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Friday, Jul. 20, 2007 at 7:21 am

Screencast: Conversion-boosting Tips from Target.com

By Bryan Eisenberg
July 20th, 2007

Everyone’s site can convert better. Sure, any big business can pay for traffic by buying up all the keywords in the known universe — but can they convert those visitors into satisfied customers? Can they make online shopping less cumbersome? Absolutely. And so can you…

The framework we use for analyzing conversion barriers may seem mysterious, but it’s actually based on answering three simple questions at each step of the customer’s buying process:

  1. Who is your audience?
  2. What action to you want them to take next?
  3. What information do they need to feel confident taking action?

Let’s take a look at the three questions in action… (RSS readers, click here for video.)

 

In just a few minutes, without any access to Target.com‘s analytics, I was able to identify several stumbling blocks in the customer experience. It’s difficult to say how much lost revenue Target would recoup from plugging these leaks in their sales funnel, but we’d love it if they’d at least test them and let us know how much conversion improved. ;)

Who should be our next target? Let us know in the comments if you’d like us to review a particular site. Of course, we can’t do it for everyone; but if we hear some good suggestions, we’ll do one of these each Friday.

Is your site leaking money? If you liked these quick tips I’ve drawn from Target.com, let me show you how to improve your website’s conversion rate at the Call to Action seminar on August 10th in NYC.

(Big thanks to Stephen Spencer of Netconcepts for choosing Target.com for this one.)

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Comments (10)

  1. i love the video, you need to do more of these. it gets your points across much better………

  2. The video was great. Nice blog… I’ll check back

  3. Hi,

    I think I follow almost all the tips you provided but the conversion rate is still low. What am I missing ?

    thanks

    Jair

  4. Great video, fun ideas. Perfect length too. Webinars are horrible, the time commitment, the scheduling, having to watch it on their terms, handling interruptions from coworkers, wondering if it will be worth it; it all just leaves a bad taste in my mouth. This is so perfect, fun, Target, interesting, brief. I really like it!

  5. I’ve been a fan of your newsletter for ages and I’d LOVE to see more of these screencasts… short, sweet and to the point. Feel free to use my site as your next example. ;)

  6. We launched this site on 4/20/07. In 3 months time we have hit nearly $100k in sales. Problem is, conversion is only around 1.2%. Would love your suggestions on improving conversion.

    We just added the right-hand column of icons this week (Instant Savings, We Pay for Shipping, Bean Bag Chair Giveaway) and this already seems to have had a positive impact, plus we’re getting people added to our database daily for promotions later.

    Your thoughts would be greatly appreciated!

  7. Would love if you would check out lanebryant.com. We’ve experienced a platform conversion in the last year and have seen sales drop off significantly. We think it’s the shopping cart. Also, our conversion never gets higher than 2% and we’ve got an 80% shopping cart abandonment rate.
    Would love to get some pointers.

  8. I would absolutely LOVE if you’d analyze our site!

  9. question: Who is your audience? was THE most important in my former bussines. So you must explore very carefully “the audience”!

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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