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Monday, Jul. 7, 2008 at 6:20 am

Convert More Visitors with Confidence

By Peter Lee
July 7th, 2008

Recently, while on a Market Motive conference call with Shoplet‘s founder and CEO, Tony Ellison (a fan and reader), we noticed an interesting method of presenting Point of Action assurances at the shopping cart page. Visitors simply hover over links to read more purchase assurance and website policies. No click involved, and best yet, it doesn’t remove you from the checkout process.

Shopping Made Easy

shop_with_confidence_hover_over_links_shopletShoplet makes it effortless for visitors to have their questions answered on the spot, when they need it most. It’s a stretch from the all too frequent task of searching for purchase assurance links, such as return policies and shopping guarantees. Although, there are a number of tests I’d like to see on Shoplet’s shopping cart, they’ve done a great job reassuring visitors of their purchase.

Reassuring visitors by answering their questions is not exclusive to e-commerce sites, but for lead generation sign-up forms as well. When was the last time you tested the effectiveness of your Point of Action assurances?

If you want other proven methods of boosting confidence and trust on your landing pages, sign-up for our Always Be Testing webinar on July 9th, FutureNow’s free monthly webinar series with Google. Hosted by Bryan Eisenberg, Co-Founder & EVP at FutureNow, and Tom Leung, Business Product Manager at Google, you’ll receive practical tips and advice on testing the effectiveness of your marketing and usage of Google Website Optimizer.

Editor’s Note: Peter knows quite a bit about the power of Point of Action assurances. One of his clients will be featured during the webinar and they had an increase in conversion of over 100%.

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Comments (10)

  1. Very clever idea is the script written in flash or ajax or java in order to do this hover affect?

  2. Hello Papa Latty,

    This is usually accomplished with Javascript. You can do a search on Javascript Tooltips and find more information than you probably ever wanted to know on the subject. ;-) Good luck, and happy hunting.

  3. This is a great idea. I would recommend that they do a little bit better job of Q.A., though. When some items are added to the cart, the user can also actually click on the “hover links” and get to a page which includes the Privacy Policy, Guarantee, etc. In some other cases, however, these are not live links and clicking them does nothing. I’m sure this is an oversight. If the user wishes to print the Guarantee, and they have loaded one of the “overlooked” products, this could be an exercise in frustration.

  4. Sometimes too much pop up images are looking spammy, need to find a fine balance where on the page and how much etc.

  5. I would think javascript would not always work properly which is why most developers tend to shy away from it. Are they maybe using AJAX or DHTML?

  6. Thank you, Peter, for the review. We still place the words, “You can remove later, if desired” under our “Add To Cart” button. It’s a holdover from our previous management and I think it should be removed. I like the point of assurance hover text idea. Now I just need to sell the idea to my COO – he needs several “points of assurance” before we roll it out!

  7. I have just started using the javascript popups, that keep the customer on the same page. I think it is more user friendly, even thou I have not tested it out.

  8. I’m a fan of Newegg, and I usually find all my questions answered in their product reviews tab. I think for any product retailer, having reviews readily accessible to your consumer is very key. When I’m a consumer, I trust the review of another consumer far more than a question answered from somebody within the company.

  9. Hello Keith,

    AJAX (Asynchronous JavaScript and XML) and DHTML both utilize Javascript. The great thing is that these popups are enhancements to HTML. The links will/should work properly with or without Javascript enabled.

  10. confidence is key. you gotta have it.

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