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Video blog: Shopping Cart Optimization Walkthrough in: Blog. This post currently has 6,018 responses.
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In this video blog, SeeWhy Founder Charles Nicholls reviews the CPO Milwaukee power tools ecommerce website, from a remarketing standpoint.

There’s no substitute for testing when it comes to optimizing shopping carts. But once you’ve have tested and tuned, and your conversion rate has improved, what do you do when your shopping cart abandonment is still frustratingly high?

If this is where you’ve got to then it’s time you looked beyond the shopping cart conversion rate, and looked at remarketing. Remarketing takes those visitors that leave the site without buying, and markets to them again using either advertising, email or social media. These are your best prospects – visitors that almost purchased – so it’s no surprise that a sequence of nudges brings customers back in to buy.

The most cost effective way to recover abandoned shopping carts is by using email remarketing. The cost of recovering an abandoned shopping cart by email is 100 times less than by advertising. Of course retargeted advertising has an important role higher up the funnel, where you haven’t captured an email address, and would like to bring them back to the site.

One of the subjects that comes up early in a discussion about email remarketing is how and where to capture email addresses. So in this walkthrough, we suggest simple shopping cart design and email capture tips to maximize both onsite conversions and your recovery rates.

This walk through essentially covers three core subjects:

  • Conversion enhancements to the site
  • Email address capture; opportunities to capture more email addresses without impacting conversion rates
  • What type of remarketing email creative can be built for the site using this kind of information.

Hopefully you’ll find the tips and approach useful. Let me know what you think using the comments below.

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Web Form Design Checklist in: Blog. This post currently has 8,617 responses.
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Increase Web Conversions With Web Form Design ChecklistOn average, 62% web forms are abandoned before completion – this means that organizations are losing out on a lot of potential leads, applications and quotations, which results in lost leads and ultimately lost revenues. So in this, the first of two blogs on designing web forms, we’ve pulled together a simple checklist for you to use. The next blog will look at such aspects as field order and single page vs. multi page forms, but initially, I think it’s worth recapping the basics. In order to maximize web form submissions, marketers must design their web form with the recipient in mind. This may seem obvious, but it is amazing how ‘form blind’ marketing departments can get when they are trying to capture all the information they require. Typically, the marketer passes a list of fields to be captured to the web developer and scant attention is paid to what will make the form convert. (…)

Roll Up! Roll Up! Free Shipping If You Buy Online Today! in: Blog. This post currently has 6,871 responses.
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Ecommerce Survey Results of Emarketers in run up to Holiday Season 2010Online retailers roll out holiday promotions this week to combat high shopping cart abandonment rates.

Two thirds of online retailers are rolling out holiday promotions this week or have already done so. 61% of holiday promotions this year will be focused around free shipping, and 29% on promotional discounts. Multi-buy and free product offers will account for only 10%. (…)

Emotion—The Forgotten Factor Influencing eCommerce Purchases in: Blog. This post currently has 6,510 responses.
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When customers make purchases online, on average 3 out of every 10 that start the shopping cart process go all the way to complete the purchase. Seven out of 10 don’t and abandon the shopping cart. Shopping cart processes require visitors to fill in a form, submit personal details and click buttons. It’s a logical and completely rational process—at least to the ecommerce site.

But most buyers do not make purchases based solely on logic. This is where emotion comes in to play. Emotion is probably the single most important, and least understood, factor which makes the difference between a sale and a shopping cart abandonment.

Last week I caught up with Patrick Bultema, CEO of Codebaby, at the Conversion Conference. In the video interview below, I asked him about the ‘moments of truth’ that online visitors have when making purchases, and the critical role that emotion plays in many online purchases and shopping cart abandonment.

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Tactics to Reduce Shopping Cart Abandonment This Holiday Season in: Blog. This post currently has 6,958 responses.
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Top_7_Tactics_To_Tackle_Shopping_Cart_Abandonment_This_Holiday_SeasonSo what can you do, during the crazy holiday season, to reduce shopping cart abandonment? We thought we’d put together a holiday season checklist to help you keep your customers in the shopping cart this Christmas. (…)

The Definitive Answer on Remarketing Compliance in the U.S. and Europe in: Blog. This post currently has 7,302 responses.
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How to make your email remarketing campaigns comply with US and European Union privacy legislationI get asked regularly about how CAN-SPAM and European Privacy Directive laws affect remarketing. In principle, compliance is very straightforward and often just requires a simple check of your website privacy policy to ensure that you’ve covered remarketing. Most companies can implement email-based remarketing campaigns without changes to their website or privacy policies. But it all depends on what your privacy policy says, on your opt-in and opt-out capabilities in your shopping cart, and in which countries you want to remarket. (…)

eCommerce Trends to Watch This Holiday Season in: Blog. This post currently has 7,566 responses.
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Lessons learned from Cyber Monday shopping trends 2009Black Friday and the holiday shopping season are fast approaching, and customers know this just as well as retailers. Based on last year, between Labor Day and mid-November we can expect online customers to change their behavior by deferring purchases. As an industry, we have conditioned our customers to expect exceptional offers in the run up to Black Friday.

Website Conversion Priorities for eMarketers in the Next 12 Months in: Blog. This post currently has 4,973 responses.
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Top priorities in the next 12 months for eMarketers Conversion Leader's SurveyOn July 27, SeeWhy conducted an online poll among 221 eMarketers. The results reveal some potential shifts in focus over the next 12 months: shopping cart recovery, reducing landing page clutter, link building, and transactional email all emerge as top priorities.

The poll also looked in detail at four key areas of conversion to determine their priorities. The four areas examined were as follows:

•    SEO
•    Landing page optimization
•    Email marketing
•    Web conversion/shopping cart recovery techniques

Each respondent was allowed to pick only one response in each category, forcing them to choose their top priority.

SEO Priorities

Marketers plan to focus on link building as their top priority in the next 12 months, with 42 percent stating that it is their top SEO focus. Changes to website pages to ensure they are more SEO friendly were the highest priority for 22 percent, while 21 percent plan to focus on social media integration. Site-based optimization (such as sitemaps and navigation) was the main focus for only 15 percent. There are two notable conclusions that you draw about these findings:

1)    Marketers have taken on board the changes made over recent months by Google to prioritize quality and diversity of links in search results over the content itself.

2)    Social media integration is unexpectedly high. While social media is hot for marketers, in SEO terms this is really cutting edge stuff, and it signals that marketers have recognized the importance of social media in driving traffic. In particular, Facebook’s social plugins, including the easy to implement ‘Like’ button, are beginning to be viewed as a simple ‘social SEO toolkit.’

Website and Landing Page Optimization

Marketers are taking the ‘less is more’ philosophy to heart when it comes to landing page optimization. Just over half (51 percent) stated that reducing clutter was their top priority, recognizing that landing pages have been added to gradually over time at the expense of simplicity and simple, strong calls to action. (…)

Landing Page Optimization Checklist: Less is More Should be the New Approach in: Blog. This post currently has 6,822 responses.
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When it comes to website conversion and landing page optimization, Tim Ash advocates that less is more. The president and CEO of SiteTuners.com, Tim has worked with American Express, Sony Music, Verizon Wireless, 1-800-Flowers, and others; so he knows how to improve website conversion rates by doing less. At the recent Conversion Leaders Summit, Tim provided three key pieces of advice to follow when looking at your website: (…)

SEO Checklist: SEOmoz Highlights Search Engine Optimization Priorities in: Blog. This post currently has 7,375 responses.
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SEOmoz.org check list on SEO from Conversion Leader's SummitAt the recent Conversion Leaders Summit on improving website performance, Danny Dover cut though the SEO hype to provide some fresh insight into search engine optimization. Danny is an SEO specialist with SEOmoz.org, one of the thought leaders in the space, so I’m sharing the highlights of his presentation and his six-point SEO checklist here. (…)