Clever URL
The other day I noticed this really clever PPC ad link (red box below)– The URL nicely complements ad copy.
Credit Card Field
On a credit card digits are shown in this format– XXXX XXXX XXXX XXXX However, when I make a purchase online the credit card field is a simple text box. Because all 16 digits appear as one block it’s hard to double-check digits by looking at the credit card. I’ve never seen a site that displays digits exactly as they …
Coach Needs Training
On coach.com clicking a product image on category page displays product details in a 50% size pop-up window– It would be nice if this pop-up was optional and visitors who wanted to see a full product page could do so. But coach.com only shows the pop-up. Here’s the problem– if the product pop-up is compressed 50% then customer reviews are …
Make It Impossible to Miss
If you want to communicate an important message do what skullcandy.com does– I would have made 1 change– added a close button to free shipping banner so that visitors have an option to remove it from their screen.
Urgent Reactivation
This email is relevant (to the recipient), well written and adds urgency (coupon code expires in 30 days)–
Gift Ideas
MetroKitchen.com is a site that specializes in cookware. They have a simple, yet very effective Gift Ideas page … … where shoppers select a relevant option and see a list of highly targeted gifts. Opportunity: On “For wine fans” page (for example) MetroKitchen.com just lists products– Which means I have to click the first item, read description, hit back button, …
Enter Email, Get Price
Compostumbler.com doesn’t reveal “Sale Price” of their composter immediately. They ask visitors to enter their offer code (blue arrow below)– If you don’t have the offer code you can get one by clicking “Get one here” link (yellow arrow above). This reveals a form– When I filled the form and hit Process Request button the “Sale Price” turned out to …
Wonderful Ad
The picture below was taken from a POM advertisement in Money magazine. Lighting wasn’t great so below the ad photograph, I’ve added bigger screenshots of every important ad section. Section by section analysis (screenshot followed by explanation)– 1: Relevant headline– I saw this ad in Money magazine so the headline LIFETIME RETURNS is particularly relevant and has been used intentionally. 2: …
Hot Outside
For the last 2 weeks the state of Texas has been exceptionally hot. What would happen if you (an e-tailer) pulled the list of your Texas customers and sent them this email (with a nice introduction message like– “We’ve been thinking about our Texas customers.”) … Would email relevance make customers laugh out loud? Would they forward it to family and …
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 …
