Cover Story: 50 Best Tips of 2009
12. Move product reviews to front row/center.
“When we started seeing what people were saying [in their online product reviews], we no longer wanted to keep it just on our website. We have this great information we can share; let’s put it anywhere and everywhere we can. If a review helps us sell a product, and sometimes it can hammer home the point even more effectively than our copywriters can, then we’ll use it in print [catalog], in emails, and we might even use it in some print ads.”
Glenn Edelman, Wine Enthusiast
Cataloger Spotlight: “Wine Enthusiast Shoots for the Stars With Ratings and Reviews,” May, Catalog Success
13. Empower consumers to write content.
Getting customers involved is the best way to create a destination site, while providing content you wouldn’t be able to create otherwise. Ratings and reviews, comments, and other original, unbiased content are great ways to keep customers engaged to drive return visits.
Scott Todaro, Demandware
“Build Content You Can Bank On,” Feb. 24, Catalog Success: Tactics & Tips
14. Don’t let web shoppers ‘escape.’
Shoppers click helpful information links during checkout and never go back to finish. Think of the checkout lines at Target — alleys you have to proceed down with little hope of escape. Remove all links from your checkout process so shoppers have only one way to move forward.
Larry Kavanagh, DMinSite
On the Web column, “5 Online Metrics to Maximize All That Data,” May, Catalog Success
15. Get the goods on tape.
Directly contact your best customers and ask them for video testimonials. If some of your best customers are located near your offices, then by all means go to the places of their choice and shoot some video testimonials.
Jim Gilbert, Gilbert Direct Marketing
“How to Easily and Cost Effectively Add Video,” Sept. 28, AllAboutROIMag.com columns