Product returns are a major problem for online retailers as each unwanted order obviously incurs a cost, which then raises the dilemma of who is to pay for postage.
Passing the cost onto customers is certain to put people off ordering again in future, but absorbing the cost might not be feasible for all businesses.
Ideally retailers should try and reduce the need to return items in the first place, and we’ve previously written about a shoe fitting app that reduced fit-related returns by 23%.
Now ASOS has launched a new tool, Virtusize, that has the potential to achieve an even greater rate of success, as it has already proven to reduce fit-related returns by up to 50% on other ecommerce sites.
It’s that time again where we present the week’s finest digital marketing infographic.
This time it comes from Quick Sprout and looks at optimising contact forms for conversions. Admittedly the colour scheme is quite bland, but the quality of the information elevates it above the others I’ve seen this week.
It includes stats on the optimum number of fields per form and the kind of personal information you should avoid asking for.
To find out more on this topic read our blog post detailing three case studies about optimising lead generation forms or check out our Conversion Rate Optimisation Guide.
Every digital marketer knows that failure to motivate people to take action hurts your conversion rate and costs you money.
What you may not know is that influencing motivation involves more than just a good product description or use of techniques like social proof.
Reading this post will give you a new perspective on how to influence motivation throughout your conversion funnel. You will also discover some new ideas which you can test on your own website to boost conversions.
A/B/n and multivariate testing is one of the most important CRO (conversion rate optimisation) activities for continually improving your website, and yet for some it can be difficult to get started with.
In this post I’ll share three frequently asked questions we hear time and time again from our clients when just starting out with A/B and multivariate testing.
When I moved to the UK in 2007, aside from acclimatising myself to a new city, culture and a host of new accents, I found myself having to adjust to being regularly mistaken for an American.
At first, it bothered me but as with most things though, you adapt. But it bothered me because, despite all our apparent similarities, Canadians and Americans are very different.
These differences can be translated to today’s online world, where it’s important for businesses to recognise that countries or cultures interact with websites differently and should therefore be treated with a bespoke experience.
In the realm of conversion optimisation, there are a number of best practices that can be considered.
Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
Overlays, screens that appear on top of a web page a visitor is browsing, are taking over as the most powerful way to gather email opt-ins from new visitors.
Thousands of sites use them, ranging from publishers such as The Motley Fool, to ecommerce sites like Joss & Main, and even Hilary Clinton’s last presidential campaign site.
Generally, a site with an overlay garners up to 400% more email opt-ins than a site that relies on an in-line form will.
To put that another way, if your site’s opt-in form gets a .5% opt-in rate now, adding an overlay could bring you a 4% opt-in rate or higher.
How can you make your overlays get an even better response rate? Happily, overlays are fairly easy to run A/B tests on.
Here are three examples to inspire you...
Are your landing page or product page images big enough to get the best conversion rate that you can get? We’ve seen a wide variety of marketers testing image size these days, including B2B, ecommerce and media sites.
I’m not talking about allowing your visitors to click to enlarge images. I’m talking about blowing up the size of your hero shot (the most important image on your page) so it’s much, much bigger.
Here are three examples from very different marketers to inspire you.
Be sure to share them with your design and testing team.
Social proof is perhaps the most well known of Robert Cialdini’s six keys to persuasion explained in his 2009 book titled “Influence”.
In this article I will describe why social proof works in the online context and how you can use it to increase conversions.
Following are my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for 2013. As is traditional for my trends, there are around seventeen of them.
I haven’t spent too much time on giving extensive justification for any of these; they are based largely on the many conversations I have with industry influencers and practitioners.
Many are really just notes, or bullet points, but I’ve tried to give links to further information if you want to delve deeper. They are in no particular order though I’ve started with the more ‘strategic’ stuff.
As ever, I’d be very interested to hear your thoughts, or feel free to post a link to your own trends or predictions.