After mentioning this to my girlfriend, she told me that H&M’s dressing rooms also have a switch that is named “Daylight” that turns on a bulb that fills the dressing room with more natural light.

Yes, e-tailers, you can display your items in multiple ways. Don’t be afraid to venture outside of your company’s bottle and consider using more innovative ways to display products on the website. You’re doing it in your retail stores, so why are you waiting to implement it online?

Problem: Livesouth.com has tons of great content but visitors aren’t seeing all of it. They have high quality pictures on their site and they aren’t being seen. If the picture on property pages are clicked slideshows pop-ups, displaying multiple pictures. Visitors lose persuasive momentum by not seeing the additional images.

Test: We decided to add text under the picture. Directly under the picture it now says “Click Image to View Slideshow.”

Before:

After:

Results: The Conversion Rate for the site improved over 20%, just by showing visitors an easy way to find and see multiple images.

MattressLiquidators.ca had a large, rotating Flash image in the Active Window (i.e., the top-center, prime real estate) of their homepage, displaying four different images of their store. We decided to test it in relation to a static image that has links. Whereas many would be testing Conversion Rate by seeing how may visitors clicked the links, we decided to test something different: homepage abandonment.

From just switching the two images, homepage abandonment decreased by 28.57%. The new image was static, displayed more information and was easier to read. Nothing was animated or rotating in Flash.

Is it time to reevaluate when and where you Flash your customers?

So, why not put your best foot forward? Look at your site’s conversion stumbling blocks and find ways to break through them. Test a couple of examples, find the best combination, then do follow-up tests. Doing so helps keep your site relevant to the visitor while showcasing it in a professional manner. Simple persuasion elements like headlines can be easily tested and, oftentimes, these are the things that end up making a big impact overall.

While working with Jigsawhealth.com we decided to do some testing using Google Website Optimizer on a page to move visitors forward, through the product categories. The links on the page were ineffective, so we decided to test a bolded version of the links with the gray “Supplements” bar beneath the links. This resulted in a 7% increase of conversion.

When such a simple thing like bolding can affect a site’s conversion rate, imagine what can be done once you optimize your site’s other persuasion elements…

This week, I went shopping online for a late-winter jacket (a must-have for self-respecting New York pedestrians). I checked out a couple of sites and there is plenty of room for improvement in all of them.

The Bloomingdales experience

I live right down the block from Bloomingdales, but I can’t go to their store while I’m blogging through all hours of the night. (Very sad, I know.) I find a jacket I like and it looks great on the model, so I decide to click on the ‘Zoom’ button. The pop-up has three icons and the main Call to Action is the ‘Close Window’ button. I hit the ‘Plus’ button and it gives me a closer view of the jacket. But there’s only one picture of the jacket and I can’t even see the whole frontal view! If I can’t see half of the jacket, there’s no way I’m paying full price.

The Eddie Bauer experience

The next site I go to is Eddie Bauer. They do a good job of displaying multiple views, showing the jacket in all possible colors before purchase, and they even have clear and easy instructions on how to use the zoom functions. This pop-up window addressed all my questions. Now, where do I buy? Despite all that white space on the right side of the window, there isn’t a Call to Action anywhere, nor do I see a Call to Action beneath it–anywhere.

The Lands’ End experience

Lands End has a unique approach to displaying the image and its zoomed-in version. They have the tool built right into the product page. This is a good approach and doesn’t make the visitor leave to open a pop-up. Unfortunately, they don’t have multiple views available, so I can’t see the back or sides of the coat. Another problem is the placement of the color swatches. You can change the color of the zoomed images, but the swatches are visually removed from the tool. Shouldn’t they be right under the product picture so I can utilize the tool better?

The L.L. Bean experience

The last site I check is L.L. Bean. Their pop-up looks unprofessional. (This, by the way, is an issue we’ve discussed several times on GrokDotCom.) They have swatches to let me view the coat in different colors; however, they make me scroll or resize the window just to view the entire coat. They’ve also limited me to only one view. On the plus side, it’s a really big picture

As you can imagine, you’ve got many options when testing product images. Here are a few tips for showing them off in a larger format.

Product Zooming Tips:

• Show multiple views of the product
• Have a Call to Action close to the image and within the page.
• Display multiple colors and allow the visitor to see these images easily.
• Have easy to use zooming tools with clear directions on how to navigate.
• If the images are displayed in a pop-up, make sure the window is easy to view and doesn’t have to be resized.

At the end of the day, product pictures just don’t mean much if you can’t provide any additional context. If you know an online retailer that’s doing it right, comment below and link to your favorite $$$ shot. [Editor's Note: Clothing required, by the way.]

In just about every culture, red means stop. In many, it implies danger.

If your button is red–and otherwise in a bad location–the fact it’s red can certainly help make it visible. In other words, if it was invisible and now you made it visible, that’s good. But in just about every test we have done in almost ten years of improving conversion at Future Now, we’ve found that, as a rule, red doesn’t make for a good button color, or that buttons should be put on any top list for landing page optmization.

Secondly, button color, by itself, rarely has a significant impact on increasing conversion rates. That isn’t to say you shouldn’t do it right.

Clients always ask me to show them good examples of Calls to Action and how they can make their own Calls to Action more effective. And, although there aren’t hard and fast rules, there are certain attributes that make Calls To Action more effective.

So, I decided to check out a couple of sites for web browsers to illustrate key differences between Calls to Action.

Example 1

First off is the Firefox landing page. Their Call to Action does so many things right. The non-standard shape stands out from the background of the page, and has been given a persuasive color that draws the eyes to it. They’ve even used it to reinforce their brand. Within the Call to Action, Firefox lists the benefit and tells the visitor exactly what he is getting. Directly below the Call to Action, Firefox provides links that answer visitors’ questions if they aren’t quite ready to take the action Firefox wants them to take.

Example 2

Next up, Opera. There is a lot going on with this page, and the Call to Action isn’t necessarily the main focal point on the page. The arrow doesn’t necessarily speak to me, but the button is a bright green and stands out some. There are no links to answer visitors questions and the shape is pretty standard and ordinary. The shadowing certainly helps it stand out as something that should be clicked. Opera does a good job, but can certainly find ways to improve.

Example 3

Last (and least) is Internet Explorer. The Call to Action doesn’t stand out anywhere on the page. In fact, the only thing that stands out here is their branding. This seems to be all about them. The only thing they could have done to make it stand out less is placing blue text on a blue background.

The key is having your Call to Action stand out. Microsoft needs to distinguish its Call to Action so people can tell that this is where they need to click to download their browser.

Highlighting text in blue isn’t enough.

Features of a strong Call to Action:

• It’s distinctive. They should look different from other actions people can take on your page.
• It’s obvious. Don’t crowd your Calls to Action or confuse people by making the click anything less than intuitive.
• It communicates benefits. Tell people the value behind taking the action.
• It answers questions. If there’s a reason someone might hesitate to click, address it.

We’ve spent the month of January working on Quick Start Guides that can help you understand which elements have the biggest effect on your conversion rates and how to test them using a simple A/B (or split) test: we now have a guide for retailers and one for lead generation. And we’ve also been working closely with Google to create a 10 Minute guide for their Website Optimizer.

When we created our example test for Google’s nifty (and free) online testing tool, we chose a headline. When it comes to the persuasive copy you create for your website, headlines should rank as one of your highest priorities.

Why are headlines so important? They are among the very first elements of your persuasive process with which visitors actively engage. Readers of your pages use headlines and sub headlines (headers and subheaders) to understand the content on a page and decide if they want to read more of your copy. Headlines aid in the visual task of scanning and skimming, which helps your visitors organize the information you present. Worded appropriately, they encourage your visitors to go deeper into your persuasive copy.

How do you go about creating highly persuasive headlines? What sorts of things about headlines can you test? These are the same questions the Google folks asked us. So, for our documentation, I created a list of ways you can test your headlines. Below is an excerpt of the top ten, with examples.

1. Test fractions or percentages to prove your claim

Nine out of ten children in Sub-Saharan Africa have HIV

90% of the children in Sub-Saharan Africa have HIV

9/10 of the children in Sub-Saharan Africa have HIV

2. Test asking questions in the headline (make sure you directly answer the question after the headline)

Make a difference in the life of a child

Do you want to make a difference in the life of a child?

Can you make a difference in the life of a child?

Will you make a difference in the life of a child?

3. Test using emotional-laden words

Bring comfort and solace to the life of a poverty-stricken child

4. Test different types of formatting: bolding, fonts, colors, capitalizations, sizes

Make a Difference in the Life of a Child

Make a difference in the life of a child

Make a difference in the life of a child

MAKE A DIFFERENCE IN THE LIFE OF A CHILD

MAKE A DIFFERENCE IN THE LIFE OF A CHILD

5. Test the number of words used in the headline

Make a difference in the life of a child

Make a difference in a child’s life

6. Test using exclamation points

Make a difference in the life of a child

Make a difference in the life of a child!

7. Test using text to convey the benefits versus the features of your products or services

Your donations help us make a difference

Your donations bring medicine to the needy and support research

Your donations go directly to the front lines in the global war against AIDS

8. Test self-focused (we/I) versus customer-focused text (you)

We help make a difference in the life of a child

You can help make a difference in the life of a child

9. Test using quotations in the headline (consider the length of the headline)

President Bush has committed to make a difference

President Bush has committed “to turn the tide against AIDS in the most afflicted nations”

10. Test the reading level of the headline

Few receive pediatric antiretroviral treatment (Flesch-Kincaid Grade Level = 12)

Few get appropriate medical help (Flesch-Kincaid Grade Level = 9.9)

Few get the medicine they need (Flesch-Kincaid Grade Level = 2.4)

Writing good headlines is an art. It takes time, practice, patience. It also takes knowing what works best for your audience (which is not always what you think will work best for them). When you test your headlines, you’ll be able to add knowledge of your audience to your copywriting equation. And that’s when your headlines will be at their persuasive best!

Good luck and let me know how your testing goes.

(what’s this?)

Walking around Manhattan, the crowds are just too much for me. That’s why I’m trying to buy most of my presents online. I like to browse the stores for presents and the easiest way for me to browse around sites is using the navigation. Stores usually are laid out with different departments that display specific styles. Websites have to use navigation to accomplish this. They forget that they have to speak to the visitor in their language to help guide them with the buying process. This language helps guide the visitor to find what they look for by using specific categories provided by the navigation.

Many visitors immediately are baffled by the navigation titles on websites. The navigation is only useful if it can be understood. For example Sephora.com has a category named “smile”. What kind of product is a “smile”? Bloomingdales.com has a section named “beauty” and Fossil.com has a category named “watch bar”. Can I get some drinks after work at your watch bar?

Visitors use their own trigger words to describe their search.  If navigation is the means by which we get around a site, and the business owners use their own terms, or terms with little meaning in the context of the search, navigation (and momentum) ceases. Don’t you think the customers would appreciate it if you spoke to them in their own terms?

(what’s this?)

I love to going to concerts. Living in New York, I can catch two to three shows a week. A lot of times I can just walk right up and buy tickets, but for popular shows I need to plan and get them in advance. Wanting to go see “Thursday” next week at the Starland Ballroom, I go to Ticketmaster.com.

Knowing that there are tons of shows listed, I decide to type Starland Ballroom into the search engine. I find Thursday and I click the link to get to the show page. After selecting two tickets, I choose the only option, general admission standing room. I hit the look for tickets button and went through the word verification tool. Suddenly this page pops up:

This is the least informative message I have ever received. It doesn’t define my problem and it just lists every possible problem that might have occurred while checking out. There is no indication of what I should do next and even if the show is sold out. Did I select too many tickets? Was there a problem with my ticket section selection? I will never find out the answers to this question because I will call the venue and buy the tickets myself. Ticketmaster, since you aren’t the only solution you can’t make consumers jump through so many hurdles to get what they want.

(what’s this?)

Living in New York has been a bit of a shock. It is cold, really cold. Coming from California, I didn’t realize what it’s like walking to the subway in twenty degree weather to get to work. I figure that a jacket would be a good gift for my sister who is coming to New York at the end of December. I decide to check out Gap.com because it sounds like a good place to get something affordable and nice.

I click the Women’s icon and I get sent to a page that has a large graphic that says “Last Minute Gifts”. This sounds perfect so I click it and get sent to a page of bestsellers. Even though there is red everywhere I continue on and click on the essential belted coat.

There are a bunch of cool tools that show off the features of the coat. It’s a great looking page and they let me see the coat in each color available by just passing my mouse over the color swab. Also listed are all the materials made to manufacture the coat and its features. All this information is great, but where is the copy? Will this coat really help her brave these cold winters or is it just for show? Does the included belt have any benefits? Will she enjoy this present for its fashionable design and do different colors have specific benefits to different types of people? All these technological bells and whistles look great and get me interested in looking at the coat. The lack of persuasive copy keeps me from buying it. Even if I would have bought it there is no text reassuring me that this would have been the right gift for my sister this holiday season.

(what’s this?)

My dad likes to fish. He is in California and I figure I could still order something to get over to him in time for the holidays. I figure that Sportsmansguide.com would have something to interest him.

After typing in the URL I am sent to a page that redirects me over to the site. This page had a text link that will send me to the page if I’m not redirected automatically. Suddenly I see this:

I did not come to your site to enter some contest. I want to buy something fishing related. If you wanted to offer me a contest put it somewhere on the side. This is taking up almost all of my Active Window and it looks very unprofessional. It reminds me of the pop-up ads that used to run rampant on the web. I click the “No Thank You – Close” button and finally I can see some of the top navigation. Seeing no product categories, I decide to “Amazing Deals”. I see two keyboards, and digital drums. What would a sportsman do with these items? Play his theme song? With no way to refine my search and no other navigational options on the page, I feel lost and I leave the site.

(what’s this?)

With this being the year of the podcast, I’ve decided that an iPod would be a great present. I check out PCMall.com and I and notice that iPods are all over the homepage. After scrolling down, I select the iPod Nano with engraving.

While going through their sales process I was faced with counterintuitive steps, no status indicators, and no scent. The Calls to Actions on the site are misleading micro actions and there are too many steps to get to the checkout process. This is the only site that I’ve been to that hasn’t taken me to the shopping cart or shown me a message after clicking the “Add to Cart” button. Why couldn’t I have just checked out right away? With all of these steps just to get to the checkout process, how many people are actually going through them?

(what’s this?)

The holidays came early for me this year when my desktop at home literally started smoking, so I need to get a replacement fast. I find what I need at Tiger Direct, and decide to break the bank for 2^nd day air shipping. My order goes through, and then I receive a cryptic email saying something about my order may require something from the Credit Department prior to shipping, for security  reasons. On the email there is a link to check the order. A day after their email, the order has still yet to begin processing.

I call them and the customer service agent tells me if I can’t get my credit information verified within a half hour my order won’t get shipped today. Why do I need my credit verified, I’m not financing this PC?  I’m less than thrilled, but I’m transferred to a credit agent who exclaims they haven’t begun to process my credit card order. When I placed the order online, there were none of these issues. After a long and involved process, I was told my computer was finally being shipped. Excellent.

I asked her to transfer me to a customer service manager because I wasn’t informed of the delays. I asked the manager for my extra shipping costs to be refunded because there won’t be anything expedited about my shipping. He told me they sent an automated email about the credit problem and I was supposed to contact them, except the email explicitly stated I should wait to be contacted. He then acknowledges the computer is on backorder and it will be shipped until the 15^th. Now I’m very upset.

The manager tells me they can offer me a similar system with the same specs for the same price. Upon checking the site, we find a machine, but the manager now tells me they can only give me a machine at their cost, which is $200 more than I spent.

Is paying online with a credit card too difficult to process in real-time? Is it to much to “assume” when shopping online that stock indicators will be provided at the Point of Action? Is it too much to ask that communication be accurate and timely when unforeseen errors arise? Sadly, this is level of customer service, and online experience is out there, and on sites who truly should know better. What happens in this rave new world of customer empowerment? Well, I think you just read about it…

(what’s this?)

Every year my friend Sarah has her birthday around the holidays. Sometimes I get her a birthday present and sometimes a holiday present. This year I’ve decided I would get her something for her birthday . 1800flowers.com sounded like it would be a good place to find a present. I didn’t see what I was looking for on the homepage, so I decided to type “birthday” into the search engine. See the screenshot below for my results.

The search result shows me 182 different items to choose from. On the left hand they have an option to “refine this search”. I figure this is a great way to find the right present. Looking closer, I notice that this tool isn’t helpful at all. Some of the options presented to me are “Anniversary”, “Wedding”, and “New Year’s”. How will these trigger words help me find what I need? If I went to a florist and told them I needed a birthday gift would they point me over to the anniversary section? Would they ask me if I needed it for New Years? The florist wouldn’t ask me irrelevant questions. This year I will just have to go down to the store and get something there.

(what’s this?)

Realizing that I might have to break the bank and get a special present for someone, I decide to go to Tiffany.com. I’ve got the cash saved up and I’m ready to explore the site.

With limited knowledge about their products, I go to the right navigation and select Tiffany Holiday Gifts. Moving down the flash navigation, I chose “Gifts for Her”. This is exactly what I am looking for and I’m excited that I can easily find what I want.  I get to a landing page with navigation at the bottom of the page that features 5 items. See screenshot below:

There are a total of 16 different pages to look through, each with 5 items on each page. The items that I see are a watch, a necklace, a pendant, another watch, and earrings. With no organization to these items, I’m completely overwhelmed and I have no idea how I am going to choose my gift. On my high speed connection it takes 9.17 seconds to load each page (if someone was on a 56k modem it would be a grueling 27 seconds a page). Do they expect me to spend my time sorting through all of these items? There is no way to narrow down my search. The only way to find out more about each item is clicking each one individually. I was excited about getting something from Tiffany & Co., but this site isn’t going to help me find what I need.

(what’s this?)

This year I need to find a good present for my nephew. Since I’m not a good enough uncle to buy him a car, it is time to shop for some toys. As a kid I always remembered going to KB Toy Stores and I find their website Kbtoys.com. He is seventeen, but I figure there should be some good posters there.

The homepage’s left navigation categorizes gifts by age groups. This makes it easy to sort through all the kiddy toys. The next step has an arrow pointing down and lets me narrow down my choice by gender. After clicking “Boy”, it narrows down my search even further.

So I decide to click “Kid’s Room Décor” and the screenshot below is what I find. The lifestyle image immediately tells me that I am in the wrong place.

My results have found me a chair, a pet gate, and a parrot beanbag. Did I click the wrong link? My trail shows me I am on the 17 + Years > Boy > Kid’s Room Décor page. I was thrilled that KB Toys had such useful navigation chockfull of trigger words. Unfortunately, the search results that were provided were irrelevant. If I would have bought any of these items I would have been the worst uncle ever. With results like these, Toys R Us here I come.

(what’s this?)

Moseying over to Buy.com to get my brother a present, I find the Family Guy Season 3 DVD on sale. Anything animated will keep him amused, he is 20. I think they have good prices and I’ve seen postings about them before on deal websites. After 5 clicks I finally get the item into my cart and hold on to your seats because checkout here we go.

I literally have my credit card on my lap ready to type in the numbers when I see they want me to create an account. So I click “No, I am a new customer” because I just want to pay for the cartoons. When I hit the “checkout” button I figure I will be taken to my checkout page, but Buy.com has other ideas. It decides that I want to create an account. I just want to get this done so I enter my email, my password twice and a password reminder. Crossing my fingers I click “create account”, even though it’s the last thing I wanted to do.

Suddenly my browser window shows me this:

When the page reloaded I received an error telling me “You must accept the terms and conditions”. What else do they want me to do to make this order? Following their directions I scrolled down the page to accept the conditions by clicking the “create account” button and the page simply reloaded. Suddenly I realize the next logical step in my buying process is to go to Amazon and easily get the DVD.