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.
With this in mind, the good folks at Future Now have just released a white paper (registration required) with some useful optimisation tips for website owners.
The paper is well worth a read - here is a selection:
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Calls to action
Customers should be left with no room for doubt over what steps they need to take to complete the purchase.The paper recommends that calls to action should 'combine an imperative verb and an implied benefit', e.g. see how you can double your income in one year.
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Checkouts
Future Now advises that retailers should cast a critical eye over their checkout processes. We've written about this before, but key points include making the process as short as possible, providing reassurances on security, and enclosing the checkout. -
Keep testing
This is an ongoing process, and Future Now recommends the use of Google Website Optimizer for A/B and Multivariate testing. It's a no brainer. -
Web forms
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.The paper also cautions against the use of drop-down menus, as these are 'evil'.
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Headlines
Headlines should be clear, and written in ways that all users will be able to understand.
Related stories:
Website optimisation - less can be more
The beauty of site optimisation
Related research:
Online Retail 2007: Checkout Special
Graham Charlton is Editor at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+.
Recommended reports
Product Pages: A Best Practice Guide
Econsultancy's Product Pages Best Practice Guide examines the features online retailers should be using on their website pages to effectively showcase their services and products. The report contains valuable considerations that beginners and experts alike should be making and covers basic principles, such as copywriting, calls to action and image display. It also explores more complex components, such as user generated content and video.
Alternatively, see our Multivariate Testing Buyer's Guide or Conversion Rate Optimization Report.
7:46AM on 15th January 2008
Valuable advice for eRetail websites. I have also found the ability to search for products on site fundamental.
9:44PM on 15th January 2008
Nice write up.
Website conversion tactics would probably be a more accurate title
Website optimization is key in the world of affiliate marketers.
The major methods are still
-Rich content
-keyword targeted articles
-website popularity