Category Website Optimization
Nobody can honestly say they’re a fan of bland, boring, corporate-speak. So why is it that most websites are absolutely drowning in the stuff? Even the company blog has become dry, stale and uninteresting. Here’s the truth – nobody does business with a company. They also don’t do business with a product or service. They do business with a value or something personal that they want to see in or for themselves. They don’t buy a television; they buy quality time with their family watching a great movie. They don’t buy laundry detergent; they buy softer, nicer-smelling clothes that keep their fit wear after wear.
Your content has to be able to engage readers on that same, deeper level. It has to connect and resonate with them in a way that doesn’t sound like a pressuring sales pitch. To do this, try incorporating these points into your writing:
Clarity, clarity, clarity. And when you think you’ve given your website guest enough…give some more!
Clarity Trumps Persuasion: How changing the first seven seconds of user experience drove a 201% gain
While marketers invest the majority of their time and budgets on areas deeper down in the funnel, MarketingExperiments research has found that most of the gain from optimizing a website occurs in the first seven seconds of users’ experience.
Millions of dollars are won or lost in these first few moments a visitor spends on your site. So in this issue of MarketingExperiments Journal, we’ll explore what can be done in this very short period of time to increase the probability of converting those visitors into customers.
All of the complex analysis and formulaic methodologies used by our scientists to create optimized pages that deliver triple-digit conversion gains can be summed up in three simple words…Clarity Trumps Persuasion
eBrand Interactive is the agency division of eBrand Media , a leading think-tank which is the genesis for a number of the most effective marketing tactics used on the web today. Our goal is to help companies to not only build their internet presence but to function in a more efficient and cost effective manner. We help clients optimize their online business in a number of ways. For example, we manage paid search, Yahoo! Paid Inclusion and shopping comparison websites for blue chip companies like Zappos, Tiger Direct, Shoplocal.com and Gifts.com among others, and we manage display advertising, and Can-Spam compliant e-mail campaigns, for many name brands as well.
We’re now offering to use our years of experience, and our knowledge bank, which includes a vast array of case studies to improve your company’s website for the purpose of providing an enriched environment for your guest which will result in an increased conversion rate and added revenue for your company.
We’ve studied, and worked on, thousands and thousands of websites and we’ve learned why some sites are more effective than others. In a very real sense, you’ll benefit from “second mover” learning’s. Other companies have done the testing through us, and as a result, your company won’t have to spend precious budget on “discovery” testing to understand what website elements need to be improved or eliminated so that your site delivers a maximum conversion rate.
You’re spending real money driving traffic to your website but what kind of results do you have to show for it? Are people abandoning their shopping cart before they’ve ordered? Are your visitors leaving the site quickly? Are you having difficulty identifying the problems?
We’ve successfully tackled these kinds of challenges for more than 8 years. As industry experts we’ve created profitable websites generating many millions of dollars in annual revenue for our clients. At eBrand Media, we’ve helped improve dozens of e-commerce sites across multiple product categories.
With an eBrand Media Website Assessment, you’ll get a comprehensive, expert review of your site’s ability to satisfy and sell. We’ll provide you with page-by-page recommendations for a more effective website.
We’re passionate, experienced marketers and we’ll dive in and identify the changes that matter – the ones that can make your site more usable and prime it for conversions.
According to Internet Retailer’s recent monthly survey, retailers are creating interactive page treatments and adding video, customer reviews and other advanced features. Merchants also are making site optimization a top priority and redesigning their web sites to achieve speedier navigation and faster performance.
The survey finds retailers updating their web sites, with 49.9% of merchants having rolled out a new design in the past year, including:
– 26.6% in the last six months
– 13.3% within 90 days
Improved site optimization is the top priority for 72.9% of merchants, followed by:
– Clearly organized home, category and product pages at 62.4%
– Better navigation at 49.4%
– Improved site search at 47.1%
– Faster checkout at 40%
You’re spending real money driving traffic to your website but what kind of results do you have to show for it? Are your visitors leaving the site quickly? Are people abandoning their shopping cart before they’ve ordered? Are you having difficulty identifying the problems?
The industry standard conversion rate is 3%, which means that 97% of the traffic to a website isn’t sticking. Of course there are a number of reasons why this may be so, but most commonly, we’ve discovered that the majority of sites we’ve worked with, and that numbers in the thousands, are impediments to, rather than facilitators of sales.
An e-commerce site shouldn’t be a challenge for the customer, no matter the size of the product array. It shouldn’t be a spook house of dead-ends, false staircases and hidden doors. A basic understanding of the psychology of the online shopper; their interests, attitudes, opinions, and behavior, along with a concession to the fact that the internet is a super highway where people are searching and scanning quickly would lead to better site design. It’s important to understand what makes your audience tick, click, and stick.
We all suffer from a form of cultural ADD which means that we’re restless. The mouse, and better computer hardware, gives us the ability to move and groove from site to site. Take a look at your site, does it make it easy for a guest to find and get what they’re looking for? Or is the shopping process a series of frustrating friction points and irritants?
Click on the “Continue Reading” link to find a case study, shared with us by one of our partners, where one company increased their conversions with a simple redesign.