Archive for the ‘Shopping Carts’ Category

Research has been conducted in September 2008 about ‘What 3 internet marketing tactics will you emphasize most in the next 6 months?’

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I feel sorry for Businesses looking to build a new website with the hopes of improving online performance.  It is interesting how conclusions are made relating to the need for change.  It could be industry intelligence which has identified they are not keeping up with  competitors, or perhaps Senior Management has decided on unrealistic growth targets.

The result?  Someone from Management has been given the unenviable task of finding an outsourced Online Supplier to build something that works.  They don’t know what they want; all they know is what they got, ain’t working!! 

This is happening all over New Zealand, and it is time someone helps out and provides a guide on how to find an Online Organisation who can meet your needs.

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This was scary stuff for Warner Music. It was their first attempt in creating a true multi channel strategy with the incorporation of an online plan with eCommerce being the only method to purchase the CD set. The pressure was on for Warner Music not only to do something, but to do it right. Their colleagues around the world regularly apply online channels to sell concert tickets, apparel, and music.

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If you were to review the common e-Commerce website in New Zealand it appears that selling online is defined as having poor product images displayed with a price, through in a small “add to cart” button indiscriminately hidden at the bottom of the page, only viewable once visitors scroll a meter down the page.  Hey, who cares, New Zealand is selling online!

The concept of buying vs selling refers to the differences in your visitor’s buying process, and your selling process.  The greater the alignment of the buying and selling processes, the greater the success.   The challenge lies in understanding the dichotomy between the two.   

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Noel Leeming recently relaunched their website with a new design. I am not sure if they are using the same platform as before, but the URL strings are a bit tidier so if I had to take a guess then I would say yes.

I thought this would be a great opportunity to do a screencast (my first). I thought it would be an even better opportunity to have my partner, Hannah sit down and pretend to buy something to really test out the usability and buying process of the new website.

So without further ado, watch the screencast (a window will pop up) and please leave a comment with suggestions for other websites to analyse.

Ecommerce checkout processes vary dramatically between different platforms and business models. There is no hard and fast rule for the number of steps, whether or not to show the navigation during the checkout process or whether to require customers create an account before they purchase.

What must be in place for each and every style of checkout process is a form of measurement which is more commonly known as a conversion funnel.

A conversion funnel tracks each step of a process which for this article is the checkout process, but could be a contact form, newsletter signup or PDF download.

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Apparently this was put together by Google and is really focused at the ease of utilising their tools. Not to mention the fact that you can actually make some real money. I love the way they have made this so simple and really focusing on the integration of Google Analytics, Google Check Out and Google Adwords. Great creative.

FutureNow have published a great screencast looking at ways of reducing shopping cart abandonment. They use LaneBryant.com as an example and bring up some very valid, but obvious points.

Take a read of Bryan Eisenburgs 20 Tips to reduce shopping cart abandonment for more great ways to get your customers through your checkout process.