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19 Conversion Improvements To Make Before 12.25 [+ 12 From Marty]

19 Conversion Improvements To Make Before 12.25 [+ 12 From Marty] | Marketing Revolution | Scoop.it
From www.websearchsocial.com - October 24, 2012 5:29 PM

The single most important component of your web-based business is your website's conversion rate. What is a conversion?

Marty Note
This is an important list of common ways to increase conversion. I might move cart work up to #2 or #3, but I can understand why the author has it lower down. Shopping carts are painful to change. Touch your shopping cart now and you are NUTS since the biggest deadline we all have is around the corner (12.25).

Here are some quick fix conversion additions I would make after $30M in online sales over seven years:

* Free Shipping All Orders, All Shipments (don't fight it). 
* Better Email Marketing (see http://www.bronto.com tips). 
* Better email tool (Bronto is best). 
* FASTER website (Offload images/video to Akami or similar).

* More SOCIAL (Facebook LIKES, G+ and Twitter everywhere). 

* More SOCIAL (bring my friends into my shopping experience). 
* REVIEWS - (critical for ecomm and must have some bad). 

* Review the Reviewer - (makes reviews trusted).  
* Coordinate social, email, catalog and website (always friction). 
* Keywords In Navigation, Titles and H1 (can always be better).

* Breadcrumbs (great spider food).

* Merchandise and simplify internal search (big bucks here).


Pick any 3 from the list above and your website's sales will increase before this Christmas. Do them all before Christmas and I owe you lunch for a week (lol). 

Good luck. Try to get some sleep between now and Valentine's Day :).  

 

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Rescooped by Martin (Marty) Smith from Just Story It
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3 Most Important Product Storytelling Words – Context, Context, Context

3 Most Important Product Storytelling Words – Context, Context, Context | Marketing Revolution | Scoop.it
From www.arandomjog.com - November 28, 2012 8:16 PM

Karen Note
When launching a new product, it is important that customers understand what problems your product is solving. You don’t have time to tell a long story so you need to make sure your message is effective in creating a desire to learn more.


This is where context can help. If you are trying to tell a story about your product, context is the background information that helps the scene make sense. Without this context, you leave it up to the customer to figure it out on their own.

Marty Note
Love Karen's note. If you sensed customers NEVER figure it out on their own you match my 12 years of ecommerce experience. Here is how I thought of product page copy when I was an Ecommerce Director:

* Be FACTUAL about specifications.

* Provide scale via visuals (or video)
* Karen calls this defining the problems solved.
* Curate words or phrases from reviews when repeated.

* YOUR context as seller is facts.

* Use reviews for sentiment and emotion.

* Consider using video if products are complex.

* Never refer to something in copy that can't be seen.


We came to understand our role as the ecommerce team was more curators than sellers. To the extent we attempted to sell it seemed baseless, so we stayed factual and created a "Buzz Team" to write reviews and teach us how our customers thought, wrote and felt about our products. We ended up using some of THEIR copy in our campaigns. 


ABOUT Copy
Another important deep pool of context is your About page copy. If you lay out 5 key values in our about copy look for ways to tie any and all copy to one of those values. If we were discussing product X and it had tremendous attention to quality we could share empathy or similar stories to expand the context to reinforce our values. 
 


Via Karen Dietz
Karen Dietz's curator insight, November 28, 2012 6:17 PM

Truer words couldn't be said! The author has great advice for how to create context around a product that allows the business to share its product story more effectively.


And I love that the author, Joshua Duncan uses the latest Microsoft commercial to make his point. I enjoy watching the commercial. But I agree with Joshua -- as a sales piece it doesn't work. And it is certainly not a story.


As you read what Joshua has written, don't forget to click through to his earlier post on how context does work to make a sale. The example he uses is Box.com. You can see context is provided. But I still think Box.com could do better in sharing its story.


Read both and let me know what you think! Do the examples work? Does Box.com really tell it's story? Love to hear your thoughts :)


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Laurence Roelants's curator insight, November 29, 2012 3:10 AM

This is almost a tautology - product storytelling  is not conceptual art but is designed to sell....so don't forget the context!
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