How to Increase eCommerce Conversions and Position Yourself for Holiday Shoppers

We’d like to thank InBusiness, Inc., one of our preferred Online Marketing Partners, for submitting this blog post that’s full of great information for online merchants.

Article credit: Robin Bright, Content Manager, InBusiness Inc.

What to Do When Traffic is Not Your Problem

So, getting traffic to your site isn’t your problem. In fact, your eCommerce site enjoys over 19,000 visitors a week. That’s something to brag about, right? Not if 14,000 of these visitors leave without making a purchase.

Traffic without conversions is pretty useless, and it’s the kind of thing that can keep you up at night. While the rest of the world sleeps, you’re watching imaginary dollars slipping through your fingers, all the while trying to figure out why. With the holiday season right around the corner, you need a ‘right now’ solution.

If this little scenario sound painfully familiar, good news. We’ve got answers for you. Keep reading.

Bouncers and Abandoners
There’s two types of visitors who leave your website. First are the one-and-done’s. They land on one page and dig no deeper. Whatever they saw, it wasn’t compelling enough to waste any time on. A high bounce rate basically says, “We came. We saw. We weren’t interested.”

The other visitor is equally, if not more frustrating. The abandoners. They may drill down two or even three pages deep, but then, as if their A.D.D. just kicked in, they’re gone.

Speaking of A.D.D., have you checked out the new Cart Analysis DotFeed Cloud App?

Now, of course, some visitors simply don’t come with buyer intent, but let’s talk about the ones who do (and this is the majority). What are they looking for and how can we provide it to them?

Depending on where your visitor is in the sales process, they either need additional information or they need to be led to a particular product. There really aren’t any other choices.  Information or product selection. That’s it.  Got it?

Learning to Think Like the Shopper
With these two keys (information or product selection) being the immediate need, let’s take a look at the two most common eCommerce mistakes and how to avoid them. As you may have guessed, the first involves information, and the second is about product selection.

A Clear Lack of Information
Searcher lands on one of your products. There’s a photo, a descriptive sentence and a price. What? This isn’t enough?

Although it would be nice for your shopper to read one sentence and somehow just “know” this is the right product choice, it doesn’t happen that way. Product descriptions should be clear, easy to understand (free from industry jargon) and make use of bullet points and bold subheadings to highlight the features, especially on the final  landing page right before the product purchase takes place.

Each description should also be professionally written, not a copy paste from the manufacturer.  Come on! This is your chance to really shine. You’re using canned information?

Unique product descriptions will not only help your potential customers, but will also push you past the crowd in Google rankings (Google does not like duplicate content). Below is an example of a headset with a landing page so wonderful, I want to buy the product right now, and I’m not even a gamer.

Gaming Headset Landing Page

Hitting on all points:
So, what’s so right about this headset landing page? It educates, provides assurance, and romances the product all at the same time. There’s nothing that says, look elsewhere. Here’s the breakdown:

•    Product use – Capitalizes on ‘total immersion.’ Whether you are listening to music or gaming, this is the experience you are looking for.

•    Target market – Talks to gamers and lets them envision being a better player, more absorbed in the game, and having a superior experience all because of this one product.

•    Key or unique features – Comfort, superior sound, total immersion

•    Ease of use – Comes with ‘quick start guide.’ Specifies easy, one-cable USB connection

•    What’s in the box? -  Identifies package contents. Answers the buyer question, “Do I need to purchase anything extra?”

As you now see, your searcher truly wants to buy from you, but whether they will or not is up to you. It’s not that your niche is too difficult. It’s not that you need to slash your prices or offer outlandish sales. You just need to offer up your products in the correct way. Why do you think brick-and-mortar stores hire design teams to display their products according to traffic flow and set up mini-information display stations? Your eCommerce site should be set up with the same user experience in mind. Making the necessary changes to your product descriptions is the first step to a solid and “bounce-free” visitor experience.

The Product Selection Fail

The cluttered list of choices – This is a common and easily solved issue. In an attempt to showcase your products, you’ve just confused the heck out of your site visitor. Thinking like the shopper is key in this scenario as well. Picture this:

Shopper searches ‘bluetooth headsets’

•    Your site comes up on page one of Google search (Good job! Your Adwords campaign is working for you).

•    Shopper follows the link to a product page consisting of 18 items, short description blurbs and prices ranging from $300 down to $79.95.

•    Searcher leaves without going any further.

What went wrong? One of the most common reasons for page abandonment on any eCommerce website is ‘too many choices without any direction.’ It is a proven psychological fact that if an individual is presented with several options but not clearly directed toward one of them, they will leave without making any decision at all.

Think about the drive-thru menu at your favorite fast food restaurant. Lots of choices. Carefully grouped. Grouping serves as a subtle guide or selling tool:

•    99 cent menu – says I’m on a budget

•    Salads and Wraps – says I’m on a diet

•    Meal deals – says we want more for less, and we’re thirsty (the perfect up-sell)

•    Kids menu – says finger food, lower price, prize included

What if you pulled up to a drive-thru window and all of the food was displayed exactly like your catalog page? No rhyme or reason, just photos and prices. Maybe it’s all in alphabetical order. That should help, right?

Do you really think you’d put together a meal, especially with two cars waiting impatiently behind you? Probably not. In fact, you’d probably be pretty irritated, “What kind of menu was that? Don’t these people know what a menu is supposed to look like? I couldn’t find anything!”

Unfortunately, if your catalog pages are just rows of images, blurbs, and prices, your visitors are likely to feel exactly the same. What can you do? Glad you asked.

Categories and Groups – The Selling Solution

Let’s take bluetooth headsets for example. These should be arranged in ‘problem solving’ categories with appropriate descriptions:

Category Possibilities: Top Noise Canceling, Wallet Friendly, Around/Over the Ear, On Ear, In Ear, Extra Comfort

Category + Price/Top Picks: Each category page should be arranged by price point, plus your top recommendation (with reason) should be in the number one spot of each page. Phrases like: Highest Rated by PC Magazine, Consumer Product Choice of 2013, and other terms that help guide the visitor toward the right product are important here. A good percentage of your visitors are simply going to buy what ‘everyone else’ says is good. This is why a ‘top pick’ or ‘most popular’ always work so well.

During the sales process, the shopper is in a constant state of evaluating and reevaluating products. They are conditioned to quickly move through different areas of importance, such as price ranges and necessary features. By arranging your catalog and grouping together specific items, you can have the same number of products on a page, but a completely different reaction (confusion or clarity) to the information provided.

If you want to substantially reduce the bounce rate on your eCommerce site, we’ve just handed you the golden ticket. Whether your product line consists of 30 items or 3,000, devising a workable plan and tackling a certain number of products each week can have your site sitting at a clear advantage when November rolls around. This holiday can (and should) be your biggest earner yet!

For more information on product descriptions, developing categories that make sense to your target market, or for a quick and painless site diagnosis, give InBusiness Inc a call today.

Digg This
Reddit This
Stumble Now!
Buzz This
Vote on DZone
Share on Facebook
Bookmark this on Delicious
Kick It on
Shout it
Share on LinkedIn
Bookmark this on Technorati
Post on Twitter
Google Buzz (aka. Google Reader)
Posted in Content, Landing Pages, Product Management, User Experience | 94 Comments

94 Responses to How to Increase eCommerce Conversions and Position Yourself for Holiday Shoppers

  1. Hello guys,
    I like your blog . great work
    Thanks for information about increase conversions …

    • Amanda says:

      if you want to significantly lessen the leap fee to your eCommerce website online, we’ve simply handed you the golden ticket. Cheap Assignment Help whether your product line consists of 30 gadgets or 3,000 devising a doable plan and tackling a sure number of products each week may have your website sitting at a clear advantage whilst November rolls around. This excursion can and need to be your biggest earner yet.

  2. Thank you for sharing knowledge

  3. Great tips! This is definitely worth sharing. Alternatively, you can check out for more information about increasing conversions.

  4. Thank you for sharing knowledge

  5. AshishJain says:

    This is very informative and brief information given in the post which is very helpful for me.Thanks for sharing it.
    This is very informative and brief information given in the post which is very helpful for me.Thanks for sharing it.
    This is very informative and brief information given in the post which is very helpful for me.Thanks for sharing it.

  6. I have been shared this helpful article

  7. kitokid says:

    This topic has always been one of my favorite subjects to read about. I have found your post to be very rousing and full of good information.

  8. great article thanks for sharing.

  9. g80g says:

    thank us o much for shring bro

  10. thank us o much for shring bro
    dthank us o much for shring bro
    thank us o much for shring bro
    I have been shared this helpful article
    I have been shared this helpful article
    thank us o much fro tyhisartifcal

  11. jzrgame says:

    thank us o much for shring bro

  12. Choosing the right strategy for positioning your business will help you win your regular customers and expand your business.

  13. On holidays there is always a decline in sales. Because people are starting to save what would be in a single day to buy a lot of things

  14. As for me every home should have an atlas of the world, with large clear maps. Thank you and take care.

  15. The creation of the site must certainly interest the visitors. This should be the best opportunity to purchase this or that product.

  16. I was very confused to hear about this. I have never thought such things. Thank you for the publication.

  17. For the new year there are always a lot of customers on the site. it seems to me that it costs more to come up with shares and bonuses in order to increase the average check

  18. Do you really think you’d put together a meal, especially with two cars waiting impatiently behind you

  19. g9g says:

    tnx so muxh very nice

  20. I am 100% at your back for this road safety forum you are having. It’s a great way of instilling to the people the value of safety when on the road and thus, preventing any accidents from happening. In our country, the rate of minor road accidents seems to rise so this forum would be helpful especially if attended by people mainly using the road for transportation.

  21. filmywapp says:

    thanks for sharing wonderful informative articles here

  22. Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial.

  23. The leading assignment help UK firm offers state of the art services to its clients with a promise of delivering all the required work well within the deadline.

  24. This is really great work. Thank you for sharing such a good and useful information here in the blog for students.

  25. Well thanks for posting such an outstanding idea. I like this blog & I like the topic and thinking of making it right.

  26. I appreciate your efforts in preparing this post. I really like your blog articles.

  27. Dissertation Guidance Provides quality Online Dissertation Help for students.

  28. My friend recommended this blog and he was totally right keep up the fantastic work!

  29. This is really a great stuff for sharing. Keep it up .Thanks for sharing.

  30. On siestas there is dependably a decrease in deals. Since individuals are beginning to spare what might be in a solitary day to purchase a great deal of things.

  31. Psychology is the most crucial discipline which supports other disciplines as well. Students have to write essay assignments on the several topics of psychology which are assigned by teachers. Students Assignment Help provides the services of customer psychology assignment help to the students.

  32. I truly refreshing understanding it. Sitting tight for some more mind boggling articles like this from you in the nearing days

  33. We Provide assignment help for students especially in usa getting brilliant quality reviews writing USA, essays and dissertations.We at Top Quality Assignment believe that there is no shortcut to success and to attain success, hard work, dedication, and commitment must be present.Allassignmenthelp reviews best in writing unique Assignment.

  34. Kamses says:

    Thanks for this information.

  35. Those students who are searching for assignment help services in USA can contact with our experts. We are best services providers in over the country. Our experts are available round the clock, students can contact them at any time.

  36. Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial.

  37. I’m really impressed with your article, such great & usefull knowledge you mentioned here

  38. Pretty helpful material, much thanks for this article

  39. only professional writers can make this kind of material, cheers

  40. Thank You So Much For providing the important information.
    I am Max Willor, SEO Expert in a reputed company. All of your information is very useful to me.
    I am providing Assignment Help Australia service to students.

  41. allassignmenthelp Reviews has helped you to get you the most unique and best assignment. Our writing services review will help you to find the best writing websites for your success.

  42. Essay help says:

    Those students who are searching for best essay help services providers in USA that provides college essay writing help for any subject. Students can hire best essay writers from us and our experts are available 24*7; you can contact us at any time as you want.

  43. Read More says:

    Amazing article shared. I’m really impressed with your article, such great & usefull knowledge you mentioned here.

  44. The experts of this company always understand the students and their homework issues. So, they provide best homework help service in doing their assignment in numerous subjects. The service not only helps the students in resolving their issues of academic assignment, but also provides some time for meditation and relaxation. This company has become a renowned website in worldwide academic industry. It acts as the best homework help service provider, which provide solutions to the changing needs of the students around the world like USA, UK, Australia and Singapore many others.

  45. Students Assignment Help offers the history homework help services to all college students around the world. Our expert writers help you in writing assignments at a low price. Hire our expert writers now.

  46. I Must Say We Should Have An Online Discussion On This.

  47. My Friend Recommended This Blog And He Was Totally Right Keep Up The Good Work

  48. I’m really impressed with your article, such great & usefull knowledge.

  49. I really enjoyed reading your article. I found this as an informative and interesting post, so i think it is very useful and knowledgeable. I would like to thank you for the effort you have made in writing this article.

  50. Ghostwriter says:

    Are you frantically searching for an academic ghostwriter online in UK to get all your assignments done on time and at low prices? Put an end to your search and hire our online ghost writers in UK.Recent studies show that more than two-thirds of the entire student population in UK requires professional assistance for their academics in order to secure good grades at the university level of studies in the country. If you do not wish to risk that, it is always safe to place your bets on the most trusted academic writing service in the UK: We offering paper help for over 100 modules in myriad disciplines, we can help you say goodbye to your study woes forever with our amazing guidance and professional paper writing services.

  51. Great post! I am actually getting ready to across this information, is very helpful my friend. Also great blog here with all of the valuable information you have. Keep up the good work you are doing here.

  52. thank you so much. i will share to my friend of me

  53. Really An Awesome Post. I love the way of your article.

  54. Students Assignment Help gives the best get my homework help reviews administrations to the understudies. Our master group is accessible whenever to help in every single scholastic written work like Dissertation Writing, Essay Assignment Help, course work, Assignment Help.

  55. Assignment help for the student online ?. it is possible to find the online assignment help with the high qualified writer, to find the help visit our portal.

  56. tellthebell says:

    To start with, try following these six tips:


  57. Get coursework writing help services by the very qualified and experienced assignment experts of Students Assignment Help. Our professional tutors are fluent in writing College essay as they are degree holder from top colleges and universities around the world.

  58. Nc post! Here im actually getting ready to get this information, is very helpful my friend suggested me this website. Also great blog here with all of the valuable information you have. Keep up the good work you are doing here.irctc next generation

  59. Superb essay says:

    Hi! When cooperating with our trained paper specialists, you will be able to prove your instructor that you are a good and bright student. Feel free to contact us. You deserve some time for yourself.

  60. Great work. Good knowledge. Thanks for disseminating such precious info

  61. Pre Recipe says:

    This is a nice post explaining a lot about

  62. Janet says:

    Omg, what a nice post, i’m learning so much in this article how increase traffic website. I implement on my website

  63. kriti11 says:

    how to improve ecommerec website links

  64. Walton says:

    Thanks for the article! I’ve got useful information for students. Our site provides students with the opportunity to purchase custom essays, thereby eliminating any problems they have with writing. You deserve some time for yourself!

  65. Great post you have to share us

  66. Murad says:

    Thanks for the article! I’ve got useful information for students.

  67. govardhan puja images

    Govardhan Pooja is one of the most auspicious Hindu festivals that is celebrated a day after Diwali in the month of Kartik.
    This year, Govardhan ..

  68. Kryptowaluty says:

    Great in-depth and practical post.

  69. Very Nice post and I must say that this type of valuable information was not available in whole blogging network. SEO Expert In Pakistan

  70. This is really a great stuff for sharing. Keep it up .Thanks for sharing.

  71. Aptoide App says:

    ShareChat is the best videos, jokes, images and funny songs sharing app available in the market. This app supports multiple regional languages like Bengali, Hindi, Telugu, Marathi, Punjabi, etc.

  72. MFK says:

    I would like to thank for the efforts

  73. PC Week says:

    I would like to thank for the efforts

  74. Stranger says:

    I would like to thank for the efforts mail icon

Leave a Reply

Your email address will not be published. Required fields are marked *

2 + = 11

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>