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 | Product Pages
  • Conversion

    Showcase Products Via Podcasts

    July 1, 2006 •

    I’m addicted to the They Might Be Giants podcasts. I'm convinced they helped sell tickets for their latest tour by offering up free music, coupled with tour advertisements, in their weekly podcasts. I'll bet podcasting some of the tours' live performances also helped. But, can podcasti...

  • Conversion

    Web Design: Multiple Roles

    July 1, 2006 •

    A web redesign project is not a one-man assignment. Certainly technology has made it possible for a single graphic designer or programmer to build a site, but not a high conversion site (in my humble opinion). Instead, I think there are a number of key roles that must be fulfilled in o...

  • Conversion

    Measuring Conversion Success

    July 1, 2006 •

    An ecommerce site with 6 to 9 percent of its visitors making purchases can be considered a success, according to conversion experts. With an industry standard hovering around 1 to 2 percent, most sites are failing to capture all the business they can have. Once a company makes a commit...

  • Conversion

    Attracting The Right Traffic

    July 1, 2006 •

    Gaining just one percent more sales or leads from your visitors can significantly impact your bottom line, yet the common practice of improving website conversion often focuses exclusively on redesigning and optimizing your website. Website conversion — the process of turning website v...

  • Conversion

    Personalization Lures Customers

    June 11, 2006 •

    Everyone likes the personal touch, and these sites offer their customers the ability to personalize unique gifts for friends and loved ones. Creative, personalized gifts and speedy service will lure their customers back. PhotoWow.com Ordinary snaps can be turned into treasures with th...

  • Conversion

    Itching to Expand Your Product Niche?

    June 1, 2006 •

    After years of tinkering in his woodshop making bird houses, Bob said to himself, “I ought to be selling these bird houses on the web.” After construting a quick website, Bob is open for business, and, before long, Bob could be itching to expand his online inventory. It’s no secret tha...

  • Conversion

    Show Off Your Products

    June 1, 2006 •

    I just got my email alert on the latest kitchen styles from IKEA. The site’s not the easiest to shop – mostly because you really have to know what you’re looking for – but it boasts a vast amount of interactive tools. People like me (I do an enormous amount of shopping online) love seei...

  • Conversion

    Are You an Ego Marketer?

    June 1, 2006 •

    Ego or Effective? Good marketing communicates your unique value to your target market. It builds recognition and credibility for your products and services and creates a steady flow of interested prospects and new customers. Ego marketing makes you feel good at the expense of effective...

  • Conversion

    Grow Profits by Split-Testing Ads

    June 1, 2006 •

    Successful business owners and marketing professionals know that great results from advertising are rarely owed to luck and guessing. Whether they specialize in online or offline promotion, they have known for years that the secret to achieving high return of investment is through split...

  • Conversion

    Consider a Catalog to Enhance Your eCommerce Business

    May 30, 2006 •

    A print catalog and an ecommerce store work extremely well together. The strengths in each channel complement the other’s weaknesses, and consumers frequently browse the catalog first and then go online to purchase the products. The tangible nature of a print catalog makes it great for...

  • Conversion

    2nd Tier Search Engines – Are They Worth It?

    May 1, 2006 •

    As far as most advertisers are concerned, there are only two pay-per-click search engines that deserve their attention - Google AdWords and Yahoo! Search Marketing. After all, these are the most popular search engines that dominate the industry in terms of traffic, technology, and popu...

  • Conversion

    Website Conversion – Revisited

    May 1, 2006 •

    For those of you new to the concept of web conversion, I thought that it might be useful to address some of the key ideas around this strategy. What is Conversion? A website is a corporate resource, and like any other resource, it should provide a return on investment. That return sho...

  • Conversion

    Giving Them What They Want

    May 1, 2006 •

    Listen to your customers. Part of my job is to rip online stores apart and present solutions, all focused on existing and potential customers. It still shocks me to see so many online businesses implement bad ideas because the head honcho thinks something is “good”, without ever asking...

  • Conversion

    Finding Loyal Customers in Cyberspace

    April 1, 2006 •

    This year, one of the most popular topics at online industry conferences such as eTail and Shop.org’s FirstLook has been the development of customer loyalty in the fickle medium of the world wide web. While returning visitors are the norm for sites like Amazon and eBay, for the most par...

  • Conversion

    Seals Help Boost Customer Confidence

    April 1, 2006 •

    Have you ever been shopping on a website and noticed a seal at the bottom that proudly boasts their security level, or maybe how customer service friendly they are? Did you feel better about buying from that site once you saw that? Perhaps you did, and you would be one of many people th...

  • Conversion

    Email Marketing: Tips for Success

    April 1, 2006 •

    MAKE THE INTEGRITY OF YOUR LIST YOUR NUMBER ONE GOAL. "If you are serious about wanting to do email professionally, you need to be diligent in how you sign up contacts, using double opt-in techniques. Otherwise, you're building a list that will never perform at maximum levels," says Ji...

  • Conversion

    Effective Landing Pages, Part 2

    April 1, 2006 •

    Last month we introduced the concept of website landing pages, and discussed a few key ideas on how they can be used. This month, we’ll look at some ways to develop effective landing pages. I mentioned last month that landing pages are typically used when you have an understanding of wh...

  • Checkout Tactics

    Shopping Cart Abandonment

    March 1, 2006 •

    Online shopping cart abandonment is like finding a shopping cart abandoned in your local store: Someone has placed products in their cart and walked away before completing the purchase process. Like your local store, ecommerce operators know abandoned carts mean lost revenue. Here’s a ...

  • Conversion

    Paid Search Advertising

    March 1, 2006 •

    How big is paid search advertising? For 2005, Google, whose business is based on paid search advertising, reported total sales of $6.1 billion and operating cash flow of $2.624 billion. That’s for a company that didn’t exist ten years ago. “Paid search is a great advertising method tha...

  • Conversion

    Bullish on Blogging

    March 1, 2006 •

    A few years ago the investment firm Merrill Lynch coined the term “We’re Bullish.” It became the company’s corporate mantra of sorts. In stock trade terminology, being bullish represents a rise in value. I’m bullish on blogging, and for a number of reasons. I think it is a technology to...

  • Conversion

    Attracting Local Customers Using Pay-Per-Click

    March 1, 2006 •

    Many business owners have a perception that just because they cater to a local market, they can’t use the power of online advertising to attract new customers. The reality is quite different. Recent developments in the pay-per-click industry allow even the localized business to get in ...

  • Conversion

    Seek Quality Visitors

    March 1, 2006 •

    I’m no Search Engine Optimization expert. Never have been, and most likely never will be. I’ve found that SEO is such a niche market that anyone offering these services shouldn’t have time to do anything but. I do, however, work with store owners everyday and am often asked what can be...

  • Conversion

    Helpful Websites That Sell

    March 1, 2006 •

    It’s easy to publish an inventory of merchandise on a web page, but we’ve discovered a few sites that get a leg up on the competition by adding relevant content to aid in their sales. After all, when you’re operating in a medium that’s always been associated with the free distribution o...

  • Conversion

    Effective Landing Pages

    March 1, 2006 •

    This month we discuss landing pages, what they are, and how they can be used to increase your conversion rate. What are Landing Pages Your site has landing pages whether or not you think it does. Even if you didn’t specifically design landing pages – you have them, because the definit...

  • Conversion

    Respond to Your Customer. Now.

    March 1, 2006 •

    One of the most frequent complaints from ecommerce customers is the inability to receive timely answers from a website. I’m always shocked at the number of websites that provide only a “contact us” form, with no phone number or other contact information. In my view, those sites deserve ...

  • Conversion

    Affiliate Marketing

    February 1, 2006 •

    Andy Newlin works for Sierratradingpost.com, in Cheyenne, Wyoming. Sierra Trading Post is an ecommerce merchant that sells outdoor gear and clothing, and Newlin is its Online Marketing Manager. He oversees the affiliate marketing efforts of the site. “Most any online merchant can utili...

  • Conversion

    Blogs and Affiliate Marketing

    February 1, 2006 •

    Blogs have typically not been thought of as direct response sales tools. In their brief history, blogs have morphed from being “personal online journals and diaries” to vital tools for business, but the focus has been more on using them for relational marketing or purely informational p...

  • Conversion

    Seeing Stars on the Web

    February 1, 2006 •

    As awards show season gets under way, celebrity fashion will be receiving a tremendous amount of global press, even more so than your typical Hollywood-obsessed news day. Outside of Los Angeles and New York, capitalizing on this high product visibility has never really been an option fo...

  • Conversion

    Minimize Customer Complaints

    February 1, 2006 •

    Step Two: Send a follow-up email within a week of the customer receiving their product or service. Keep the email short, and encourage the customer to click on a link to take them to the form you created. Be sure to explain in your email that the form is very brief and will only take a ...

  • Conversion

    The Home Page: Putting Your Best Foot Forward

    February 1, 2006 •

    You never get a second chance at a first impression. Or so the saying goes. Perhaps that’s the reason that website home pages are the most focused on by designers and marketers. In this case, I’m quite happy to agree with conventional wisdom. Having an effective home page is critical to...

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