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FutureNow Post
Wednesday, Dec. 23, 2009 at 8:03 am

The Highs and Lows of a Holiday Gift Card Conversion

December 23rd, 2009
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The Holiday (online) gift shopping saga continues!  First, I was buying water bottles, and now I’m shopping for a gift card to send to some relatives.

Instead of taking you through the somewhat exhausting 11-step purchase process I went through for the sake of “convenience,” this post will just call out a few of the interesting high points and low points (with suggested optimizations) on the emotional roller coaster that is online shopping.  While the theme is a…

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FutureNow Post
Wednesday, Dec. 16, 2009 at 8:02 am

Twilight New Moon Online Persuasion Examined

December 16th, 2009

This is a story about Christmas shopping of the worst kind a male can possibly imagine: buying a ‘teen heart-throb’ gift for a younger, female family member.  Well, I guess it could be worse, this gift could have been requested by my wife ;)

I have a certain younger sister-in-law who is a freak for the actor who plays “Edward” in the Twilight movie saga.  I undertook the mission to buy the “Edward” water bottle that was sold through…

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FutureNow Post
Friday, Nov. 6, 2009 at 9:01 am

Shopping Cart Optimization: Canned vs. Custom

November 6th, 2009

If you’re selling online, and you’re interested in Optimization, it simply makes sense to spend some time focusing on your shopping cart. It’s a key area of focus for a few reasons:

It’s often where “low-hanging fruit” grows. Conversion obstacles can often be removed quickly, leading to large gains in a short period of time. It’s an area where you’ve already succeeded in persuading the prospect. They are in the Late Stage of their buying process, so a relatively low investment can give you…

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FutureNow Post
Tuesday, Oct. 6, 2009 at 9:20 am

Keep Them In the Cart this Christmas

October 6th, 2009

OK, Grok faithful, we all know that the Holiday Season is coming fast. Last year was “make or break” for a holidayslot of eTailers, and this season will be critical for many more.

The ones who make it through will be those who are passionate about the customer experience, AND who are able to prioritize their work between now and the “Holiday Crunch” so that the hours expended actually impact the number of sales they make.

Where do you start if you want your…

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FutureNow Post
Tuesday, Aug. 11, 2009 at 9:24 am

3 Ways to Lose an Online Sale

August 11th, 2009

I’m not gonna lie…what you’re about to read was inspired by a real-life online shopping experience.  I won’t mention the guilty site, but I’ll say they sell clothing and jewelry to young urbanites.

As I relate the following three eCommerce mishaps, be thinking about whether you can eradicate all of them from your business by the time the “Holiday Rush” hits. ALL are preventable, if you start today and take one item at a time.

sale.comLet’s start at the “precipitating event;” the spark…

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FutureNow Post
Wednesday, Jul. 1, 2009 at 9:32 am

Shopping Cart Abandonment Woes

July 1st, 2009

Last week, Brendan tackled how to answer the 5 unanswered questions customers face in the shopping cart (other than shipping costs). According to a recent study by PayPal and comScore, 45% of US online shoppers had abandoned shopping carts multiple times in just three weeks.

Why were shoppers abandoning their carts?

46% of online shoppers said high shipping charges were a “very important reason” for emptying carts. Is free shipping a must in this economy? Have you tested personalized shipping offers based on location?

Other reasons for…

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FutureNow Post
Monday, Jun. 22, 2009 at 9:04 am

The Shopping Cart: How to Answer the 5 Unanswered Customer Questions

June 22nd, 2009

The ecommerce shopping cart is a great place to run tests, as simple changes (layout, copy, color, etc.) often yield fantastic results.  There are unanswered questions in the minds of our customers that we think are obviously answered on the page, but they’re not.  If you’re not sure about what those unanswered questions are, you can back up a few steps and use personas or user testing to uncover them.

Here are 5 key, unanswered questions (beyond shipping costs) of the shopping…

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FutureNow Post
Friday, Apr. 17, 2009 at 9:45 am

Sorry, I Don’t Give My Credit Card Online

April 17th, 2009

Clients often come to us to fix their shopping cart abandonment issue. We’ve written before about how to decrease shopping cart abandonment before, but I wanted to share another simple and cost effective way to deal with customers who refuse to give their credit card information online.

One suggestion is to make sure your toll-free or 800 number is clearly visible at the top of all pages and even more visible during the checkout process. However, many businesses balk at this because…

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FutureNow Post
Tuesday, Feb. 3, 2009 at 8:54 am

An Analyst’s Wishes for Wish Lists (Say 3 Times Fast)

February 3rd, 2009

This post is for anyone who’s using some sort of “Wish List” feature to encourage visitors to save something for (hopefully) later purchase.

This feature has become ubiquitous, probably due in part to the “Let’s Copy Syndrome.” I encounter it on nearly every “first date” I go on with a website.

I agree with the concept of saving items pre-purchase.  It’s a great micro-conversion to start measuring and optimizing.  It’s a natural step for Early Stage or Middle Stage…

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FutureNow Post
Wednesday, Dec. 17, 2008 at 3:11 pm

Instant Clarity on Common Website Problems

December 17th, 2008

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Get Elastic‘s recent post on reducing friction kicks butt – providing incredibly clear explanations of too-common Website flaws along with great examples of how to do it right.  I wish I wrote it.  Not only did the article reduced me to green-faced envy, but many of the post’s links pointed to further “must reads.”

Do yourself a favor and go read it now.

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