5 E-Commerce Tips to Test Right Now
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Bud Reed
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2. Re-evaluate your “order-taking machines” with fresh eyes:
- Checkout pages: How does the process flow? Can you simplify it? Can you make buttons bigger? Place them above the fold? Change the color to red? Add arrows encouraging forward motion?
- Catalog request forms: The most common mistake here is asking for too much data; all you really need is the postal address. Requiring more than that results in lower conversion rates. Is the form part of your perpetual navigation and easily found?
- E-mail sign-up forms: Are you conveying to your customers the benefits of being on your e-mail list? Make sure you state your privacy policy and that every message has an opt-out link.
3. Install an abandoned cart system. One specialty food company experienced nearly a 3 percent lift in overall online sales in 2008 as a result of a program that sent just two messages to customers who abandoned. Your e-commerce platform vendor likely has this functionality by now. If not, there are third-party systems available.
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