Although I try to stay away from using personal and embarrassing topics when writing blog posts, I’m going to share this experience, because it’ll help you think about a few things you should be considering when optimizing your site.

Last night, I went for a last minute shopping expedition, looking for wax strips that are ready to use. I visited three drugstores and a Walmart just to come out empty handed. Wax strips are not something I would think of purchasing online because…

...continue to read "The Smooth Leg Approach to Conversion"

Amazon just launched Windowshop.com. When you get there you see a wall of images that you can then scroll across using a mouse or keyboard. By zooming in you get a preview of a particular album or film or book. If you want to purchase it, just click through to the Amazon website.

They advise people to come back every Tuesday to see what is new. I am not sure why they didn’t include a way to subscribe here.

When you go…

...continue to read "Window Shopping the Amazon Way"

First, if you haven’t already seen Apple’s new Mac commercial, watch this:

Now, before discussing the ad, please name a brand developed in the last 10 years that was built largely on the strength of its advertising.  Go ahead and think a bit if you have to; I’ll wait.

You might be able to name one, dear reader, but I’m betting you’ll have strained a bit to come up with it, and that you’ll only think of just one (assuming you come…

...continue to read "The Larger Truth Behind Apple’s New Commercial"

Last week at the Shop.org conference, I offered attendees a report on how they ranked on our 2007 Customer Experience Study and the ability to be among the first sites reviewed for our 2008 benchmarks. I wanted to offer our GrokDotCom readers the same courtesy.

We’ll be reviewing over 500 retail websites this year and won’t be reporting the overall results until the beginning of 2009. If you put in your request this week, we’ll provide you with a report that shows you…

...continue to read "Benchmarking Your Customer Experience"

Each day it seems there’s a new headline about the latest “amenity” for which an airline plans on charging us, which, of course, causes a ripple effect as every other airline chooses to follow suit with a justification that comes across as, “Well, now that Airline X doesn’t have to give you free water, neither do we.”

Correct me if I’m wrong, but doesn’t this sound like the opposite of the effects competition is supposed to create?

Like us, many of you…

...continue to read "Dear Airline Industry, Being “Least Awful” Won’t Save You"

Testing and optimization are a necessity in any marketing endeavor. I’ve gone deeper into the subject in several columns, such as “Conversion Folly Funnel” and “We Tried That Already.” Today, I want to focus on one aspect of optimization: customer insight.

Success in testing doesn’t necessarily indicate success in customer insight. For example, you can test landing pages, determine the best landing page, and enjoy an increase in conversion. But do you know why it converts better? Oftentimes marketers gain knowledge…

...continue to read "How to Gain and Act on Customer Insights"

The new “Ouch Point” survey from the Opinion Research Corporation suggests that U.S. e-commerce websites are still — believe it or not — frustrating shoppers.

As first reported by Direct Magazine, the survey found that…

19% dislike learning an item was back-ordered or out of stock after said item was placed in a shopping cart 14% are frustrated by Web sites that malfunction as payment is being processed 8% are confounded by unclear return policies 6% don’t like unclear shipping information 6% dislike…

...continue to read "Study: Brand Erosion Caused By E-Commerce Friction"

As tax time looms in the U.S., personal finance management weighs heavy on the minds of those of us who would rather put it off until next year.

A few of my colleagues, two of whom had actually used it, recommended Mint.com. I had been to the site a few times in December when I first heard about it. Back then, I wasn’t yet thinking about signing up, but I did recall Mint.com being extremely good-looking and well-written.

Months later — and…

...continue to read "Bold Trust-Building Ideas from Mint.com"

Traditional banner ads can be frustrating. They’re easy to ignore. And all too often, the landing page on the other side of the click doesn’t fulfill the promise of the ad.

So why not try something new, like placing an ad on Facebook, where captive users are forced to see it right there in their news feeds?

That’s Virgin America’s strategy. But is it anything new?

Despite the hype, social media ads are rarely different than traditional banner or pay-per-click ads. The landscape…

...continue to read "Why Virgin’s Banner Ads Work, Even on Facebook!"

Makeup is like deodorant to me. I would rather not think about it — ever — and I only wear it because I have to.

I don’t know makeup brands or colors, and I don’t care enough to research what makeup would be right for me. Usually, my need for makeup only results in a purchase if a friend recommends something specific, or when I run out of an essential piece, like mascara. Then I’m found sprinting to the local pharmacy…

...continue to read "Why Free Web Tools Make Customers Want to BUY NOW"