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

    Use Web Analytics to Improve Profits for New Year

    January 1, 2006 •

    I love this quote by Albert Einstein: “Insanity is doing the same thing repeatedly and expecting a different result.” It’s a great concept to bear in mind as the New Year begins. I expect many of you are looking for better results from your marketing, and Einstein reminds us that sticki...

  • Customer Retention

    Reaping Holiday Sales in January

    January 1, 2006 •

    So many online stores put all of their focus into attracting holiday shoppers during the end of the year that they overlook the fact that the month of January can also be profitable. At the very least, planning ahead to handle holiday returns and exchanges can help reduce the burden of ...

  • Conversion

    Home Pages for the Holidays

    December 1, 2005 •

    With winter approaching, it’s time to start thinking about those holiday decorations, parties and gifts that will make the long, cold nights feel a little warmer and brighter. Whether you celebrate religiously or purely for the fun of it, here are a few sites that prove a little devotio...

  • Conversion

    Customer Service Focus – December 2005

    December 1, 2005 •

    This month we are focusing on a several online businesses to see how different merchants deliver excellent customer service. We asked four merchants what was the single most important thing they did to deliver quality customer service. Marilyn Lysohir, Owner of CowgirlChocolates.com sa...

  • Conversion

    The Best ‘Net Secrets – November 2005

    November 1, 2005 •

    Trick-or-treaters come and go, but a sweet tooth demands satisfaction year round. These sites handily prove that the Internet can satisfy a sugar craving in ways never dreamt of by your local candy store. http://www.hometownfavorites.com Big city life may offer superior access to fash...

  • Conversion

    Understanding Online Advertising Terms

    November 1, 2005 •

    In a meeting with a national online advertising vendor the other day, I was amused when I noticed one of our top salesmen sleeping at our conference table. And, by sleeping, I don’t mean that this gentleman nodded off and required a quick nudge. I mean he was out, sawing logs....

  • Conversion

    Customer Service Focus – November 2005

    November 1, 2005 •

    You probably can’t make every customer happy, so here are some tips on customer-dispute resolution and making a bad situation a little bit better. Communication is King. The most frustrating aspect of dealing with online retailers is lack of communication, especially if you have a pr...

  • Conversion

    Calls-to-Action

    November 1, 2005 •

    If you’ve ever taken a marketing class, or read a marketing book that deals with any level of ‘direct response’ marketing, then you’ve come across the phrase ‘call to action’. It’s the idea that in order to make marketing or advertising effective, you must tell your audience what step y...

  • Customer Service

    Your Policies Are Only as Good as What’s Posted

    November 1, 2005 •

    Since the holiday shopping season is upon us, now’s the time to double-check store policies. Besides privacy, security and shipping, policies are what decide what happens when there is a problem with an order. So many stores neglect these important requirements, then struggle to make th...

  • Conversion

    Email Marketing: Cultivating a Successful List

    October 1, 2005 •

    Many old-school marketers built mailing lists like your favorite aunt would make spaghetti: Cook a ton of it, and throw it against the wall to see what sticks. If any does, you know the pasta’s done. In much the same way, before email marketing developed some semblance of sophisticatio...

  • Conversion

    Web Marketing: Hitting the Target

    October 1, 2005 •

    Over the summer, I had the opportunity to try my hand at archery during a Boy Scout camp. It’s actually quite hard to hit the target, (and for me virtually impossible to hit the bulls-eye). However, it occurred to me that some of the instructions I was given, were quite similar to some ...

  • Conversion

    Autoresponders: Follow-up for Success

    September 1, 2005 •

    Something that I often suggest is that companies give something away on their website. I believe that this is essential even for websites that are primarily ecommerce in nature. The reason is to provide a low-commitment next step, for potential customers that aren’t quite ready to buy. ...

  • Checkout Tactics

    Navigation is Key

    September 1, 2005 •

    Online shoppers need guidance about finding what they need, and information about the pages they are viewing. We get so used to all our friends and family being online, we take for granted that each and every day, thousands of people use the Internet for the very first time. This leads ...

  • Conversion

    Know Your Enemy (err, Target)

    August 1, 2005 •

    An oft-repeated military slogan is “know your enemy.” I’m not too sure if it was first espoused by Sun Tzu, Clausewitz or Machiavelli, but I’m on board with the theory. If Sun Tzu (or whoever) were alive today, he’d probably be a web marketer, and his mantra would be “know your target.”...

  • Conversion

    Back-to-School Season Provides Lesson for eCommerce Sites

    August 1, 2005 •

    If you thought the back-to-school season meant little more than pencils and paper, backpacks and new school clothes, you'd be highly mistaken. In the ecommerce community, it provides us a subtle reminder as to the power of teaching our customers about our products and services. That's ...

  • Conversion

    Attracting Hispanic Customers Online Not As Easy As Uno, Dos, Tres

    August 1, 2005 •

    As online business owners and marketers, you've heard the staggering statistics regarding Internet usage among Hispanics in the United States. Almost 16 million Hispanics will be online by 2007, and their collective buying power is already nearing $600 billion. Why is it that only one-...

  • Conversion

    Parting the Fog of Visitors

    August 1, 2005 •

    Imagine this. You're the publisher of a metropolitan newspaper, tasked with gathering statistics on how many people read your publication on a weekly basis. Of course you count your subscriber base and your newsstand copies sold, but do you include those folks who only glanced at the ne...

  • Conversion

    Customer Conversion: Overcome Buyer Resistance

    July 1, 2005 •

    The web has been spoiled by scams, fraud, identity theft, phishing, email address harvesting, and spam-mail. At this point, we are all very wary of disclosing our (somewhat disposable) email address, let alone our physical address and credit card information. We’ll call this buying resi...

  • Conversion

    How to Purchase Banner Ad Space

    July 1, 2000 •

    Just how do you go about purchasing banner advertising space? Here are your alternatives.

  • Conversion

    Distribution Decisions: Drop-Shipping vs. Inventory vs. Fulfillment House

    June 3, 2000 •

    "Internet product sales are easy," said Bob Simple, when he first set up Bob Simple's Online Shoes. Now he's not so sure. He had found three quality shoe manufacturers who agreed to ship shoes to his customers as soon as he faxed them the order."

  • Conversion

    How Retail Differs from Wholesale and B2C Differs from B2B

    June 3, 2000 •

    When it comes to e-commerce, sometimes our normal terms become inadequate. Here are some definitions: retail, wholesale, business-to-business, and business-to-consumer.

  • Conversion

    P4: Pricing Strategy as Part of Your Internet Marketing Plan

    May 9, 2000 •

    When you go down to your local grocery store, you'll probably find Jif® peanut butter, and maybe Planter's®, and then perhaps a store brand, and possibly a generic brand (though generics are pretty well gone).

  • Conversion

    The 4 Ps of Marketing as Part of your Internet Marketing Plan

    May 2, 2000 •

    If you've studied marketing in the 40+ years since E. Jerome McCarthy originally wrote his classic Basic Marketing, then you're familiar with the "4 Ps of Marketing."

  • Conversion

    Doing a SWOT Analysis for Your Internet Marketing Plan

    March 14, 2000 •

    Restaurants ought to make bigger napkins since some of the most productive business ideas seem to come to mind over a meal. The SWOT analysis technique lends itself to napkin planning and snapshot insights.

  • Conversion

    Dot.Com Countdown: 7 Steps to E-Business Launch

    December 13, 1999 •

    Planning to start a new online business? I'm in the process myself, and thought it might be instructive to talk you through the seven steps necessary to launch an e-business. Since we're talking about a launch, we'll begin our countdown with step seven and end with the blast off.

  • Conversion

    Review: Why We Buy – The Science of Shopping

    November 15, 1999 •

    The man is studying a narrow segment of modern anthropology, the science of shopping. The fieldwork methods are adapted from those of environmental psychology, Underhill's field when he began studying shopper behaviors 20 years ago for major retail chains.

  • Analytics & Data

    Collecting and Using Data from Your Website Visitors

    July 1, 1998 •

    To succeed, a small business website must be a carefully targeted, wisely designed, pay-its-own-way tool which adds to the bottom line. To achieve this you need to ask: What is the purpose of our Web site?

  • 3.5" floppy disks in a case Conversion

    What Is the Purpose of Your Web Site?

    February 8, 1996 •

    To succeed, a small business website must be a carefully targeted, wisely designed, pay-its-own-way tool which adds to the bottom line. To achieve this you need to ask: What is the purpose of our Web site?

  • Apple Mac computer from 1990s Conversion

    How to Attract Visitors to Your Website

    May 14, 1995 •

    Too many marketers work on the if-you-build-it-they-will-come model. They won't. Once you build a Web site you must give them a reason to come. A Web site is a passive form of marketing: providing a signboard which points visitors to your products and services.

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