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10 Product Page Best Practices Turn Visitors Into Buyers via @Shopify + 2 via @Scenttrail

10 Product Page Best Practices Turn Visitors Into Buyers via @Shopify + 2 via @Scenttrail | Ecom Revolution | Scoop.it

A blog about ecommerce marketing, running an online business and updates to Shopify's ecommerce community.

Marty Note
We agree with all 7 of these "product page best practices" such as:

1. Powerful product descriptions (tell a short story and use language from reviews). 

2. Clear Call-To-Action (CTAs).

3. Size Chart (we love the Johnny Cupcakes graphic).

3. Include Stock Levels (and use Amazon's only 4 left language).

4. Great Product shots.

5. Social Share buttons (with feedback loops for # of shares, look at SumoMe.com for the best social share widget).

6. Shipping & Free Shipping info clear and easy to find.

7. Relevant to what is happening now (Holiday theme).

8. Remove background (this one was new to us, but we get it).

& The forgot 2 of our favorites:

9. Reviews - voice of the customer is the most convincing and begins to create online community.

10. TEST - we've only beaten a red "Add To Cart" button once, but we only knew we beat it because we tested.

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How To Manager Your Reputation on eBay and Amazon

How To Manager Your Reputation on eBay and Amazon | Ecom Revolution | Scoop.it
An in-depth look at seller performance systems on eBay and Amazon. How they work, why feedback matters, and how to be efficient at managing your reputation.
Martin (Marty) Smith's insight:

Great tips here on how to proactively mange reputation on eBay and Amazon. Don't limit your thinking to just these two platforms. These tips could help with your website too.

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Creating Binge Worthy B2C Ecommerce Content

Creating Binge Worthy B2C Ecommerce Content | Ecom Revolution | Scoop.it

Netflix data shows "binge watching" is up. How do we create content marketing to encourage a binge?

Creating Binge Worthy Content for Ecommerce sites helps master the New SEO, but the process is different than for B2B because:

* B2C ecom content needs more UGC (User Generated Content).
* Ecom content needs to tell great stories fast so VIDEO.

* UGC needs engagement support so gamification.

* Tribal key for ecommerce, so needs to be highly social.

* Don't like to pull attention away from HERO, so selectively visual.

* Need to curate more "binge worthy content" from UGC and social. 

That last bullet demonstrates the core difference. B2C ecommerce is an act of curation as much as creation. Customers trust each other often MORE than the websites they visit. The more UGC an ecom website has the richer it is.

UGC can take many forms on an ecommerce site such as:

* Reviews. 
* Profiles (MyAccount). 
* Comments. 
* Response to contests and games. 
* Review the reviewer (was this review helpful?). 
* Social shares.
* Blog or social commentary (use only with permission as you will have to rake into your website with an Online Reputation Management tool). 

Stories and content are no less important to an ecommerce website, but there are distinct difference in the type of content that will help and not hurt conversions.  

 

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Reviews Are Critical User Generated Content: Review of Reviews [Infographic + Marty Tips]

Reviews Are Critical User Generated Content: Review of Reviews [Infographic + Marty Tips] | Ecom Revolution | Scoop.it
It’s not even just e-commerce sites that allow reviews either. Local Directory sites allow customers to review businesses, whether the business encourages them or not.
Martin (Marty) Smith's insight:

Ecom & Reviews Birds of a Feather
You can't run a successful ecommerce website without reviews. I would go further and say you can run a successful #Ecom website without User Generated Content (UGC). Excellent infographic explains why.

 

5 Tips For How To GET Reviews & UGC

* Gamify - provide social capital as reinforcement.

* Glorify - Reviewer of the month and other accolades.

* Review Reviewers - ask community to rate reviewers, brand the best of them.

* Contests - make becoming a reviewer a hard won prize like Amazon.

* Give 'em a Job - once you find the 1% willing to contribute gives them a "job" and that will help recruit others in kind.

BTW, I don't agree that a negative review means your company is dead. I posted on how to turn negative reviews around not long ago:

 


Turn Negative Reviews Into Money
http://scenttrail.blogspot.com/2011/07/turn-negative-reviews-into-money.html

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10 Conversion Optimization Tips For E-Commerce Product Pages - Infographic

10 Conversion Optimization Tips For E-Commerce Product Pages - Infographic | Ecom Revolution | Scoop.it

Marty Note
Solid tips here with a few caveats:


* #3 printing is a nice to have now not a must have. Printing just isn't as important, but, for some, a printed piece is easier to share.

* Reviews are now more important in their absence. Having hundreds of reviews is great as it shows the size and value of the tribe formed around a given product. A Customer's voice is always a tad different sounding too, so be sure to curate content FROM reviews.

* High res images is a good idea, but don't slow the delivery of your page down. Use a Content Delivery Network (CDN) to help server your images and videos fast no matter who is looking at your content or from where.

* Product comparisons are great especially if they are social.

* Shipping = we would amend shipping to make sure your FREE Shipping triggers are easy to find / be aware of and set to maximize conversions.

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Neuromarketing Web Design: Connect To Visitors Brains In 15 Ways

Neuromarketing Web Design: Connect To Visitors Brains In 15 Ways | Ecom Revolution | Scoop.it
Peg Corwin's insight:

Learn how web design can affect your brain when you see these:


 - Testimonials
 - Endorsements
 - Social media shares
 - Social media widgets
 - Trust seals
 - Numbers of Happy Customers
 - Most Popular Best Seller
 - Studies and Stats
 - As Seen in Press Mentions
 - Reviews
 - Plans and Pricing Pages
 - Limited Supply
 - Early Bird Registration, Countdown Clocks
 - Trial periods, free samples
 - Colors and action

It's fascinating.  Click for details and examples.


Quote:

"Remember, 100% of your target audience has brains. B2B or B2C, lead generation, or ecommerce, it doesn’t matter. Keep those brains in mind in your marketing. And as consumers, we should be aware of how marketers are taking advantage of our own biases."


If you like this scoop, please consider a thumbs up or share.


Via Peg Corwin
Martin (Marty) Smith's insight:

Love "neuromarketing" and of the tactics Peg mentions I've used:

* Testimonials. & Endorsements.
* Social Media.
* Trust Seals.
* Counters and thermometers (numbers of happy customers).
* Best Sellers (one of my favs).
* As Seen In mentions (loved it when Oprah got anywhere near our stuff).
* REVIEWS (very important).
* Plans and pricing (or shipping) page especially at holidays.
* Limited supply and EXCLUSIVE.

* Deadlines, free trail, gifts with purchase.

So great list and Scoop by @Peg Corwin.

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Peg Corwin's curator insight, February 21, 2014 9:19 AM

Learn how web design can affect your brain when you see these:


 - Testimonials
 - Endorsements
 - Social media shares
 - Social media widgets
 - Trust seals
 - Numbers of Happy Customers
 - Most Popular Best Seller
 - Studies and Stats
 - As Seen in Press Mentions
 - Reviews
 - Plans and Pricing Pages
 - Limited Supply
 - Early Bird Registration, Countdown Clocks
 - Trial periods, free samples
 - Colors and action

It's fascinating.  Click for details and examples.


Quote:

"Remember, 100% of your target audience has brains. B2B or B2C, lead generation, or ecommerce, it doesn’t matter. Keep those brains in mind in your marketing. And as consumers, we should be aware of how marketers are taking advantage of our own biases."


If you like this scoop, please consider a thumbs up or share.

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Ecommies Holiday 2013 Report Card

Ecommies Holiday 2013 Report Card | Ecom Revolution | Scoop.it

Ecommies - Identifying ecommerce trends, rate and review ecom tools and hold annual awards.

Holiday 2013 Awards
First Ecommies Holiday ratings are in. William-Sonoma & REI.com top the list in November and December.  L. L. Bean gets "most improved" award from November to December and several trends emerge:

* Free Shipping out and back is trending especially in December. 
* Free shipping all orders is trending. 

* Hiding free shipping behind either codes or triggers is declining.

* Deal of the Day is trending with majors like REI.com adding DOD.

* Standard credit card based loyalty programs prevalent. 

* Still many catalog and retail merchandising tactics such as "door busters". 


Ratings report card on Google docs: http://bit.ly/1bPhwz3 


Holiday ecommerce merchandising wasn't very inspired this year. December ratings went DOWN from November. Based on this year's performance ecommerce is clearly in a rut. 

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The Top 15 Apps For The New E-Commerce

The Top 15 Apps For The New E-Commerce | Ecom Revolution | Scoop.it
:: By Mitchell Harper and Eddie Machaalani,Co-founders and Co-CEOs, Bigcommerce :: Statistics show that online shopping is growing rapidly — a trend that presents both opportunities and challenges for entrepreneurs selling via websites.
Martin (Marty) Smith's insight:

I would argue a few of these such as Bronto for Mail Chimp. A few I don't know since I left my job as an Ecommerce Director three years ago. Tools are what keeps any Ecom Director sane and there are some stellar tool recommendations here.

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