E-Commerce
Conversion Gains
E-Commerce is about one thing: money! How to maximize your revenues can be a complex subject involving your business' bottom line. So before you go out and spend money on new traffic or a new website design you should consider if your current online shop is really pulling its weight.
E-commerce Analysis
By analysing usage of your E-commerce website I am able to offer performance tuning techniques that deliver results. Generally, the experience of online shopping should be focussed on easy to complete tasks featuring quick information retrieval and purchasing decisions. Fine-tuning an online shop will turn visitors into paying customers, thus maximizing your current advertising spend.
Content, Context and Visitor Intent
Understanding the intent of visitors to your website* is very important when assessing the design of an online shop. For instance, if you receive a lot of traffic via paid for advertising such as pay per click listings, then you need to fine tune your landing pages for those advertisements. For example, if you are advertising for a specific product term such as 'wide-screen HD TV' then the landing page for that referral should be optimised for wide-screen HD TVs - simple, but this is only the first step.
Supporting Media
Further enhancements to the customer experience can be made by using supporting media and links such as product recommendations and suggested paths of action i.e. related articles/products recommendations, bookmark this page, recommend to a friend and newsletter signup forms to alert the visitor of important product updates.
Supporting media elements should be directly related to the context of the initial action/click and are very useful in keeping indecisive visitors on your website allowing you to further promote contextual products and services.
The Outcome
By understanding the context in which content resides, conversion gains can be achieved in harmony with your marketing activities, and will also provide valuable insights into how your products are perceived by visitors to your website with greater connotations to the brand perception of your company.
If you are interest in how I can help you increase your operations online sales and provide greater ROI then please contact me.
*Socio-cultural and demographic analysis should be important factors when considering the design of landing pages and supporting media. There are various online tools that can help with this. Microsoft adCenter Labs offer some great tools to get you started.
