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
U-shaped Marketing Attribution for Ecommerce

March 13, 2020 • Armando Roggio

The so-called "u-shaped" marketing attribution model emphasizes a shopper's first and last marketing interactions before a conversion. The model can help identify the marketing tactics that are closing sales.
Product Pages
Simple Ways to Offer Customized Products

March 5, 2020 • Pamela Hazelton

Personalized and customized products can help smaller ecommerce businesses stay ahead. Personalization can be simple as packaging a group of items as custom “kit” or providing engraved plates or quality vinyl decals.
Analytics & Data
6 Ways Geography Impacts Ecommerce Conversions

February 26, 2020 • Anna Kayfitz

Merchants are typically aware of the states or countries where their customers reside. Many variables can impact sales or performance by region. In this post, I'll address six of them.
Checkout Tactics
10 Useful Elements for a Post-purchase Thank-you Page (and 3 to Avoid)

February 21, 2020 • Pamela Hazelton

One of the most underutilized features of online stores is the post-purchase thank-you page. A thank-you page often contains only order details. That’s a mistake. Here are 10 useful elements to include on a thank-you page, and three to avoid.
Conversion
Success in Mobile Commerce Requires a Mobile-specific Strategy

February 18, 2020 • David Shreni

Ecommerce sites typically have goals for overall revenue and growth. However, it is essential to create mobile-specific goals, too. Roughly half of ecommerce traffic now comes from mobile devices, according to Google. Thus specific metrics for mobile — i.e., conversions, bounce rates — are critical.
Checkout Tactics
What’s a Good Conversion Rate for Ecommerce?

February 6, 2020 • Pamela Hazelton

A common question from ecommerce businesses is, “What is a good conversion rate?” The answer varies based on the business and the definition of "conversion." In this post, I'll look at the most common ecommerce conversion types, reported averages, and how to improve.
Analytics & Data
Using Data Studio to Convert Multi-currency Reports

January 28, 2020 • Morgan Jones

Google's Analytics’ conversion of currencies is straightforward. However, setting the conversion date to equal the date of the transaction may not be an option, forcing merchants to convert currencies manually. Google Data Studio can solve this manual conversion hurdle.
Customer Retention
Yes, Smaller Ecommerce Stores Can Evolve (and Prosper)

January 21, 2020 • Pamela Hazelton

Merchants know that ecommerce is highly competitive. It's also dynamic and ever-changing. Alternative forms of selling and servicing (such as social commerce, voice commerce, and chatbots) are examples. What can a smaller online store do to keep up?
Conversion
Remember the Environment of Mobile Shoppers

January 17, 2020 • David Shreni

It's vital for retailers to understand the broader setting of mobile sessions. A visitor's physical environment impacts how she engages with your site and whether she returns.
Product Pages
Customize Shopify Product Pages with Metafields

January 17, 2020 • Armando Roggio

The standard description field on a Shopify product detail page is a monolithic block of content. Adding different sections to this block is possible, but the process is not ideal.
Conversion
Site Search Tested across 10 Retailers

January 14, 2020 • Armando Roggio

The search engines found on leading retail websites easily understand common misspellings, butchered brand names, and typographical errors. Your company's site search should too.
Analytics & Data
Removing Personal Data from Google Analytics

January 10, 2020 • Morgan Jones

Google Analytics prohibits the collection of personally identifiable information. Users of Google Analytics should detect and then delete the PII if necessary. I'll explain how to do that in this post.
Analytics & Data
7 Ways Big Data Will Impact Ecommerce in 2020

January 8, 2020 • Anna Kayfitz

As ecommerce grows, so does the data that is stored. Only a fraction of that data is utilized, however. But data scientists are getting better at merging, standardizing, and analyzing. What follows are my data predictions for ecommerce for 2020.
Customer Retention
Use Cross-selling to Increase Trust, Loyalty, Sales

January 7, 2020 • Pamela Hazelton

Cross-selling is the act of successfully offering complementary items on the same or subsequent orders. This tried-and-true practice can help retailers of all sizes and product types boost average sales totals and customer loyalty.
Analytics & Data
Using COUNTIF, COUNTIFS in Google Sheets to Sort, Analyze Data

December 31, 2019 • Armando Roggio

Whether you're researching keywords, reviewing lead sources, or analyzing customer attributes from a CRM export, Google Sheets' COUNTIF and COUNTIFS formulas can help. Recently, a multichannel retailer wanted to analyze five years' worth of lead and conversion data.
Conversion
3 Ways Consumers Use Mobile Commerce

December 17, 2019 • David Shreni

Ecommerce store owners make assumptions about their visitors — the settings, surroundings, and the context in which they are visiting. Roughly 85 percent of mobile-internet use occurs in one of three experiences.
Conversion
‘Tis the Time to Capture Sales from Procrastinators

December 9, 2019 • Pamela Hazelton

Procrastinators prefer to buy several gifts in one shopping session. Sites that sell a variety of items will fare better, though stores that cater to a niche market may also realize great success. Follow these tips to ensure your business appeals to those late holiday shoppers.
Analytics & Data
7 Ways to Analyze Black Friday, Cyber Monday Sales

December 5, 2019 • Anna Kayfitz

Black Friday and Cyber Monday sales are complete. Marketers should scrutinize the results for insights on future promotions. There are multiple approaches. In this post, I'll review seven ways to analyze the results from Black Friday and Cyber Monday.
Conversion
Mid-market Merchants Lag on Holiday Mobile Sales

December 3, 2019 • Charles Nicholls

Several shopping trends are already emerging from this year’s holiday season. The big story is that U.S. ecommerce sales on mobile are up by a whopping 50 percent. The bulk of the increase has gone to the largest merchants. Mid-market merchants have struggled on mobile.
Product Pages
10 Last-minute Strategies to Capture Holiday Revenue

November 29, 2019 • Pamela Hazelton

Gearing up for the post-Thanksgiving holiday selling season is never easy. It takes time and planning. Here are some last-minute strategies that may help.
Analytics & Data
Predicting Profits from Black Friday Promotions

November 22, 2019 • Anna Kayfitz

The Black Friday weekend is near. Many merchants will lower prices, add promotions, and compete in one of the biggest retail days of the year. By analyzing prior year results, merchants can estimate current-year sales and profits and the impact of promotions.
Conversion
Key Ways to Improve Mobile Site Search

November 21, 2019 • David Shreni

Website visitors on smartphones often convert twice as much when they conduct at least one search. Thus it's beneficial to not only provide a helpful mobile search experience but also nudge shoppers into using it. In this post, I'll review key ways to improve your ecommerce search experience on a mobile devices.
Analytics & Data
19 Free Tutorials for Google Analytics

November 18, 2019 • Sig Ueland

Google Analytics may be the most important application to understand the behavior of your visitors. And whether you’re a beginner or an experienced user, there are many free resources to help. Here is a list of free tutorials for Google Analytics.
Product Pages
Organization Is Key for Holiday Gift Guides

November 8, 2019 • Pamela Hazelton

Is your store’s gift guide ready for Black Friday, Small Business Saturday, and Cyber Monday? Gift guides can be as simple as listings of products that have something in common, such as subject, category, or price.
Analytics & Data
5 Ways Data Science Drives Ecommerce Revenue

November 5, 2019 • Anna Kayfitz

Data science is the processing and analysis of large datasets — structured or unstructured. Tweets from customers and prospects is an example of unstructured data. Here are five data-science uses to drive ecommerce sales.
Product Pages
The Perfect Mobile Product Page

October 22, 2019 • David Shreni

Mobile visitors benefit from small optimizations that make outsized improvements in add-to-cart and conversion metrics. In this post, I'll review tactics to improve sales from mobile product pages.
Analytics & Data
Google Analytics: Introduction to Cross-device Reporting

October 15, 2019 • Morgan Jones

There has been a seismic shift in website traffic in the past several years, from desktop to mobile. Google Analytics has rolled out the beta version of cross-device reporting to inform merchants of how their shoppers are interacting via multiple devices.
Analytics & Data
16 Business Intelligence Tools for Ecommerce

October 11, 2019 • Anna Kayfitz

A business intelligence tool can provide helpful data to make critical, daily decisions. There are many such tools to choose from. In this post, I'll list popular business intelligence tools that I'm familiar with and offer my perspective on each.
Conversion
Want More Ecommerce Conversions? Improve Your Product Search

October 9, 2019 • Dale Traxler

Retailers have greatly improved their online stores in the past few years. User flows are streamlined. Designs are better tuned to tell the brand's story. But for many online stores, site search is weak.
Analytics & Data
How to Choose KPIs for Your Ecommerce Business

September 24, 2019 • Anna Kayfitz

Key performance indicators apply to many aspects of an ecommerce business. Examples include marketing KPIs to track, say, coupon redemptions or return on investment from advertising. In this post, I'll offer tips for building your ultimate KPI dashboard.

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