Online sellers have spent a great deal of time implementing features that support cross-device shopping. This includes researching and tweaking their websites to accommodate various screen sizes, browsers, and connectivity. But there’s another key mobile design feature: the thumb zone. A term coined by mobile interface expert Steven Hoober, the thumb zone is “the most […]
Does Your Mobile Site Pass the Thumb Zone Test? Read More »
Ecommerce merchants typically run promotions throughout the year. Some are seasonal, such as “Free Shipping on Valentine’s Day Flowers” and “20% Off for Cyber Monday.” Others focus on product categories, such as “Free Socks with Purchase of Any Jeans.” Still others are sitewide, such as “Free Shipping on All Purchases.” But how does a merchant
Which Promotions Perform Best for Your Ecommerce Business? Read More »
Configuring site search to mimic how visitors think and speak can go a long way to helping them find what they are looking for. That was the goal of Ask Jeeves. It launched in 1996 and shook up Internet search. Its objective was simple — to let people ask real questions, instead of entering specific
Manage Site Search Like It’s 1996 Read More »
The proliferation of marketplaces and advertising channels represents a data challenge for ecommerce merchants. Increasingly, merchants are selling on Amazon, eBay, and Walmart, for example, in addition to their own websites. Many are now advertising beyond Google AdWords and Bing ads to other channels, such as Facebook and AdRoll. The challenge is obtaining traffic and
Google Data Studio: Track Sales, ROI from All Sources Read More »
How often do we attempt to decide the best color for an add-to-cart button, or what subject line to use in an email, or the products to feature on the home page? For each of those choices, there is no reason to guess. An A/B test would determine the most effective option. A/B tests are controlled
Comparing A/B and Multivariate Testing Read More »
Personalization is the key to selling online. Without personalization, you’re relying on consumers to figure out what they want. By presenting relevant products, you eliminate all of that hard work, which most shoppers aren’t going to do anyway. A study conducted by Salesforce in March to June 2017 revealed that shoppers prompted with relevant product
Study: Personalized Recommendations Produce 4 Times More Conversions Read More »
How you calculate the value of a conversion can have big implications for your marketing budget and your company’s bottom line. Many marketers optimize their search campaigns, for example, by looking at the cost per conversion of a given keyword. For display or video campaigns, analyzing performance by the conversion cost per ad or ad type
What’s the True Value of a Conversion? Read More »
“Who are these guys?” It’s a question many consumers likely ask themselves when shopping at your site. In this post, I’ll explore how to address the mindset behind the question. Doubts and Worries Visitors who find something on your site that they want but have never heard of your company may fear being scammed. How
Use Your ‘About’ Page to Build Trust with First-time Visitors Read More »
On Cyber Monday 2017, mobile saw its first $2 billion day, claiming roughly one-third of the money spent online. No longer are consumers using smartphones just to research. For years, we’ve been hearing about the importance of responsive design and mobile-friendly features. Many small business etailers remained unconvinced of the power of mobile users as
Mobile to Dominate Ecommerce Conversions Read More »
The standard reporting in Google Analytics works well for many ecommerce sites. But there are opportunities to enhance the default dimensions and metrics in Google Analytics, to empower online merchants even more. In this article, I’ll review three ways to customize Google Analytics reports, to help merchants track key metrics and make critical decisions. I’ll
Google Analytics: 3 Key Reports to Customize for Ecommerce Read More »
