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Screencast: Conversion-boosting Tips from Target.com

Posted By Bryan Eisenberg On July 20, 2007 @ 7:21 am In B2C,Improving Conversion,e-commerce,screencast | 10 Comments

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 [1] 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 [2] for video.)


In just a few minutes, without any access to Target.com [3]‘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 [4] seminar on August 10th in NYC.

(Big thanks to Stephen Spencer [5] of Netconcepts for choosing Target.com for this one.)

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/07/20/screencast-conversion-boosting-tips-from-targetcom/

URLs in this post:

[1] three simple questions: http://www.grokdotcom.com/topics/forestvtrees.htm

[2] click here: http://www.brightcove.com/title.jsp?title=1119370856

[3] Target.com: http://www.target.com/gp/homepage.html

[4] Call to Action: http://www.grokdotcom.com/2007/06/14/call-to-action-seminar-new-york/

[5] Stephen Spencer: http://www.stephanspencer.com/

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