Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

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Before/After

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Miracle Method specializes in restoring tubs, ceramic tile, and countertops. When you visit their homepage you’ll see this nifty before/after widget (screenshot):

MiracleMethod_HP

My video to describe how widget works:

They could have just shown a video but adding a sliding bar that the user controls is what makes it effective. Remember: conversion rates go up when users feel they are driving the experience.

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August 8, 2016 at 4:53 am

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Show off the Best Feature

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If the purchase of your product depends on visual appeal make sure it’s presented in the most visually compelling way possible. Herbco.com product page:

Herbco.com_Product_Page.png

Written by betterretail

August 1, 2016 at 5:04 am

Inside Joke

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If Internet ads were salesmen:

Written by betterretail

July 27, 2016 at 11:15 am

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Limitless

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Imagine this scenario: you A/B test an idea and it does well.  The second test also does well.  And the third test ends up outperforming both preceding tests.  Now you test the fourth idea and it underperforms.  The fifth and sixth ideas also underperform.

Does this mean we need to move on because we’ve discovered the best version of this page?  No.

There is nothing known as the best version of a page.  You can continue improving a page indefinitely.

When deciding to stop testing ask this question: how important is this page to the overall success of my business?  If the answer is very you owe it to yourself to test six more ideas.

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July 25, 2016 at 5:40 am

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But Why?

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I visited etienneaigner.com and saw this popup (below).  I have just 1 question:

Etienneaigner_com_But_Why

Written by betterretail

July 18, 2016 at 5:29 am

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(Unfair) Importance of Newest Review

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I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends.

While the overall stats are impressive their latest review was very negative:

Bedinabox.com_Review

This one negative review stopped me on my tracks. It’s silly to focus on the latest review when the next 4 have 5 star ratings, but who said shoppers were rational??

So, what is the etailer to do? They have 3 options:

1: Moment the review came in they should have posted a review reply stating they’ll fix the situation.
2: They could have sent an email blast to people who made a purchase in the last 60 days but didn’t post a review. This would effectively push the negative review lower.
3: They could have added a graphic like this to the right of the review:

Bedinabox_com_Review_Response

Option #3 can only be used sparingly. If you apply this tactic for every negative review then it’ll lose its potency. Use it only once on a popular product page.

Written by betterretail

July 11, 2016 at 5:35 am

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Ensure 90% of Site Visitors See Your #1 Asset

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If 90% of your site visitors aren’t seeing your #1 asset then the person responsible for not achieving your potential is you.

Dharmashop.com is an online store.  As I explored their site I didn’t see anything that really blew my mind: they have a fairly good product selection, fairly OK site design and fairly good number of customer reviews.  Then I stumbled on their Facebook page and saw they have 254,391 fans.  And these are active fans who comment on every DharmaShop post.

I haven’t seen many ecommerce sites with 254,391 fans so my mind was blown.  Talk about social proof.  Why didn’t Dharmashop.com draw attention to their Facebook page moment I landed on their site?  Most visitors spend less than 20 seconds on a site.

They should have done what bavariasausage.com does.  When you visit that site the first thing you notice is this Facebook floating tab:

Bavariasausage.com_Facebook_Minimized

It’s impossible to miss and on mouseover it opens to this:

Bavariasausage.com_Facebook_Open.png

Nice and simple way to let shoppers know how many people love you on Facebook.

Dharmashop.com doesn’t need to copy bavariasausage.com but they do need to figure out a way to ensure 90% of their site visitors know they have 254,391 Facebook fans.

Written by betterretail

July 4, 2016 at 6:32 am

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