7 Newer Ways to Adapt to the Web
4. Use flash only when necessary. Some of the best conversion techniques are actually pretty boring, Wolansky said.
5. Be true to your brand, and connect with your customer. Moraskie listed the following questions she and other Boston Proper executives ask themselves about their customers when designing their site.
* What does she want?
* Why is she here?
* What else can you offer? In Boston Proper’s case, fashion trends from Paris are one example Moraskie cited.
* Are blogs, customer reviews and other newer tools right for us?
6. Prove with numbers. Do your research and testing before rolling out a campaign, leading you to be able to make IFB (or, “I firmly believe,” as they’re known at Orvis) statements to upper management. “If we spend X, we’ll get Y in return,” Wolansky said, providing an example of an IFB statement he uses with staff at Orvis. To increase sales and/or reduce costs, clearly lay out how, why and what you’re doing on the Web site, whether it be a sale/promotion, site redesign or search box, among other things.
7. Provide images and descriptions with catalog order boxes. An effective way to quickly and easily integrate your catalog and Web site, catalog order boxes enable customers to order from the catalog online. But shoppers want to be reminded of what they’re buying. They don’t want to be shown a text listing of an item, Wolansky said.
So on Orvis’ site, the catalog quick order results page has been redesigned to mirror its product pages, providing a better shopping experience for the customer. And Wolansky proved it’s worked. Catalog quick order sales grew 134 percent in the months following the launch of the new results page, and sales per visit are 7 percent greater this year.