trial lifted net conversion by 150%, with no other changes to the ugly, anti-
ups are now ranked as the most hated form of advertising and customers trans-
found them through a banner campaign were 85% below `average' where are as
(leads generated or sales divided by visits) and by using smart web analytics
The widespread adoption of pop-up blockers (enabled by default in 2004 for
29Neverunderestimatethepowerofsimplicityandthefreetrial.Earlierthis
getting a deal. To limit your exposure, you can set limits on the coupon.
Internet Explorer's browser w. SP2) prevented large percentages of customers
verted. We wanted to find out what lay behind the overall average conversion
marketing design of the old site. By contrast, our mid-year, marketing-friendly
30Inouronlineprintsandphotogiftsstore,wefoundthatplacingasimple
pop-ups must die.
annual subscription. Streamlining that process to one screen and a 30-day free
32Averagesleadtoaverageresults--andwhowantstobeaverage?This
Yes, you may replicate this report in its entirely, and/or post it on an intranet or Web site.
both gather customer feedback to improve their site and save the sale. The idea is
Suzanne Galvez, eMergent Marketing, www.emergentmarketing.com
Hugh Byrne, Primedia EquipmentWatch, www.equipmentwatch.com
solid and had performed well, but this past year, we saw the effectiveness signifi-
cantly diminished.
However, please do not edit or cut pieces to pass along. Thank you.
window when a customer left a site, and provided clients with an opportunity to
age the "hidden" coupon code can account for an increase of 20% of our total
site redesign, complete with plenty of highlighted benefits and `try now' buttons,
site aesthetics, was not lost on us.
tive ideas and conversion tools.
the benefits of giving users a simple, risk-free approach to ordering, regardless of
tools to divide the data into various segments to see how each segment con-
momentum, it's long past time to change course and come up with new, innova-
31In2004Iwasremindedonceagainthatcustomersruleandyes,it'strue,
year we started taking `average' conversion rates from our clients' sites
While our redesign was time and money well spent, primarily due to dra-
matically improved product usability and some great bundling opportunities,
One of the more successful conversion tools we used over the last few years
Russ Novy, Webshots/CNET Networks
only raised conversion by a few percentage points.
year we were running a clunky, ugly site, circa 1999, featuring a subscrip-
10% off coupon code in a pop-up window called "View Current Dis-
counts" gets discovered and applied frequently by potential shoppers. On aver-
rates they report. What did we find? Conversion rates from visitors who first
store sales. And for customer goodwill it makes every shopper feel like they are
from even seeing the offer. Of more concern is the latest research that shows pop-
was a Web site exit offer/survey. The promotion was delivered by a pop-up
tion process requiring the user to complete seven registration screens (and seven
Part 3: Site Design & Conversion Tactics
- 19 -
fer their negative reactions to advertisers who use them. With this type of strong
`submit' buttons, for that matter) in order to complete a pre-paid order for an
<< < [Pag.19] > >>
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