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Measuring the Right Goals

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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 which you A/B test.  The results show that conversion rates went down a little but 12% more visitors reached product pages.  Should we draw …

Long Copy Or Short?

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There is a prevalent belief that shoppers don’t read long form copy.  This is a wrong assumption.  What shoppers don’t read is poor long form copy.  But then, they don’t read poor short form copy either. Highrisehq.com is a subscription service.  The business objective is to generate maximum signups.  This is their current page– Here is what they tested– Result: …

Do What Works For You

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If you have a page that converts first time visitors really well then it’s your job to make that page stand out.  The homepage layout of readymaderesources.com may be unconventional but it’s clear they want visitors to read their About Us info: What’s really clever about the layout is that while it makes About Us the star it also efficiently …

Handwritten Testimonials

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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 …

Absolute Probability

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Most e-tailers understand the power of testing.  The problem is that they hate tests that fail and love those that win.  What they fail to understand is that failing and winning tests in combination make a healthy testing strategy.  I learn more from failing tests because these are the ones where I’m trying truly novel ideas. I’m currently reading the …

Return Shipping Insurance

Rishi Rawat Blog 9 Comments

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- …

Magic of a Loss Leader

Rishi Rawat Blog 4 Comments

Definition: A loss leader is a product sold at a low price (at cost or below cost) to stimulate other, profitable sales. If etailers analyze their sales data they’ll see a familiar pattern- a small percentage of visitors buy, and those that buy once often buy again. Before discussing loss leader strategy let’s understand what is happening online.  According to …

Video Intro

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In my humble opinion About Us is the most important page for first-time visitors (Articles: Reeling In First Time Visitors, Baby Steps).  But not everyone likes to read, some shoppers are visual.  Teadog.com understands this group- On click- This video doesn’t have the highest production value but it does a good job- 1. Helping first-time buyers understand why they should …

Solving The Shopping Cart Abandonment Problem

Rishi Rawat Blog 5 Comments

This is an old post that somehow got deleted.  So I am reposting- Without a doubt this is the most interesting brainteaser in all of e-commerce land: 1/3rd of all online shoppers leave their shopping carts.  People abandon for a number of reasons: 1. Lack of trust.  This can be remedied with assurances (‘guaranteed returns’, ‘secure transactions’, ‘privacy protection’ etc). …

Reeling In First Time Visitors

Rishi Rawat Blog 6 Comments

It’s very likely that over 60% of your site traffic is generated through first time (and maybe last time) visitors.  So www.meltontackle.com makes it a point to welcome first time visitors: And then takes them to this page: When visitors enter a site through a link (on a search engine, blog article, affiliate source etc) they’re often traveling at high …

Price Elasticity Parabola

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If there is one defining characteristic of ecommerce it is the retailer’s ability to seamlessly experiment with pricing.  And yet, I have never, not once, been asked to run a test that validates a client’s assumption about product prices.  It’s as though they have a Platonic sense of what the market is willing to bear.  Now, I understand that it …