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.
We are programmed to decline newsletter signup offers. The copy used by oDesk is an example of how to do it right—
Labrada.com is a sports nutrition site that sells to people who are into body building and losing weight. They understand that once a shopper believes in the Labrada brand they’ll buy Labrada nutrition products on a regular basis. This is why when a new visitor comes to their site they don’t aggressively push product sales. Their primary goal is to get shoppers to learn more about the brand. Getting the shopper’s email address is the target. And this is why their top navigation has a prominent call-to-action for the email signup. But it isn’t just that, they’ve designed this email signup in a very specific and persuasive way—
1: They’ve shown a picture of Lee Labrada (name behind the brand). Eye tracking studies show our brains are programmed to zoom in on pictures of faces.
2: Lee Labrada signature has been positioned right next to email signup.
3: They’re offering a 12 Week Body Transformation book as a bonus gift for signup.
4: The picture of Lee Labrada has been strategically positioned so that it is partially obstructed by email signup box. Think this isn’t deliberate? Think again.