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Friday, Nov. 16, 2007 at 3:59 pm

Screencast: Guarantee Holiday Sales

By Bryan Eisenberg
November 16th, 2007

...says Best BuyOne of the most important — and often overlooked — ways to boost your conversion rate while improving the experience for your customers is to focus on point-of-action assurances. Basically, these are the messages that smart e-commerce sites give us, just as we’re ready to check out. Point-of-action reassurances help us overcome that one last moment of doubt (“I think she hinted at this one, but can I exchange it if she wants that other digital camera instead?”). These types of messages are especially important when dealing with customers who are buying gifts online.

Offline, returns and exchanges are less of a concern to shoppers. They can simply take their purchases back to the store they bought them from. Many retailers even offer gift receipts so recipients can take the merchandise back and exchange it.

Online, the gift exchange/return process looms more ominously in shoppers’ minds. What if shoppers want to return or exchange orders? What do gift receivers do? How about gift givers? Where do they go? How fast will they get a refund? Return-shipping costs, shipping hassles, price-matching concerns, and other questions hover like conversion-rate-chomping gremlins, threatening to devour your sales. Online retailers must resolve these questions, manage expectations, and inject confidence into their visitors, or their “buy now” buttons will look like black holes threatening to suck shoppers’ cash into the ether.

In this screencast, I’ll show you how big online retailers like LandsEnd.com, WalMart.com & BestBuy.com handle these concerns during the holiday crunch. You’ll see how adapting these techniques to your own checkout process can help close the sale and keep them coming back — not just to return things, but to buy from you year-round.

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Comments (19)

  1. Interesting that Best Buy has already changed that slogan to reflect guaranteed Christmas deliveries.

  2. [...] Lack of trust. This can be remedied with assurances (‘guaranteed returns’, ‘secure transactions’, ‘privacy protection’ [...]

  3. [...] Grokdotcom – Screencast: Guarantee Holiday Sales [...]

  4. [...] Offer reassurances when asking for personal information. Your visitors are concerned about privacy and security [...]

  5. Great article. Brayan. I would include these when I start using customizable shopping cart.

  6. [...] reassurances when asking for personal information. Your visitors are concerned about privacy and security [...]

  7. [...] blued to a rectangular button with the "Add to Shopping Cart" message. Notice how many point-of-action assurances there are ("you can always remove it later" on the button, and the lock icon with [...]

  8. It’s interestig as always. Stumbled it.

  9. Geez all these tricks marketers have.
    I don’t even realize if im being “called to action” but I guess it happens at a subconscious level.

    Thanks.

  10. [...] Watch this video and take a hard look at how you can improve your websites with holiday focused Point-of-Action assurances. [...]

  11. [...] left, blued to a rectangular button with the “Add to Shopping Cart” message. Notice how many point-of-action assurances there are (”you can always remove it later” on the button, and the lock icon with “Shopping [...]

  12. [...] of payment options, BUT are your customers seeing them at the point of concern?  We call these Point of Action Assurances.  When the prospect is in your cart, and wondering about their payment options, are you reassuring [...]

  13. Hi Brayan.

    It’s great article.
    I has interesting about it.

  14. [...] Another approach is to focus solely on the checkout process from now until the end of the Holidays.  This means leaving the homepage, landing pages, content pages, etc. alone until 2010, and just test and optimize the cart pages to squeeze every last conversion out of those folks you’ve persuaded. [...]

  15. very interesting topic , thank you

  16. Very great article for the persons selling online. This article and the video is just amazing

  17. [...] [...]

  18. Offline, returns and exchanges are less of a concern to shoppers. They can simply take their purchases back to the store they bought them from. Many retailers even offer gift receipts so recipients can take the merchandise back and exchange it.

  19. Lands in is a good deal, but anchor head has some great ones too.

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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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