111 tips for ecommerce cro by the commerce shop

MMERCES H CO

TH E

UE VEN RE R

NG Y OWI GR O U

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hel l o@t hecommer ceshop. com

1 1 1T i p s F o r

e C o mme r c e

CRo T h eO n l yL i s tY o uWi l l E v e rN e e d

Fr om youreCommer cewebsi t edesi gnt oyourpr oductdel i ver i es,t her ei s al otyoucandot oi mpr oveyourconver si onr at e!

BYTHECOMMERCESHOP

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T a b l e O f C o n t e n t s

Chapt er01: Under s t andYourTar getAudi ence

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Chapt er02: I dent i f ySour cesToRecr ui tMor eShopper s

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Chapt er03: HomepageOpt i mi z at i on

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Chapt er04: Or gani z eYourSt or eForEas yNavi gat i on

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Chapt er05: I mpr ovePr oductDi s cover y

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Chapt er06: Sear chBoxOpt i mi z at i on

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Chapt er07: Pr oductPageOpt i mi z at i on

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Chapt er08: I ncor por at eASens eOfUr gency

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Chapt er09: Pr omot eCr os sSel l i ngAndUps el l i ng

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Chapt er10: Pr ovi deEas yCheckOutOpt i ons

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Chapt er11: Tr ans par encyI nShi ppi ng/ Del i ver yPr oces s

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Chapt er12: Pr oact i veCus t omerSuppor t

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Chapt er13: Opt i mi z eYourPageLoadi ngTi me

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Chapt er14: Per s onal i z edMar ket i ng

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Chapt er15: I nt el l i gentUs eOfSoci al Medi a

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Chapt er16: Mar ket i ngCampai gnAndSeas onal Pr omot i ons

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Chapt er17: Bui l dLoyal t y

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Chapt er18: Ot herVal uabl ePoi nt er s

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I ndex

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MMERCES H CO

WH YY O US H O U L DB E F O C U S E DO Ne C O MME R C EC R O TheeCommer cei ndus t r yi sat r i l l i ondol l arbus i nes st hati ss t i l l i ni t sgr owi ngphas e.

Wi t h out of t heboxeCommer ces ol ut i onsl i keMagent o, pl ent yofonl i neent r epr eneur sar e j umpi ngont heeCommer cebandwagont ot r yandmakei tbi g.

However , t her e’ sonepr obl em: Themaj or i t yofeCommer ceowner sBAREL Ybr eakeven.

Andt hi smakess ens ebecaus ei fyou’ r es el l i ngonl i ne, you’ r ecompet i ngwi t ht hebi gpl ayer s , l i keAmaz on, As os , REI , Et s y, et c.

AseCommer ceCons ul t ant s , wet hi nkt heonl ywayt os ucceedi swhenyoupl ays mar tand s t ar tpayi ngat t ent i ont oyourCRO.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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Wh a ti sC R O ?

Conver s i onr at eopt mi z at i on( CRO)i saf ancywor dus edt odes cr i bet hevar i oust weaksyou dot oyourwebs i t et ohel pconver tyourcas ual vi s i t or si nt ol oyal buyer s .

Changi ngcol or s , addi ngi mages , us i ngbut t ons , i ncor por at i ngr evi ewsandi ncl udi ngpopups–Anyt hi ng youdot oi ncr eas es al esonyoureCommer ces i t ef al l sundert heCROumbr el l a.

HowDoYouCal cul at eTheCROOfYourMagent o Webs i t e?

Tounder s t andyourwebs i t e’ scur r entCROands etabas el i nef oryoureCommer ce webs i t e, us et hi sequat i on:

Conver s i onRat e=( Tot al Or der s /NumberOfVi s i t or s )*100 Exampl e: ( 100or der sperweek/ 10, 000weekl yengagedvi s i t or s ) *100=1%Conver s i onRat e

Toens ur eanaccur at econver s i onr at e, makes ur eyour emovevi s i t or swhobounced f r om t hefir s tpaget heyvi s i t ed.

Si ncet heyl ef twi t houtl ooki ng, t heyneverhadt he chancet oexper i enceyourwebs i t e/ conver t .

“ eCommer ce Not e:

T heI ndus t r y

Conver s i onAver ageI sBet ween

24%

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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HowDoYouCal cul at eTheCROOfAPar t i cul ar Pr oduct I fyouwoul dl i ket ogoi ndept handcal cul at et heconver s i onr at eofyourpr oductpage, us e:

Pr oductConver s i onRat e=( Pr oductt r ans act i ons/Pr oductpagevi s i t s )*100

O u rL i s t O f 1 1 1e C o mme r c e C R OT i p s Tohel pyoui mpl ementourexhaus t i vel i s tofCROt i ps , wehavedi vi dedt het i psi nt ovar i ous chapt er st hatďŹ t sexact l yi nt oyoureCommer cepr oces s .

Fr om webs i t edes i gnt os hi ppi ngpr oduct s . we' veout l i nedar easwher eyoucani mpr ove yourconver s i onr at e.

Fi r s t , wes ugges tyoumeas ur et heper f or manceofyourwebs i t ewi t hr es pectt oCROand t henheadont ot hef ol l owi ngpoi nt s .

eCommer ceCRO

TI PS

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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0 1 C H A P T E R U n d e r s t a n dY o u rT a r g e tA u d i e n c e Mar ketanal ys i ss houl dhavebeenyourfir s ts t epwhendeci di ngonyour eCommer cevent ur es .

Eveni fyou’ vef oundt het ar getaudi encewhowi l l l oveyour pr oduct , i t ’ ss omet i mesi mpos s i bl et obr eakt hecl i ckbar r i erandgett hem t omakeat r ans act i onwi t hyou.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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Ti p#1: ConductSur veys Yourt ar getaudi enceknowswhatt heywant .

Soas kt hem.

Sur veysar eagr eatway t ogets omef eedbackaboutyours er vi ceandwebs i t e.

Toencour agemaxi mum par t i ci pat i onal ongwi t haddi t i onal t r ans act i on, i ncent i vi z eyours hopper swi t h s omes t or ecr edi tt heycanus ef ort hei rnextpur chas e.

Youwi l l haveaf ai rnumber oft aker sr eadyt ogi veyous omeval uabl ei nf or mat i onneededt oopt i mi z eyour s t or e.

Ti p#2: As kTheRi ghtQues t i ons I t ’ seas yt ogetcus t omer si nt er es t edi nas ur vey, butf r ami ngt her i ghtques t i oni s t hemos tdi f ficul tpar t .

Spendt i met hi nki ngoft heques t i onst hatyouneedans wer ed –Andt henas kaway!

I fyouneedanyhel pi nbui l di ngaques t i onnai r e, s hootoutames s aget o @t hecommer ces hoponTwi t t er .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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0 2 C H A P T E R I d e n t i f yS o u r c e s T oR e c r u i tMo r eS h o p p e r s Whati fyou’ vet ar get edt hewr ongcr owd, al l t oget her ?Thi shappensver y, ver yof t en.

We’ ves eeneCommer ceowner ss pendal otofmoneyononl i neadsandwebs i t e makeover s , onl yt os eenor et ur n.

I ft hat ’ st hecas e, t heni t ’ st i met ofindt her i ght audi encef oryourawes omeeCommer ces t or e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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Ti p#3: Tappi ngTheSoci al Pl at f or m Soci al medi aandot heronl i nepl at f or mseas i l yl etyour eachoutt oyourt ar getaudi ence.

I t ’ ses s ent i al youvi s i tGoogl eAnal yt i csandi dent i f ywher eyours oci al r ef er r al s ar ecomi ngf r om andt henengageont hos epl at f or ms .

Ti p#4: Reques t i ngYourExi s t i ngCus t omerBas e Ar ef er r al campai gni sanot hereas ywayt or eachoutt omor epot ent i al buyer s .

St ar t ar ef er r al pr ogr am andi ncent i vi z ecus t omer st opar t i ci pat eands pr eadt hel ove.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

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0 3 C H A P T E R H o me P a g eO p t i mi z a t i o n TheďŹ r s ti mpr es s i oni sal wayst hebes ti mpr es s i on, asyouhavel es st han3s econdst o i mpr es syourpot ent i al s hopper s .

I t ’ ses s ent i al yourwebs i t ehast hebes tUX t ohel pi mpr oveyourCRO.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 10

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Ti p#5: Cr eat eYourUni queBr and Wi t hmor euni quel ayout smaki ngt r ends , eCommer cewebs i t esar ebui l di ngt hei r owni dent i t y.

Cus t omer st endt or es pondbet t ert ot heemot i onoft hes t or yt el l i ng webs i t er at hert hant heconvent i onal l ayout .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 11

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Ti p#6:Pr ovi deAPer s onal i z edTouch Accor di ngt oMoj n, per s onal i z at i oni st hekeyt oi ncr eas eeCommer ceCRO. I na s ur vey, 75%ofcus t omer ss ai dt heyl i kei twhenbr andsgi vet hem per s onal i z ed mes s agesandof f er s . hi s , gett hecus t omert opar t i ci pat ei naques t i onnai r es es s i ont hathel psyou Todot gi veaper s onal i z eds hoppi ngexper i encet ocus t omer s .

SOJeansi st heper f ectexampl e, wher et heyt akeper s onal i z at i ont oawhol enew l evel .

Theyhaveas epar at e t abcal l ed‘ t hefit t i ngr oom’wher et hecus t omer sans wer4s i mpl eques t i ons , r et ur ni ngt hebes tj eanr ecommendat i on.

Ti p#7: Bui l dACommuni t y Bui l di nganonl i necommuni t yi seas yi fyou' r eont her i ght pl at f or m.

Li mer oadi st heper f ectexampl eofbui l di ngan amaz i ngcommuni t yofonl i nef as hi oni s t as .

Thei rconcepti st o cr eat eacombi nat i onofdi f f er entl ookst hr ought hei rs cr apbook opt i on.

Peopl ewhocr eat es uchs cr apbookpos t sgetcr edi t s t hatt heycanus et os hopatt heLi mer oads i t e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 12

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Pl us , t hei rwebs i t ei sal waysr ef r es hedwi t hamaz i ngs t yl esbel ongi ngt ovar i ous genr es .

Vi s i t or scaneas i l ypur chas et heent i r el ookorchoos es peci ficpi ecest hey l i ke.

Getcus t omer shookedont oyours i t ewi t has i mpl econceptcal l edcommuni t y bui l di ng.

Ti p#8: MakeSear chVi s i bl e Thes ear chboxs houl dbet hemos tpr omi nentpar tofyourwebs i t e.

Thei nt egr al par t ofyoureCommer ceCROs ucces sdependsonmaki ngi tcl ean, vi s i bl eandacces s i bl ef orever yone.

Agai n, Li mer oaddoesagr eatj obwi t ht hi s .

Aper f ects ear chboxwi t har el evantcal l t oact i oni nvi t i ngcus t omer st os ear chf or t hei rquer i es .

Cr eat e Scr apbook

Ti p#9:Us ef ul Navi gat i onBar Thenavi gat i onbari sanot heri mpor t antel ementt hathel pscus t omer sl ocat et he pr oduct sors er vi cest heyneed.

I fyou' r eaB2CeCommer cepor t al , t henyou’ r e boundt ohavel ot sofpr oduct s .

Theper f ectwayt oor gani z et hem i st hr ought he i nt el l i gentnavi gat i onbar .

Takeal ookatChumbak–Theynai l t henavi gat i onbar .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 13

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Thet i pi st ous es i mpl et er mst hatpeopl ecaneas i l yr ememberandi dent i f ywi t h.

Thenavi gat i onbarwi l l al s ohel ps pl i tpar entcat egor yandt hei rs ubcat egor i es .

Tr y t os howcas eyourmos tpr ef er r edcat egor i est ol etpeopl eeas i l yacces st hem.

Ti p#10:I ncent i vi z eNewCus t omer sToSi gnUpAnd MakeThei rFi r s tTr ans act i on Thi si soneoft hemos tpopul arandef f ect i veCROs t r at egi esus edbymos teCommer cewebs i t es .

But , t het r ut hi st hats omes i t esus ei tbet t ert hanot her s .

Yougai nt womai nt hi ngsoutofi ncent i vi z i ng: •Mot i vat i ngcus t omer st omaket hei rfir s tt r ans act i on •Get t i ngt hem t os i gnupt obui l di ngyourdat abas e

Lo wKe y Regi s t er&get₹400of f !

Si gnI n

Koovs . com doesapr et t ygoodj obi nget t i ngpeopl et os i gnupwi t ht hei rpr omi nent at t ent i ongr abbi ngpopup, wher easHops cot chhasmadei tdi f ficul tt os eeand pl acedi tnextt ot hei rs i gnupbut t on.

Thi smi ghtnotbeasef f ect i ve, ascas ual vi s i t or s caneas i l ymi s si t .

I t ’ sanoppor t uni t yl os t .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 14

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Ti p#11:LetCus t omer sKnowHowAndWhenToCont act You Pr omi nentdi s pl ayofyour cus t omers uppor tdet ai l si s anot herpos i t i veeCommer ceCROt echni que.

Thi swor ksbes ti nbui l di ngyourcr edi bi l i t yamongs tnew cus t omer swhoar el ooki ngt omaket hei rfir s tt r ans act i on.

Al s o, bei nghones tandopenaboutyourcus t omer s uppor tandavai l abi l i t yi si mpor t ant .

Cot t onwor l ddoesagr eatj obi nhi ghl i ght i ngt hei rcont actnumberal ongwi t ht hei r wor ki nghour s .

Thi shel pscus t omer st oj us topent hes i t eandr eachoutt ot hem.

Ti p#12: HaveAPr omot i on?Fl auntI t Runni ngpr omot i onal campai gnscanhel p BAG ATTACK!

yougai ns omet r ans act i ons .

But , i t ’ snot

FLAT 60% OFF

enought hatyous endoutmai l er sandr unPPC campai gnst opr omot ei t–I t ’ ses s ent i al t ol et yourvi s i t or sknow youhaveawes ome di s count savai l abl e.

SHOPNOW

Yourhomepagei st hebes tl ocat i ont os howcas eyourpr omot i onal of f er s .

Thebes t wayt ogett hei racus t omer ' sat t ent i oni swi t habi gbannert hats ays , " GetX%of fon ourbes ts el l i ngpr oduct s . "

Ti p#13:Showcas eYourSecur i t yCer t i ficat es As t udyf r om Act ual I ns i ght sr eveal edt hat75.

66%ofs hopper st r us ts ecur i t y badges , ast heyar eoneoft het r us tf act or scus t omer sl ookf ori nanunf ami l i ar webs i t e.

However , don’ tgetcer t i fiedbys omer andom s ecur i t yfir ms .

Makes ur e youl ear nabouteachone’ scr edi bi l i t yandi t sr el evancet oyourwebs i t eandus er s , bef or edi s pl ayi ngi tonyourwebs i t e.

At es tconduct edbyBaymar dr eveal edt hat di f f er entbadgesyi el ddi f f er entl evel soft r us t .

Opt i mi z eyourwebs i t ewi t ht her i ght t r us ts eal t hatbes tr el at est oyourcus t omer sandpr oduct s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 15

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“ T RUS T T heBes tS ens eof

whenpayi ngonl i ne?

Ti p#14:Per s onal i z eYourHomePageByUs i ng Shopper ’ sBr ows i ngHi s t or y Ast hewor l dofeCommer cei sheadi ngt owar dst heper s onal i z edl ane, i t ’ si mpor t ant t ohaveas peci fic‘ r ecommendedf oryou‘s ect i onont hehomepage.

ASOSdoesa gr eatj obi nr eques t i ngacces st ocus t omer ’ sbr ows ercooki es .

Thi shel psi nr ecommendi ngpr oduct st hatar eofi nt er es tt ot hecus t omer s .

I tal s ohel psi ngr abbi nga cus t omer ' sat t ent i onandal s oi mpr ovesyours i t e’ sbouncer at e.

Ti p#15:Pr ovi deFr eeShi ppi ngAndRet ur nsOnYour Homepage Aneas ywayt ogetcus t omer st opl acet hei ror deri sus i ngt hepoweroft hewor d, " Fr ee.

"I nt hebooknamedFr ee, Chr i sAnder s on( t heaut hor ) s har est hes t or yabout whathappenedwhent heyi mpl ement edf r ees hi ppi ng.

Spoi l eral er t : Amaz on’ s s al ess hotupgl obal l y, wi t ht heexcept i onofFr ance.

Thi si st heps ychol ogyof s hopper sandbymaki ngus eoft hi skeyi nf or mat i on, youcangetmor ecus t omer s t oconver t !

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 16

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Evenyoucanpr ovi decondi t i onal f r ees hi ppi ng, i tgr eat l yhel psi n CRO. 2Bi gFeeti sagr eatexampl e aswhent heyi mpl ement edf r ee s hi ppi ngf oror der sover$100, t heywi t nes s edani ncr eas eof50% i nt hei rs al es .

Ti p#16:A/ BTes tOnThePr oduct sToDi s pl ayOnYour HomePage Di s pl ayi ngt her i ghtpr oduct sonyourhomepagewi l l hel pyour eal i z ebet t erCRO. How wi l l youknow i fyourwebs i t eper f or mswel l f ors eas onabl epr oduct sort he new ar r i val s ?A/ Bt es t i ngi st heper f ectwayt ounder s t andhow wel l yourcus t omer s per cei veyourpr oduct s .

Conducts pl i tt es t i ngont hedi f f er entki ndsofpr oduct s di s pl ayedont hehomepaget ounder s t andhow wel l cus t omer si nt er actwi t hand r es pond.

Ti p#17: HaveAPr omi nentFAQSect i on Onl i necus t omer sl i ket ohel pt hems el ves , as91%ofs ur veyr es pondent ss ai dt hey woul dr at herus eas el f hel pt ool t ofixt hei rpr obl ems .

I nves t i ngi navas tandi nt er act i veFAQ wi l l hel pr educet henumberofemai l st o t hecus t omers er vi cedepar t ment .

I t hel pst omaket heFAQr es our cef ul wi t h i t sowns ear chboxf oryourcus t omer ’ s conveni ence.

Ti p#18:HaveYouBeenCover edByMedi a?I fSo, Showcas eI t !

I fyou’ r ef eat ur edi ns omet op magaz i nes , webs i t esornews paper s , t heni t ’ st i meyougots omemi l eage f oral l t hel oves hower edonyour br and.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 17

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0 4 C H A P T E R O r g a n i z eY o u rS t o r eF o r E a s yN a v i g a t i o n Navi gat i oni show cus t omer sexper i enceyourwebs i t e.

Onl ywhent her ei sas eaml es s navi gat i onwi l l cus t omer shaveaf ant as t i ceCommer ceexper i ence, r es ul t i ngi na hi gherConver s i onRat e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 18

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Ti p#19:Fi ndTheRi ghtThemeToSetCat egor i es St andar dcat egor i esar efinef orgener al s upers t or est hats el l ever yt hi ng, butwhen youhaveabout i ques etup, i t ’ ses s ent i al t ocr eat eacat egor yt hemet hatbes tfit s yourpr oduct .

1.

Al phabet i cal –Makess ens ewhenyouhaveagaz i l l i oncat egor i esand pr oduct s .

2.

GenderAndAudi ence–I fyouhavepr oduct sf orwomen, menandki dst hen t hi si st her i ghtki ndoft hemet hatbes tfit sal l yourpr oduct s .

3.

Pur pos eOr i ent ed–Bas edonyourpr oduct sandt hei rpur pos e.

I fyouhave var i ouspr oduct sl i ker opes , t ent s , fis hi ngr ods , et c. t henhavecat egor i esl i ke hi ki ng, campi ng, mount ai neer i ng, fis hi ngt ot ar gett heni cheaudi ence.

Ti p#20:Pr ovi deVi s ual Navi gat i onal As s i s t ance Reebokhasdoneanexcel l entwayofcat egor i z i ngt hei rpr oductbas edonacus t omer ’ sfit nes spr ogr am andpr ovi di ngavi s ual di s pl ayf oreach, hel pi ngt hem di s covert hepr oduct st heyneedef f or t l es s l y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 19

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Ti p#21: Avoi dHavi ngMul t i pl eCat egor i es , Jus tForThe SakeOfI t Mul t i pl ecat egor i esl eadt omor econf us i onandexces snavi gat i ont i mef orcus t omer s .

Thi scr eat esmor ef r us t r at i onandf ewerconver s i ons .

Tohaveanopt i mi z ed s t or e, i t sbes tyoucr eat et her i ghts etofcat egor i esneededt oor gani z et hepr oduct s wi t hi n.

Ti p#22: Anal yz eCus t omer ’ sPr ef er r edCat egor i es Whenyouar ei nt hemi s s i ont obr i ngdownyournumberofcat egor i es , don’ tbl i ndl y r emoveyourcus t omer ’ sf avor i t eones .

Al waysus eyourt r us t edf r i end, Googl eAnal yt i cs , andfindt hemos tus edcat egor i esands t ar tweedi ngoutt heunt ouched ones .

Thi shel psyouunder s t andyourcus t omer ’ snavi gat i onal pat t er ns .

Ti p#23: Cr eat eSubcat egor i es Noonewant st obr ows et hr oughmi l l i onpr oduct s .

Subcat egor i esar eagr eatwayt o s egr egat er el evantpr oduct s .

Cr eat easmanys ubcat egor i esneededt ofital l your pr oduct s .

Thekeyi sr el evance.

Noonewant st obr ows et hr ough mi l l i onpr oduct s

“ S EGREGAT E S UBCAT EGORI ESAREAGREATWAYT O

REL EVANTPRODUCT S.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 20

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L o o k i n gT o F i xY o u rC o n v e r s i o n K i l l i n gI s s u e s ?

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0 5 C H A P T E R I mp r o v eP r o d u c tD i s c o v e r y Themaj orconcer nofaneCommer cewebs i t ei spr oductdi s cover y.

I fcus t omer scan’ t l ocat eyourpr oduct , t hey’ r enotgoi ngt ocons i derr et ur ni ngt oyourwebs i t e.

Thes e s i mpl et i pswi l l hel pi mpr ovepr oductdi s cover yr at et r emendous l y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 22

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Ti p#24:I nt er l i nkCat egor yFi el ds Thi si st heper f ecthackf oreCommer cewebs i t est hathavet hous andsofpr oduct s wi t hpl ent yofpar entcat egor i es .

Us i ngt hes ames ubcat egor yundermul t i pl e par ent cat egor i eshel pscus t omer sfindpr oduct seas i l y.

Jabonghasapar ent cat egor yf or‘ Acces s or i es ’andt hes amecat egor yi sus edas t hes ubcat egor yundert hepar entcat egor y‘ Women’ .

Thi spar t i cul arflow i s des i gnedf orcus t omer ’ snavi gat i onal pat t er n.

Bas i cal l y, wecan’ tcat egor i z ehow cus t omer ’ smi ndwor ks .

Ourbes tbeti st ol ookatvar i ouspos s i bi l i t i est ofitour pr oduct st oenhancei t svi s i bi l i t y.

Ti p#25:Cr eat eAppr opr i at eTagsAndMakeThem Sear chFr i endl y Pr oductpageshavet hemos ti mpor t antkeywor ds .

Eveni fyouar eunabl et ocr eat e enoughcont entf oreachandever ypr oductpage, makes ur eyouaddr el evantt ags .

Thi swi l l gr eat l yi mpr ovepr oductvi s i bi l i t y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 23

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Ti p#26: Under s t andYourCus t omer s ’ Navi gat i onal Pat t er nsToSetUpAnOpt i mi z edSt or e I t ’ st i met ogetbackt oourt r us t ed f r i endGoogl eAnal yt i cs .

TheBehavi or Fl ow Anal ys i si sani nt el l i gentt ool t hat s howsushow t hemi ndoft hecus t omer per cei vesyourwebs i t e.

Bas edont he hi ghl ypr ef er r edr out e, wecandes i gn t henavi gat i onal pat t er nt hatgi vest he bes tROI .

Sour ce: ht t p: / / onl i nebehavi or . com/ anal yt i cs / under s t andi ngcus t omer s

Ti p#27: Audi tYourEnt i r eSi t eToCheckI fEachPr oductI s UnderTheRi ghtPar ent AndSubcat egor y Whencr eat i ngadat abas eofahugenumberofpr oduct s , i t ’ sdi f ficul tt okeept r ack ofpr oduct sgoi ngi n.

Per f or mr egul araudi t sonyours i t et ochecki ft hepr oduct sar e l i s t edundert her el evantcat egor i es .

Asment i onedabove, i fapar t i cul arpr oductfit s i nt omor et hanonecat egor y, t henf eel f r eet oi ncl udei tundermul t i pl epar ent cat egor i es .

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0 6 C H A P T E R S e a r c hB o xO p t i mi z a t i o n Thes ear chboxi st hemos ti mpor t antf eat ur eofaneCommer cewebs i t e.

I t ’ st heonl y f eat ur et hatcus t omer sext ens i vel yus eandwhenconfigur edr i ght , i thel psi n i mpr ovi ngt hes i t e’ sCROdr as t i cal l y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 25

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Ti p#28: Pr edi ct i veSear chEngi nes Pr edi ct i ves ear chesar eext r emel ypopul ar , ast heynotonl yr educeacus t omer ’ snavi gat i ont i me, butal s ol et sot herpr oduct scat ch t hes hopper ’ seyes .

I nMagz t er ’ spr edi ct i ves ear chf eat ur e, t he cus t omerwasl ooki ngf ort he‘ Heal t h&Nut r i t i on’Magaz i ne, butt heyal s os how many ot hers i mi l arpr oduct sofi nt er es t .

Agr eat CROi mpr ovement !

Ti p#29: AdvancedSear chEngi nes Advanceds ear chengi nesar eext r emel yus ef ul f orcus t omer swhoar en’ tt ookeen onbr ows i ngdi f f er entpr oduct s .

Theyar equi t es ur eaboutwhatt heywantandt hey wantt ogeti tFAST.

TheJabong’ sfil t erwor ksasagr eatadvanceds ear chf eat ur eandhel pscus t omer ’ s s hor t l i s tt hepr oductt heywant .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 26

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Ti p#30: MakeThe‘ NoRes ul t sFound’ PageWor kForYou Ther ecoul dbevar i ousr eas onsf orcus t omer sl andi ngont he‘ Nor es ul t sf ound’page.

But , i tdependsonhow cr eat i veyouar ei n di ver t i ngcus t omer sbackt ot henavi gat i on pat h.

Zapposdoesagr eatj obi nconver t i ngt hei r ‘ nor es ul t s ’pagei nt oas pacet hatnotonl y hel pst hecus t omerfindt hepr oductt heyar el ooki ngf or , butal s oi ns pr eadi ng i nf or mat i onaboutt hei rcul t ur eandwor ks pace.

Ti p#31: ForMobi l eBr ows er s , MakeYourSear chBox Pr omi nent I t ’ smandat or yt ohaveapr omi nents ear chboxonmobi l edevi cess i ncet heyhave muchs mal l ers cr eens i z es .

Event houghyourwebs i t emayber es pons i ve, havi nga t i nys ear chi coni snotasef f ect i veashavi ngas ear chbart ool .

I nt hecompar i s onbet weent heabovet wo s cr eengr abs , Jabongmobi l es i t eus er sar e pr onet ous et hes ear chf eat ur ecompar ed t ot heChumbakmobi l es i t eus er s .

Thi s l eadst oeas ypr oductdi s cover yand i mpr ovedconver s i onr at e.

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0 7 C H A P T E R P r o d u c tP a g eO p t i mi z a t i o n Whenwes t ar tt hi nki ngaboutover al l conver s i onr at eopt i mi z at i on, i t ’ squi t eeas yt o f or getaboutt hei mpor t anceoft hepr oductpage.

Thepr oductpagei swher eyour conver s i onf unnel s t ar t s .

Eachandever yel ementi nyourpr oductpages er vesa par t i cul arr ol e, wheni tpl aysi t spar twel l , youhaveapayi ngcus t omer .

I fnot , t henyouar el os i ngyourpot ent i al cl i entt oacompet i t or .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 28

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Ti p#32:Hi ghQual i t yPr oductPhot ogr aphy Pr oductphot ogr aphyi sext r emel yi mpor t ant , asi t ’ st heonl ypl acecus t omer scan s eepr oduct sanddeci dewhet hert heyl i ket hem ornot .

Hi ghqual i t yandi nnovat i ve pr oductphot ogr aphyi smandat or yt ogetcus t omer ’ sat t ent i on.

I fyourpr oducti magei s n’ thi ghr esorus ef ul , t hendon’ tus ei t .

Forexampl e, l et ’ st akeal ookatpr oduct#1: And, now pr oduct#2:

Whi chwoul dyoubuy?Pr obabl y#1.

Bot hs el l er swantt os el l awhi t ecr ochet , but t hes el l er#1i sdoi ngamuchbet t erj obi nconvi nci ngcus t omer swi t hadynami c andr eal i s t i cphot o.

Yourpr oductphot ogr aphydoes n’ tendwi t hcl i cki ngt her i ght pi ct ur ewi t hahi ghendcamer a.

I ti nvol vesapr opers et upt hatenhancest heval ue oft hepr oduct .

TheNas t ygal . com cas es t udyi sagr eatr es our cet ounder s t andhow pr oductphot ogr aphyi soneoft hemai nr eas onsf ori t ss ucces s .

Ti p#33:I magesShoul dZoom ToGi veALi f eLi ke Vi s ual i z at i on Yourcus t omer swi l l defini t el yt hankyouf oraqual i t y z oomi ngf unct i onal i t y.

I thel pst hem t akeacl os er l ookatdi f f er entpat t er nsanddes i gns .

Theonl y dr awbackofeCommer ces hoppi ngi st hatcus t omer s can’ tt ouchandf eel t hepr oduct , butgi vi ngt hem t he abi l i t yt ot akeacl os erl ookhel pst hem t r us tyour br andal i t t l ebi tmor e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 29

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Ti p#34: Li s tAl l Avai l abl eCol or sOfThePr oduct Shopper sar eext r emel ypes s i mi s t i c.

Ther ear epl ent yoft i mest heyf al l i nl ovewi t h t hedes i gnandfit , butdon’ tbuyt hepr oductbecaus et heyhaveapr obl em wi t ht he col or .

Col ori sani mpor t antas pect andpl aysani mpor t antr ol e i nt heeCommer cei ndus t r y.

How manyt i meshaveyou hunt edf orapar t i cul arcol or f orpr oduct syoul ove– Makes ur eyous how your t r uecol or s !

Ti p#35:I ncl udePr oductVi deos Apr oductvi deoi sanot hergr eatconver s i ont act i c.

I twor kswel l f orcus t omer swho wantt ohaveavi s ual exper i enceoft hepr oduct .

Foranygadget , wehi tupt he YouTubevi deor evi ewsbef or ewecons i derbuyi ngi t .

Let t i ngcus t omer sacces st he vi deo, wi t hi nt hepr oductpage, hel psmakest hei rdeci s i onpr oces smucheas i er .

Fi t bi tdi s pl aysi t svi deoon t hebannert ohel pcus t omer smakequi ckdeci s i on aboutbuyi ngt hei rpr oduct .

APRODUCTVI DEOI SANOTHER GREATCONVERSI ONTACTI C.

Ti p#36:Vi s ual AndPr act i cal Si z eGui de Si z egui desar ees s ent i al -How el s ecancus t omer sj udget hedi mens i onoft he pr oductandunder s t andhow wel l i twi l l fitt hem?I t ’ snol ongerenought hatyou gi vet hem t henumer i cal det ai l s , i thel pst obemor evi s ual andexpl ai nedi na pr act i cal manner , s ocus t omer scanr el at et oi tbet t erandmakei nf or meddeci s i ons .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 30

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Ti p#37:Pr omi nentDi s pl ayOfPr oductPr i ci ng Thepr oductpr i ces houl dbet hemai nhi ghl i ghtoft he page.

Don’ tl etcus t omer shuntf ort hepr oductpr i ce, asi tgi vesani mpr es s i ont hatt hes el l eri st r yi ngt o hi des omet hi ng.

I t ’ shumanps ychol ogyt ot r us t t hi ngst hatar edi s pl ayedpr omi nent l y.

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Ti p#38:Pr oductDes cr i pt i onThatMakesTheBuyer Go‘ WOW’ Pr oductdes cr i pt i ons houl dbet hor oughands el f expl anat or y.

Theys houl di ncl ude al l t hekeywor dst hecus t omercoul dpot ent i al l yus et os ear chf ort hepar t i cul ar pr oduct .

Thi sens ur esyourpageget si ndexedf ort her i ghts ear chquer yandpops upf ort her i ghts ear ch.

Al s o, i thel pst ogetcr eat i veandcr af tani nt el l i gentpr oductdes cr i pt i onfiel dt hat notonl yt al ksaboutt hepr oduct , butal s oi ncl udeaddi t i onal el ement st hatcompl i ment st hepr oduct .

TheBos epr oductpagei sanexcel l entexampl ewher eal l i nf or mat i onr el at edt ot he pr oducti sdi s pl ayedt hr ought abs .

Aus erl ooki ngf ori nf or mat i onr el at edt ot hei ri nt er es t edpr oduct , neednotl ookanywher eel s eot hert hatt hepage.

Ti p#39: Pr oductTi t l eThatI sNotOnl ySear chFr i endl y, ButUs erFr i endl y Don’ tr es t r i ctyour s el ft owr i t i ngbor i ngs ear chengi nef r i endl ypr oductt i t l es .

You needt ocomeoutf r om behi ndyourcomput erandl ookatt her eal wor l d, wher er eal cus t omer sar el ooki ngt obuypr oduct sf r om you.

Wel ovehow As osus esawes omeadj ect i vest opepupt hei rpr oductt i t l es .

Thi sget s cus t omer sengagedwi t ht hebr andandt hepr oduct s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 31

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Ti p#40: Pr ovi deAnOpt i onToDi s pl ayDel i ver yDat e OnPage Acus t omerl ooki ngt obuyapr oductonl i nei s eagert oknow whent hey’ l l r ecei vei t .

Havi ng t hedel i ver yt i mement i onedont hepr oduct pagegi vesaboos ti nyourconver s i onr at e, asi t cr eat est heeager nes samongs ts hopper sand ans wer st heques t i on, “ Whenwi l l Igeti t ?”

Al s o, don’ twor r yi fyoucan’ tgi veaguar ant eeddel i ver yt i mel i ne l i kehow Amaz ondoes–Cus t omer sar es at i s fiedwi t hat ent at i veone.

Ti p#41: Di s pl ayPr oductRevi ewsAndRat i ng Ther evi ewsandr at i ngsf eat ur ei st hebes twayt oi mpr oveyourover al l conver s i on r at e.

ForeCommer ces t or est hathavegr eatpr oduct s , i tl et scus t omer sr aveabout you.

So, s t ar tencour agi ngcus t omer st or evi ew yourpr oduct sands t ar tdi s pl ayi ng t hem ont hepr oductpagewher eyourot herpot ent i al cus t omer sar el ooki ngf or s uchr el evantus erf eedback.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 32

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0 8 C H A P T E R I n c o r p o r a t eAS e n s eO fU r g e n c y Yourpr oductpagei sagr eatpl acet ocr eat et hes ens eofur gencyneededt onudge cas ual vi s i t or si nt opayi ngcus t omer s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 33

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Ti p#42:WhenPr oduct sAr eOnSal e–Di s pl ayTheBef or e AndAf t erPr i ce I fyouhaveapr omot i onal of f er , i t ’ sbet t ert odi s pl ayt he “ bef or e”and“ af t er ”pr i ceoft hepr oduct .

Thi si sagr eat conver s i onopt i mi z at i onmet hod, l et t i ngcus t omer svi s ual l yunder s t andhow mucht heyar es avi ngi ft heyoptt obuy t hepar t i cul arpr oductdur i ngt hepr omot i onal per i od.

I ti ns t ant l ygi vest hem t heneces s ar y, “ Thi si sagr eatdeal ! ” moment .

Ti p#43: Li mi t edSt ock/Of f erEndi ngSoon We’ veal l pur chas edpr oduct sj us tbecaus ewes eet hes i gns ayi ng, “ Of f erendi ng s oon. ”Thes amepr i nci pl ewor kswel l f oreCommer ceof f er s , aswel l .

Addan“ excl us i vepr oductpr omot i on, ”t hent akeadvant ageofi tbyput t i ngout banner st ocr eat et hes ens eofur gencyamongs tpr os pect i vebuyer s .

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0 9 C H A P T E R P r o mo t eC r o s sS e l l i n gA n dU p s e l l i n g Toi mpr oveyourr evenue, i t ’ snotonl yi mpor t antt ohaveani ncr eas ednumberof t r ans act i ons , butal s oi ncr eas edcar tval ues .

Cr os ss el l i ngandups el l i ngar et het wo mos ti mpor t antel ement st hathel pi ni ncr eas i ngyourcar tval ue.

Now t hatwehave es t abl i s hedi t si mpor t ance, her e’ show t oi mpl ementi ts eaml es s l yi nyour eCommer cepr oces s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 35

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Ti p#44:RecommendedPr oductLi s t i ng Havi ngr ecommendedpr oduct sl i s t edont hehomepage, pr oductpageandeven ont hecheckoutpageget st hemuchneededcus t omer ’ sat t ent i on.

Now, youcan s how t hem ot herappl i cabl epr oduct sbef or et heycheckout .

Ti p#45: Li s t i ngSi mi l arPr oduct s Li s t i ngs i mi l arpr oduct scanal s ohel pcus t omer schoos epr oduct sofahi gherval ue.

I tal s ohel pscus t omer st oeas i l ynavi gat eacr os spr oduct st heyar ei nt er es t edi n.

Pr oduct scanei t herbel i s t edei t heri nas i mi l ars t yl eorbas edoncol or , dependi ng ont henat ur eoft heeCommer cepr oduct .

Ti p#46: St yl eGui deAndTi ps St yl egui desandt i psdi s pl ayedont hepr oductpage ar eagr eatups el l i ngt act i c.

I thel pscus t omer spi ck upei t hercompl ement ar ypr oduct soracces s or i es al ongwi t ht hei rcur r entpr oductpur chas e.

Ti p#47: Compl et eTheLook Sever al oft het opeCommer cewebs i t esus et hi st act i ct oi mpr ovet hei rcar tval ue.

Thi swor kswel l whenyouhaveamodel por t r ayi ngyourpr oduct s .

Thevi s ual el ement scompel cus t omer st obuyt heent i r el ookandt her ebymul t i pl yi ngt hecar t val uet r emendous l y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 36

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1 0 C H A P T E R P r o v i d eE a s yC h e c kO u tO p t i o n s TheeCommer ces hoppi ngcar tabandonmentr at ei sabout68.

63%, whi chi squi t ehi gh anddi s appoi nt i ng, cons i der i ngt heamountofmar ket i ngandef f or tyouputi nt oyour eCommer ces t or e.

Thecheckoutpr oces si sext r emel ydel i cat eandbypr ovi di ngas eaml es snavi gat i on bet weent hecheckoutcar tandpaymentpage, youwi l l haveahi gherconver s i on r at eandhappi ercus t omer s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 37

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Ti p#48: OneCl i ckCheckoutOpt i on Onecl i ckpur chas eopt i onl et scus t omer snavi gat ef r om t hepr oduct paget ot hecheckoutpage, wi t hout gi vi ngt hem anopt i ont oabandon t hei rcar t .

Event hought hi sopt i oni s t ot al l yagai ns tourups el l i ngand cr os ss el l i ngmot t o, i tdefini t el ywor ks .

Ther ear equi t eaf ew cus t omer swho know exact l ywhatt heywantandoncet heyfindi t , t heywoul dl i ket opayandexi t .

Onecl i ckcheckouti st heper f ectopt i onf ors uchcus t omer s .

Ti p#49: AQui ckVi ewCar t Thi si sanot herus er f r i endl yf eat ur ef orcus t omer swhol i ket ohaveacons t ant wat chonwhatt heyar ebuyi ng.

Theyfindt hi sagr eatt ool t hatl et st hem s hopwi t hi n t hei rbudget .

Whencus t omer saddt oomanypr oduct s , t hechancesoft hem abandoni ngt hei r car tar egr eat l yi ncr eas ed, asi t ’ sevenmor econf us i ngt ochoos ebet weenpr oduct s youl i ke.

Qui ckvi ew car t sar eagr eatfixf ors uchcas es .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 38

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Ti p#50: Per s i s t entShoppi ngCar t–NeverLetGo Aper s i s t entcar ti sanot hergr eatt ool t hatr educescar tabandonmentandhel psi mpr oveconver s i ondr as t i cal l y.

Cus t omer sabandont hei rcar tf ormul t i pl er eas ons , butwhent heyr et ur nt ot hes i t e, t hei rcar tr emai nsi nt act , wi t hal l t hei rear l i erchoi cess af eands ound.

Thi shel pscus t omer st opi ckupwher et heyl ef tof f .

Ti p#51: Pr ovi deGues tCheckoutOpt i on Pr ovi di ngagues tcheckoutopt i oni sagr eatwayt ol oopi nnew cus t omer s .

Let ’ s f acei t–Ther ear epr obabl yami l l i onwebs i t eswehaveal r eadys i gnedupat .

Cus t omer sus ual l ydon' twantt os i gnupt oanot herone.

Gues tcheckoutopt i onar e agr eatwayt oconver tcus t omer swi t houtget t i ngt hem t os i gnup.

Thegoodt hi ngaboutt hi sopt i oni s t hat , eveni ft heydon’ tcomeback l at er , wehavet hei remai l I Dt or each outt oandgett hem back.

Youcan al s oas kt hem t os i gnuponcet hey compl et et hei rt r ans act i on.

Obvi ous l y, apayi ngcus t omeri sal waysgood f orbus i nes s .

Ti p#52: APr edi ct abl eCheckoutpr oces s Thecheckoutpr oces si squi t eat edi ousoneandal otofcus t omer sj us twantt o compl et et het r ans act i onandmoveon.

Obvi ous l y, payi ngi ss i mpl ynotasf unas s hoppi ng.

Apr edi ct abl echeckoutopt i oni sagr eatwayt ol etcus t omer sknow exact l yhow manymor es t epst ogo, unt i l t heycompl et et hepaymentpr oces s .

Thi s encour agest hem t obepat i ent .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 39

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Ti p#53: LetThem Edi tTheCar tOrCont i nueShoppi ng I t ’ sneces s ar yt hatyoul etcus t omer sedi tt hes i z eand quant i t yoft hepr oductdur i ngt hei rcheckoutpr oces s .

I tmakesaneas yt r ans i t i onbet weent hecheckoutand paymentpr oces s .

Apoi ntt obenot ed, onl ywhenyour checkoutpr oces si s100%opt i mi z edwi l l youbeabl et o r et ai nahappycus t omer .

Ti p#54: NoLas tMi nut eSur pr i s esI nPr i ci ng What evert axesandchar gesyouwantt oaddt ot hepr oduct , makei tt r ans par enton t hepr oductpage.

Cus t omer shat eunneces s ar ys ur pr i s esatt hecheckout , caus i ng t hem t oabandont hei rcar tandneverl ookback.

Ti p#55: Pr ovi deMul t i pl ePaymentOpt i ons Wi t ht echnol ogyadvancement s , t her ear enumer ouspayi ngopt i onsavai l abl et o t hecus t omer .

Ens ur eyous uppor tmul t i pl epaymentt ypes–Thatway, cus t omer s ar enotgi venanexcus et onotcheckout .

Ti p#56:Fr eeCas hOnDel i ver yOpt i on ManyeCommer ceowner sl ookdownuponcas hondel i ver y, ast heyf eel mor e s ecur eabouts endi ngoutt hei rpr oductonupf r ontpayment .

But , t her ever s eps ychol ogywor ksf ort hecus t omer s .

Theydon’ tl i ket omaket hepaymentwi t hout l ooki ngatt hepr oductfir s t .

Looki ngont hebr i ghts i de, whent heus eri smor econfidentaboutyourpr oductands er vi ces , t heywi l l nothes i t at et opayupf r ontf ort hei r f ut ur epur chas es .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 40

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Ti p#57:Don’ tMandat eUnneces s ar yDat aFi el ds Dur i ngt hecheckoutpr oces s , cus t omer sar epr ompt edt oans werl ot sofques t i ons .

Event houghi t ’ ses s ent i al t hatyougetasmuchi nf or mat i onasyoucan, cer t ai n ques t i onsar eunneces s ar y.

Somecus t omer smi ghthavet hepat i encet ofil l al ong f or m, buthundr edsmor edon’ t .

I fyout hi nkyouneedal l t hefiel ds , maket hel eas t i mpor t antonesnonmandat or y.

Yourcus t omer swi l l t hankyouf ort hi sast hi sadds t oaneas i ercheckoutpr oces sandl es scar tabandonmentr at e.

Ti p#58: Aut omat i cal l yPr eFi l l Ci t y&St at eFi el dAsSoon AsTheUs erEnt er sAZi pCode Thi si soneoft hemos tt hought f ul ges t ur eyoucando

Ent erAZi pCode

f oryourcus t omer .

Tous , al l t hef or msi nt hewor l d s houl ddot hi s .

Ti p#59: Li mi tTheNavi gat i onAndExi tPoi nt sOnThe CheckoutPage Don’ taddanypr omot i onsorCTAsont hecheckoutpage.

I teas i l ydi s t r act scus t omer sf r om t hecheckoutpr oces s .

Keept henavi gat i onf r om t hecar tt ot hepayment gat ewayqui ckandpr edi ct i ve.

Forr egul arcus t omer s , haveanopt i ont os avet hei r car ddet ai l ss ot heyj us thavet oent ert hes ecur i t ykeyt ocont i nueanew t r ans act i on.

Ti p#60:Avoi dPopUpsDur i ngTheCheckout Popupsdur i ngcheckoutar ear eal deal ki l l er .

I magi net hecus t omeri sal l s ett o compl et et hei rpaymentpr oces s , whens omet hi ngpopsupandt heyar ef or cedt o dos omet hi ngot hert hanbuy.

I fyouf eel youneeds omei nf or mat i onf r om t heus er , doi twi t haf ol l ow upemai l .

I t ’ smuchmor eef fici entandaddsf orabet t erCRO.

Ti p#61:HaveSecur i t yTr us tBadgesPr omi nent l yOnThe PaymentPage Havi ngas ecur edpaymentgat ewayi smandat or y.

Fi r s tt i mecus t omer sar equi t e ner vousaboutcompl et i ngat r ans act i onwi t hanunknowneCommer cewebs i t e.

Thes et r us tbadgespl aysamaj orr ol ei nl et t i ngt hem know t hatyouar et r us t wor t hy andwoul ddel i vert hepr oduct spr ompt l y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 41

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Wo r r i e da b o u t y o u re C o mme r c e s a l e s ?

CONTACTOUR ECOMMERCECONSUL TANTS hel l o@t hecommer ces hop. com

1 1 C H A P T E R T r a n s p a r e n c yI nS h i p p i n g / D e l i v e r yP r o c e s s Thes hi ppi ngpr oces si st he‘ makeorbr eakf act or ’wheni tcomest oeCommer ce.

Whenacus t omers eest hes hi ppi ngchar ges , don’ tf or cet hem i nt oamaj ordi l emma ( Exampl e: DoIt r us tt hi ss i t e?Doest hes hi ppi ngcos tt oomuch?) .

Havi ngat r ans par ent s hi ppi nganddel i ver ypr oces si ses s ent i al f ori mpr ovedconver s i onr at e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 43

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Ti p#62:Aut omat edEmai l Res pons eOnceCus t omer s Pl aceThei rOr der I t ’ ses s ent i al yous endanemai l onceacus t omerhaspl acedanor derwi t hyou.

I t ’ s mandat or yyouaut omat et hi spr oces s , s ocus t omer si mmedi at el ygett oknow t hei r or dernumberandt heexpect eddel i ver ydat e.

Ti p#63:Gi veAccur at eDel i ver yTi mel i ne Youmi ghtnotbeabl et ogi vet hecor r ectdel i ver ydat e andt i meonceacus t omerpl acesanor der .

But , once youhavepackedands hi ppedoutt heor der , i t ’ squi t e eas yt ogi veanaccur at et i mel i ne.

I t ’ sadvi s abl eyou s hootoutanemai l oncet heor deri ss hi ppedouts o cus t omer sar eawar eaboutwhat ’ shappeni ngwi t ht heor derandt heyal s oknow exact l ywhent oexpecti t sdel i ver y.

Ti p#64:LetCus t omer sTr ackThei rOr derThoughYour WebSi t e YourAccount>YourOr der s>Or derSummar y>Del i ver yTr acki ng

Del i ver yTr acki ng OutForDel i ver y

Yourpar celi soutf ordel i ver y( Updat ed24mi nut e( s)ago)

Expect edDel i ver y:

Di spat chi ng Soon

Di spat ched

I nTr ansi t

Outf orDel i ver y

Del i v er ed

I tmi ghts eem l i keapai nt oi mpl ementt hi spr oces s , buti t ’ sagr eatwayt ogetcus t omer sbackt oyourwebs i t e.

Cus t omer sar eal wayseagert oknow what ’ shappeni ngwi t ht hei rs hi pment .

Bygi vi ngt hem awayt ot r acki tonyourwebs i t e, r es tas -

e s ur edt heywi l l beonyourwebs i t et hever ynextmi nut

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 44

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Ti p#65: LetCus t omer sSel ectTheConveni entDel i ver y Dat e/ Ti me Cus t omer sar ebus yi ndi vi dual sandgi vi ngt hem anopt i ont os el ectt hei rdel i ver y t i mel et st hem know youcar eaboutt hei rs chedul e.

I t ’ sabi gbonuspoi ntf oreCommer cewebs i t est hatar el ooki ngt obui l dl ongl as t i ngr el at i ons hi pswi t ht hei rcus t omer s .

Ti p#66: Gi veAHeadsUpWhenTher eI sADel ayI n Pr oductDel i ver y Del ayi ndel i ver y?I t ’ sper f ect l yfine, asl ongasyout el l yourcus t omer si nadvance.

Jus thaveoneofyourcus t omers uppor tper s onscal l t hecus t omerandapol ogi z e f ort hei nconveni ence.

Don’ tl ett hem findaboutt hedel ayi ndel i ver y–You’ l l neverhearf r om t hem agai n! !

Ti p#67: I ns i s tOnFeedbacksAndRevi ewsAf t erEver y Del i ver y Cus t omer sar equi t er ecept i vet of ol l ow upr evi ew s ur veysandf eedbacks .

Makeus e oft hem andi ns i s tonf ol l ow upr evi ewst obui l dupyours i t e’ scr edi bi l i t y.

You’ l l al s o l ear nal otabouthow yourcus t omerper cei vesyourwebs i t e, s er vi cesandpr oduct s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 45

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1 2 C H A P T E R P r o a c t i v eC u s t o me rS u p p o r t Whencus t omer swer eas ked“ Whatdoyouf eel i sani mpor t antel ementofgood cus t omers er vi ce, ”52%s t at edt hatt heywant edaneas ywayt oacces si nf or mat i on.

Thi smeansmaki ngf ant as t i ccus t omers uppor tamus tf oryoureCommer ce bus i nes s .

I fyouar ewonder i ngwhatcus t omers uppor thast odowi t heCommer ceCRO, a For r es t ers t udys howedt hat45%ofU. S. s hopper sabandont hei rcar ti ft hei rconcer ns enots ol vedqui ckl y.

That ’ snotal l -91%ofcus t omer swhol eaveawebs i t ewi l l not wer vi s i tt hes ameeCommer ces i t eaf t erabadcus t omers uppor texpedi ence.

Thus , gr eatcus t omers uppor tyi el dsi mpr ovedCRO!

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 46

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Ti p#68: Li veChatToAddr es sCus t omer ’ sConcer nsAnd I s s ues Al i vechathel pscus t omer sconnectwi t hyoui ns t ant l yf r om yourwebs i t e.

By havi nganact i vel i vechat , younotonl yhel pcus t omer sr es ol vet hei rgr i evances f as t er , butal s opr ovi det her i ghtpl at f or mt oenhancet het r us tandl oyal t yneeded t oi mpr oveyoureCommer ceCROr at e.

Compar edt ot heot hercus t omers uppor topt i ons , 73%ofcus t omer sf eel l i vechati s t hemos tef fici entone.

“ 7 3 % OfCus t omer s

F eel l i vechati st hemos t ef f i ci entcus t omers er vi ceopt i on.

Ti p#69: Di s pl ayAvai l abl eHour sPr omi nent l y ManyeCommer cewebs i t esar egui l t yoft hi smaj orbl under .

Eveni fyous howcas e yourcus t omers uppor tnumberpr omi nent l y, whenyouf or gett oment i ont hewor ki nghour s : •Yougi veaf al s ei mpr es s i ont hatyours uppor twor ksar oundt hecl ock •Whencus t omer st r yt or eachyoudur i ngt heof fli nehour s , t her ei snor es pons e I fei t heroft heabovehappens , t henyou’ vel os tt he pot ent i al cus t omerf or ever .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 47

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Ti p#70: Al waysAns werYourCal l s Thi si scl os el yr el at edt oourpr evi ouspoi nt .

Youmus thaves t r i ctCus t omerSuppor t pol i ci esandgoodi nf r as t r uct ur et oens ur ecus t omer scanr eachyouef f or t l es s l y.

•Havemul t i pl el i nesornumber st or eachyou •Haveanaut omat edans wer i ngs er vi cet hatl et scus t omer sknow t hatt he cus t omers uppor texecut i vesar ebus yandt heywi l l t endt ot hem ass oonas pos s i bl e •Ens ur es omeonei sal waysavai l abl et oat t endt hecal l •Makes ur eenoughr epr es ent at i vesar eavai l abl edur i ngpeakhour sand dur i ngpeakhol i days hoppi ngs eas on

Ti p#71: Don’ tPutCus t omer sOnHol dForLong–I t ’ sA Deal Br eaker Yourcus t omer shat et obeonhol d.

Somet i mesi t ’ si nevi t abl e, butens ur es omeone get sbackwi t hi n30s econds .

As i mpl eexper i ments howedt hata90s econdwai ts eemedl i ke3mi nut esf orus er s .

Thi smakes‘ onhol d’t i mepr et t yi mmeas ur abl e, asi tcompl et el ydependsont he cus t omer ’ sper cept i on.

So, whenyoudoputyourcus t omer sonhol d, ens ur eyou f ol l ow t hes egui del i nes : •Lett hem know t heexactr eas onwhyt heyar eas kedt owai t •Thankt hem f ort hei rpat i encewhenwai t i ngonl i ne •Apol ogi z ei fi tt akest oomucht i me •Ens ur eyougetbackwi t ht heaccur at ei nf or mat i on Yourcus t omer swi l l appr eci at et hehones t yandpol i t enes s , whi chai dsi nt heeas y t r ans i t i onf r om acas ual buyert oal oyal cus t omer .

Ti p#72: Pr epar eAccur at eDocument sAboutCommon Cus t omerQues t i ons I t ’ si mpor t antt hatyourent i r ecus t omers uppor tt eam i sar medwi t ht her i ghti nf or mat i ont os at i s f ycus t omer s .

Bycr eat i ngacompr ehens i vel i s tofcus t omerquer i es al ongwi t ht hebes tr es pons es , youcanpr ovi dequi cks uppor tt oyourcus t omer s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 48

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Ti p#73: BeSympat hi cToCus t omer ’ sConcer ns Mos tcus t omer sr eachoutt ocus t omers uppor tonl ywhent heycomeacr os sacr i t i cal i s s ueont hewebs i t e.

Bei ngs ympat het i ci st hequi ckwayt ocal mt hem down i ns t ant l y.

Eveni ft hei s s ue/ pr obl em i snotf r om yourend, i thel pst opr ovi deaf r i endl yeart o t hei rconcer nsandl ett hem know exact l yhow youar egoi ngt ohandl et hes i t uat i on.Thef acti s , notal l cus t omer sar er i ght , t her ear equi t eaf ew whowoul dt r yt o t akeadvant ageofgoodcus t omers uppor t .

Thekeyi st obes ympat het i candnot l os eyourcool .

Ti p#74: Aut omat edEmai l Res pons eToCus t omer sWho Cont actYou Not hi ngcanbewor s et hanas i l entcus t omers uppor t .

Ass oonasacus t omers ends amai l , anaut omat edr es pons ebecomesmandat or yt ol etcus t omer sknow t hat t hei rmes s agehasr eachedyouandi twi l l bet akencar eofass oonaspos s i bl e.

I fcus t omer ’ sdon’ tgetar es pons e, t heyi ns t ant l yper cei vei tasapr obl em wi t h‘ bad cus t omers uppor t ’andwi l l notr et ur nt ot hes i t e, t her ebyl eadi ngt opoorCRO.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 49

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1 3 C H A P T E R O P T I MI Z EY O U RP A G EL O A D I N GT I ME Youhavepr obabl yr eadt hi sdat aami l l i ont i mes , butwecannotemphas i z ei tenough.

A3+s econddel ayi npagel oadi ngt i mecaus esyourcus t omer st ol eaveyour s i t eandnevert ocomeback.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 50

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Ti p#75: I magesShoul dBeOpt i mi z ed Us i ngahi ghqual i t yi magei smandat or yf oranywebs i t e.

ForeCommer ce, i t ’ seven mor ei mpor t antast hecus t omerbuyi ngdeci s i ons t ar t swi t ht hei mages .

Hi gh qual i t yi magesdon’ tneces s ar i l ymeanabi gfil es i z e.

Opt i mi z et hem by: •Set t i ngt her i ghtAL Tt agsf orSEO •Set t i ngt her i ghtdi mens i onst oens ur et hei magei snotdi s t or t ed •Fi nal l y, us i ngt her i ghtphot oedi t i ngt ool , youcanbr i ngdownahi gh r es ol ut i oni maget ol es st han50kb.

Thet ool swer ecommendar ePhot os hop andFot oFl exer

Ti p#76: RemoveAnyBr okenLi nks Br okenl i nksar ebi gpages peedki l l er s .

Whent hepaget r i est ol oadt hes el i nks , i t s l owsdownyourwebs i t e.

Doar egul araudi tofyourwebs i t et oel i mi nat eany br okenl i nks .

Ti p#77: Us eCont entDel i ver yNet wor ks( CDN) I fyouhaveaneCommer cewebs i t ewi t hmanyhi ghr es ol ut i onpi ct ur esandi nt er act i veel ement s , t henCont entDel i ver yNet wor ki ses s ent i al t obr i ngdownyourover al l pagel oadt i me.

TheCDNhast hes amecont ents t or edonmul t i pl es er ver s , l eadi ngt obet t ercont entdel i ver ywhent hepage’ sAPIi sbei ngcal l ed.

Ti p#78: Bui l dARes pons i veSi t e Res pons i vewebs i t eshel pyout ohaveacons i s t ent l ygoodUIacr os sal l devi ces .

Ther ear emanywebs i t est hatr es or tt ohavi ngm. <domai nname>. com.

Suchmobi l e pageshaveas epar at es etofopt i mi z at i ont echni ques .

Tor educet heamountof t i mes pentonopt i mi z i ngf oreachpl at f or m anddevi ce, ar es pons i vedes i gnhel ps bypr ovi di ngacons t antUXt ous er s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 51

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Ti p#79: Pr operUs abi l i t yTes t i ngShoul dBeDoneOn Devi cesofal l s i z es Compr ehens i vet es t i ngs houl dbef ol l owedf oryoureCommer cewebs i t e.

St at i s t i cs s t at et hatcus t omer sar es hoppi ngmor eonmobi l edevi ces .

Eveni fyouhavear es pons i vewebs i t e, i t ’ sbes tt hatyout es tyourwebs i t eonmul t i pl edevi cesofal l s cr eens i z esandmobi l eOSasyoucat ert odi f f er entcus t omer s .

Ti p#80: Ens ur eSameUXI sMai nt ai nedAcr os sVar i ous Devi cesAndPl at f or ms Us erexper i encei sanel ementt hatr eflect syourbr and’ svoi ceandper s onal i t y.

I t ’ s ext r emel yi mpor t antt obecons i s t entwi t hhow youpor t r ayyourbr and.

Yourbr andi ngs t r at egywi l l bes ucces s f ul onl ywhencus t omer sar eabl et or ecogni z ei tacr os s al l devi cesandpl at f or ms .

Onl ybyes t abl i s hi ngabr andf oryour s el f , wi l l youreCommer ceCROgett heneces s ar yboos ti tdes er ves .

Ti p#81: SetI mageDi mens i onWi t hi nYourSi t e’ sCode Thi si sagr eatt i p, asyourcodecanaut omat i cal l ys ett hei magef ort hedes i r ed di mens i on.

Thus , Youwi l l al wayshaveopt i mi z edi magesf oryourwebs i t eonany devi ce.

Thef ol l owi ngcodecanbeus edt os etani magei nt hehei ghtandwi dt hof42 pi xel s :

<img src="smiley.gif" alt="Smiley face" height="42" width="42">

Ti p#82: MakeUs eOfBr ows erCachi ng Cachi ngi sagr eatwayt oi mpr ove yourpagel oadt i mef orr epeatcus t omer s .

Oncet hecachei senabl ed, yours i t e’ scooki esandi magesar es t or edi nt heus er ’ sbr ows erhi s t or y.

Thi shel psr educi ngt hepagel oadt i mewhent heyr et ur nt o yourwebs i t e.

Thi sgr eat l yi mpr ovesyoureCommer ceCRObecaus er epeatus er s getabet t erexper i enceandwi l l conver tmor e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed

52

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Ti p#83: BePr epar edForBi gPr omot i onal Of f er s

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 53

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1 4 C H A P T E R P e r s o n a l i z e dMa r k e t i n g Wi t hoverami l l i oneCommer cewebs i t est r yi ngt ocompet eagai ns toneanot her , per s onal i z edmar ket i ngwi l l bet hedi f f er ent i at ort ogi veyout he muchneededpus h.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 54

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Ti p#84: Sugges t i onBas edOnUs er ’ sBr ows i ngHi s t or y Anaver ageB2CeCommer ces t or ecoul dhaveanywher ebet ween500t o2000 pr oduct sandyourcus t omer sar enotgoi ngt obr ows et hr ougheachandever yone oft hem.

Havi ngar ecommendat i oncol umnonal l pageswi t hpr oduct spr evi ous l y vi s i t edbyt hecus t omer swi l l hel pt hem r evi s i ti tandi mpr ovet heconver s i onr at e gr eat l y.

Whenyoucanf ur t hercur at et heus er ’ sbr ows i nghi s t or y, t her ear emor e t hanaf ew t hi ngsyoucanfindaboutyourcus t omer s , whi chcanbeus edt oget bet t erconver s i on.

Ti p#85: Regul arPr omot i onsAndNews l et t er sBas edOn TheCus t omer ’ sI nt er es t ForanyB2Cpor t al wi t hal ar gemai l i ngl i s t , newl et t er s / mai l er sar et hebes tr evenue gener at i ngmedi um.

I magi nei fyoucanper s onal i z et hes enews l et t er swi t ht he pr oduct sofi nt er es tt ous er s ; youar eguar ant eedt ohavei ncr eas ednumberof cl i cksandROI .

Cr eat i ngs uchper s onal i z edmai l er sar eeas i ert hanyout hi nk.

Segr egat eyourus er s bas edont hevar i ouscat egor i est heyhavepur chas edf r om ands pl i tt hedat abas e.

Thi shel psyoui ns howcas i ngt her i ghtpr oductt ot her i ghtaudi ence.

Todot hi s , we r ecommendTar get bay-Agr eatper s onal i z at i on/ s egment at i ont ool .

Ti p#86: OnTheHomePage, ADedi cat edCol umnWi t h ‘ Bes tPi cks / Recommendat i onForYou’ Sect i on Amaz onhast he“ Recommendat i onsf oryoui n…“s ect i onont hei rhomepageand i t ’ sal waysbas edont hepr oduct sonehaspr evi ous l ypur chas ed/ vi ewedt hr ough t hem.

Thi sgr eat l yi mpr ovesi nt er act i ononpageascus t omer st endt or evi s i ti t ems agai n.

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Ti p#87: RenewSubs cr i pt i on/ Or derRemi nder s I fyous el l ever ydayes s ent i al st hr oughyoureCommer cewebs i t e, t henar enewal r emi nderemai l i sagr eateCommer ceCROt echni que.

Al s o, ens ur et hes eemai l s haveaonecl i ckpur chas el i nkr i ghtt hr ought heemai l andanaddi t i onal di s count coupon.

Yourcus t omer sar es ur et oappr eci at eyouf ort hi st hought f ul ges t ur eand conver ti ns t ant l y.

Ti p#88: APr omot i onal Of f erOrCampai gnForUs er sWho Haven’ tVi s i t edYourSi t eI nAWhi l e I ncent i vi z i ngyourcus t omer swhohaven’ tvi s i t edyours i t ei nawhi l ei sagr eatway t ogett hem back.

Awi nbackemai l campai gnhel pedMar ket i ngSher paget8.

33% ofCNET’ sdor mantus er sbackt ot hei rs i t e.

Ti p#89: Ret ar get i ngAdsWor kForYou Thenumber ss t at et hat70%ofyoureCommer cevi s i t or sar el i kel yt oconver t t hr oughr et ar get i ngads .

Thes eadsmakeus eofus er ’ scooki esanddi s pl ay pr oduct soft hei ri nt er es t .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 56

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1 5 C H A P T E R I n t e l l i g e n tU s eO fS o c i a l Me d i A Soci al medi ai sagr eatpor t al t oconnectwi t hcus t omer si nr eal t i me.

I t â&#x20AC;&#x2122; sal s oagr eat pl acewher eyoucaneas i l ypr omot eyourpr oduct sands er vi cest opr os pect i vebuyer s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 57

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Ti p#90: I ncl udeSoci al Shar eBut t onsWi t hEachPr oduct I ncl udi ngs oci al s har ei consoneachpr oductpagehel pscus t omer st oeas i l ys har e t hepr oduct st heyl i ket hr ought hei rper s onal s oci al pr ofil es .

Thi si st hes i mpl es t wayt or eachoutt omor enumberofpot ent i al buyer st hr oughoneexi s t i ngcus t omer .

Ti p#91: Encour ageUs er sToTal kAboutYouAndYour Pr oduct I ncent i vi z ecus t omer st ot al kaboutyouandyourpr oduct .

Runacompet i t i onf or vi deosr evi ewi ngoneofyourpr oduct s-Thi swi l l hel pyougett hedes i r abl er each amongyourt ar getaudi enceandgetyoucus t omerr evi ewst os howcas eont hes i t e!

Ti p#92: Bui l dYourSoci al Pr ofil e Havi nganact i ves oci al pr ofil ei sext r emel yi mpor t antands t i l l r anksasoneoft he bes tonl i nei nfluencer s .

Tocheckt her eput at i onofyourbr and, yours oci al pr ofil ei s t hefir s tpl aceyourcus t omer swi l l l ookat .

Makeus eofyours oci al medi apr ofil est os har eyourl at es tpr omot i onsandof f er s .

Al s os har ei nt er es t i ngi nf or mat i onaboutyourpr oduct sands er vi cest oi ncr eas et he numberoff ol l ower s .

Facebooki sal s oagr eatpl at f or mt hatl et sus er sbuypr oduct s di r ect l y.

I t ’ st hebes tpl acet ogener at emor et ar get edt r af ficbackt ot hewebs i t e.

Ti p#93: I nves tI nSoci al Medi aAdsToBoos tSal es Soci al medi aadsar edes i gnedt obet ar get edandcos t ef fici ent , maki ngi tt heper f ectt ool f oronl i neent r epr eneur s .

Youcanexper i mentbyadver t i s i ngatvar i oust i mesdur i ngt hedayt oyourt ar getaudi ence.

Youwi l l s oonfindt her i ghtt i met ot ar getus er st hatgener at emaxi mum t r af ficandconver s i on.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 58

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Ti p#94: Res pondToAl l Cus t omerPos t sAndQuer i es Anaver agecus t omers pends30mi nut esonl i nebr ows i ngt hr ought hei rs oci al medi apr ofil e.

Thi smakess oci al medi at heeas i es tpl at f or mf ort hem t oconnect wi t hyou.

Pl ent yofcompani espr ovi det wi t t erandFacebooks uppor tpagest o eas i l yl etcus t omer si nt er actwi t ht hem.

Themaj ordr awbacki st hatt hes oci al pr ofil esar eanopenpl at f or m, s oanybl under youmakebecomesevi dentt oal l yourf ol l ower s .

Ther ul eoft humbi st hatyour es pondcour t eous l yt oal l yourcus t omer ’ sconcer nsandquer i es .

I fanycompl ai nt s ar er ai s ed, i mmedi at el ys t ar tanof fli neconver s at i ont omovet hecus t omercommuni cat i onoutoft hepubl i cf or um.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 59

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1 6 C H A P T E R Ma r k e t i n gC a mp a i g nA n dS e a s o n a l P r o mo t i o n s Campai gnsar et hemai ndr i vi ngf or cet hatbr i ngr el evantt r af fict oyourwebs i t e.

To i mpr oveyoureCommer cewebs i t e’ sCRO, i t ’ si mpor t antt hatyous t ar tr unni ngt ar get ed campai gnst obr i ngt her i ghtt r af fict oyours i t e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 60

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Ti p#95: I nves tI nBui l di ngAMas s i veEmai l Li s t Foral l eCommer cewebs i t es , agoodemai l l i s t i si mpor t antf orr unni ngas ucces s f ul mar ket i ngcampai gnt oi mpr oveCRO. Si gnupbonus , r ef er r al bonusandpl ent yot hereas yi ncent i vescanbegi vent ocus t omer st obui l dyour emai l l i s tef f or t l es s l y.

Evenas i mpl eCTAt hat s t at es‘ gett hebes tof f er sdel i ver eds t r ai ghtt o youri nbox’wi l l havebet t ert r act i oni nbui l di ngyoureCommer ceemai l l i s t .

Ti p#96: Cr af tGr eatPr omot i onal Cont ent Havi ngt her i ghtcont enti si mpor t antf oral l onl i nes t or es .

Si ncecus t omer sdon' t gett ot ouchandf eel t hepr oduct , t heyr es or tt obuyi ngonl i nebecaus et heyf eel t heycangetagooddeal ort heydonothavet het i met ogot ot hephys i cal s t or e.

What evermaybet her eas on, youonl yhaveaf ew s econdst oi mpr es syour pr os pect i vecus t omer s .

Getcr eat i veandcr af tt her i ghtcont entt hathasal l t hebes tel ement st ocr eat et he neces s ar y‘ s ens eofur gency’andt hepr oductdes cr i pt i ont hatmakest hecus t omer f eel t hatt hey‘ mus thavet hepr oduct . ’Tr yA/ Bt es t i ngwi t hadi f f er ents etofmes s agest ocheckwhi chcont enthasabet t err es pons er at et oi mpr oveyoureCommer ce CRO.

Ti p#97: SendOutRegul arNews l et t er sAndMai l er sWi t h Val uabl eI nf or mat i on Regul arnews l et t er s / mai l er sar ei mpor t antt obr i ngneces s ar yt r af fict oyourwebs i t e.

Thet r af ficgener at edt hr ought hes emai l er sar emor el i kel yt oconver t , ast hey ar et heopt i ncus t omer swhoknow aboutyourpr oductands er vi ces .

Ens ur eyouremai l sar eper s onal i z edwi t ht her i ghtcont entandpr oductt omake cus t omer sconver t .

Al s o, r emembernott ofloodus er swi t hemai l swi t hj us tyour pr oduct s .

Thi swi l l i r r i t at ecus t omer sandmaket hem uns ubs cr i be.

Ens ur eyous end s omeval uabl ei nf or mat i ont ous er st oi mpr oveyouropenr at e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 61

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Ti p#98: Cr eat eAPr omot i onal Cal endar Apr omot i onal cal endarhel pspl anoutyourcampai gnsef fici ent l y.

I ts houl dcont ai n t hedat esofal l t hei mpor t antdaysandwhi chonesyouar el ooki ngt ot ar get .

Once youhavepi nneddownal l t heof f er sandpr omot i ons , i t ’ seas i ert os chedul et he campai gnsi nadvancet ohaveas t r uct ur edmar ket i ngact i vi t y.

Al s o, youcanunder s t andwhi chpr omot i onsandwhi chs eas onbr i ngsi nmor eeCommer ces al esand conver s i on.

PRO M OTIO N AL

CALENDAR PLAN

Ti p#99: RunFl as hSal es Fl as hs al esar et heonest hatdon’ tcomeunder yourpr omot i onal cal endar .

Thes eki ndofs al es wi l l r unf oraver ys hor tcour s eoft i meand us ual l yatt heendoft hemont ht oi mpr ovet he over al l ROIoft hemont h.

Thes es al eshavehi gh eCommer ceconver s i onbecaus et heycr eat et heneces s ar ys ens eofur gency amongs tyourcus t omer s .

Ti p#100: RunTar get edCampai gns Acampai gnwi t hs peci ficgoal s / t ar geti sboundt obr i ngi nbet t erconver s i ont han gener i cmas s i vecampai gns .

Let ’ sas s umeyouwantt or una‘ backt os chool ’campai gn, t hens el ectonl yt he s peci fics etofpr oduct sandmar keti tt ot her i ghtaudi ence( i . es t udent sandpar ent s ) .

Thi swi l l r educeyourmar ket i ngcos tgr eat l yandi mpr ovesROIandconver s i ons .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 62

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We a r e g i v i n g a wa yF R E E a u d i t st o h e l pi mp r o v e y o u r c o n v e r s i o n s !

SCHEDULEYOURCROAUDI TNOW hel l o@t hecommer ces hop. com

1 7 C H A P T E R B u i l dL o y a l t y Acqui r i nganew cus t omercos t s6t i mesmor et hanr et ai ni ngyourexi s t i ngones .

Gai ni ngl oyal t yi st heonl ywayt oi mpr ovecus t omerr et ent i on, aswel l asyour eCommer ceconver s i onr at e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 64

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Ti p#101: St ar tALoyal t yPr ogr am AndGetThem I n Al oyal t ypr ogr am i sagr eatwayt ohel pcus t omer skeepcomi ngback.

Such pr ogr amsens ur et hatcus t omer sar er ewar dedf ors hoppi ngwi t hyour egul ar l y.

A pol i cywher eâ&#x20AC;&#x2122; l oyal s hopper sal wayshaveX%di s count â&#x20AC;&#x2122;wi l l hel pi nbui l di ngt he numberofl oyal cus t omer s .

Ti p#102: Cr edi t sForEachPur chas e Cr edi t sf oreachpur chas ei sanot hergr eatwayt okeepbr i ngi ngi ncus t omer s .

Thes ecr edi t scoul df ur t herbeus edt obuypr oduct sf r om yours t or e.

Ti p#103: I ncent i vi z eYourRegul arShopper s I fyounot i cet hatacus t omerhasmademor et hant hr eet r ans act i onsi namont h, t hankt hem bys endi ngamai l eral ongwi t hanaddi t i onal di s countcoupon.

Theyar e boundt omakeanot hert r ans act i onanddr i veupyourconver s i onr at es .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 65

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1 8 C H A P T E R O t h e rV a l u a b l eP o i n t e r s Opt i mi z i ngyoureCommer ceUXandmar ket i ngcampai gnal onewon’ tbr i ngt he neces s ar yt r af ficandconver s i on, ot heri mpor t antel ement sneedt obecons i der ed f ori mpr ovi ngyours i t e’ svi s i bi l i t y.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 66

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Ti p#104: Si gnUpWi t hGoogl eTr us t edSt or es TheGoogl et r us tbadgeeas i l yl et ss hopper si dent i f yyours t or east r us t wor t hyand onet hatpr ovi desexcel l entcus t omers er vi ce.

I tneverhur t st ohavemor enumberof t r us tbadgesonyourwebs i t e, i tonl yl eadst oi mpr ovedconver s i onr at es .

Pl us , i t ’ s f r eet oenr ol l .

Ti p#105: Cr eat eI nf or mat i vePr oductVi deos I fyour unaB2Bcompany, es peci al l ys el l i ngmachi nes , i nves ti npr oduci nghi gh qual i t yi nt ui t i vevi deost hathi ghl i ghtyourpr oduct ’ skeyf eat ur es .

Thi sget syout he neces s ar yvi s i bi l i t yandr ecogni t i onneededt ogetyourpr oductt ot heendus er .

Ti p#106: Fi ndYourTar getAudi enceToPer f or m The Us abi l i t yTes t i ngOfYourWebs i t e Us abi l i t yt es t i ngdonebyyourt es t er smi ghtbr i ngoutt het echni cal bugs , butt o i mpr ovet heus abi l i t yf eat ur es , t es t i ngs houl dbedonebyyourt ar getaudi ence.

I t ’ s t hei rper cept i onoft hewebs i t et hatmat t er st hemos t .

Youcaneas i l ydi s covers uch us abi l i t ybugsandi mpr oveyoureCommer cenavi gat i onandf unct i onal i t y.

Ti p#107: Showcas eTes t i moni al sAndYourBes tRevi ews Tes t i moni al sandr evi ewsf r om ot hercus t omer sar es omeoft het r us tenhanci ng f act or sofawebs i t e.

Fi ndapr omi nentpl aceonyourhomepaget os howcas ei tt o yourus er s .

Makeus eofs oci al medi aal s ot oconnectandt hankus er sf ort hei rki nd wor ds .

Thi swi l l getyout heneces s ar yat t ent i onandpubl i ci t yf oryourt es t i moni al s .

Ti p#108: Cr af tI nt ui t i veMet aTi t l eAndDes cr i pt i on Themet at i t l eanddes cr i pt i onfiel dsar eext r emel yi mpor t antf orSEO, hel pi ngpr oduct sr ankbet t eri ns ear chengi ner es ul t s .

Makes ur eyous t r at egi cal l ypl acet hekeywor dsi nbot ht hes efiel ds .

Ti p#109: LetCus t omer sBui l dAWi s hl i s t Wi s hl i s t sar eagr eatwayt onotonl ygetyourcus t omer sengaged, butal s ot hei r f r i endsandf ami l y.

Encour ageus er st obui l dt hei rwi s hl i s tand, i nt ur n, t hei rf r i ends wi l l havet obuyt hr oughyourwebs i t e.

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 67

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Ti p#110: I nves tI nCont i nuousI mpr ovement Oneoft hebi gges tadvant agesofr unni nganonl i nebus i nes si st hatyouhaveal l t heneces s ar ydat ar ecor dedt oai di nyourcont i nuousi mpr ovementanal ys i s .

Doa t hor oughanal ys i sofyoureCommer cepr oces sandt r yconnect i ngwi t hyourexi s t i ngcus t omer st oi mpr oveyours er vi cebet t er .

Thr oughcont i nuousi mpr ovement , youcanfindmor epr oduct syoucans el l andal s oi dent i f ynew t ar getaudi ences .

I f yours al esar es t agnant , t hi si st hebes twayt oexpandyourr eachandt her ebyi mpr oveyourconver s i onr at egr eat l y.

Ti p#111: Redi r ectUs er sToRel evantPr oduct s Runni ngoutofs t ockands t oppi ngt hes al eofapr oductbecomesi nevi t abl eat s omepoi ntoft i me.

Toavoi dl os i ngcus t omer s , youcan’ tr emovet hepageasi t woul dhavebeeni ndexedbys ear chengi nes .

Soens ur et hatyoument i ont hepr oducti soutofs t ockandr edi r ectus er st oa r el evantpr oduct .

Thi shel pst hem findt hepr oductt heyneedi nyourwebs i t er at her t hanabandoni ngyout os hopwi t hyourcompet i t or s .

111Ti psForeCommer eCRO-TheOnl yLi s tYouWi l l EverNeed 68

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MMERCES H CO

FOCUS ED

N O

TH E

UE VEN RE R

.

P O

.

NG Y OWI GR O U

A b o u tT h eC o mme r c eS h o p We’ vebeendevel opi ngopens our ceeCommer ces i t ess i nce2010.

And, gol l y, havewe s eenal ot–Pl at f or mscomeandgo, s i t esr i s eandr ecedeandi deasus edandr eus ed.

Des pi t et hechangi ngs peci ficsandt echnol ogi es , we’ ves t ayedt r uet oourt hr eecor e s t r engt hst hatkeepourcus t omer shappy: Reduci ngs hoppi ngcar tabandonment , cr eat i ngcus t om checkoutpr oces s esandi mpr ovi ngeCommer ceconver s i ons .

WeDon’ tCodeAndLeave-WeDevel opAndHel p!

I n d e x WhyYouShoul dBeFocus edOneCommer ceCRO?

03

Whati sCRO?

04

How DoYouCal cul at eTheCROOfYourMagent oWebs i t e?

04

How DoYouCal cul at eTheCROOfAPar t i cul arPr oduct

05

OurLi s tOf111eCommer ceCROTi ps Chapt er01: Under s t andYourTar getAudi ence

05 06

Ti p#01: ConductSur veys

07

Ti p#02: As kTheRi ghtQues t i ons

07

Chapt er02: I dent i f ySour cesToRecr ui tMor eShopper s

08

Ti p#03: Tappi ngTheSoci al Pl at f or m

09

Ti p#04: Reques t i ngYourExi s t i ngCus t omerBas e

09

Chapt er03: HomepageOpt i mi z at i on

10

Ti p#05: Cr eat eYourUni queBr and

11

Ti p#06:Pr ovi deAPer s onal i z edTouch

12

Ti p#07: Bui l dACommuni t y

12

Ti p#08: MakeSear chVi s i bl e

13

Ti p#09:Us ef ul Navi gat i onBar

13

Ti p#10:I ncent i vi z eNew Cus t omer sToSi gnUpAndMakeThei rFi r s tTr ans act i on

14

Ti p#11:LetCus t omer sKnow How AndWhenToCont actYou

15

Ti p#12: HaveAPr omot i on?Fl auntI t

15

Ti p#13:Showcas eYourSecur i t yCer t i ficat es

15

Ti p#14:Per s onal i z eYourHomePageByUs i ngShopper ’ sBr ows i ngHi s t or y

16

Ti p#15:Pr ovi deFr eeShi ppi ngAndRet ur nsOnYourHomepage

16

Ti p#16:A/ BTes tOnThePr oduct sToDi s pl ayOnYourHomePage

17

Ti p#17: HaveAPr omi nentFAQSect i on

17

Ti p#18:HaveYouBeenCover edByMedi a?I fSo, Showcas eI t !

17

Chapt er04: Or gani z eYourSt or eForEas yNavi gat i on

18

Ti p#19:Fi ndTheRi ghtThemeToSetCat egor i es

19

Ti p#20:Pr ovi deVi s ual Navi gat i onal As s i s t ance

19

Ti p#21: Avoi dHavi ngMul t i pl eCat egor i es , Jus tForTheSakeOfI t

20

Ti p#22: Anal yz eCus t omer ’ sPr ef er r edCat egor i es

20

Ti p#23: Cr eat eSubcat egor i es

20

Chapt er05: I mpr ovePr oductDi s cover y

22

Ti p#24:I nt er l i nkCat egor yFi el ds

23

Ti p#25:Cr eat eAppr opr i at eTagsAndMakeThem Sear chFr i endl y

23

Ti p#26: Under s t andYourCus t omer s ’Navi gat i onal Pat t er nsToSetUpAn

24

Opt i mi z edSt or e Ti p#27: Audi tYourEnt i r eSi t eToCheckI fEachPr oductI sUnderTheRi ght

24

Par ent -AndSubcat egor y Chapt er06: Sear chBoxOpt i mi z at i on

25

Ti p#28: Pr edi ct i veSear chEngi nes

26

Ti p#29: AdvancedSear chEngi nes

26

Ti p#30: MakeThe‘ NoRes ul t sFound’PageWor kForYou

27

Ti p#31: ForMobi l eBr ows er s , MakeYourSear chBoxPr omi nent

27

Chapt er07: Pr oductPageOpt i mi z at i on

28

Ti p#32:Hi ghQual i t yPr oductPhot ogr aphy

29

Ti p#33:I magesShoul dZoom ToGi veALi f eLi keVi s ual i z at i on

29

Ti p#34: Li s tAl l Avai l abl eCol or sOfThePr oduct

30

Ti p#35: I ncl udePr oductVi deos

30

Ti p#36: Vi s ual AndPr act i cal Si z eGui de

30

Ti p#37: Pr omi nentDi s pl ayOfPr oductPr i ci ng

31

Ti p#38: Pr oductDes cr i pt i onThatMakesTheBuyerGo‘ WOW’

31

Ti p#39: Pr oductTi t l eThatI sNotOnl ySear chFr i endl y, ButUs erFr i endl y

31

Ti p#40: Pr ovi deAnOpt i onToDi s pl ayDel i ver yDat eOnPage

32

Ti p#41: Di s pl ayPr oductRevi ewsAndRat i ng

32

Chapt er08: I ncor por at eASens eOfUr gency

33

Ti p#42:WhenPr oduct sAr eOnSal e–Di s pl ayTheBef or eAndAf t erPr i ce

34

Ti p#49: Li mi t edSt ock/Of f erEndi ngSoon

34

Chapt er09: Pr omot eCr os sSel l i ngAndUps el l i ng

35

Ti p#44:RecommendedPr oductLi s t i ng

36

Ti p#45: Li s t i ngSi mi l arPr oduct s

36

Ti p#46: St yl eGui deAndTi ps

36

Ti p#47: Compl et eTheLook

36

Chapt er10: Pr ovi deEas yCheckOutOpt i ons

37

Ti p#48: OneCl i ckCheckoutOpt i on

38

Ti p#49: AQui ckVi ew Car t

38

Ti p#50: Per s i s t entShoppi ngCar t–NeverLetGo

39

Ti p#51: Pr ovi deGues tCheckoutOpt i on

39

Ti p#52: APr edi ct abl eCheckoutPr oces s

39

Ti p#53: LetThem Edi tTheCar tOrCont i nueShoppi ng

40

Ti p#54: NoLas tMi nut eSur pr i s esI nPr i ci ng

40

Ti p#55: Pr ovi deMul t i pl ePaymentOpt i ons

40

Ti p#56: Fr eeCas hOnDel i ver yOpt i on

40

Ti p#57: Don’ tMandat eUnneces s ar yDat aFi el ds

41

Ti p#58: Aut omat i cal l yPr eFi l l Ci t y&St at eFi el dAsSoonAsTheUs erEnt er sAZi pCode 41 Ti p#59: Li mi tTheNavi gat i onAndExi tPoi nt sOnTheCheckoutPage

41

Ti p#60: Avoi dPopUpsDur i ngTheCheckout

41

Ti p#61: HaveSecur i t yTr us tBadgesPr omi nent l yOnThePaymentPage

41

Chapt er11: Tr ans par encyI nShi ppi ng/ Del i ver yPr oces s

43

Ti p#62: Aut omat edEmai l Res pons eOnceCus t omer sPl aceThei rOr der

44

Ti p#63: Gi veAccur at eDel i ver yTi mel i ne

44

Ti p#64:LetCus t omer sTr ackThei rOr derThoughYourWebSi t e

44

Ti p#65:LetCus t omer sSel ectTheConveni entDel i ver yDat e/ Ti me

45

Ti p#66:Gi veAHeadsUpWhenTher eI sADel ayI nPr oductDel i ver y

45

Ti p#67: I ns i s tOnFeedbacksAndRevi ewsAf t erEver yDel i ver y

45

Chapt er12: Pr oact i veCus t omerSuppor t

46

Ti p#68: Li veChatToAddr es sCus t omer ’ sConcer nsAndI s s ues

47

Ti p#69: Di s pl ayAvai l abl eHour sPr omi nent l y

47

Ti p#70: Al waysAns werYourCal l s

48

Ti p#71: Don’ tPutCus t omer sOnHol dForLong–I t ’ sADeal Br eaker

48

Ti p#72: Pr epar eAccur at eDocument sAboutCommonCus t omerQues t i ons

48

Ti p#73: BeSympat hi cToCus t omer ’ s Concer ns

49

Ti p#74: Aut omat edEmai l Res pons eToCus t omer sWhoCont actYou

49

Chapt er13: Opt i mi z eYourPageLoadi ngTi me

50

Ti p#75: I magess houl dbeopt i mi z ed

51

Ti p#76: RemoveAnyBr okenLi nks

51

Ti p#77: Us eCont entDel i ver yNet wor ks( CDN)

51

Ti p#78: Bui l dARes pons i veSi t e

51

Ti p#79: Pr operus abi l i t yt es t i ngs houl dbedoneondevi cesofal l s i z es

52

Ti p#80: Ens ur eSameUXI sMai nt ai nedAcr os sVar i ousDevi cesAndPl at f or ms

52

Ti p#81: SetI mageDi mens i onWi t hi nYourSi t e’ sCode

52

Ti p#82: MakeUs eOfBr ows erCachi ng

52

Ti p#83: BePr epar edForBi gPr omot i onal Of f er s

53

Chapt er14: Per s onal i z edMar ket i ng

54

Ti p#84: Sugges t i onBas edOnUs er ’ sBr ows i ngHi s t or y

55

Ti p#85: Regul arPr omot i onsAndNews l et t er sBas edOnTheCus t omer ’ sI nt er es t

55

Ti p#86: OnTheHomePage, ADedi cat edCol umnWi t h‘ Bes tPi cks /

55

Recommendat i onForYou’Sect i on Ti p#87: Renew Subs cr i pt i on/ Or derRemi nder s

56

Ti p#88: APr omot i onal Of f erOrCampai gnForUs er sWhoHaven’ tVi s i t edYourSi t e 56 I nAWhi l e Ti p#89: Ret ar get i ngAdsWor kForYou

56

Chapt er15: I nt el l i gentUs eOfSoci al Medi a

57

Ti p#90: I ncl udeSoci al Shar eBut t onsWi t hEachPr oduct

58

Ti p#91: Encour ageUs er sToTal kAboutYouAndYourPr oduct

58

Ti p#92: Bui l dYourSoci al Pr ofil e

58

Ti p#93: I nves tI nSoci al Medi aAdsToBoos tSal es

58

Ti p#94: Res pondToAl l Cus t omerPos t sAndQuer i es

59

Chapt er16: Mar ket i ngCampai gnAndSeas onal Pr omot i ons

60

Ti p#95: I nves tI nBui l di ngAMas s i veEmai l Li s t

61

Ti p#96: Cr af tGr eatPr omot i onal Cont ent

61

Ti p#97: SendOutRegul arNews l et t er sAndMai l er sWi t hVal uabl eI nf or mat i on

61

Ti p#98: Cr eat eAPr omot i onal Cal endar

62

Ti p#99: RunFl as hSal es

62

Ti p#100: RunTar get edCampai gns

52

Chapt er17: Bui l dLoyal t y

64

Ti p#101: St ar tALoyal t yPr ogr am AndGetThem I n

65

Ti p#102: Cr edi t sForEachPur chas e

65

Ti p#103: I ncent i vi z eYourRegul arShopper s

65

Chapt er18: Ot herVal uabl ePoi nt er s

66

Ti p#104: Si gnUpWi t hGoogl eTr us t edSt or es

67

Ti p#105: Cr eat eI nf or mat i vePr oductVi deos

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Ti p#106: Fi ndYourTar getAudi enceToPer f or m TheUs abi l i t yTes t i ngOfYour

67

Webs i t e Ti p#107: Showcas eTes t i moni al sAndYourBes tRevi ews

67

Ti p#108: Cr af tI nt ui t i veMet aTi t l eAndDes cr i pt i on

67

Ti p#109: LetCus t omer sBui l dAWi s hl i s t

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Ti p#110: I nves tI nCont i nuousI mpr ovement

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Ti p#111: Redi r ectUs er sToRel evantPr oduct s

68

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