Selling high-end goods, services or experiences isn’t the same thing as selling the low and mid-tier alternatives.
And in the 1990’s, Ford Motor Group learned that the hard way. They bought high-end car brands like Aston Martin, Jaguar and Land Rover thinking they would be able to successfully grow these brands using the same marketing and operational methods that made Ford so successful.
And for nearly 20 years, Ford’s luxury division lost money until it was sold off in 2007.
The key learning here was that the techniques that work for mass-market products don’t work for luxury goods or services.
In the pursuit of sustainable and consistent ecommerce growth, we look to many places: content, SEO, Facebook, Instagram, paid acquisition, new channels, growth hacking.
But rarely do we turn the focus to our own website and ask, “how can we improve our own ecommerce user experience to drive growth?”
What happens when ecommerce sites run out of stock? Cue crowds of angry (would-be) customers and the burning of a big pile of money.
Ok, it might not be that bad, but it’s certainly never good. Fortunately, there are steps you can take to mitigate the negative impact.
Discoverability and findability are two important terms that optimizers should be familiar with.
Discoverability is when you find the perfect book, even though you were not necessarily looking for it. Findability is when you find the exact book you were looking for, even if all you knew about it was the author’s last name.
eCommerce product filtering, when done right, can solve both issues.
Get data-backed ecommerce guidelines you can implement right away to increase revenue.
If you’re wondering what works best right now in ecommerce, you’re in luck. We have a comprehensive guide (247 guidelines) on ecommerce best practices, all derived from user testing and custom research.
Nothing works all the time on all sites. That’s why we test in the first place; to let the data tell us what is actually working.
That said, we have done quite a bit of user experience on ecommerce sites and have seen some trends in terms of what generates positive experiences from a customer perspective.
This post will outline 16 A/B test ideas based on that data.
A Rejoiner study found that over 50% of the cart abandonment emails they send are opened on a device that is different than the one the customer originally abandoned on.
A typical situation is a person browsing your site on mobile, perhaps adding items to their cart as a “wishlist”, then never completing their purchase.
Wouldn’t it be great if you could email them with the exact items they’d left in their cart, and restore their cart with those items, no matter what device they use when they click through your email reminder?
That’s the beauty of cart regeneration, a feature that online retailers often overlook in their cart abandonment email strategy. It’s key to boosting online sales.
The grass is always greener on the other side of the fence, right?
That’s the mentality of comparison shoppers. If they look hard and long enough, they will find a better value. If they don’t look around, they’ll miss out on greener grasses.
Today, the term “comparison shopper” describes the majority of consumers, especially those online. If you’re running an eCommerce or SaaS company, you absolutely must be optimizing for comparison shoppers.
You and I may have a hard time believing it, but many people are afraid to shop online.
As optimizers, so much of our focus is spent on the pre-conversion phase. How do we get more people to checkout successfully? How do we get more people to inquire about our agency’s rates?
It’s easy to forget that you aren’t done persuading once the initial conversion has taken place.