Anything you do that reduces friction will improve conversions. You know this, and williams-sonoma.com knows this. That is why on product pages they have this prominent call-to-action—
How does this make a difference, you ask? Well, shoppers who have unanswered questions have 0% probability of converting; shoppers who have unanswered questions have 15% interest in going trough customer service hoop hell (note: it’s possible that Williams-Sonoma has little to no call wait time, but skeptical shoppers just assume they’ll be on hold a long time, thus the 15% interest in placing the call). However, when shoppers with unanswered questions are given the option of having a service rep call them (thus no wait time) their interest level spikes to 40%. This delta of 25% between 15% interest and 40% interest is what williams-sonoma.com has eliminated by displaying a Let Us Call You call-to-action.
Screenshot of popup that appears when button is clicked—
You might not have the call center headcount of williams-sonoma.com, but you can still use this tactic by displaying Let Us Call You call-to-action on select product pages (i.e. product pages that have a high visit count but low conversions or products that are higher ticket items.)
Also, you can set this as a test and measure sales generated via Let Us Call You feature. Once you know attributed sales it’s easy to determine if leaving the feature is a good idea or not.
These days nearly every site has an email signup popup on their lading page. It must be flavor of the month. But most of these email signup popups look alike, which is probably why visitors instinctively close them. If you want your email signup popup to work you’re going to have to make it look different, in a good way. In October we saw an example from Harry and David where they use Facebook social proof to garner signups (link), before that we saw an example from bustedtees.com where they use clever copy to generate signups (link). Now, I’d like to share an example from postcardmania.com where they’ve used a hand-drawn design to get the visitor’s attention. I think it looks good (ignore the offer, focus on the design)—
Saw this advertisement on right hand margin of my Gmail inbox—
Notice how Software King icon is blurry? Not sure if this was deliberate or a mistake, but if it was deliberate these guys are marketing geniuses. Here’s why— blurry images immediately capture our attention because we’re expecting to see clear images. What makes this ad so effective is that while the logo is blurry the message 15% off on Office 2010 and all software when you enter code AdWords. Buy Now and Save Big! is super clear. In a way, the blurry image makes the ad copy stand out. Bottom line— they get my attention with the blurry image and get me to click based on relevance of sales copy. You should test this. I know I will.
Target (the retailer) was hacked recently and 110 million customer records were stolen. Target took swift action and offered customers free credit monitoring for 1 year. They sent an email asking customers to visit protectmyid.com and enter their activation code.
Let’s think about this from the perspective of a Target customer. They are obviously freaking out and any personal information requested by Target is a sore topic. But I wanted my identity protected so I visited the requested page. Screenshot of top half of page—
On protectmyid.com I’m required to enter my Social Security number. That’s a big deal. I wanted to make sure this was a legitimate site so I scrolled to bottom of page and clicked BBB (Better Business Bureau) link on footer—
Guess what? The link doesn’t work. Don’t believe me? Go to protectmyid.com/target and click BBB (Better Business Bureau) link on bottom half of page.
This is how your email opt-out page should look like—
1: Super-large font size.
2: Simple, clear messaging. Page leaves no doubt about me being unsubscribed.
3: Sense of humor.
Many mid-sized e-tailers believe that the Amazons of the world have too much of a lead on them. This isn’t true. Every week I notice one major error at one large ecommerce site. An example— screenshot below is of kohls.com subcategory page—
You’ll notice I’ve highlighted product reviews with red boxes in screenshot. Here’s the funny part— if you visit any of the red box highlighted product pages you will see NO link to see reviews for that item. Don’t think kohls.com could make such a blunder? Check it out for yourself— http://www.kohls.com/catalog/mens-clearance-clothing.jsp?CN=4294723349+4294736457+4294719810&icid=hpmf|mfs3
Since kohls.com is such a big site it’s going to take their team weeks to notice this error. It’s also possible that they’ll never catch it and it’ll continue leaking sales, indefinitely.
Hope you feel a little better about your own site now. Have a great 2014.
Gardeners.com has a sitewide email signup popup that appears on every landing page. I get it, they want to maximize email signups. Here is where the logic breaks. I’ve been receiving a little too many emails from gardeners.com lately, so this morning I clicked the “unsubscribe” link on their latest email. This took me to their unsubscribe page where, because it was a landing page, their email signup popup appeared. Tip: it’s OK to have email signup on every landing page, just remove it from your email “unsubscribe” page.
Quill.com sells a huge selection office supplies— from dozen varieties of ink cartridges to paper products. Shoppers who are browsing multiple product pages might have a hard time keeping track. This is why quill.com has a prominent floating element (anchored to bottom of page) that displays recently viewed items.
What I like about this tactic—
1: Makes recently viewed items super accessible. Shoppers can browse around freely knowing their shortlisted items are just a few pixels away. Eliminates the need to use shopping cart as temporary holding spot.
2: Minimalistic design that nicely blends into existing site design. This frees vital screen real-estate for marketing more products.