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Coach has an ultimately frustrating website.
Don’t get me wrong, the desktop site, 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 product images (of amazing products).
But, at the moment, it’s a little buggy and has a homepage lacking in features above the fold.
With a little work, the desktop ecommerce site could make content and products easier to surface, and provide a much more immersive experience.
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.
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.
So, now that I’m in the store, what does it look like?
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.
Are we sculpting keywords and orchestrating anchor text to give Google-bot an easier job? No! 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.
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 Conversion Rate Optimisation?
A conversion health pack would certainly improve overall performance and budgets, but will enhancing usability improve SEO?
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.
So the bottom line is, as long as your developments actually enhance the user journey, you’ll see ranking gains and a higher domain authority accruing.
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.
“It's the little details that are vital. Little things make big things happen.” John Wooden
I am a big fan of the micro-conversion vs. macro-conversion discussion (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.
Marketers often have too ambitious persuasion goals to really be effective. Behavioral scientists are trained to start with micro goals when they aim for macro goals.
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.
Once you have captured your visitor, all you need to do is convert them.
The old ideas centered around linear conversion funnels and site design are being overtaken by a focus on the customer and their lifecycle with the brand or business.
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.
It’s a concept that has been instilled in us since the beginning of grade school: reading is a powerful tool for learning.
In the book Blink: The Power of Thinking without Thinking, 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.
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.
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.
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.
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.
I'm referring to PPC landing pages here, as some of these tips are taken from our PPC Best Practice Guide, but many of these factors apply equally to email and other landing pages...
“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.” Despite being said in the mid 20s, these words, spoken by Calvin Coolidge, are so essential to business that they’re still spoken today.
What Coolidge’s poetic statement implies is that the entire reason businesses exist is to make a profit, and more importantly, that is the sole reason that they exist.
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.
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 SEO techniques.
Instead it comes from core business principles, specifically the one surrounding a gripping value proposition. And the smaller your company is, the more significant this principle becomes.
We are being asked more and more by our clients to provide support as they move towards responsive design. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors.
Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.
But the challenge is, with so few larger retailers with large product catalogues already having moved to a responsive design (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?
Enter stage left Nixon, which starts its about page text with ‘We make the little shit better’.
It’s “divide and conquer” when it comes to email lists. Your analytics team is charged with putting your customers into their respective buckets.
Then it’s the job of the marketing and creative teams to come up with relevant messaging targeted to each segment.
Marketers are familiar with the traditional types of segmentation, such as gender, age, location and engagement.
These types of segmentation 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.
Following are five less-common methods of segmenting your list.
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.
Email marketing also provides opportunities to build relationships, trust and boost customer loyalty which will also positively affect the bottom line.
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.
Improving your online store requires many things, but nothing is more important than understanding why people buy.
Online retail psychology, while different from the psychology of instore shopping, is an age old subject with people at the heart.
Recent research from MIT, Facebook, Google and Target has analysed the core reasons people shun instore and buy with a click.
The seven most popular reasons for conversion are...