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29. On category pages don't just list product names, but include some unique content about the category for indexing.
28. Use a product rating feed or create your own system (if you have a sizable user base). A place for user-generated comments can be great, but it can also be a hassle (monitoring, lots of fake entries, etc).
22. If you cannot exceed the expectations created by your site-rewrite your copy. Underpromise and over-deliver.
21. Hang in there with the difficult customers-they become the most loyal.
20. Know when a customer needs to be given to your competition.
17) On checkout gather a name and phone number as the first 2 fields, store them before proceeding and ring all the customers that drop out before completing the checkout. (This alone turned a $1M business into a $5M business)
15) Make sure your buy button pops off the page and is big enough to be seen and clicked on.
14) Make sure the title tag on each product page is unique and reflects what is on the page. (It never ceases to amaze me how many companies in this day and age still have just the company name in the title tag of product pages). Oh, an product name first in the title tag. Not your company name.
[edited by: lorax at 2:31 pm (utc) on June 19, 2007]
Try for something like this:
Try this widget risk-free for 30 days -- if you don't see an improvement in widget results -- if this is not the best widget you have ever owned -- return it to us for a full refund.
Sure, you'll get a few returns, but it will be nothing compared to the increase in sales you will get from a strong guarantee.
7. Be careful making a coupon field too prominent in checkout, especially in markets that are based on commodity goods such as electronics. Seeing the field may convince a shopper that was ready to purchase to exit and spend more time hunting for coupons. Consider relabeling as promotion code or something less descriptive (unless you are linking to a promo page with coupon codes to encourage larger sales).
6. Mine referral data of orders for search engine keyword queries encoded in the urls and further optimize for these terms for organic search or consider adding to your PPC campaigns.
Amazon do this a lot with free shipping (in the UK anyway) which is why I love to buy from them (of course their prices are often great as well).
Yesterday I ordered some books, clicked the free shipping tab and it said the shipping date was 15th June. But today, the 13th the postman delivered!
This happens a lot of the time and really reinforces that Amazon are one hell of an online company to do business with. Never seem to get the same feeling from any of the others I order from especially Dell.
1. Amid all the costly free shipping gimmicks, 365 day guarantees, free return pickups, insanely low prices...don't forget to actually turn a profit.
In this regard, understand that some of your competitors really will be idiots with zero understanding of retailing. Some still buy into the discredited '90s notion that losing money for a few years will earn a lifetime of loyalty.
9) Don't forget US Servicemen/women abroad. Include APO/FPO state codes.
- You can use this only if you ship via the Postal Service. Otherwise it would expensive.
It's not just U.S. servicemen/women, but also their families, government workers, and military contractors. It represents a HUGE market, and it (almost always) costs the exact same amount to mail a package overseas to an APO/FPO address as it does to mail the same package across town.
95. Don't just accept payment through PayPal. Many people have had bad experiences with PayPal and prefer to use alternative, simpler payment methods.
95a. List the payment methods you accept somewhere noticeable.
If you have a high rate of shopping cart abandonment, perhaps it is because the customer had to add something to their cart and go partway through the checkout process to find out what payment methods you accept. And then abandoned your site when they discovered it was not a payment method they wanted to use.