The 50 Best Tips of 2008

14. Web testing: cheap and effective.
Use online testing to determine which of your company’s best-known attributes is most effective at getting prospects to buy.
Alan Rimm-Kaufman, The Rimm-Kaufman Group
E-Commerce Insights column, “Use Online Testing to Increase Print Response Rates,”
March, Catalog Success

15. The homepage’s juggling act.
A perfect homepage is a balancing act between images and graphics that help sell products and text that enhances SEO. Show many products on the homepage to create visual clues to confirm what products you’re selling.
John Deneen, SiteForm
Creative Cut column, “FlagClothes.com Needs to Fly Its Colors,”
July, Catalog Success

16. Freeing up ‘free’ on subject lines.
In the past, marketers were warned not to use “free” in subject lines, because it triggered spam filters and reduced deliverability. Many have continued to use it and the ISPs aren’t putting as much weight behind filtering the word “free.” “Free” increases open rates. So if it makes sense for your offer, try testing “free.”
Reggie Brady, Reggie Brady Marketing Solutions
E-Mail Applied column, “Change the Subject,”
June, Catalog Success

17. Keep your eye on the competition.
Go shopping on your competitors’ sites, and take notes. While not copying, make note of what functionalities your competitors’ sites offer so you have an idea what customers expect from an e-commerce site.
Andrea Downing, PBS
“6 Steps to a Successful Web Site Redesign — How PBS Did It,”
June 17, Catalog Success: Tactics & Tips

18. Keep online forms short and sweet.
Online sign-up forms should be short, simple and ask only for truly relevant information. 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.
Larry Becker, The Rimm-Kaufman Group
E-Commerce Insights column, “Get to ‘Yes’: Don’t ask unnecessary questions on your site’s sign-up pages,”
July, Catalog Success