Website Tactics that Boost Conversion

Tactics to boost conversion:

Perpetual shopping carts: move with the shopper as they move through the site e.g. show total cost that changes dynamically with purchases or show product details, thumbnail images, estimated shipping costs and recommended accessories/related products.

Optimising internal search results:

• Last in-first out = move older inventory for those who maintain stock
• Top sellers = products which historically sell best in a given category
• Hot products = currently moving at the best clip
• Best margin
• Top rated = products endorsed by site visitors through a review or rating function.
• Most likely to generate associated sales

Engage customers and get their opinions - Online surveys

Online surveys are an effective way to pinpoint what your customers want from your site and what they want improved.

When visitors first arrive, use an overlay screen to ask if they would be willing to take a survey. If visitors select ‘Yes,’ the survey loads in a separate browser window. Visitors can then shop the site and complete the survey afterward. If visitors select ‘No,’ the survey is not loaded and the overlay screen disappears.

Ask a series of multiple choice and open ended questions:

1. Based on today’s visit, how would you rate your site experience overall? Scale of 1 to 10
2. Which of the following best describes the primary purpose of your visit? Buy / Check prices / Check order status / Add a review / Enter contest / Other, please specify
3. Were you able to complete the purpose of your visit today? Yes / No
4. Which of the following best describes how often you visit the website? This is my first visit ever / First visit in 3 months / 2-5 visits in the last 3 months / 6+ visits in the last 3 months
5. What do you most value at the website?

Analyse at least 30 to 45 days worth of data to find trends. Counted the number of times a specific recommendation or complaint is mentioned then look for items with the highest number of mentions.

Tips for a Multilanguage email capaign

You must adapt email content for language and cultural differences in each country:

1. Always use local translators
   Use translators based in the countries - have the intimate knowledge of idiomatic expressions and syntax needed to prevent translated messages from seeming a little “off.”
   - Find a translator familiar with your company’s terminology.
   - Request sample translations.
   - Set aside at least 3-5 labor hours a week working with translators
   - If your copy tends to change up until the last minute, you'll need tight, regular communication lines.
2. Recognise country-specific differences within languages
   Work with local translators in each country you’re targeting to account for differences in local dialects, spelling and email format.
3. Adapt the tone of messages to account for cultural differences
   Aggressive sales work for US/UK but tone down the messaging for other European countries.
   Avoid sexual imagery and language in countries with strong religious traditions
   Patriotism, nationalism and flag imagery aren’t effective in other countries.
4. Use appropriate photographs for each market.