Author Archive
Bigger = Better
Love two things about this payment details section on netflix.com–
1: Ginormous text box font size. Awesome.
2: Showing lock icon in Credit Card and Security Code fields. Love it.
What’s Worth Showing, and What Isn’t
Ctshirts.com shows their 94% customer satisfaction seal right on their homepage–
Is that a good or bad thing? Does 94% satisfaction make prospects more likely to buy (“wow, 94% of people love this brand, they must be good shirts”)? Or less likely to buy (“I’m finicky about fit and feel; wonder if the 6% who didn’t like their purchase had fit and feel issues?”)?
I’d A/B test this.
Make It Easy
On thespicehouse.com not only do they have a recipes section to sell more of their spices but as you read each recipe and whet your appetite your shopping list (for that recipe) has been created for you. Check it out– http://www.thespicehouse.com/recipes/curry-and-cardamom-cookies-recipe
Social Proof on Steroids
37signals.com blog has an excellent example of how social proof can be a conversion catalyst. Am sharing their post snippet–
There’s a flash flood warning for all of Chicago today. Unfortunately there’s water in my basement (like other Chicago home owners)…
The flood fixing company U.S. Waterproofing has a cool feature on their website. Look at who we’ve helped in your neighborhood–
Back to my post …
See U.S. Waterproofing interface live– http://www.seepage.com/getreco.php?zip=60606
Now, U.S. Waterproofing is a Chicago based company so they are using their Google Map mashup to attract Chicago customers. But you could do the same for your ecommerce business. You could export a list of addresses shipped to in the last X years and create a Google Map mashup that places a pin over each shipped destination. Then, shoppers could zoom in to see different locations in their state where other shoppers have bought your products.
Don’t think it’ll work? A/B test it. Don’t know how to A/B test? Post a comment and I’ll help you out.
Fullscreen Mode
Every inch of the visitor’s browser screen is a selling opportunity. The more screen real-estate the e-tailer is able to capture, higher the probability of conversion. This is probably why on thenorthface.com clicking “zoom” button on product pages launches fullscreen mode. I like it. Link (click zoom button twice)– http://www.thenorthface.com/catalog/sc-gear/mens-jackets-vests/men-39-s-better-than-naked-jacket.html
Above the Fold Layout
The standard product page template lists product content below product image (blue arrows in screenshot below)–
Template above is used by 96% of ecommerce sites. Wisdom of crowds philosophy suggests the widespread adoption of this template is because it’s the most efficient way to display product information. Fridgefilters.com has decided to challenge this view. Their product content can be accessed from first line of page (blue arrows in screenshot below)–
Guarantee Video
What’s better than a written 100% Guarantee promise? A 100% Guarantee promise video!
Dancing Search Box
Usamilitarymedals.com carries tens of thousands of items, and they want shoppers to use Site Search to quickly reach their target product page. We’ve talked before about how sites like bonanza.com (link to post) and gardenoflife.com (link to post) make Site Search boxes stand out. Well, usamilitarymedals.com has a totally out-of-box approach– moment homepage loads Site Search box shakes for a few seconds–
See dancing search box in action @ usamilitarymedals.com.
Chat Popup
Shoppers hate annoying popups. This chat invitation on moosejaw.com wasn’t annoying–
Free Shipping
Nice way to draw attention to free shipping (great copywriting, pointed by blue arrow)–
betterretail
