- January 21, 2009
- Conversion Rate Optimization
Some of you might think that great navigation is all you need to convert prospects into customers and keep them satisfied with your website’s usability.
Some of you are wrong.
You need internal search. Yes, need.
That’s not it, though. Internal searches have to be modified to reflect your business, its website’s content and your customers’ own needs, desires and habits.
Try these stats on for size:
At least 50% of shoppers prefer to use an online business’s internal search function to find products Prospects convert at least 4x more than those who don’t use search functions The average …Read More
Up until now, you’ve probably thought that a generic 404 page has done you well. After all, you see them everywhere, right? What harm could they do?
Here’s a surprise: a lot.
Generic 404 page can mean a big loss in profits.
Because generic 404 pages are wastes of the opportunity to market your business, retain prospects and generate sales.
Yesterday, I gave you a few reasons why welcome emails shouldn’t be dismissed.
Today, I’d like to provide some practical tips for those who already utilize welcome emails.
That’s straightforward enough, right?
Well, not really.
Some of these tips may require you to look at welcome emails in an entirely different light. It might even be easier for you to disregard everything that you’ve done up until this point.
In 1999, The American Institute of Certified Public Accountants released some research about security and ecommerce after customer information was compromised on certain popular websites. I can already hear you questioning its relevance in 2009. But before you dismiss it, you should know one thing: it’s just as applicable today as it was then. Some may say that it’s even more so.
Take this excerpt:
“Consumers are looking for better ways to research and buy online, all the while requiring a reasonable amount of assurance and trust that the sites are safe and secure and that their information is …Read More
The benefits of using the right pictures with products are innumerable. They can also trigger something very important in prospects’ minds- the idea that what you are selling and what they are buying is real. In the world of ecommerce, separating yourself from the intangible and duplicitous is crucial to padding your conversion rates.
It’s been said that, amongst other things, pictures inspire emotion in viewers. For this reason, pictures are a marketing tool that online businesses shouldn’t treat lightly. After all, connecting with your buyers and prospects is exactly what you should be doing and using pictures is another …Read More
These are troubling economic times. That much can’t be denied. Consumers feel the pinch as they find that it costs more to buy things. But now businesses are hurting, too. It’s also expensive to sell things.
Skyrocketing fuel costs have turned consumers to the Internet for their shopping needs. After all, it can be easier, quicker and cheaper to order something online if you find a good price and if shipping is cheap or even free. But therein lies the problem. While expensive gas has made shopping on the Internet more attractive to fuel-conscious consumers, it’s also made the …Read More
Many business owners erroneously believe that gathering information about target markets is enough to build their buyer persona marketing arsenal. Not so! Think of getting to know buyer personas as slicing through a cake- you can’t cut a perfect piece without cutting through all the layers first.
The usual marketing questions don’t suffice when creating buyer personas. Using educated guesses can have your marketing team working overtime and just plain guessing can leave you confounded. While knowing certain descriptors of your target market (age, sex, location) can get you started in the right direction, you’ll need to go that …Read More
I feel compelled to comment on a new trend perpetuated and identified by other marketing bloggers. Amazingly, there seems to be an anti-buyer persona movement. That’s probably a little dramatic. What’s really happening is that some marketing bloggers have begun to question the effectiveness of using elaborately detailed buyer personas to market and sell products. It just so happens that they’re doing it at the same time and it appears like an avalanche in the marketing blogger world.Read More
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