online sales conversion

Women’s Bay, Alaska – 98% of Shoppers abandon their full shopping carts.
In an event termed, “Reality imitating the Internet,” a trove of shoppers left shopping carts full of merchandise at the checkout counters of this small Alaskan discount retailer.
“Everything seemed fine, “ said store owner Edsel “Mac” Jones. “They were shopping, comparing prices, asking questions… then they just dropped off their carts and left.”
Jones estimates that some 100 carts were left for his employees to restock, and that only two store visitors completed their purchases.
When asked why they didn’t complete the checkout, shopper Marnisia “Seeya” Firth said, “Oh, I don’t have any money. I just love to shop! I still want to go abandon something at Crazy Lorath’s down the street before they close. Then maybe I’ll catch a movie.”
“Easy. The line was too long,” said abandoning shopper Mustapha Monty, who estimated he spent an hour filling his cart. “I wasn’t really sure I wanted all this stuff, and then there were these two other people in line ahead of me, so I bailed. I’ve got places to be!”
Another shopper complained that they were afraid the store bagging clerk would require a tip. “I wasn’t sure what was appropriate. Tip? Don’t tip? It was easier just to leave.”
Store owner Jones lamented that he and his staff would have to restock all of the items. “I’ll probably have to close down for a few hours. How do Internet stores restock all of their empty carts?”
“Restock?” asked a shopper overhearing our interview. “Can’t you just leave it here in case I come back?”
In related news, diners in a New York bodega request to read the store’s privacy policy before ordering.
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Are you collecting abandoned shopping carts at the end of your day? Let us help fix that!
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This is a guest post by Simon Campbell
Social media sites can be used in a wide variety of ways in many different industries. Though for most businesses, a site like Facebook is typically used to promote products and services rather than to sell them. With a few key tweaks, however, you can change that and actually use the social networking giant as a direct sales page for your products.
You can sell directly on Facebook? Yes! Some market analysts even think that Facebook will eventually spawn a whole new category of online e-commerce, called F-commerce.
Melding your social media advertising with your selling and creating one centralized hub might just be a great way for your small business to cut costs and increase productivity. Follow these five simple Facebook marketing steps to help you sell products.

Selling Products with Your Facebook Page

1: Building a Store Page
Creating a Facebook page (rather than a simple profile) is the first step in this process. Take advantage of the customizable tabs and other options on Facebook to fill in your company information, your mission statement, and other essential info about your business.
Use the cover photo of your page to present your brand’s logo and to create a clean, professional-looking environment that seeks to use Facebook for business and not for  personal interactions.
2: Constructing a Landing Page
You  need to create a separate landing page, where you will set up a store experience. Chose a platform that allows you to create custom pages, different categories, an SSL certificate, a responsive, adjustable format, and more. Just search around through different apps and platforms, read real user reviews, and find a store platform/app that’s affordable, feature-rich, and one that can be used to tie your store in with Facebook seamlessly.
3: Finalizing the Store
Once you have a landing page/store created and your Facebook page finalized, you have to bring the two together to create a seamless store experience on Facebook. To do this efficiently, you should use one of the e-commerce widgets on the market today.
Ecwid is a one widget to try out. It’s affordable, provides around 30 separate payment options, and you can sell shipped products, downloadable products, and more. It’s also a responsive widget, meaning that mobile users will go to the same fully functioning store that desktop users go to.
This isn’t your only option, though. Other widgets, including StoreYa, are available and allow you to create multiple product categories, list dozens of products, choose from a variety of templates, and ultimately integrate your store with your Facebook page to create a seamless e-store experience. Your Facebook fans will be able to purchase your products without ever leaving your Facebook page.
4: Marketing Your Products
Now that your store is created and running on your Facebook page, it’s time to implement some Facebook marketing to help you sell your products. Your first step  should be to check out some of the literature available on Facebook marketing tips and tricks. Look into third-party ad-management apps, various ad types, different organic methods, and other marketing staples.
To start out with a bang, however, you may want to try running a promotion right out of the gate. Spread the word around through targeted advertisements that you’re offering a free product or a hefty discount for people who like or purchase through your Facebook page.  You can use a wide range of apps to create games and other promotions, hold photo or slogan contests, and a slew of other promotions that will draw people in.
5: Performing Brand Upkeep
It’s up to you to stay entertaining and engaging as a marketer on Facebook. Make sure you post on a regular schedule, provide interesting material that your audience wants to see, solve problems for your niche, always add incentives, and give people material that they would want to share with their friends.
Paid advertising in the form of Sponsored Stories and Promoted Posts are great, but don’t forget basic methods like video reviews of your products, real user feedback, infographics explaining things, and other social-friendly and trending methods that will help keep your brand in a good light.
From creating your Facebook page and store page to promoting your products and working to engage with existing fans while attracting new ones, you have to play to the social context of the network. It’s hard not to come across strictly as an advertiser, so don’t try to be something you’re not. Promote yourself as a business – just make sure to include a personal side that likes to engage with people on Facebook, that cares for and appreciates fans and customers, and that always offer quality products and quality customer service.
Simon Campbell, author
 
 
About the author: Simon Campbell, a writer from a Facebook ad campaign tool – Qwaya. He loves to write different topics about social media and participates in some communities and forums. If you have more social media marketing questions, feel free to ask Simon on Twitter.

It was a pleasure to spend some time with Craig Sullivan, the pleasant but focused Scotsman now residing in the UK.

He’s not a man to mince words, but he knows his stuff, so he’s earned the right to be cranky when he comes across the websites of companies that just don’t get it.
You don’t have to wait for his wrath, though. He spelled it out in his ConversionSUMMIT keynote, and the Conversion Sciences doodlebot captured his presentation in HD resolution. All for you.

You will find his presentation slides on Slideshare.
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Visitor Personas and Video Games | Orbit Media

@crestodina I spoke at the Conversion Conference #convcon this week about flipping your message according to your Web visitor. This can be applied to subject lines, search ads, display ads and landing pages.
One of the most powerful “flips” is between the four kind of visitors outlined by Bryan and Jeffrey Eisenberg in their book Waiting for Your Cat to Bark?.
Here is a creative twist on the four kinds of visitors you’ll encounter on your website: video game characters.
Is the page, post or email you’re working on right now targeting Frogger or Mario or Galaga or PacMan?
It should.

Let’s be honest; Brian is a bit biased on this subject. After all, he’s not just a conversion optimizer, he’s THE Conversion Scientist. But that doesn’t mean he isn’t right.
If you are currently spending money on a PPC campaign, there is no reason not to use a part of that budget to bring in a conversion optimizer.
PPC is all about conversion; how many people are seeing the ad, and how many clicked. What if you could spend the exact same amount of money on PPC and, with just a few tweaks from a conversion optimizer, you could increase the number of clicks without paying for larger volume (and less qualified) traffic?
By focusing on Average Order Value and Revenue Per Click instead of just Conversion Rate, a conversion optimizer can help you make sure your PPC budget is being spent wisely and giving you maximum sales for your money.
Read Brian’s entire article on Search Engine Land.

Your unique is a powerful tool, a tool that gives you over your marketplace. It is what makes making money, generating leads and growing your business look easy.
How can this be?
There are five big reasons that companies that understand their online equation win:

  1. They pay less for the exact same advertising as you.
  2. They hit your prospects several times to your one touch.
  3. Their content is about their prospects, not themselves.
  4. They don’t make mistakes more than once.
  5. They are waiting on search engines for your dissatisfied visitors.

There are two ways to learn more about these five advantages in my new Search Engine Land column 5 Ways Conversion Takes Market Share Like Candy From A Baby.
My upcoming book is only weeks away, and you can get at the .

In your rush to get as many Likes, Follows, Connections and +1’s as you can, have you thought about how you are going to turn those fans and friends into leads and sales? This 13 minute video introduces you to the tools you need. You’ll learn:

  1. What are the components of social conversion?
  2. What is a Social Media Landing Page?
  3. What is the difference between an on-network and off-network strategy?
  4. What can you do with Facebook applications to increase conversion rates?


Watch on YouTube

This was originally presented at PubCon Las Vegas and you can see me at PubCon Hawaii in 2012.

 

lemonade-standNo parent relishes having “the talk” about conversion rates. No one wants to tell their kids: “Kids, conversion rates are still only around 2 percent” or tell them the naked truth about all the sites out there that were never optimized. Or point out that they’re hanging with the wrong crowd when it comes to web development and creation.

But if we don’t tell the kids about the benefits of hanging with fake people—called personas—who will?

We have to just pick the right time and be ready to be vulnerable.

When confronted with a difficult question like “Daddy, should I put up a squeeze page?” we can just say: “I just don’t know. Let’s explore that together.”

As hard as this is, it’s better they learn about value propositions from you than off the street. Check out my article on Search Engine Land: 7 Things to Teach Your Children About Conversion to learn how to do this the right way.

The Iliad and The Odyssey, TV Sitcoms, your Website….what do they all have in common? The Hero’s Journey.
Recently I read that Dan Harmon, creator of the quirky TV show Community (NBC) uses the literary device of the Hero’s Journey to map out his episodes. They all involve taking someone from his comfort zone, through a process of seeking for something, finding it, paying a price, and coming away changed.
It’s a classic, universal theme every website can employ to connect with every visitor.
Think of it, all visitors to your site are on a quest. You need to make it possible for them to leave your website as heroes, having accomplished their objectives. Check out the map of this journey on my Search Engine Land article Eight Ways Landing Pages are Like a TV Sitcom.
Embryo-Dan-Harmon
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What makes people trust your Website more? As you know building trust with your visitors is critical to maximizing conversion. Here is some research that helps us to understand what makes visitors trust our site.
Here are some highlights.

An 11-minute Summary of Webpreep’s Research on the Web

1:43-People trust more attractive websites.
2:21-Attractive websites are those that follow conventions.
3:05-Biggest source of frustration? Ability to find relevant information.
3:31-Website owners must increase the relevance of their information.
5:00-The best way to retain customers is to provide relevant information.
Why Relevancy is dropping across the Internet.
6:10-How an Internet store is different from a physical store.
8:02-People who are on Facebook are more likely to recommend companies that they see on Facebook.
9:30-Satisfaction is what it is all about, affecting conversion and referral behavior.
10:00-Clam chowder