Tim Ash

In e-commerce, your homepage is who you are. It’s prospective customers first impression of you. Visitors will decide to either do or not do business with you based on their experience with your homepage. Considering that the homepage usually gets a disproportionately larger amount of traffic than any other page on your website, it would…

Our brains evolved for survival and largely work on auto-pilot. Instead of using deliberate conscious thought, we often make impulsive decisions that show a number of consistent biases. Cognitive biases are shortcuts used by the brain to speed up decision making. They’re the reason that we have near-automatic behaviors for certain tasks. If you want…

Responsive web design (RWD) continues to be one of the biggest hypes for digital marketers. If you don’t already have a responsive site, chances are good you’ve at least thought about making this a priority, especially if you’re in the e-commerce space. However, as is true for most trends, getting caught up in the excitement…

The right approach is to think of content from the outside-in perspective. This means you take your online prospects exactly where they are right now, and guide them towards the solution of their own problems (some of which will ultimately result in financial benefit to your company).

You’ve slaved over your product or service; you’ve done creative marketing campaigns that drove results; you’ve researched and established a fair price. Your job as an online marketer is done, right? Actually, you’re missing a key part of the conversion picture. Price presentation can have a huge impact on your conversion rate.

E-commerce web usability is a game of probability, not possibility. If you try to allocate the same weight to elements that attract product-oriented purchasers as you do comparison shoppers and casual browsers, your site will fail all of them. You need to review which groups of users you have the most of, then allocate your site's real estate to serve their needs. Web analytics is your friend here. Once you spot the patterns and know what kind of primary and secondary visitor groups you have, it's time to roll up your sleeves and get to work prioritizing changes to your website.

You've probably heard this one before: When you're trying to get a visitor to your site, you should be screaming for attention. While they're on your site, you should quietly let them shop. The shouting stops at the entrance. Nobody wants a bazaar while browsing. At least, in theory, nobody wants a bazaar.

Technology is your friend. That's what marketers say after they employ a largely tech-driven tactic that provides some lift. Unfortunately, that's rarely the end of the story. Often, things that look simple — e.g., implementing pop-ups to capture email addresses for remarketing or enabling promo codes — can have unintended consequences. If you don't think through the usability impact or downstream conversion effect, technology-driven improvements will often cause tough-to-diagnose pains down the line.

Tablets are, in many ways, a nightmare for a lot of retailers. Don't get me wrong, smartphones ultimately made the expectations tougher for everyone. However, optimizing for a four-inch screen is ultimately very different from optimizing for 19 inches and up. Say what you will about how difficult it is to create a good smartphone experience, but the tasks for mobile phones are often different enough from desktops that the changes you'll often need to make are obvious.

Some websites are so broken that tweaks really aren't the best approach. Yes, you can split test your way into some minor gains, but if most of your users can't GET to your product page, or at least not the right one, then boosting conversions on product pages by single-digit percentages isn't going to make anyone very happy.