E-Commerce Insights: 8 Surfire Tips to Increase Conversions Today Without Breaking the Bank
Plurk? Twitter? FriendFeed? Utterz? Social networking is all the rage. Everyone seems to want to know more about Web 2.0. That’s especially unfortunate for traditional catalogers and direct marketers whose sites are still at Web .05.
Here are the reasons:
• These days, most businesses get more than enough Web traffic.
• They just don’t know how to convert it effectively.
• And to mask their inability to actually enable people to easily add stuff to their carts and check out seamlessly, these companies send more and more traffic to flawed sites. Short term, it can be a great idea. Long term, it’s destined to fail.
So what can you do to convert traffic without breaking the bank? Here are eight of the best tactics.
1. Employ a perpetual cart. A perpetual cart stays with customers throughout the buying process. It consists of a cart icon, the number of items they have in their carts as well as the dollar amounts. If you have a good perpetual cart, you’ll have a tagline that says “100% secure shopping guaranteed.” If you have a great perpetual cart, you’ll have links to view cart, save cart, print cart and e-mail cart. If you have a fantastic perpetual cart, a big, red “CHECK OUT NOW” button will pop up when there are items in it.
Perpetual carts typically work best in the upper right-hand corner of a Web site. However, the truth is the more perpetual carts, the better. The highest-converting sites use a second cart in the right-hand column — near the hot spot, which is where users scroll down — and one in the bottom navigation. Some sites are even featuring a perpetual cart in a fourth spot: the middle of the left-hand navigation.
2. Use several add-to-cart/buy-now buttons on each product page. Many sites have one buy-now/add-to-cart button per page. Often, it’s not on the first view; you need to scroll down to see it. Users see each screen view as its own page, so usually the more buy-now buttons, the better. In fact, some of the best sites have eight to 12 buy-now buttons per page.