains data on how a site acquires customers, whether through ecommerce, lead generation, or fund raising efforts. While the definition of acquisition may vary among organizations, the premise is that a site has engaged a visitor, and caused him or her to take an important action.

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