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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 …
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 …
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- …
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? …
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 …
In the world of ecommerce free shipping is the killer app …
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 …
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 …
What impact do you think these (shown in red boxes below) … … have on conversions?
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 …
This fascinating 53 minute video talks about how the brain makes decisions (economic and moral)–
You are a gourmet chocolatier. You open Google Analytics, access Map Overlay report, and segment by Transactions. On the screen appears a heat-map of purchase data. States that are dark green have had heavy transactions and light green states have slow activity. You can see Michigan is a strong base, Texas and California are fairly good but Utah and Indiana …
Hotlix, a confections company, embeds real insects inside their candy. Here is how their biggest fans bookmark the site- Does your AdWords campaign target delicious.com tags?
One day I randomly discovered steepandcheap.com. My first thought was, “this site is so similar to woot.com”. I added a tag on steepandcheap.com called “woot” to remember it for future reference. Now every time I type woot into Firefox address bar I’m reminded of steepandcheap.com (see red box below)- In the last two years I estimate I’ve visited woot.com 200 …
As long as I understand why an option isn’t available I’m cool. Have a look at this screenshot from Amazon (observe red box)- On click- How are you explaining unavailable options to your customers? Related article: Why Is This Item Discounted?
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