tag:econsultancy.com,2008:/blog/tags/conversion Posts tagged with "conversion" from the Econsultancy blog 2017-10-11T10:16:00+01:00 tag:econsultancy.com,2008:BlogPost/69495 2017-10-11T10:16:00+01:00 2017-10-11T10:16:00+01:00 Why the butterfly effect is killing the conversion optimisation industry Paul Rouke <p><strong>I have spent the last 15+ years working in the digital industry, primarily in user research, UX and “conversion optimisation”.</strong></p> <p>My experiences running a conversion optimisation agency have led me to conclude that the conversion optimisation industry is really, really messed up.</p><p><a href="https://econsultancy.com/blog/69495-why-the-butterfly-effect-is-killing-the-conversion-optimisation-industry/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69193 2017-06-22T16:02:26+01:00 2017-06-22T16:02:26+01:00 Using data to improve your mobile conversion: A simple but effective approach Steve Borges <p><strong>Delivering a step-change in mobile revenue isn’t easy, but a clear understanding of your user journey gives you a head start.</strong></p> <p>The key? Break the journey down into meaningful micro-conversions, then benchmark these to prioritise and unlock the biggest opportunities.</p><p><a href="https://econsultancy.com/blog/69193-using-data-to-improve-your-mobile-conversion-a-simple-but-effective-approach/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68074 2016-07-21T10:57:05+01:00 2016-07-21T10:57:05+01:00 Is content really the solution to lacklustre conversion rates? Steve Borges <p dir="ltr"><strong>Dramatic shifts in ecommerce over the last three years have created many challenges for retailers – with perhaps the most alarming a relentless downward pressure on conversion rates.</strong></p> <p style="font-weight: normal;" dir="ltr">It is not news to point out that the response has been a rush to ‘content’, the received wisdom being that strong content directly contributes to improved conversion - but should we take this much-vaunted link at face value?</p><p><a href="https://econsultancy.com/blog/68074-is-content-really-the-solution-to-lacklustre-conversion-rates/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67793 2016-04-29T10:05:11+01:00 2016-04-29T10:05:11+01:00 15 startling digital marketing statistics from this week Ben Davis <p><strong>It's a bumper stats roundup this week.</strong></p> <p>If you're interested in social commerce, digital transformation, PPC, ecommerce conversion rates, print ad spend, travel UX, telco UX, programmatic, payments, insurance UX, Euro 2016 and fashion ecommerce... *pause for breath* then you're in luck.</p> <p>As ever, this post is simply the entrée - head to our <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a> for a proper meal.</p><p><a href="https://econsultancy.com/blog/67793-15-startling-digital-marketing-statistics-from-this-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66719 2015-07-22T11:46:00+01:00 2015-07-22T11:46:00+01:00 17 ways your ecommerce business can beat Amazon Christopher Ratcliff <p><strong>There are many reasons why someone might buy something on your ecommerce site, aside from the promise of free cake and endless Gifs of kittens yawning.</strong></p> <p>Here are the three most glaringly obvious:</p><p><a href="https://econsultancy.com/blog/66719-17-ways-your-ecommerce-business-can-beat-amazon/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65029 2014-06-17T17:01:34+01:00 2014-06-17T17:01:34+01:00 Make buying easy: five pre-conversion strategies Shane Jones <p><strong>Attracting consumers to your site is only the first part of your problem. Once they show up, why do you think they’ll buy what you’re selling? </strong></p> <p>You’ve baited the hook and caught your audience’s attention, but if the bait’s not tied to anything your conversions sink straight to the bottom.</p> <p><a href="https://econsultancy.com/blog/10480-12-brands-increasing-conversions-by-understanding-human-psychology">Behavioral psychology</a> has a lot to say about why we buy the things we buy and what the decision-making process looks like.</p> <p>Knowing what your customers want or need to see from you will help you convert the traffic you already have, and ensure that the ones who get away eventually come swimming back to you.</p> <p>If you understand your brand and your market, these five strategies can turn traffic into conversions.</p><p><a href="https://econsultancy.com/blog/65029-make-buying-easy-five-pre-conversion-strategies/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64534 2014-03-19T15:03:00+00:00 2014-03-19T15:03:00+00:00 Improve your web conversions with the 'LIFT' model Shane Jones <p><strong>It’s 2014. T</strong><strong>he majority of people are doing business online. It’s imperative that your company website offers the experience your target audience needs to encourage a conversion.</strong></p> <p>Whatever services your business provides, your website needs to go beyond basic.</p> <p>Deploying a smart conversion strategy is the key to your website success. WiderFunnel created a method for identifying areas of improving conversions on your website called “the landing page influence functions for tests” (LIFT) model.</p> <p>By adopting this kind of method to evaluate and test on your website, you can find the optimal way to interact with your potential customers.</p><p><a href="https://econsultancy.com/blog/64534-improve-your-web-conversions-with-the-lift-model/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64481 2014-03-10T13:58:41+00:00 2014-03-10T13:58:41+00:00 Finding your best customers with the RFM matrix Ben Davis <p><strong>Ecommerce is simple. That’s the premise of this post, which follows on from ‘<a href="https://econsultancy.com/blog/64477-simplifying-ecommerce-finding-your-best-products">finding your best products</a>’. The heart of ecommerce is finding your best products and your best customers, in the pursuit of most profit.</strong></p> <p>The old mail-order mantra of ‘recency, frequency and monetary value’ (RFM) is still useful here. Categorising your customers based on an RFM matrix is the start of identifying your hero customers, and those that need a little more attention.</p> <p>These posts have been taken from a talk given by <a href="http://www.linkedin.com/in/mikebaxter">Mike Baxter</a>, Econsultancy long-time friend and consultant (author of the <a href="https://econsultancy.com/reports/checkout-optimization-guide">Checkout Optimisation guide</a>, amongst other things), at a recent breakfast briefing with Ometria.</p> <p>Let’s see what Mike had to say…</p> <p><a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64196 2014-01-30T11:33:00+00:00 2014-01-30T11:33:00+00:00 Three simple automated email strategies every travel business should use Philip Storey <p><strong>If you're a small to medium-size travel or experience brand, the following three strategies are sure to help you increase conversions and retention rates. </strong></p> <p>If you're a big player in the sector, take a look anyway. There might be a gap that one of these could fill or a little inspiration.</p> <p>Either way, I hope you find them to be useful. </p><p><a href="https://econsultancy.com/blog/64196-three-simple-automated-email-strategies-every-travel-business-should-use/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64188 2014-01-23T10:44:00+00:00 2014-01-23T10:44:00+00:00 Vistaprint: too much cross-sell or just enough conversion? Ben Davis <p><strong>Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.</strong></p> <p>A few years ago, the website was <a href="http://econsultancy.com/blog/3122-overcomplicating-the-checkout-process">all sorts of wrong</a>, as Graham Charlton detailed, beaten only by <a href="http://econsultancy.com/blog/3338-how-to-spoil-your-checkout-process">GoDaddy</a>.</p> <p>Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the <a href="http://econsultancy.com/reports/checkout-optimization-guide">checkout process</a> but that was to be expected when designing a customised t-shirt (my chosen product).</p> <p>Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.</p> <p>Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.</p> <p>However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.</p> <p>See what you think of each stage of the order process..</p><p><a href="https://econsultancy.com/blog/64188-vistaprint-too-much-cross-sell-or-just-enough-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64115 2014-01-13T15:40:00+00:00 2014-01-13T15:40:00+00:00 Pricing hacks for ecommerce stores that bring in the dollars Shane Jones <p><strong>According to an August 2012 study conducted by ReffferralCandy, in the US there are 102,728 ecommerce retailers that generate $12,000 or more in revenue. </strong></p> <p>Given the ever increasing consumer migration to the digital marketplace, this number has likely grown even more in the last year and a half. </p> <p>With such a competitive market, online retailers need to do what they can to stand out and provide incentive for consumers to shop at their store over another.</p> <p>One way to do this is to gain the consumers’ trust and loyalty; as part of a full strategy, effective pricing strategies can help grow this customer relationship.</p> <p>Pricing strategies on the website slightly mirror those in physical stores, and they are a great way to capture potential customers throughout the phases of the sales cycle.</p><p><a href="https://econsultancy.com/blog/64115-pricing-hacks-for-ecommerce-stores-that-bring-in-the-dollars/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63886 2013-12-13T17:10:00+00:00 2013-12-13T17:10:00+00:00 Six common conversion killers from ecommerce sites Pratik Dholakiya <p><strong>The wrong strategic approach can be costly for ecommerce sites, but many still make some fairly basic errors. </strong></p> <p>Try to avoid these six common errorss in your ecommerce site to avoid deterring customers and generate more conversions.</p><p><a href="https://econsultancy.com/blog/63886-six-common-conversion-killers-from-ecommerce-sites/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63735 2013-11-29T09:35:00+00:00 2013-11-29T09:35:00+00:00 Understanding the traits of online shoppers to drive conversions Ian McCaig <p><strong>Research has identified that just over 1% of an <a href="http://econsultancy.com/uk/reports/ecommerce-statistics">ecommerce site’s</a> users contribute 40% of its revenue. </strong></p> <p>By analysing 950m page views from more than 123m website visits, the research found that whilst this 1.06% of total visitors generate four tenths of a site’s income, there are a further 20% of site visitors who will visit regularly, but never make a purchase.</p> <p>So what are the traits of these very different consumers and how can you use this information to convince them to shop more, not less?</p><p><a href="https://econsultancy.com/blog/63735-understanding-the-traits-of-online-shoppers-to-drive-conversions/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63880 2013-11-27T09:38:44+00:00 2013-11-27T09:38:44+00:00 Eight cultural differences that impact conversion Ben Davis <p><strong>You have a website, or perhaps you have multiple websites, and you want to ensure that <a href="http://econsultancy.com/uk/reports/conversion-rate-optimization-report">conversion</a> in markets outside of UK and US is as high as possible.</strong></p> <p>In this case, especially for markets in the Middle East and Asia, it pays to know how a country’s culture will impact interaction with your content.</p> <p><a href="http://www.linkedin.com/pub/joe-doveton/22/414/439">Joe Doveton</a>, Director of Conversion Services at Globalmaxer delivered a fascinating talk at last week’s <a href="http://www.obanmultilingual.com/articles/blogs/international-digital-forum">IDF</a>, run by Oban Multilingual. Here are some of my practical takeaways.</p> <p>Whatever market you are approaching, make sure you have considered how these eight factors play.</p> <p>If you’re interested to learn more about international digital marketing, check out Econsultancy’s <a href="http://econsultancy.com/uk/training/courses/international-seo-ppc-digital-marketing">training courses</a>.</p><p><a href="https://econsultancy.com/blog/63880-eight-cultural-differences-that-impact-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63333 2013-09-03T14:33:00+01:00 2013-09-03T14:33:00+01:00 Coach: almost a first class website Ben Davis <p><strong>Coach has an ultimately frustrating website.</strong></p> <p>Don’t get me wrong, <a href="http://www.coach.com/">the desktop site</a>, designed this year, isn’t presenting too many barriers to customers. It also has some nice touches that should shine in a tweaked redesign. And it has some amazing <a href="http://econsultancy.com/uk/blog/63153-15-tips-for-making-your-product-images-work-harder">product images</a> (of amazing products).</p> <p>But, at the moment, it’s a little buggy and has a homepage lacking in features above the fold.</p> <p>With a little work, the desktop <a href="http://econsultancy.com/uk/reports/ecommerce-best-practice-compendium">ecommerce site</a> could make content and products easier to surface, and provide a much more immersive experience.</p> <p>In this post, I’m looking at the US website. If you’re not in the US, you can hit ‘global sites’ in the footer and take a look at the American view.</p> <p>For those outside of the US, Coach is big, with revenue of $3.23bn in 2009. It’s big enough that when I Google simply ‘coach’ (and bear in mind I’m in the UK), I get a Google company ‘card’ on the RHS of the SERPS (see below), which I can click to take me to results more relevant to the luxury leather goods store.</p> <p>So, now that I’m in the store, what does it look like?</p><p><a href="https://econsultancy.com/blog/63333-coach-almost-a-first-class-website/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63270 2013-08-21T10:20:11+01:00 2013-08-21T10:20:11+01:00 The future of SEO was PR, is it CRO now? Chris Bishop <p><strong>Staying ahead of the Google curve can be a feat in itself if you spend all day analysing keyword saturation rates and anchor text diversity. All SEOs need to remember it’s important sometimes to go back to basics to see the bigger picture. </strong></p> <p>Are we sculpting keywords and orchestrating anchor text to give Google-bot an easier job?<strong> No!</strong> We’re trying to make the internet a more productive and valued place, where users are able to locate worthy content easily and intuitively, and the same principle should be applied to all facets of our businesses, be it in store or online.</p> <p>So instead of relying on SEO/PR practices, we should be thinking about how we can add value, and improve the customer engagement through other methods. What about <a href="http://econsultancy.com/uk/reports/reducing-customer-struggle">Conversion Rate Optimisation</a>?</p> <p>A conversion health pack would certainly improve overall performance and budgets, but will enhancing usability improve SEO?</p> <p>It could take a manual review to fully interpret all usability improvements, but even if this doesn’t occur, the algorithm still pays attention to drop rates, engagement (time spent on page), page-views, and this group of metrics all count towards overall visibility.</p> <p>So the bottom line is, as long as your developments <em>actually</em> enhance the user journey, you’ll see ranking gains and a higher domain authority accruing. </p> <p><a href="https://econsultancy.com/blog/63270-the-future-of-seo-was-pr-is-it-cro-now/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63263 2013-08-20T09:59:00+01:00 2013-08-20T09:59:00+01:00 Five ways to boost conversions this summer Ian McCaig <p><strong>Britain is renowned for its hit and miss weather, so to help online retailers react to the ever-changing forecast this summer I’ve pulled together five top tips for boosting conversions, whether it’s rain or shine.</strong></p><p><a href="https://econsultancy.com/blog/63263-five-ways-to-boost-conversions-this-summer/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63114 2013-07-23T12:00:00+01:00 2013-07-23T12:00:00+01:00 Maximizing conversion with micro persuasion Arjan Haring <p><strong>“It's the little details that are vital. Little things make big things happen.” John Wooden</strong></p> <p><strong>I am a big fan of the <a href="http://econsultancy.com/nl/blog/62388-five-important-ppc-trends" target="_blank">micro-conversion vs. macro-conversion discussion</a> (go team micro!). Coming from a behavioral science angle to take up conversion challenges I would like to start the micro persuasion vs. macro persuasion discussion as well.</strong></p> <p>Marketers often have too ambitious persuasion goals to really be effective. Behavioral scientists are trained to start with <a href="http://econsultancy.com/uk/blog/63042-17-delightful-micro-ux-effects-and-transitions-for-your-website">micro goals</a> when they aim for macro goals.</p> <p>When you want to motivate someone to exercise regularly, a first push up is a great start! The same goes when you want to sell products.</p><p><a href="https://econsultancy.com/blog/63114-maximizing-conversion-with-micro-persuasion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63067 2013-07-16T09:16:00+01:00 2013-07-16T09:16:00+01:00 Conversion optimisation: is it really about the colour of the buy button? Malcolm Duckett <p><strong>Once you have captured your visitor, all you need to do is convert them.  </strong></p> <p>The old ideas centered around linear <a href="http://econsultancy.com/uk/blog/11372-will-2013-be-the-year-of-conversion-optimisation">conversion funnels</a> and site design are being overtaken by a focus on the customer and their lifecycle with the brand or business.</p> <p>Here we talk about some of the factors that need to be considered and suggest five proven lifecycle-related campaigns that can be implmented with today's generation of marketing automation services.</p><p><a href="https://econsultancy.com/blog/63067-conversion-optimisation-is-it-really-about-the-colour-of-the-buy-button/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62948 2013-06-20T13:50:03+01:00 2013-06-20T13:50:03+01:00 The ultimate guide to colors and formatting for better conversion Shane Jones <p><strong>It’s a concept that has been instilled in us since the beginning of grade school: reading is a powerful tool for learning.  </strong></p> <p>In the book<em> Blink: The Power of Thinking without Thinking</em>, Malcolm Gladwell imparts a series of case studies to explore the psychology of the human decision-making process, which is ever so applicable to the practice of engaging users on the web.</p> <p>My greatest takeaway: Human decision-making has little to do with the amount of knowledge or information available, but rather what we do with a shockingly small amount of data.  </p><p><a href="https://econsultancy.com/blog/62948-the-ultimate-guide-to-colors-and-formatting-for-better-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62415 2013-06-13T11:35:00+01:00 2013-06-13T11:35:00+01:00 12 essential PPC landing page success factors Graham Charlton <p><strong>Landing pages are an integral part of paid search. Effective pages mean you convert more visitors to the outcomes you need and in quality-score based search engines they make your ad more competitive.</strong></p> <p>Securing the click is only the start of the conversion journey. The quality of the user journey after the click will determine your ability to convert paid search traffic into desired outcomes.</p> <p>A common mistake in paid search programmes is for the focus to be entirely on keyword targeting and CPC management, ignoring the vital role that landing page optimisation plays in converting visits into actions.</p> <p>I'm referring to PPC landing pages here, as some of these tips are taken from our <a href="http://econsultancy.com/uk/reports/paid-search-marketing-ppc-best-practice-guide">PPC Best Practice Guide</a>, but many of these factors apply equally to email and other landing pages...</p><p><a href="https://econsultancy.com/blog/62415-12-essential-ppc-landing-page-success-factors/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62658 2013-05-08T16:27:18+01:00 2013-05-08T16:27:18+01:00 The importance of a value proposition in lowering bounce rate Shane Jones <p><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0003/2991/buzzstream_value_proposition-blog-full.jpg" alt="Buzzstream Value Proposition" width="200"><strong><em>“No enterprise can exist for itself alone. It ministers to some great need, it performs some great service, not for itself, but for others… or failing therein, it ceases to be profitable and ceases to exist.”</em> Despite being said in the mid 20s, these words, spoken by Calvin Coolidge, are so essential to business that they’re still spoken today.  </strong></p> <p>What Coolidge’s poetic statement implies is that the entire reason businesses exist is to make a profit, and more importantly, that is the <strong>sole reason</strong> that they exist.  </p> <p>Moreover, Coolidge suggests that in order for any business to maintain their role in any marketplace, they have to provide value. And those that have fallen out of favor have done so because they have lost sight of how to provide that value.  </p> <p>The reason for this brief glance through history is not to give another lecture on Business 101, but to remind online marketers that the key to online success still comes from core business principles and not aggressive <a href="http://econsultancy.com/uk/reports/search-engine-optimization-seo-best-practice-guide">SEO techniques</a>.  </p> <p>Instead it comes from core business principles, specifically the one surrounding a gripping <strong>value proposition</strong>. And the smaller your company is, the more significant this principle becomes.</p> <p><a href="https://econsultancy.com/blog/62658-the-importance-of-a-value-proposition-in-lowering-bounce-rate/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62622 2013-04-29T10:52:00+01:00 2013-04-29T10:52:00+01:00 A responsive ecommerce masterclass from Nixon: part one Paul Rouke <p><strong><img style="float: left;" src="http://i.imgur.com/KD0elZL.jpg" alt="" width="130">We are being asked more and more by our clients to provide support as they move towards <a href="http://econsultancy.com/uk/blog/10977-what-is-responsive-design-and-do-you-really-need-it">responsive design</a>. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors. </strong></p> <p>Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.</p> <p>But the challenge is, with so few larger retailers with large product catalogues already having moved to a <a href="http://econsultancy.com/uk/blog/61824-10-brilliant-examples-of-responsive-design-in-ecommerce">responsive design</a> (and this doesn’t mean the ones that have are necessarily doing it well) where can inspiration be gained to deliver a best in class experience?</p> <p>Enter stage left Nixon, which <a href="http://uk.nixon.com/about/">starts its about page text</a> with ‘<em>We make the little shit better</em>’.</p><p><a href="https://econsultancy.com/blog/62622-a-responsive-ecommerce-masterclass-from-nixon-part-one/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62437 2013-04-02T10:21:12+01:00 2013-04-02T10:21:12+01:00 Five uncommon ways for ecommerce retailers to segment their email list Michael Linthorst <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0003/1939/segments-copernica-home-page-post-blog-third.png" alt="" width="200" height="112">It’s “divide and conquer” when it comes to email lists. Your analytics team is charged with putting your customers into their respective buckets. </strong></p> <p>Then it’s the job of the marketing and creative teams to come up with relevant messaging targeted to each segment.</p> <p>Marketers are familiar with the traditional types of <a href="http://econsultancy.com/uk/blog/62303-how-to-effectively-segment-your-data">segmentation</a>, such as gender, age, location and engagement.</p> <p>These types of <a href="http://www.copernica.com/en/about-us/news/how-to-effectively-segment-your-data">segmentation</a> pay (literally), however, it can be even more rewarding to dig a little deeper into your list and find the correct segmentation for the job.</p> <p>Following are five less-common methods of segmenting your list.</p><p><a href="https://econsultancy.com/blog/62437-five-uncommon-ways-for-ecommerce-retailers-to-segment-their-email-list/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62085 2013-02-11T11:05:00+00:00 2013-02-11T11:05:00+00:00 Five ways to reinforce your ecommerce activities with email marketing Michael Linthorst <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/4601/333915133_b27a0511c4_m-blog-third.jpg" alt="" width="200" height="133">Website owners hate abandoned shopping carts, inactive customers and decreasing conversion rates, but all too often opportunities are left unexploited to reduce these by delivering personalised, targeted event driven email marketing. </strong></p> <p>Email marketing also provides opportunities to build relationships, trust and boost customer loyalty which will also positively affect the bottom line.</p> <p>In the following article, I’ll look into five key points that can help you to generate more revenue and take your ecommerce activities to a higher level using email marketing.</p><p><a href="https://econsultancy.com/blog/62085-five-ways-to-reinforce-your-ecommerce-activities-with-email-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/61972 2013-01-29T11:00:17+00:00 2013-01-29T11:00:17+00:00 Seven things customers demand online Craig Le Grice <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/8401/amazon_button-blog-third.png" alt="" width="200" height="110">Improving your online store requires many things, but nothing is more important than understanding why people buy. </strong></p> <p>Online retail psychology, while different from the psychology of instore shopping, is an age old subject with people at the heart. </p> <p>Recent research from MIT, Facebook, Google and Target has analysed the core reasons people shun instore and buy with a click.</p> <p>The seven most popular reasons for conversion are...</p><p><a href="https://econsultancy.com/blog/61972-seven-things-customers-demand-online/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/61934 2013-01-23T11:06:00+00:00 2013-01-23T11:06:00+00:00 Nine conversion techniques from the 1920s to try today Dave Gowans <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/8122/mead_main-home-page-post-blog-third.png" alt="" width="200" height="112">Although digital marketing is considered to be a relatively new industry, many of the theories underlying it have been around for almost 90 years and are still generating sales for some of the web’s biggest brands.</strong></p> <p>In 1923, Claude C Hopkins wrote Scientific Advertising, one of the most valued resources in the advertising industry.</p> <p>Hopkins pioneered split testing of his ads and defined a set of principles which, when applied to digital marketing can <a href="http://econsultancy.com/uk/reports/e-commerce-best-practice-compendium">increase both traffic and conversions</a>.</p><p><a href="https://econsultancy.com/blog/61934-nine-conversion-techniques-from-the-1920s-to-try-today/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11372 2012-12-19T13:10:00+00:00 2012-12-19T13:10:00+00:00 Will 2013 be the year of conversion optimisation? Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/7181/52824191_boost-your-website-conversion-rate1-blog-third.jpg" alt="" width="180">For what feels like the last five years it has been predicted that "next year will be the year of mobile." </strong></p> <p>Well perhaps 2012 was finally that year in many aspects, and long live the <a href="http://econsultancy.com/uk/reports/the-multichannel-retail-survey">multichannel shopper</a> I say. So before I start seeing "2013 will be the year of the tablet", I'm hoping that 2013 will finally be the year of conversion optimisation.</p> <p>To be more precise this is actually profit optimisation, but let’s not muddy the waters too much and just focus on the big C for now.</p> <p>Here are the predictions from me and my team at PRWD for what 2013 has in store for the testing and optimisation industry. What do you think?</p><p><a href="https://econsultancy.com/blog/11372-will-2013-be-the-year-of-conversion-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11286 2012-12-10T14:23:00+00:00 2012-12-10T14:23:00+00:00 Q&A: Sarah Chambers of Radley and Co on conversion rate optimisation Linus Gregoriadis <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/6868/sarah_chambers-blog-thumb.png" alt="" width="100" height="140">Sarah Chambers is Site Operations &amp; Development Manager at fashion retailer <a href="http://www.radley.co.uk/">Radley and Co</a>, focused on optimising the website to improve customer experience and conversion rates. </strong></p> <p>Her role involves overseeing a data-driven approach to website optimisation that combines analytics, usability, design and testing. We asked her a number of questions about her approach, and the company's work with <a href="http://www.redeye.com/">RedEye</a> to improve conversion rates.  </p><p><a href="https://econsultancy.com/blog/11286-q-a-sarah-chambers-of-radley-and-co-on-conversion-rate-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10967 2012-10-29T09:48:00+00:00 2012-10-29T09:48:00+00:00 Banners, buttons and text links: an experiment in conversion Simon Penson <p><strong>Much is written about conversions from various types of page real estate, but few share that data. </strong></p> <p>Working with the team at Live Casino we have spent the past 12 months looking at how different call to actions affect click through and uncovered some interesting findings around changing behaviours in how we react.</p> <p>Is click-through banner advertising on the decline? Is a button better than a text link? All of this and more is answered below.</p><p><a href="https://econsultancy.com/blog/10967-banners-buttons-and-text-links-an-experiment-in-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10360 2012-07-18T09:38:00+01:00 2012-07-18T09:38:00+01:00 Seven rules for conversion optimisation Ellie Edwards-Scott <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/1118/testing-blog-third.jpeg" alt="" width="170">The cost of attracting high-value visitors to a website is increasing as sites compete for the same customers. </strong></p> <p>With online conversion rates in the UK falling by 55% over the past five years the best way to increase efficiency is exploiting existing visitor streams with <a href="http://econsultancy.com/uk/reports/checkout-optimization-guide">conversion optimisation</a>.  </p> <p>To coincide with the launch of the 2012 <a href="http://ecly.co/CRO-survey-2012">Conversion Rate Optimisation Survey</a>, here are seven tips to boost a website’s success...</p><p><a href="https://econsultancy.com/blog/10360-seven-rules-for-conversion-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10090 2012-06-11T22:33:22+01:00 2012-06-11T22:33:22+01:00 How Avis turns search into onsite conversion Heather Taylor <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/9728/avisbudget-blog-half.jpg" alt="" width="300" height="50">The Avis Budget Group runs two of the largest brands in the car rental business. Between the two there are 120 million rental days from 10,000 locations. This accounts for 28 million transactions and seven billion in annual revenue.</strong></p> <p>John Peebles, VP of Marketing Strategy and Innovation, gave a little insight into how the company looks at attribution, branding and how it can respond to customers to drive conversion.</p><p><a href="https://econsultancy.com/blog/10090-how-avis-turns-search-into-onsite-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9067 2012-02-21T10:55:00+00:00 2012-02-21T10:55:00+00:00 Lings Cars and the art of persuading visitors to buy Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/0001/6062/ling_stripes_116.gif" alt="" width="116" height="116">Now and again you see a website so different to the norm that you can’t help but be intrigued. <a title="Lings Cars" target="_self">Lings Cars</a> reverses perfectly in to that space. </strong></p> <p>The easy option here would be for me give the site a good going over with a usability stick, but I wouldn’t be the first to do that and quite frankly I don’t want to have Ling Valentine breathing now my neck and boxing me into submission....</p> <p>Instead, what I want to hopefully do in this article is identify a wide range of persuasive, psychologically rooted design techniques that this website uses to a) build trust and then b) encourage you to hire.</p> <p>Stay with me on this, I know when you first see the site you may well have a WTF moment and wonder how anyone would/could find their way around the site, but if you don’t know already Ling shifts quite a few cars over the course of the year: <strong>£35m in 2010 </strong>in fact.</p><p><a href="https://econsultancy.com/blog/9067-lings-cars-and-the-art-of-persuading-visitors-to-buy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8638 2012-01-10T11:32:00+00:00 2012-01-10T11:32:00+00:00 Bad reviews improve conversion by 67% Vikki Chowney <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/4582/reevoo_logo_rgb_300dpi-blog-thumb.jpeg" alt="" width="100" height="49">Social commerce company Reevoo has released research that suggests bad reviews are good for business.</strong></p> <p>The company found that 68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews when they don’t see anything negative at all.</p><p><a href="https://econsultancy.com/blog/8638-bad-reviews-improve-conversion-by-67/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8391 2011-11-30T10:14:00+00:00 2011-11-30T10:14:00+00:00 Persuasive checkout best practice from ASOS Paul Rouke <p><strong>As a follow-up to my earlier article, <a title="Shopping basket best practice from ASOS" href="http://econsultancy.com/uk/blog/7106-asos-shopping-basket-best-practice" target="_self">Shopping basket best practice from ASOS</a>, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.</strong></p> <p>The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my <a href="http://econsultancy.com/uk/training/courses/e-commerce-usability-and-best-practice-for-online-retailers">e-commerce best practice training courses</a>.</p> <p>The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.</p> <p>This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.</p><p><a href="https://econsultancy.com/blog/8391-persuasive-checkout-best-practice-from-asos/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8002 2011-09-14T09:48:00+01:00 2011-09-14T09:48:00+01:00 Create an 'Engagement Zone' to increase lead capture rates for your funnel Andy McCartney <p><strong>Organisations are employing a variety of digital sales and marketing tools, channels, content and practices to generate awareness and traffic to their web assets, but the percentage of that traffic converted to contacts, prospects, leads and actual business is woeful. </strong></p> <p>Why is that, and what can we do? </p> <p>This post presents the idea of an <strong>'Engagement Zone'</strong> that integrates content access, next steps, calls-to-action and marketing automation into a custom conversion solution. </p><p><a href="https://econsultancy.com/blog/8002-increase-capture-rates-create-an-engagement-zone/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7972 2011-09-07T13:11:00+01:00 2011-09-07T13:11:00+01:00 67 questions usability testing can answer Paul Rouke <p><strong>From experience, usability testing is THE most enlightening and powerful activity that brands can carry out to answer an extensive range of questions which can be crucial to how their website performs.</strong></p> <p>As well as providing genuine evidence of what people are doing on websites, usability testing provides compelling insights as to WHY people are doing what they are doing. OK, stay with me on this, I know I’m not enlightening anyone so far with this statement…</p> <p><img src="http://assets.econsultancy.com/images/0001/2193/questions-home-page-post.gif" alt=""></p> <p>The problem (or opportunity) is the term usability testing, or user testing, whichever you prefer to use. Testing is much more than just testing the ‘usability’ of a website, much more than just testing how affective a website is in achieving its goals.</p><p><a href="https://econsultancy.com/blog/7972-67-questions-usability-testing-can-answer/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7779 2011-07-19T09:33:00+01:00 2011-07-19T09:33:00+01:00 Attribution modelling: the myths and the misnomers Helen Southgate <p><strong>Comments around the affiliate channel looking for a new solution to last click is completely fallacious as are many of the articles and panels I have seen around <a href="http://econsultancy.com/uk/blog/7615-choosing-marketing-attribution-technology-five-things-to-consider">attribution modelling</a>. </strong></p><p><a href="https://econsultancy.com/blog/7779-attribution-the-myths-and-the-misnomers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7600 2011-06-07T10:50:00+01:00 2011-06-07T10:50:00+01:00 Checkout best practice revisited Paul Rouke <p><strong>It’s been over two years since I published an article on the Econsultancy blog entitled: <a title="Checkout best practice recommendations from Paul Rouke" href="http://econsultancy.com/uk/blog/3539-are-retailers-following-best-practice-to-improve-conversion-rates" target="_blank">Are retailers following best practice to improve conversion rates?</a></strong></p> <p>In that article I was specifically looking at the <a href="http://econsultancy.com/uk/reports/checkout-optimization-guide">checkout processes</a> of a variety of retailers, and in particular whether or not they have enclosed (or in other words removed site wide elements and distractions to focus the user) the process. </p> <p>In this article I have revisited the retailers who featured in this article to see which of the retailers who didn’t enclose their checkouts then are now using this approach . </p> <p><a href="http://econsultancy.com/uk/blog/6623-why-you-should-enclose-the-checkout-process">Enclosing the checkout</a> is an approach I almost always recommend my retail clients adopt as a primary way of improving their checkout funnel conversion rate.</p><p><a href="https://econsultancy.com/blog/7600-checkout-best-practice-revisited/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7615 2011-06-06T14:45:00+01:00 2011-06-06T14:45:00+01:00 Choosing attribution technology - five things to consider Linus Gregoriadis <p><strong>Econsultancy's first <a href="http://econsultancy.com/reports/marketing-attribution-management-buyers-guide">Marketing Attribution Management Buyer's Guide</a> looks in detail at this fast-growing market, with profiles of the leading players and tips for those looking for a supplier. </strong></p> <p>Here, we outline five of the most important considerations for those looking for an attribution vendor.   </p><p><a href="https://econsultancy.com/blog/7615-choosing-marketing-attribution-technology-five-things-to-consider/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7586 2011-06-01T13:50:00+01:00 2011-06-01T13:50:00+01:00 What can e-commerce learn from supermarket psychology? Nick Jones <p><strong>It’s well known that when we go to a supermarket we are being influenced in our decisions at all times. The store layout is structured to maximise profit and the way a customer moves, stops, sees, smells and thinks are not left to chance. </strong></p> <p>Giving optimal positions to products with the highest profit margins, grouping complimentary products together to persuade users to buy more and even pumping the canned smell of baking bread 24 hours a day through the entire store are just a few of the well tested tactics employed by the supermarkets to maximise the value of each and every shopper.</p> <p>How did the supermarkets get to this point? One word: data. Many ideas about shopping habits have been generated over the years but the theories that are in use now are the ones that were tested, analysed, refined, tested again and then implemented.  </p><p><a href="https://econsultancy.com/blog/7586-what-can-e-commerce-can-learn-from-supermarket-psychology-4/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7461 2011-04-27T13:32:00+01:00 2011-04-27T13:32:00+01:00 WTF does usability best practice actually mean? Paul Rouke <p><strong>What constitutes usability best practice for e-commerce? In fact, what makes something/anything 'best practice'?</strong></p> <p>I’m the first one to say that I regularly refer to ‘usability best practice’ and best practice is certainly a phrase used often enough by Econsultancy. I thought it would be worth starting a discussion on what you think when they hear this term, and what you feel justifies having the label ‘best practice’. </p> <p>Or perhaps you feel it should just be banished from our industry!</p><p><a href="https://econsultancy.com/blog/7461-what-the-hell-does-usability-best-practice-actually-mean/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7376 2011-04-05T11:36:00+01:00 2011-04-05T11:36:00+01:00 The five stages of the email lifecycle Tim Roe <p><strong>Email is a bit of a special medium. Most people have got an email address that is unique to them, which makes it more in common with a mobile phone number than a postal address.</strong></p> <p>An email address is individual (most of the time) and it can be linked closely to the customer lifecycle using response data alongside RFM data. </p> <p>This lifecycle can be tracked, measured, anticipated and managed. Here are some ideas on how you can use the stages of the lifecycle to develop strategies that prolong the relationship with your customer and increase LTV.</p><p><a href="https://econsultancy.com/blog/7376-the-five-stages-of-the-email-lifecycle-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6834 2010-11-10T15:23:00+00:00 2010-11-10T15:23:00+00:00 Why online retailers need product videos Graham Charlton <p><strong>There are already plenty of strong arguments for the use of video on e-commerce sites, but here are some more from one retailer who has been using 360 product images and videos. </strong></p> <p><strong></strong><a href="http://econsultancy.com/uk/blog/4984-q-a-gerrard-denbis-of-simply-group-on-e-commerce">Gerrard Dennis</a> of <a href="http://www.thesimplygroup.com/">The Simply Group</a>, which operates seven online stores, has been looking into the effectiveness of images and video on his websites, and has some interesting insight into how video and product photography has improved his sites' conversion rates...  </p><p><a href="https://econsultancy.com/blog/6834-why-etailers-need-product-videos/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6779 2010-11-01T10:15:00+00:00 2010-11-01T10:15:00+00:00 10 best practice tips for basket abandonment emails Matthew Kelleher <p><strong>Everyone is doing basket abandonment emails today… or so I thought. But I have just been proved wrong. </strong></p> <p>According to our research, less than 10% of the top 100 UK e-commerce sites (as defined by Hitwise) currently do basket abandonment emails, so I thought I would post the <strong>top 10 best practice learnings</strong> that we have had from the last decade...</p><p><a href="https://econsultancy.com/blog/6779-10-best-practice-tips-for-basket-abandonment-emails/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6404 2010-08-19T08:57:00+01:00 2010-08-19T08:57:00+01:00 Optimise conversions in four easy steps Matt Owen <p><strong><img style="float: left;" src="http://farm5.static.flickr.com/4119/4878867366_0ea05d18e1_m.jpg" alt="online-conversion" width="128" height="128">OK, so you've worked long and hard to find the perfect keywords for ads, you've got a team of heavyweight SEO Jedi hard at work, and kidnapped marketing geniuses chained up in the basement, and as a result your traffic is through the roof.</strong> </p> <p>Getting solid traffic can be an arduous process, but it's important to remember that ultimately <strong>that isn’t why you are in business. </strong></p> <p> You're here to convert traffic into sales, and this is part of the process where many businesses falter. Having access to huge numbers of people is different from actually selling to them.</p> <p>Fortunately there are some simple rules you can follow that will really help you optimise your site for conversions.</p><p><a href="https://econsultancy.com/blog/6404-optimise-conversions-in-four-easy-steps/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/4727 2009-10-07T10:26:00+01:00 2009-10-07T10:26:00+01:00 Conversion: clients and agencies don't see eye to eye Matthew Kelleher <p><strong>In the coming days Econsultancy will be releasing a new survey-based report on attitudes an approaches to 'conversion', and as sponsors and co-authors RedEye has had a sneak peek at the results.</strong></p> <p>The key approaches are numerous and have been reviewed in some degree of depth, and there are some standout insights.</p><p><a href="https://econsultancy.com/blog/4727-conversion-clients-and-agencies-don-t-see-eye-to-eye/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/4512 2009-08-26T16:28:00+01:00 2009-08-26T16:28:00+01:00 Take five seconds to test your call to action and USP Paul Rouke <p><img style="float: left;" src="http://farm2.static.flickr.com/1258/1242426877_9cdace7a19_m.jpg" alt="Horse behind a fence" width="240" height="160"><strong>You may be focused on improving the conversion rate for your website, or simply wanting to ensure that your visitors can quickly get an idea of what you do and offer. </strong></p> <p>Whatever your goals, having a clear proposition and call to action are two areas that can have a positive impact on your business performance.</p> <p>In this post I will be talking about a web application that you can use to help you and your business gain invaluable insights from end users. </p><p><a href="https://econsultancy.com/blog/4512-take-five-seconds-to-test-your-call-to-action-and-usp/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>