This is a guest post by Bob Lang, leading up to our January 24th Webinar at 11 am PST with ConversionIQ on how to increase conversions. ConversionIQ, a ecommerce conversion rate optimization agency, will be teaching merchants how to increase conversions on their websites, and we’ll be talking about how to use Google Shopping effectively and how to increase conversions there.
Bob Lang has over 20 years experience managing multi-channel businesses. For the past 5 years he has been focused on helping other businesses optimize their on-site revenue performance. Earlier with HiConversion and now with ConversionIQ he has worked with 100s of small, medium and large enterprise ecommerce teams to improve conversions by doing in-depth analysis, gaining insights and validating results using a broad range of optimization tools.
At ConversionIQ we do in-depth analysis into visitor segments and make data driven recommendations to improve conversions based on customer motivation and behavior. We have found that visitors who come in from product feeds are motivated but skeptical. Here are 5 things you should focus on to improve conversions for your product feeds:
1. Continuity: Visitors need to feel that they have arrived in the right place. Make sure they get to the right product page and if you have any special offer or value prop messaging on feed include this on the product entry page.
2. Orientation: Visitors need to feel that your company is right place to shop for this product. Consider your header content; logo, tagline etc. Establish your company value proposition; lowest prices, best service, best variety and make sure it is consistent with product. If you are feeding a camera and your header says: “World leader in big screen TVs” you may have an orientation problem.
3. Trust: I have covered trust factors in previous blog but here are few: display phone number and hours in header. Security trust marks are often placed in cart and checkout but not on product pages. Try your security badges above the fold on your product pages.
4. Decision making information: feed visitors are motivated, methodical and likely comparison shopping. Try to provide the maximum amount of information necessary for them to make a purchase decision above the fold on the product entry page; is the product in stock, when can it ship, what is the shipping cost, product benefits (for less well known products), product specs (for more popular products).
5. Navigation: Visitors are entering three or more levels down in navigation. Provide obvious horizontal navigation in the (sub)category so that, in the event the product they came in on is not exactly what they want, they can find the right one without going to the top and drilling back down.
If you would like to learn more about optimizing your conversion rate and revenue per visitor sign up to attend ConversionIQ and CPC Strategy’s joint webinar on January 24th at 11am PT: How to Increase Conversions Using Google Product Feeds.
About the Author+Andrew Davis is CPC Strategy's Director of Marketing, an expert in ecommerce marketing strategy, product marketing and all things comparison shopping related.
http://www.cpcstrategy.com/blog/
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