Website Conversion Blog
Web Form Design Checklist
Wednesday, November 17th, 2010
On 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. (more…)
6-Point Guide to Email Remarketing and European Union Privacy Directive
Thursday, November 4th, 2010
Remarketing emails, when done well, provide good service to customers. These emails are often kept and used as a reminder, or quick path back to items in their shopping cart. In the case of a web form, being able to pick up where you left off on a long form is really appreciated, and can save the customer significant time and effort.
There is a significant opportunity for emarketers here. On average 70% of shopping carts, and 62% of web forms are abandoned before completion. Yet email remarketing should recover on average between 10% and 30% of abandoners. That translates into significant dollars.
Several global brands have asked us about the compliance requirements for remarketing, especially in Europe. So we engaged Ruth Boardman, a partner at Bird and Bird LLP, and one of the world’s leading electronic data privacy experts. Ruth and I co-authored a white paper on email remarketing compliance which covers this subject in more depth, and additionally we recorded a webcast titled Email Remarketing and Compliance (in the US and European Union).
In a previous blog, we looked into what marketers have to do in order to comply with CAN-SPAM in the US for email remarketing – this week, I’m looking into The European Privacy Directive in Europe, which is slightly more complicated. (more…)
Emotion—The Forgotten Factor Influencing eCommerce Purchases
Tuesday, October 12th, 2010
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.
Tactics to Reduce Shopping Cart Abandonment This Holiday Season
Thursday, October 7th, 2010
So 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. (more…)
Website Conversion Priorities for eMarketers in the Next 12 Months
Tuesday, September 21st, 2010
On 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
