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What do online shoppers think about?

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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 …

Measuring the Right Goals

The purpose of a Pay Per Click (PPC) landing page is to incentivize visitors to get deeper into the site. Let’s say you want to optimize a PPC landing page and design a completely new layout that you A/B test. The results show that conversion rates went down a little but 12% more visitors reached product pages. Should we draw the conclusion …

Paradox of Choice

Our flush flapper broke so we found ourselves at the local Lowe’s.  I picked the first universal flapper I found.  I thought I was done but my wife pointed to the lower bin that had 3 more universal models.  Now we were really confused.  They all looked alike but had slightly different price points.  Since we couldn’t decide we started …

Super Clever

This e-tailer has discovered a genius tactic to engage visitors and get them to click Google+ button—

This Is the Best Email I’ve Seen …

… Here’s why– The first thing I love is that the email is hyper focused.  The retailer only wants to talk about their 24-7 Pants.  No noise, no distraction.  What’s also interesting is the specific order in which content has been presented– 1 (this is what the reader sees first): The email gets the reader’s attention by making an offer …

Baby Face

One of the most effective marketing tactics is to give the world a glimpse of the people behind your company.  And if you can figure out a way to emotionally connect with your audience AND get them to buy you’re a genius.  In this email nuts.com is giving away a free bear-shaped favor as a way to celebrate the birth of Jackson …

Secondary Objectives

Few days/weeks after a purchase most e-tailers send out an email requesting a product review. There are two kinds of shoppers– extroverted shoppers who enjoy expressing their opinions, and introverted shoppers who have opinions but tend not to express them much. Shoppers that fall in the first group are more than happy to write a review. However, most shoppers fall …

Insist A Little More

Most sites want you to sign-up for their newsletter– But when we don’t, they simply accept their fate and move on. This e-tailer uses a different approach. The moment I unchecked, I was reminded of my potential ‘loss’– Email checkbox.

Ann’s PPC

I was doing a search for a Dynamo LED Flashlight and was presented 3 ads– Sierratradingpost.com has done something incredibly clever here.  They know, that we know, PPC ads are very ‘salesy’.  So Sierratradingpost.com is using customer Ann’s review of their LED dynamo flashlight to make their ad stand out.  And it worked.  When I clicked the ad I was …

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