42244 2 3 econsultancy_xml <p> <em>The paper is well worth a read - here is a selection:</em> </p> <ul> <li> <strong>Calls to action<br /></strong>Customers should be left with no room for doubt over what steps they need to take to complete the purchase. <br /><br />The paper recommends that calls to action should 'combine an imperative verb and an implied benefit', e.g.<em> see how you can double your income in one year</em>. <br /><br /></li> <li> <strong>Checkouts</strong> <br />Future Now advises that retailers should cast a critical eye over their checkout processes. We've <a href="/blog/1646-tips-on-improving-the-checkout-process">written about this before</a>, but key points include making the process as short as possible, providing reassurances on security, and enclosing the checkout. <br /><br /></li> <li> <strong>Keep testing<br /></strong>This is an ongoing process, and Future Now recommends the use of <a href="http://services.google.com/websiteoptimizer/">Google Website Optimizer</a> for A/B and Multivariate testing. It's a no brainer.<br /><br /></li> <li> <strong>Web forms</strong> <br />It's important to strike the right balance between getting useful information for marketing purposes, and making the process so long that customers will become frustrated. <br /><br />The paper also cautions against the use of drop-down menus, as these are '<em>evil</em>'. <br /><br /></li> <li> <strong>Headlines</strong> <br />Headlines should be clear, and written in ways that all users will be able to understand. </li> </ul> <p> <strong>Related stories:</strong> <br /> <a href="/blog/1579-website-optimisation-less-can-be-more">Website optimisation - less can be more<br />The beauty of site optimisation</a> </p> <p> <strong>Related research:<br /></strong> <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail 2007: Checkout Special </a>  </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Quote>The paper is well worth a read - here is a selection:</Quote> </Paragraph> <List Type="Disc"> <ListItem> <Emphasis>Calls to action<LineBreak /></Emphasis>Customers should be left with no room for doubt over what steps they need to take to complete the purchase. <LineBreak /><LineBreak />The paper recommends that calls to action should 'combine an imperative verb and an implied benefit', e.g.<Quote> see how you can double your income in one year</Quote>. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Checkouts</Emphasis> <LineBreak />Future Now advises that retailers should cast a critical eye over their checkout processes. We've <Link URL="/blog/1646-tips-on-improving-the-checkout-process" Window="Self">written about this before</Link>, but key points include making the process as short as possible, providing reassurances on security, and enclosing the checkout. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Keep testing<LineBreak /></Emphasis>This is an ongoing process, and Future Now recommends the use of <Link URL="http://services.google.com/websiteoptimizer/" Window="Self">Google Website Optimizer</Link> for A/B and Multivariate testing. It's a no brainer.<LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Web forms</Emphasis> <LineBreak />It's important to strike the right balance between getting useful information for marketing purposes, and making the process so long that customers will become frustrated. <LineBreak /><LineBreak />The paper also cautions against the use of drop-down menus, as these are '<Quote>evil</Quote>'. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Headlines</Emphasis> <LineBreak />Headlines should be clear, and written in ways that all users will be able to understand. </ListItem> </List> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1579-website-optimisation-less-can-be-more" Window="Self">Website optimisation - less can be more<LineBreak />The beauty of site optimisation</Link> </Paragraph> <Paragraph> <Emphasis>Related research:<LineBreak /></Emphasis> <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="Self">Online Retail 2007: Checkout Special </Link>  </Paragraph> </FormattedContent> 2008-01-14T11:29:00+00:00 2 1 econsultancy_xml <p> <strong>It is vitally important for etailers to constantly monitor their websites, looking for ways to improve the user experience, with the aim of increasing conversion rates.</strong> </p> <p>With this in mind, the good folks at Future Now have just released a <a href="http://www.grokdotcom.com/2008/01/11/free-download-10-tips-to-start-optimizing-your-website/">white paper</a> (<em>registration required</em>) with some useful optimisation tips for website owners. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>It is vitally important for etailers to constantly monitor their websites, looking for ways to improve the user experience, with the aim of increasing conversion rates.</Emphasis> </Paragraph> <Paragraph>With this in mind, the good folks at Future Now have just released a <Link URL="http://www.grokdotcom.com/2008/01/11/free-download-10-tips-to-start-optimizing-your-website/" Window="Self">white paper</Link> (<Quote>registration required</Quote>) with some useful optimisation tips for website owners. </Paragraph> </FormattedContent> false 2068 364842 More great website optimisation tips from Future Now false 2008-01-14T15:27:00+00:00 more-great-website-optimisation-tips-from-future-now 2009-04-28T23:03:30+01:00 2009-04-28T23:03:30+01:00 375