Infographics and Conversion Rates
Infographics are used to convey information visually. With infographics, you’ll be able to majorly improve conversion rates.
Daily Special
Sometimes one finds great ideas from the least expected places. The iPhone app world is highly competitive; in order to generate mass appeal app developers are forced to keep prices low (mostly free) but in order to make a living they must generate profits. So they have to think outside the box. Here is a great example. Last Friday I …
Make it Seem Special
HeartlandAmerica.com has a pretty persuasive call to action: I took this screenshot on 6/8. The Post-it note below ADD TO ORDER gives the impression this is a one day only deal, after all, it’s a graphical element. Because it’s easy to edit HTML text skeptical shoppers might expect plain text version of 6/8 Order TODAY and receive FREE SHIPPING* to …
Handwritten Testimonials
Folica.com specializes in hair products. Their site has 100s of products and 1000s of reviews. How could we make reviews more persuasive? They should pick a popular product and for any customer that buys this item two weeks after purchase mail out two pre-stamped postcards requesting a handwritten testimonial. Scan these testimonials. Then run a split A/B test where one group of visitors see the …
Mighty Small
Nankin Battery is a one location car/motorcycle battery shop in my neighborhood– This small business has some serious disadvantages: 1. Higher costs (because of higher per item overhead)2. Smaller selection (small shop)3. Limited reach (1 location) If the business owner spends her entire day stressing over her much larger online competitors she’ll want to shut shop. But Nankin Battery has …
Bait and Switch Tactic
In the book Mind Programming author Eldon Taylor shares his experience selling sewing machines using bait-and-switch: It started with an offer too good to be true. In the 1960s credit depended upon a deposit– a down payment of 10% in those days. Credit was freely available. Getting the down payment became the most difficult part of making a sale, so …
Empty Calories
1. When a shopper walks into a brick-and-mortar store in their head they’ve pre-allocated time and money investment. The same phenomenon happens online. 2. Etailer X launched his site in 2003 with 37 pages. These included product pages, category pages, checkout pages, shipping info, return policy, about us and newsletter sign-up. With time etailer X learns more about ecommerce and …
Return Shipping Insurance
Lafumafurniture.com is testing a novel concept (observe orange box below)- My first thought was, “Yikes, this is a horrible idea. This call to action is casting purchase doubt less than 5 seconds of me landing on the site. I should blog about how terrible this idea is.” But then, when I read the details, I had a change of heart- …
Selling 18th Century Items Using YouTube
Every e-tailer (big-small, broad-niche, impulse buy-pricey stuff, PPC-SEO, single purchase-lifetime value) has a definite set of strengths and weaknesses. The key to success is focusing on your strengths. Jas-townsend.com is a niche e-tailer that is good at making product videos, which they use abundantly throughout their site. I wonder how many conversions can be directly attributed to these clever videos? …
Case Study: Novica.com Product Page
Once a serious shopper is ready, their attention shifts to ADD TO CART area. Novica has a 5 course meal laid out for them (numbered in screenshot below)- Course 1: Today’s Price- 99.9% of shoppers pay attention to the product price, which means they notice this hyperlink. Novica.com uses that click to tell their story. Suddenly the price becomes a …
Killer App
In the world of ecommerce free shipping is the killer app …
Testimonial Email Marketing
Do you have a high ticket product page (longer purchase cycle) that converts poorly? If so, try this– if a visitor spends more than 2 minutes on the page (clear intent) and then leaves (closes window or presses back button) display a pop-up that says- Every few weeks send an email listing new reviews for Product X. I suggest adding …
Leverage the Medium
If you are an e-tailer selling women’s shoes, handbags or jewelry you have one giant disadvantage- you can’t offer shoppers instant touch, feel or fit. This would be your biggest weakness against brick-and-mortar stores. And this is the problem, most e-tailers obsess about their weaknesses instead of focusing on their strengths. The Venn diagram below encourages us to reverse this …
Free Gift with Purchase
What impact do you think these (shown in red boxes below) … … have on conversions?
Fake Scarcity
At my local grocery store today I noticed they were out of pie crusts. My first thought was “don’t these idiots know they need to stock-up for last-minute Thanksgiving shoppers?” And then, a few minutes later, as I noticed 5 different display tables showing off prepared Thanksgiving pumpkin pies it struck me- these guys aren’t idiots at all. This pie crust …
