Eric Svenson

“The goal of any change to an e-commerce platform is to decrease the customer’s cost of time and effort in doing business with you,” said Eric Svenson, vice president of DMinSite, an e-commerce service provider to the catalog industry, in his talk “Advanced Web Selling Techniques for Catalogers” at the New England Mail Order Association conference held in Cambridge, Mass., last week. Customers will respond to a simplified shopping experience with higher average order values (AOV) and higher conversions, noted Svenson. In order to facilitate this goal, Svenson offered the following techniques: * Test, test, test! Perhaps the most important thing to keep in mind is