Google Analytics has a report that shows conversion rate of people who use your site search box, and the percentage of site visitors that use it. If you notice that the conversion rate is really high (relative to site average) and utilization is really low then you could do what thefresh20.com does. They have a search graphic element anchored to the right hand side of browser …
… that scrolls with you as you scroll the page (looks like its floating). On click a search box springs open—
Nice design implementation that minimizes screen real-estate usage while making it super easy for shoppers to run a search query.
Supportsockshop.com uses a virtual greeter on their homepage—
On your first visit the greeter reads a standard welcome script, lists brands carried and assures lowest prices. But if you exit and return to site her message changes to, “Still browsing? Confused about different compression levels and styles? Call us toll-free at (877) 330-5900. Speak to our experienced certified fitters. I’m very confident you will get all your questions answered.”
Is the virtual greeter a good idea? Is it too gimmicky? Would you use it on your site? Why do you like/dislike the idea of greeter video? Currently, the video on supportsockshop.com auto-plays. Would it have been more effective if video appeared in paused mode?
On horse.com this popup appears on landing pages—
1: Well designed. Design matters.
2: Creates sense of urgency via Limited Time ONLY! banner. Could be more effective if they showed dynamic date. Example— Offer Ends [current date + 4].
3: They use a non-generic promo code (0EC211Y8IJ). This is an important detail because when shoppers see generic coupon codes they tend to assume they’re freely distributed, a promo code like 0EC211Y8IJ looks special.
4: “We’ve applied your coupon, start shopping and save!”— clever. The shopper doesn’t have to worry about manually entering coupon code since it’s been applied preemptively. I did notice that on their cart page they show the discount …
… but don’t clarify that this discount is the automatically applied discount. I’d clarify that through simple messaging tweak.
5: WANT TO SHOP LATER?— this is a super important detail. Many people who are seeing this popup might not be ready to use the coupon code today. Offering the convenience of emailing that coupon code to the shopper is a win-win for both parties.
Zappos.com is proud of their free shipping free returns policy. So they want to ensure every visitor sees it. When you first land on their homepage (does not repeat during session) they play a short but prominent animation to highlight free shipping free returns (top right corner of video below)—
Apple.com presents an interesting option on their payment page (red arrow in screenshot below)—
When “Pay with two debit/credit cards” is clicked an additional payment option appears where you can split payment between two credit/debit cards—
Does this add friction or solve a problem?
It’s very very common for ecommerce stores to show a Quick View option when you mouse over items on subcategory pages—
When Quick View is clicked a lightbox like this appears …
… allowing the shopper to buy directly without having to go to product page. I can totally see how this makes sense for a heavy repeat buyer who wants to just quickly complete the purchase. But that’s a very small minority of visitors. Why I hate Quick View— product images on category pages are shrunk down, and Quick View takes up a fair amount of image screen real-estate. Thus, it’s highly likely people will end up clicking it accidentally, I know I do. Run an A/B test where 50% of site visitors see Quick View on sub category pages and 50% don’t. You will likely see no difference in conversion rates (meaning Quick View has no conversion value). Now, if you still want Quick View because you think it looks great go ahead and leave it in.
Add a personal annual calendar reminder for April 1st so you too can send an email like this to your list on April 2nd (assuming sending occasional sales emails is part of your email marketing strategy).
On lostgolfballs.com when you get to cart page they have a clever design element that shows a partial 5% off coupon code—
On click we see this popup—
The idea is pretty simple, shoppers who are incentivized by the discount can access it by letting their Twitter or Facebook friends know about the order.
Idea described above is a plug and play widget by addshoppers.com, so you can implement it on your site too.
Please don’t force browsers to show a warning message that could freak shoppers when they land on your site. I saw this when I visited halfpricedrapes.com from my desktop computer—
Without even seeing actual opt-in rates for this pop-up I can bet it’s less than 15%. And the 15% that do allow halfpricedrapes.com to know their location probably click it by mistake. If you’re going to try a strategy like this please either A/B test it or annotate date of change in Google Analytics and measure bounce rate metrics for first week. If you see a 10% spike in bounce rate it’s probably due to this location request popup.
Want to see other common mistakes e-tailers make? Here is a listing of 41.