E-Commerce Insights: Get to ‘Yes’
For some examples of successful sign-up and confirmation pages, see the sites of J. Crew, Lands' End and Anthropologie.
Test your way to that successful second date
Even if you’re the company’s permission marketing evangelist, convincing your colleagues to ask for less information on site forms may not be easy. After all, mailable physical addresses are precious to any cataloger. Each person on your team may have strong opinions about the best way to get what everyone wants.
That’s where site testing helps. Using tools like Google’s free Website Optimizer, it’s simple to test multiple versions of your site’s sign-up pages and the confirmation pages that follow.
Experiment with the amount of information your forms require, and test other factors that can affect your sign-up rates, including layout, copy and imagery. Treat your sign-up pages with care, and get ready for more prospects to say, “Yes.”
Filling in for Alan Rimm-Kaufman this issue, his partner Larry Becker is VP and principal, Web site effectiveness, at the Rimm-Kaufman Group, an online marketing agency offering Web site consulting and paid search services. You can reach him online at www.rimmkaufman.com.
