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The perennial business problems of budget and resource availability are the main barriers to adopting or improving testing processes, according to a new survey by Adobe.
Just under half of respondents said that budget (45%) and lack of resources (42%) were “very challenging” problems when it came to testing, while “knowing how to test effectively” is the third most challenging area (37%).
But these results are unsurprising when compared with the report’s broader findings.
The data shows that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, while a further 49% of respondents stated that testing is not a priority at their company.
Though the introduction of new engagement metrics is exciting, focusing on foundation metrics (available to retailers for years) still make big a impact on conversion rates.
One such series of foundation metrics is the analysis of site search, understanding what people are typing into your websites search box and their behaviour afterwards.
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.
Customers everywhere love choice. And when you sell online, giving shoppers choice means making sure they can find what you have to sell, and making it easy for them to compare and contrast different product or service options.
Site search can be one of the most useful tools in your ecommerce toolbox for helping website visitors browse products and information quickly and easily, and view search results in ways that best fit their needs.
With a user-friendly site search experience, visitors are more likely to convert, and more likely to return to your site for more purchases.
Here are some ideas, taken from our Big Book of Site Search Tips, to help you create an engaging and user-friendly site search experience that can more easily attract visitors to the products they want to buy.
Is site search less important for niche retailers than larger ecommerce sites?
It's an interesting question, and one which came up when I was moderating the Site Search and Naviagtion roundtable at Digital Cream last week.
However, when it is used by visitors, it more than pays its way...
Style is everything when it comes to marketing fashion and beauty brands online. Consumers expect visually rich product presentations and easy ways to compare options like colours and sizes.
That’s why online merchants selling fashion and beauty products are at the forefront of implementing new ecommerce strategies that highlight their products in high style.
Just like they do on the high street, they fill their online storefronts with scintillating features that allow shoppers to browse colours, styles, silhouettes and patterns, with advanced search results, sorting options and merchandising tactics that help visitors quickly find the products they need and convert them into buyers.
You need effective keywords to launch a successful search engine optimising campaign, and your site search data can provide a treasure trove of search terms that your customers already use.
If you’re only using web search terms for your search marketing efforts, you’re missing out on a great opportunity to strengthen your keyword list.
Mine site search data for keywords in order to boost the success of your campaigns.
Today sees the release of Econsultancy's E-commerce Best Practice Compendium, which contains more than 170 tips on improving usability and conversions.
The report is split into three sections: site search and navigation, product pages, and the checkout process.
In today's post, I'll look at some tips examples to improve e-commerce navigation.
Every time a new smartphone hits the market (like every other month) consumers are given more ways to integrate these devices into daily activities, like shopping for and researching products, socialising, and other fun distractions.
And with each upgraded device that comes out, the design geniuses at Apple, Microsoft, and others have added cool new features and enhanced graphics to improve usability.
It seems that, after a few years of redesigns, navigation on most e-commerce sites follows a pretty familiar pattern.
There is some sense in this. Online shoppers are accustomed to the same general patterns of navigation from their experiences on the online retail sites they use regularly, so there is much to be said for following precedent in this area.
But does this prevent innovation in e-commerce design? Are there better ways that retailers could be using?
I've been asking the e-commerce experts and looking at a few examples...
Site search is vital for online retailers, as use of the search box by visitors indicates that they have a product in mind when they visit the site, and shows a possible intent to purchase.
So where should retailers place the site search box for maximum impact and usage?
I've been looking at where online retailers are placing their site search functions, and how they can make them stand out on the page...
Site search is critical to the success of your online business. And now that more people use mobile phones and tablets to surf the web and shop, you need to be sure you’re always delivering as short a path as possible to the “add to cart” button, without distracting them by too much extra information.
When it comes to search, install and forget no longer works. Delivering a great search experience requires constant attention – but the good news is your search data is a big help in this regard.
By examining site search data you can learn about your customers’ favourite products as well as the terms they use in your search box, their responses to promotional offers, and seasonal trends.