Archive for the ‘Ecommerce’ Category
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8 Key Conversion Optimization Strategies to Ensure You (Actually) Test What Matters
From time to time we invite thought leaders to contribute to this blog. This week, we are honored to bring to you Kevin Hillstrom’s insightful – and sometimes controversial – approach to Conversion Optimization testing.
Kevin Hillstrom is President of MineThatData, where he has worked with sixty-five e-commerce, retail, and catalog executives to understand the relationship between customers, advertising, products, brands, and channels. Prior to founding MineThatData, Kevin spent nearly two decades in various leadership roles in the retail industry, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands’ End. Kevin has written numerous books about marketing, advertising, and customer behavior, and his MineThatData Blog is one of the most widely read Marketing and Analytics Blogs in the United States. Kevin can be contacted at kevinh@minethatdata.com.
Testing is really important! But, surprisingly, few people execute tests.
And, maybe worse, few people test meaningful activities.
Office politics make a huge difference. We sit in meetings Continue Reading
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No Need to Make Trade-offs in Ecommerce: Lifting Sales AND Revenue per Visitor is Excellence
Ecommerce retailing is brutally competitive. When you add to it additional challenges such as pressure from overseas producers as well as wrong customer perceptions about the value proposition that seem insurmountable, sometimes retailers give up.
That’s why we are so proud of what our client AllPopArt, a producer of handcrafted pop art portraits and photos on canvas, was able to accomplish: through Conversion Optimization testing, not only did they Continue Reading
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The 80/20 Rule of Online Shopping Carts
The Pareto Principle, also known as the 80/20 rule, has lots of applications in the online marketing world, like here and here. I even wrote about it here in a past life.
Another instance of the magical 80/20 ratio in Marketing occurred to me the other day as we were analyzing a client’s online checkout experience to prepare for rounds of testing. The checkout experience was wholly dry, transactional, and cold. After spending time in this particular checkout (which was NOT unique), I realized that the proportion of prospects who are “un-sold” when they encounter your shopping cart is likely 80%, while the audience segment that is truly “sold” is probably around 20%. Continue Reading
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Conversion Testing on Email Landing Pages– Who Knew It Could Lift Revenue per Visitor THIS Much: 41%!
While it is often taken for granted and not considered as sexy as Social Media or as much of a workhorse as paid Search, email marketing is enjoying a dramatic revival.
According to a recent survey, half of businesses plan to increase their marketing budgets in 2011, and another 43% plan to maintain current levels. Only 7% of respondents plan to decrease marketing budgets, a significant improvement over the 11% reported in last year’s survey.
However, despite budget increases, survey respondents indicated a lack of resources/staff to be the biggest email marketing challenge in 2011. Integration with customer data and email deliverability rounded out the top three email marketing challenges for 2011.
But no mention of conversions and business results as being a challenge at all! Continue Reading
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How end-to-end Ecommerce Conversion Optimization improves Both Sides of the Same (eCommerce) Coin
“Come back! Come back!”
Can you actually beckon your ecommerce clients abandoning their shopping carts to come back?
Yes, you definitely can – and here is how. Continue Reading
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The Official Website of the 2010 Olympics Store – the inside scoop
This post, by Jānis Lanka, is first in a series called “The View from the Conversion Trenches” where elite marketers share their perspectives on Conversion Optimization and the resulting organizational impacts.
Vancouver Olympics Store
A/B Split TestingWith the closing of the Vancouver 2010 Winter Olympics, all the medals have been handed out, and all the tourists have fled the city. I was fortunate to have been a part of the Elastic Path Software Team that managed the Official Vancouver 2010 Olympic Store since the store launched in December 2007. So, in the spirit of the Games, I will share a little retrospective on my experiences!
During early days of the online store operations, it had a very limited product assortment. Each week as we got closer to the Games, more and more products got shelved in our warehouse. Eventually, the warehouse grew to almost up to 5,000 SKUs. Continue Reading
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Learn How Landing Page Optimization Lifted Order Form Entrances for Online Business Supplies Retailer by 210%
Overnightprints.com (ONP) is one of the leading online printers of customized printed products in the United States and Europe. Their products include business cards, postcards, letterhead, envelopes, stamps and more. They provide cost effective, high quality, custom office stationary products to both general consumers and small businesses. (Very cool stuff – check them out here no matter where you are).
We worked with ONP to plan, develop and execute a Conversion Rate Optimization strategy. The strategy we recommended and executed included an A/B/n experiment to quickly establish a higher starting point for further optimization.
The results? An amazing 210% conversion rate lift to Order Form entrances. Continue Reading
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How does a 50% eCommerce sales conversions lift sound to you?
If you are responsible for eCommerce Sales, then you should view the Sytropin Ecommerce Conversion Rate Optimization case study now. It shows how Sytropin management was able to break out of a ‘conversion rate plateau’ and generate a 50% leap in retail sales conversion rate from their AdWords landing page.
In our previously presented webinar, we showed how this test for Sytropin was constructed along with the intricacies of developing a successful conversion optimization test. If you’d like more detail on how the test worked and how it could work for you too, contact a WiderFunnel Conversion Optimization expert. Continue Reading
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How Conversion Optimization Addresses the Challenge of a Single-product eCommerce site and lifts conversions by 50%
Winning Test PageIf you run a single-product eCommerce site, as opposed to multi-product niche stores, you know you face unique challenges.
Most marketers, even multi-product eCommerce marketers, aren’t aware of the unique complexities you face:
• Market must be created
• Product must be seen to be appreciated Continue Reading -
Live Webinar: Learn how eCommerce Retailer BabyAge.com Increased Sales Conversion by 22% through Conversion Optimization.
By testing the product page template, BabyAge.com – a top Ecommerce retailer – increased its sales conversion rate by 22%. This is an amazing improvement, and just in time for Christmas sales!
Chris Goward, the WiderFunnel Marketing CEO, will be presenting a detailed case study on how the BabyAge.com test was developed.
Attend this webinar and get lots of practical advice on eCommerce testing.
-> Live Wednesday, October 21, 2009 2pm Eastern-> Live Q&A
-> Get a chance to win a complimentary landing page evaluation
(Note: Attendance is limited to 100 seats.)
Sign up to attend for free here.
