In this article I am following up on from the research by MarketingSherpa and from our previous post “perpetual shopping cart have significant impact on your conversion“. In their research, 64% respondents found a perpetual shopping cart to be an effective way of boosting sales, followed by optimized site search where 60% of responders found it to be an effective way of boosting sales. As more than 70% of website visitors start their journey using site search when searching for products, then clearly, if your website provides good site search with relevant results, you can expect increases in conversion rates on your site, simply because your visitors can find exactly what they were looking for. The problem is, that many off the shelf searches found in standard shopping carts can’t handle misspellings and alternate words for the same products. As you can see below in the feature list, it simply […]
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Marketing Sherpa published in April research about website tactics that boost conversion. In the table below you can see that perpetual shopping carts along with optimized internal search results have shown the highest up-lift in conversion. A staggering 64% of respondents found a perpetual shopping cart to be an effective way of boosting sales. So let’s have a look at the biggest improvement – “Perpetual Shopping Carts”. Perpetual shopping carts display the number of items in the cart and sub-total as a shopper navigates the site. The best examples I have found were from the previous and current circuitcity.com website and from onlineshoes.com. What you can also notice on onlineshoes.com website is that right below the cart you can see “recently viewed” items, a feature sometimes missing on many online stores. After browsing the onlineshoes.com website for a while, you will discover that from a user perspective it’s really a […]
Do you truly want to know whether your site is better or worse than your direct competitor? The easiest way to find out is to run usability testing on your website in comparison with your direct competitor. Here at proimpact7.com, we can help you with this task. We offer packages from 10 user tester to get you started. We get the user testers to compare two websites, yours and your competitor’s without telling them which site is yours. The usability testing scenario: Scenario: You need to buy an 8 mega pixel digital camera. Your budget is $300. You search Google for 8 mega pixel digital cameras and compare two websites: yours.com and competitor.com. Task: use both of these sites to find a relevant 8 mega pixel camera within your $300 budget. Once you have found the right camera please answer these two questions: Which website did your prefer? Why? (please […]
If you are an online retailer using discount code box in your checkout,then it is very likely that discount box itself is costing you thousands in affiliate commissions each month to affiliates who actually didn’t refer the sale. In the example below from shoes.com you can see the discount code box, but as I don’t have one, I decided to look for it on the internet, and I have found plenty of websites with shoes.com discount code. The problem is, I came to shoes.com site via PPC advertising, so it cost them money. Once I arrived into the checkout, I realized that I didn’t have any discount code and decided to look for it on the internet as anyone else does. I found plenty of sites with shoes.com discount codes. The problem for retailers like you is that those coupon code website quietly installed an affiliate cookie on my machine, and […]
What is usability testing? It is a technique used to evaluate a product or website by testing it on users. It allows you to observe users using your website to discover errors and areas for improvement. Usability testing is not marketing research. With usability testing you watch people trying to use your website, based on the task given to them and assess wether or not the task has been achieved and how long it took. At Proimpact7 we take usability testing very seriously and usability testing is part of the design and build project included in our price. Our advice: always make sure you do usability testing before your website is finished as any additional re-design work will cost you extra money. 10 reasons why you should do usability testing on your website now: 1. If you have had your website for months or years, you probably can’t see your website with fresh eyes anymore. You […]
The top three reasons, cited by more than half of shoppers who abandon carts are: “shipping and handling charges higher than expected” (72%), “decided to do more online comparison shopping” (62%), and just “changed my mind” (60%). Consumers also consistently express frustration with poor service. A survey of U.S. online shoppers in April 2009 by Opinion Research Corp. identified top 5 ouch points: not being to able speak to anyone to answer questions (25%) learning that items are back-ordered or out of stock after they are in the cart (11%) receiving an item that doesn’t look anything like it did on the internet (11%) web sites that malfunction as the payment is being processed (9%) not being able to find an item (8%) Source: Opinion Research Corp. Coming up: One step vs. multiple step checkout process. Don’t miss this post – you can subscribe via e-mail and will recieve it […]
As many as 72% shoppers stated that free shipping as very important when buying online. So how do some online stores deal with it? I have just received an email newsletter from chefs.com and what has caught my attention is the free shipping offer, but not just one, but two different types of offers in one newsletter below. Plus on their website in the header it’s clearly displayed as well. What is also worth mentioning is that this offer is time limited! An idea to try out. If you do, please let me know how it works for you. chefs.com newsletter chefs.com website header
This post follows the previous post top “10 retailers by conversion in April 2009“. We are going to talk about 2 retailers who made it to the top 10 for conversion rates, selling the same product (flowers), but with significantly different conversion rates. Proflowers.com with 42.8% conversion and 1800flowers.com with conversion rate only 20.8%. As the conversion rate is really huge, provided the data is accurate, I had a look on both sites and these were my findings about why possibly Proflowers.com is converting better. Obviously, these are only my assumptions based on the data provided, which is conversion rate. Proflowers.com displays on each page in the header banner saying “Need it today?”, which clearly attracts people who need flowers now – today. 1800flowers.com displays a similar banner only on the home page, but not in the header or anywhere else throughout the site. search page – proflowers.com page is […]
Below is a list of top 10 online retailers by conversion. Conversion rate data is based on visitor conversion rates, not session conversion rates. Source: Nielsen Online / Marketing Charts. You have all very likely heard that average conversion rates on the internet are between 1-2%. If that’s the case on your website and by looking at the data below, how do you feel? Isn’t it time to improve this? At proimpact7 we offer a range of services including A/B and multivariate testing and optimization, usability testing, free site inspection service and obviously website redesign service focused on increasing conversion of rates. In the following post you can see the analysis of 2 retailers from the same industry but with a significantly different conversion rate – Proflowers (42.8% conversion rate) vs. 1800flowers.com (20.8% conversion rate).
Plenty of studies suggest customers want demand free shipping: • 61% online shoppers prefer to shop with a retailer that offers free shipping than one that doesn’t. — Forrester Research (2007) • 43% of shoppers abandon their shopping carts because of unexpectedly high shipping charges. — PayPal, comScore (2008) • 60% claim free shipping is a reason they are more likely to shop online. — Harris Interactive (2008) • 90% believe free shipping offers would entice them to spend more online. — The Conference Board (2008) Read the full story….
A case study presented at MarketingSherpa.com on May 6, 2006, reported a security-logo test performed by Petco, a national pet supply retailer. The test involved varying the placements of the Hacker Safe logo across its website to gauge differences in conversion rate gains. The test outcomes produced the following results: – The logo in the lower left corner of the navigation bar resulted in an 8.15 percent increase in conversions. – The logo below the footer on the lower right increased conversions only 1.76 percent. – The logo on the upper left between the search box and the navigation bar increased conversions 8.83 percent. And even now, 3 years after the experiment the petco.com website is still has the security logo in their header. So clearly it must work for them very well. And at proimpact7 we love numbers, so lets see the impact of such improvements in terms of […]
In the previous post I was talking about the importance of usability testing on software applications. In this post we are going to have a look at the usability testing on 2 web sites. In the videos example below, you will see how a visitor interacted with two web sites “Mercedes and Bentley”. The test user had to accomplish 2 simple tasks – find prices and to book a test drive. Even though they are very basic tasks, they are very important for both websites. See which of them performed better. Unfortunately, this is happening on many websites and without usability testing you won’t be able to find out. Anytime you visitor isn’t able to accomplish a task on your website you very likely loosing a sale. So make it easy for them and you will get rewarded by more sales. Mercedes-Benz Video – Usability Testing Bentley Video – Usability […]
I personally struggle with anything which is hard to use. Some years ago I thought it must be me when I couldn’t manage to use a product. But now, since I got into usability testing (I am in charge of usability testing at proimpact7) I realized that it wasn’t me at all. It was because often the people behind hard to use products hadn’t conducted any usability testing on real users and they simply produced an unusable product. I am going to write about two usability examples: software usability and web site usability. Let’s start with the first one, the software usability example. Currently I have been testing 2 video recording applications, one costing $250 and the other $175. So I downloaded the 30 day FREE trial of the $250 software first, as I read something about it. To record movie was basically very easy, but the biggest challenge I […]
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