The reality is, if you provide a really stellar online experience, they will want to come back, again and again. Which makes the overall job simpler, and clearer.
These days, consumers have more choices, more incentives and more reasons to comparison shop for the best deals out there.
Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more
Do-It-Yourself anything is hot, hot, hot right now. Just look at Pinterest—there’s more pins of arts and crafts ideas than anyone has time (or creativity) for. It’s no different in the technology world either—where better, faster, easier and cheaper is king. And thanks to the plethora of free technology platforms out there, people and companies are becoming instant online professionals — tackling everything from publishing, website programming and mobile development to SEO, behavioral analysis and content production.
But what gets lost in translation somewhere between identifying a business need and the free technology that promises to satisfy it is the fact that technology is only one part of the equation when it comes to doing things right—and cost effectively.
The pros and cons of free technology solutions are different, and the benefits of using them will ultimately depend on the quality of the platform itself and/or the skillset of the people on your team. But no matter which type of free (or cheap) solution you’re considering, there are likely a number of hidden costs you should prepare for—if your goal is to achieve professional-level results.
Since I reside in the world of multivariate and A/B testing, I’m going to take you on a... Read more
The time has come that you’ve been planning for all year: the holiday shopping season. In fact, (especially) if you’re an Internet retailer, I’d be surprised if you even have time to read this post. But if you do, following even a few of these tips can significantly increase your website potential, and keep your brand dancing in customers’ heads as they shop this season.
Year over year, online holiday spending continues to grow. In fact, comScore cited that the 2011 U.S. online holiday shopping season reached a record $37.2 billion for the November-December period. That was up a whopping 15% from 2010.
So here we are standing in the face of the 2012 holiday season, and you’re yearning to be a big part of that exponential growth. But enticing shoppers to visit your online store is only a small piece of the holiday pie. Closing the sale is what counts, and a lot of obstacles could trip up your visitors along the way. Ensure your site is primed and ready for the holiday shopping season by adhering to these 10 rules:
Get in the holiday spirit. It may seem obvious, but decking your site out with a... Read more