Which Is the Correct Spelling?
I think HP.com got it right.
Customer Stories
Vermontcountrystore.com calls product reviews ‘stories’. It has a nice ring to it–
1 of 400
I added an item to cart and saw this popup (observe underlined section) — The line, “Be one of just 400 Genvara visitors this month … ” made the offer 2X more attention grabbing. Shoppers love the feeling of being part of a select, exclusive group. Lesson: If you’re trying to generate audience participation make them feel special first.
Tell Me Why
If you want your shopper to provide an extra piece of information it’s a good idea to explain why you need this, and how it will benefit them–
About Us Video
We all know About Us page write-up is a big conversion catalyst. Know what’s better than About Us write-up? How about an About Us video? This is how retroplanet.com does theirs–
Reasons to Register
Keepsakequilting.com is a quilting supplies e-tailer and this is their email signup pitch– What if the copy read … Join our email list!Be the first to know about sales,offers and unlock 20 hidden designs. Could that increase email registration rates? I’m betting it would.
Leverage Core Assets
Crutchfield.com prides itself on its technology advisors. They use this in their marketing. On their website they even show a real-time counter of how many advisors are currently available to help with your technology questions– Moral of the story– If you have an awesome asset, like knowledgeable customer service staff, make sure your site design draws attention to it.
Shoppers Are A Jittery Bunch
If your category pages allow visitors to directly add an item to cart (pointed by blue arrows below) … … you should run a test in which Add to Cart is replaced by Learn More. I recently ran that test and noticed a 73.9% lift in product page visits. My theory on why Learn More outperformed Add to Cart— When visitors see …
Make Search Box Stand Out More
If you have a call to action (definition– call to action is an interface that encourages visitors to take the next step, like add to cart button or signup for newsletter box) that has a high conversion rate (meaning visitors that interact with it convert at a rate much higher than site average) do more to make it super visible. …
Personality Equals Higher Conversion Rates and Better Word of Mouth
Most large ecommerce sites aren’t adventurous. But I noticed something quite special on landsend.com. Landsend.com has a page called Stories (https://www.landsend.com/stories/). Here you can watch a gentleman by the name Bob talk about different fabrics used in Lands’ End clothing. The videos are funny and effective. Here are a few– 1: https://www.youtube.com/watch?v=_xsP8COpfIk2: https://www.youtube.com/watch?v=rCfk3Un5K7g3: https://www.youtube.com/watch?v=PQGBYQFwdgs Unfortunately, the page on landsend.com created …
Get The Important Stuff First
Most checkout pages ask for details in this order– 1: Shipping/billing info2: Credit card info3: Purchaser’s email address address How can we be sure this is the most efficient way to organize checkout flow? Beachbody.com does things differently. They ask for details in this order: 1: Purchaser’s email address– this way, even if the purchaser doesn’t complete the order (abandons midway) chances …
Mystery
Amazon.com is known to test every site feature. Therefore, whenever I see something on Amazon.com I just assume it’s there for a reason. Today, I noticed something I couldn’t explain and would love to get your feedback. Here is a screenshot of an Amazon product page. You will notice some hyperlinks aren’t underlined and others are– Best practice is to …
Back It Up
LifeSource Water sells water softening systems that cost thousands of dollars. On their homepage footer, they have this tag line (pointed by blue arrow below) … When you make a substantial claim like this you just have to provide more info. Site visitors who are impressed by this claim will try and interact with it. I expected “recommended” to be …
General Note
I’ve been writing this blog for 5 years now. In those 5 years my RSS subscriber count has grown to 220. A feat I’m quite proud of. However, in the last year I’ve noticed a shift in trends. Most newer members aren’t subscribing via RSS (maybe RSS technology has jumped the shark). Now most new subscribers subscribe via email. If …
Conversions Explained
Generating a conversion is like filling a 10-quart bucket, where conversion happens moment water spills over. This is how I look at it– your point of assurances (money back guarantee, low price guarantee, about us page, exclusively carried by us seal, over 5,000 units sold seal, product benefits listed on product pages, etc.) are 1-quart cups. Every time a visitor …
