Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

Changing the Minds of Shoppers Thinking of Unsubscribing

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I’ve been getting a lot of emails from michaels.com lately.  So I clicked the ‘unsubscribe’ link in this email footer.  The next page changed my mind—

Michaels.com_Email

Written by betterretail

March 16, 2015 at 5:14 am

7 Reviews Versus 48

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I’ve struggled with product page review counts.  I know going from 0 reviews to 1 with 4.2 stars (or better) improves conversion rates 20% (source).  But, if an item already has 4.5 stars and 7 reviews …

review_count1

… is there additional benefit of collecting 41 more reviews (reaching a total of 48)?

review_count2

Well, it turns out, I don’t need to bother my head with this question any more.  According to research by Reevoo.com 48 reviews is way better than 7 (source)—

impact-of-ecommerce-reviews-on-conversion-rates

Written by betterretail

March 9, 2015 at 5:37 am

Are You Giving Your Top Seller Enough Love?

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Stop everything, open Google Analytics, select 9 month time period and see Conversions—> Ecommerce—>Product Performance report.  It’s highly likely that your top seller sells 2X as many units as the next best seller (Zipf’s law).  Now go to your top seller product page (on your site) and copy page link name.  Return to Google Analytics and go to Behavior—>Site Content—>All Pages report and enter the unique part of your top seller product page link name into this box and hit enter—

GA_All_Pages_Search_Box

This will pull up stats for top seller product page.  Note number listed under Unique Pageviews column.  Now go to Audience—>Overview report and note the number of Users listed.  Divide # Unique Pageviews by Users for the top selling item.  This number will tell you how visible that top selling product page is.  If this number turns out to be more than 12% you’re fine.  If it’s less than 10% you have an opportunity to improve top seller sales.  Think about it, less than 10% of site visitors are currently aware of your top seller.  The reason for this is that there are so many neon signs on your site screaming for the visitor’s attention they get distracted and never reach the one page that really matters.  Solution, do what proactive.com does.  On their homepage they have this floating tab call-to-action—

Proactive_Tab

And on click it expands out to—

Proactive_Top_Selller

This is a very simple tactic to ensure your top seller always gets top visibility.

Written by betterretail

March 2, 2015 at 5:29 am

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Compare and Contrast

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Few facts about online shoppers—

1: They are impatient and unexcited about reading your 2,000 word product description.

2: They hate making a bad purchase decision, but the alternative of comparing multiple products on multiple sites isn’t ideal either.

To solve for 1 and 2 consider adding an infographic like this on your product page—

Product_Comparison_Infographic

Click for zoomed view

Written by betterretail

February 23, 2015 at 5:15 am

Riding Coattails is Clever

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Fact 1: 100 million people watched the super bowl this year.

Fact 2: The shark to the left of Katy Perry made a great impression on popular culture.

Fact 3: Revzilla.com knows online shoppers have an attention span of 5 seconds, tops.

Fact 4: The one thing revzilla.com wants new site visitors to know is that they offer free shipping over $39.99, guarantee lowest prices, and have excellent customer service.

Combine Facts 1, 2, 3 and 4 and you get this—

Revzilla.com_Banner

Nearly every visitor to revzilla.com homepage will notice the shark graphic, and by association, the assurance message next to it.  And that’s the whole point.

Only thing I don’t like: Combining shark message with President’s Day sale message might be a mistake.

Written by betterretail

February 16, 2015 at 5:44 am

I Know Nothing

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Because I’ve been obsessing over ecommerce for 8 years I often erroneously start believing I’m an expert.  I’m not.  Case in point— on my virtual stroll through ecommerce stores I stumbled on bikesdirect.com.  Please stop reading, visit their homepage and return in 10 seconds.  I didn’t take bikesdirect.com seriously because it was obviously a “small” site with a “1995” look.  For laughs I checkout out their compete.com visit stats (https://siteanalytics.compete.com/bikesdirect.com)—

Bikesdirect.com_Traffic

In 5 seconds flat my smile was gone.  Please help me understand why this site has so much traffic.  And if they have so much traffic what could have convinced the owner to never redesign?  I mean, at first look it seems like the site has tons of “friction”.  But maybe I’m totally wrong.  Maybe the owner of bikesdirect.com understands something about online shoppers I never well.

PS: Their customer service email ID is bd4servicecenter@aol.com.  I would never buy from a site where their customer service ID was bd4servicecenter@aol.com.  But I guess that’s just me.

Written by betterretail

February 9, 2015 at 5:48 am

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What’s Better Than Customer Reviews? …

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… reviews of customers who live near you. Lifesourcewater.com understands this and that’s why they have a cool feature called “Search For Reviews In Your Zip Code:”—

Lifesourcewater.com_Review

The shopper can enter their zip code and see listing of reviews of shoppers near them—

Lifesourcewater.com_Result

Basically lifesourcewater.com re-sorts reviews starting from the searcher’s zip code.

This is a good tactic for sites that have a large number of geographically wide customer reviews.

Written by betterretail

February 2, 2015 at 5:13 am

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