We asked a bunch of our industry expert friends: if a small to mid-sized retailer asked you for a couple of low resource, high impact & simple to execute, tips they could use before the holidays, what would you tell them to do? The tips had to be simple for them to act on with the minimal amount of resources since we are coming up on crunch time. Some of the friends we asked include: Amy Africa, @amyafrica Linda Bustos,…
Last week, I asked you to look at the pricing tables from the Dell.com website and to offer suggestions on how to improve them. There were some fabulous suggestions, let’s take a look: Graham Charlton shared: A comparison table, as used by UK site Comet, would work better. Less busy and allows for side by side feature comparison. Also has a handy ‘highlight differences’ button. http://i.imgur.com/JBilf.png As he suggests Dell is not currently doing a good job highlighting the differences between the…
On Twitter, I shared a link to this article from Smashing Magazine, Pricing Tables: Examples And Best Practices. When I shared it, I said that while many of these were beautiful there was still plenty of room for some conversion optimization. This won’t be as tricky as my first Conversion Optimization 101 post that you needed to pick up on the nuance that corporate culture trumps any conversion optimization tactics. Even so, we had some fabulous suggestions in the comments. For my…
I just came back from Shop.org’s Annual Summit in Denver, where over 4,000 retailers and industry supporters came to learn more about what the industry was up to. While I was there I thought I would spend some time interviewing some of my retailer friends and bring their words to you. I asked each one the following questions: Where do you think retail is headed in the next three years? What are the biggest challenges and opportunities you see for this coming…
This week I conclude this series of columns about big data and what it means for marketers with a seven-minute video. I promised at the end of “E-Commerce Moneyball” that I would show you the tools that Amazon developed internally and leveraged to become the dominant e-commerce market leader. In the video I deconstruct Amazon.com’s category (landing page) and product pages to identify the features that online retailers can duplicate with some of the big data tools that have come…
It’s not often I get to leave the confines of my screens, where I always see the world through the eyes of a marketer, but I have been in the real world for the past couple of weeks on a well-deserved vacation in New York City, my hometown. I moved to Austin, TX this January so I got a new perspective on things I saw and virtually ignored or took for granted my entire life. We are staying in an…
A couple of weeks ago, I had the honor to speak at the exclusive Acceller Summit in Miami. Some readers may remember Acceller from the case study I wrote about them and their CEO Steve McKean in my book Always Be Testing. Steve is the CEO who explained: “A culture of testing and optimization cannot happen in a vacuum, nor can it be mandated. You need a team that understands and believes in the principles. You need to communicate a…
All retailers have product pages. Some product pages are good in that they help you sell. Some product pages are neutral in that they don’t detract from making a sale. Some product pages – well, they hurt your sales. Is your product page earning it’s keep? Is it attracting and engaging qualified buyers? Does it have a profitable look-to-book ratio? Product pages must work harder than ever before, since visitors are demanding more from your product pages than they ever…