Copyright © 2013 - All Rights Reserved.

34 Sure-Fire Tips to Increase Your Ecommerce Sales Today!

Featured Speaker

Amy Africa

Eight by Eight @amyafrica

Host & Moderator

Tim Ash SiteTuners @tim_ash

#AMY34

THE MAGIC FORMULA There are only four things you need to know about selling online. (Five if you really want to win BIG.)

Over half our brain is dedicated to visual processing power.

We need to see it to think it, feel it, believe it…

VISUAL MATCH

This is one of the most underestimated things in conversion and optimization today.

Remember, words haven’t been around for very long. The decoding of words slows down action!

WORD CONNECT

Users see things in views, not pages. Each view must be able to stand on its own.

Folks will scroll but their focus will remain up top.

VIEWS, NOT PAGES

The bigger, the better. The more, the merrier.

The language on your button makes a big difference.

ACTION DIRECTIVES

Deadlines create urgency and they cause people to focus.

Keep ‘em short. Online deadlines are VERY different from offline deadlines.

Don’t have an offer? Find a way to use a deadline anyway.

DEADLINES

SOLID NAVIGATION

Is your site a library or a bookstore? Navigation is a self-fulfilling prophecy. You get what I give you. It’s the thing we pay the least attention to as marketers and it’s the thing that matters most to our revenues & overall success.

USER-CENTERED * Different users need different navigation: top, left, bottom, facets, refinements and P/S.

* There is no such thing as righthand navigation.

* The word connect plays here in a BIG way.

* Prominent action directives are critical.

* Your perpetual and pop-carts count as navigational items.

* Highlight the things you want to give extra attention to.

* Show the breadth of product line if you can.

* Most sites have too much or too little navigation.

QLOG: www.amyafrica.com * Twitter: @amyafrica * © 2012

TEXT SEARCH

a.k.a. “The Kiss of Death” If your site is any good, it will function WITHOUT internal search.

SIZE MATTERS The size of the search box makes a huge difference in the success.

The position of the box determines how and when it will be used.

If your users aren’t great at searching, consider a split.

SIMPLIFY RESULTS The presentation of the results is more important than the results themselves.

Use refinements strategically, not just because everyone else uses them.

Limit your facets (categories) and the number of choices.

Offer generic recommendations for no-finds.

PERFECT CHECKOUT

The perfect cart/checkout is the one your customer uses, not necessarily the one you like best.

Things users like:

• Speed

• Carts that never expire

• Guest checkouts

• No irrelevant questions

• Clear action directives

• Temperature bars

Things users need:

• Perpetual carts

• Aggressive flow

• Security/privacy/guarantee plugs

• Limited navigation

• Alternative ways to order

• Customized checkouts

CHECKOUT

LEAD FORMS Things users like:

• Speed

• Prefilled, one-pagers

• No irrelevant questions

• Vertical fields

• BIG, bold action directives

• Information presented in a logical order

• No captchas

Things users need:

• Status bars

• Benefits reminder

• Security/guarantees

• Alternative contact information

CONTENT THAT

CONVERTS…

We spend a lot of time working on the 90% that doesn’t matter. Instead we should work on the 10% that does.

Things that matter to users:

• Primary visual

• Action directives

• Deadlines

• Supporting visuals

• Headlines & subhead

• D&A information

• Alternative ways to order

• Clear pricing

• Captions on photos

• Customer reviews

• Upsells & Cross-sells

PAGES THAT SELL

YouTube is the second largest search engine but that’s not the only reason why video matters.

It tells your story in a way that the brain that buys can better understand.

Needn’t be perfect.

The key is in the action directives. Be aggressive with your blue screen pitch/tags.

User videos will work. Make sure to donut them.

Keep your SEO strategy In mind.

VIDEO

POPS

They work for the exact same reason we hate them. They’re pattern interrupters.

POPS Hands-down, THE MOST EFFICIENT way to collect email addresses.

Their success is COMPLETELY dependent on the creative.

Change them out frequently.

If you are completely allergic, use one of the alternatives, just use something.

WORK THE BACKEND

It’s where the BIG money is made.

USE POPS ON EXIT Remember, this may be your last chance to get their email address.

CARTHOPPERS ON ENTRANCE

Purpose is to recognize the user and skip the steps they wouldn’t find and/or be good at.

Like pops, their success is COMPLETELY dependent on the creative.

Develop special ones for direct/no referrer users.

TRIGGERS FOR

FOLLOW-UP • Triggers should perform 4-6x

your best performing thrust.

• The majority of your success is dependent on things “outside the envelope.” Then, what you know about them (inside.)

• Be clear about what you want the user to do.

• Offer alternatives to inquiring/ordering online.

• Personalize the emails, if you can.

• Use deadlines.

• Timing is critical (may be different from your regular program.)

• Make sure to work the transfer.

TRIGGERS THAT WORK * Abandoned carts

* Site exits

* Reactivation emails

* Confirmations & thank you’s

* EBOPP’s (emails based on past purchases)

* EBOSI’s (emails based on selected interest)

* EBOTA’s (emails based on targeted audiences)

* Inventory – Back in stock… I would have bought this…

* A friend thought you’d like this…

* Requests for product reviews/testimonials

….and many, many more!

INSTIGATED FOR THE SAVE Instigated will convert the best.

Start with instigated. Perfect it. Then move on.

Give it 6-9 months before you start to monitor it. Maybe a year. It’s important to remember: just because someone is fantastic on the phone doesn’t mean they’ll be good at chat.

Keep track of the discussions – if nothing else it may be a good way for you to collect email addresses.

REMARKETING PROGRAMS Do-it-yourself or build it like you would

an affiliate program. They will work as long as you’re focused.

Program is completely dependent on creative.

If you don’t have clear action directives, don’t bother. They will make or break your program.

Work your be-backs.

Sell your soul to the devil for emails.

Test properties.

Get CPA deals. (Yes, I know. Get them anyway.)

Showing the item(s) the user abandoned will either work for you or it won’t.

If it works, it REALLY works so you should definitely test it.

LIES…

Conversion consultants tell lots of lies. Some because they want to make money (you can’t fault them for that). Some because they don’t know any better. (We don’t know what we don’t know.) Others? Just because they’re idiots.

TOP 8 LIES • * Carousels don’t work

• * One-page checkouts always perform better

• * Search should be in the upper righthand corner of your site.

• * Pop-ups negatively influence your brand

• * Users can handle eleventy bazillion products

• * Online users only want to order online

• * Abandoned carts are THE most important things.

• * Conversion is THE most important metric.

THANK YOU…

Follow me on Twitter: @amyafrica Read the QLOG: amyafrica.com E-mail: amyafrica@eightbyeight.com Phone: 802-881-0061

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