There are thousands of sites and networks that make up the social media aspect of the Internet. Many have little to no activity, while others may cater to specific types of industry. Then there are the "big guys" everyone notices, like Facebook, Twitter and Google +. Determining which platform to use for business can be a daunting task. I've seen small, little-known brands … [Read more...]
PeC: Increase Conversions with Alternate Payment Methods
Ten years ago, PayPal was the ideal solution for small businesses that couldn’t justify the high costs of a merchant account. In its infancy, the growth of PayPal user accounts came from smaller merchants. PayPal later became the norm for eBay and large etailers because it allowed people without credit cards to shop online. Today, more and more online consumers are flocking … [Read more...]
PeC: 11 Ways to Increase Conversions on Mobile Devices
Last November, while stuck in a waiting room, I shopped for Christmas presents via my smartphone. Few of the stores I visited had a mobile site, making the navigation and checkout process time consuming and frustrating. I gave up on several, seeking out their competition. I am not alone... Read full article at Practical eCommerce Pamela Hazelton is a senior … [Read more...]
PeC: Using the Return Policy to Convert Shoppers into Customers
It’s common practice to focus on trends, design and shopability to (hopefully) increase and maintain sales. For the most part, these topics play a major role in a site’s sell-through rate. Let’s not, however, overlook the less obvious reasons shoppers may be abandoning your online store. Your return policy can make or break a sale all on its own. Consumers want to feel … [Read more...]
Information Wants for Nothing: Free Content Can Be a Killer
Imagine this… You started your dream job twenty years ago. Over the years you've been responsible for key changes and advancements in the company. Management sees you as truly dedicated and you've worked your way up to a six figure salary. You've tucked away some money for your kids' college, but also didn't pass on the opportunity to enjoy the fruits of your labor. So, this … [Read more...]
It’s Okay to Ask for Testimonials
Testimonials can help drive business. But what if your site is lacking passionate comments by customers? It's okay to ask for them... For every complaint you hear, there are at least ten consumers who walked away silently. Later, perhaps, they'll complain about you to their friends or on Facebook, but the majority of customers who feel they've been done wrong will never take … [Read more...]
Proud to be a Nobody!
In his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy Kawasaki calls "nobodies" the new "somebodies". Through social channels, he says, the "little guys" can (and often do) build the influence chain. His words ring true. In a recent interview at Forbes, Kawasaki expands on the topic: You still have to pay someone to suck up to the New York … [Read more...]
The Interesting “Sizzling Fajita” Effect
On Monday, uber-consultant Chris Brogan—who often uses personal experiences to teach or engage his followers—challenged us to find a way to create a chain reaction for online purchases. In his concise, logical post, Brogan explains how an order of fajita's passing through a restaurant dining room triggers more orders (ooh, the sizzle; ooh, the smell—its enough to make me want … [Read more...]
PeC: Key Details for Effective Product Descriptions
When describing products and services, remember that consumers want to know why they need those items. Use bullet points and lists to present need-to-know information in an easy-to-read format. Furniture stores, for example, would use bullet points to display measurements, color and material. A site selling iPods would use bullet points to list storage capacity, included … [Read more...]
PeC: 10 Ecommerce Checkout Strategies
When we hear the word “conversion” we often think landing pages, category and product page layouts and overall navigation. Let’s not forget the final point of conversion: the checkout process. The checkout page(s) are your last chance to seal the deal and complete a sale. The process itself can make or break the transaction. Confused shoppers may contact you for assistance, … [Read more...]
PeC: Volume Discounts – The Right Words to Boost Sales
Websites like Groupon, which allow people to “crowd purchase” products and services from local retailers, are becoming popular, mostly due to current economies. It makes sense for online stores selling items normally used in bulk to offer volume discounts, but what about specialty or high-dollar items? Groupon is proving that there’s power in numbers, and despite many … [Read more...]
PeC: Selling Last-Minute Gift Certificates
For years, gift certificates have been a difficult sell for the majority of small online stores. Despite consumer-advocacy laws that now require retailers to impose no fees and that limit expirations on gift certificates and gift cards, consumers are often reminded (especially during the holidays) that a good percentage of these popular gifts are never redeemed, which … [Read more...]