| Recent
Articles |
Video Ads Meet Google Video
A selection of content on Google Video has been made available for free as advertisers have signed on to support those videos. "Free video made possible by www.bk.com," reads the text above the Google Video replay of the Hatton-Maussa fight from last November.
Google Looking Into Radio AdWords
Google has invented, innovated on, acquired or purchased a number of technologies over the past two years to bolster its online advertising business. AdWords is arguably the most successful advertising program ever and Google is obviously not content to focus solely on Internet advertising.
Tech Firms Fear Privacy Lawsuits
A dozen high-powered companies inside and outside of the technology industry jointly requested Congress pass a law to protect the privacy of consumers, while insulating them from being "brought to their knees" by class-action lawsuits.
MySpace To Add New Age Restrictions
MySpace is expected to announce today the addition of new restrictions limiting the ways adults contact younger members. Though coming just days after a lawsuit was filed by a 14-year-old girl, MySpace says the restrictions have been in the works for some time.
Brand Names Target .Mobi Market
Mobile phones have become a common presence in society all over the world, and big name companies have raced to secure their presence on the .mobi domain. The approval of the top-level domain called .mobi created a section of the Internet focused on providing a place for websites optimized for the small screens of mobile phones.
CNN To Offer New Podcasts
In an effort to attract a younger demographic, CNN is set to launch a new series of podcasts. The Cable News Network already offers some more traditional content in podcast form, but the fresh offerings will be of a decidedly more offbeat variety.
Microsoft, Yahoo Update Messengers
Late news from Yahoo reveals a new beta of their instant messaging client with plugins and a developer kit, while Microsoft ties its debut of Windows Live Messenger to Johnny Depp's forthcoming 'Pirates of the Caribbean' sequel.
Riya Offers Facial Recognition Tech
Usable facial-recognition software belongs in the realm of science fiction, right? Or perhaps it exists, but only in the some of the more technologically advanced branches of the government. Not so. The photo-sharing site Riya already uses some of that technology, and is due to incorporate more this fall.
Thoughts On Microsoft's Future
The recent Microsoft news (Scoble leaving, Gates taking a reduced role, Ray Ozzie stepping up) combined with the last 10 years worth of evolution in networking and of the web really got me wondering about Microsoft's role in the future.
Google Poised For Nielsen Raidings
Google is a media company - a dangerous one for conventional players. Mountain View's next potential rival: Nielsen Media Research, the audience measurement company that has held a virtual monopoly in the sector for decades. And it shouldn't be surpirsing. Google's MO is information collection and research.
|
|
| Recent
Articles |
Google Fills California Tax Coffers
All of that insider selling by Google insiders like Eric Schmidt, Larry Page, and Sergey Brin helped boost the state's take in personal income tax.
eBay Looking Over Shoulder at Google
eBay's Chief Executive Meg Whitman told analysts that she is fully aware of the threat Google poses to them, according to the Mercury News.
Yahoo to Offer Payment Processing?
Gary Price sends word that Yahoo has been awarded a patent for what looks like a PayPal and Google Payments competitor.
Reverse Logistics in eCommerce
It's no secret that a positive experience delivered to a customer determines whether that customer will come back.
Should eBay Be Afraid of Google Base?
I know Google's integration of Google Base, with its regular search results, hit most people's news reader last week, but the company had been quietly integrating Google Base for a couple of weeks now.
Google Music Store and Television Initiatives
Forbes has word that Google is preparing to launch a music downloading service to rival Apple's iTunes.
Ether You Pay, Or You Don’t Talk To Me
Let's pretend we're professionals here, people, and not say the first thing that comes to our minds. Ether, a new division of Ingenio, has set up a web service that lets you charge other people to talk to you on the phone. Don't say it...
Google Wants to Help Retailers
Interesting (and long) article at eWeek looks at steps Google is taking to help retailers get their content found by the search engine.
Multi-Channel Retail - Plan For Success
More and more retailers are realizing the benefits of multi-channel retailing...
Google Gunning for Paypal
I spoke to David Miller of Internetnews.com yesterday and shared with him my thoughts on Google's new payment processing service.
Calling All Conversions
Well it's that time again - time to renew my cell phone contract. Should I keep the same provider?
Sell Your Book Via Google
Danny has details of a new initiative from Google that will allow publishers (and authors) to sell online versions of their books through Google Book Search.
Google Base Launches Seller Rating System
Google Base is becoming more like eBay each day.
|
|
06.23.06
Conversion Optimization: Picking Up Where SEO Leaves Off
 By
Frederick Townes
Search engine optimization (SEO) gets them to the site. What they do (or don't do) once SEO has done its job is up to the site owner or designer.
Most visitors view the home page and leave. Wrong products. Weird typeface, confusing navigation - it can be anything from color motif to lack of clear prices. SEO gets them there, but it doesn't convert them to buyers.
What Is Conversion Optimization?
Is it easy for visitors to find the right product? Is check-out convenient, offering numerous payment options? Is there a telephone number visitors can call to talk to a human? If not, the site isn't conversion optimized.
In broad terms, conversion optimization enhances the visitors' experience when they visit to browse. A site so optimized is: engaging, attractive, very simple, convenient and secure. The objective?
Enable visitors to quickly find what they're looking for and to move without delay through the site's checkout - just as in the brick-and-mortar world of retailing.
How To Optimize Conversion
Undertake Regular Site Analysis
Site metrics are statistics, raw data that reveal visitor actions (or inactions) and behaviors. There are dozens of site analysis programs that create metrics to help with site refinement.
To develop useful metrics, first establish a site baseline for comparison as conversion optimization is underway. Maintain records of metrics to determine which refinements are working and which aren't.
Target Metrics To The Most Desired Action (MDA)
The first step in improving conversion rates is to define the site's objective - to sell products, disseminate information, generate click-throughs or provide customer service, for instance. With the site's objective defined, it becomes easier to develop metrics useful to increasing the number of people who perform the most desired action.
A commercial site owner wouldn't find ‘number of pages viewed' especially useful since it's not specific to the site's goal - to sell product. On the other hand, developing a list of keywords used by most buyers would be useful. It's a great way to refine a site's keyword list.
Metrics programs generate raw data. That's all. It takes an understanding of ecommerce dynamics to turn that data into useful information, aka site metrics. And the important first step in the development of utile information is to define the site's objective.
A site owner or web designer should be able to state a site's objective in one, short sentence. If it takes more than that, redefine the site objective. Then develop the metrics that facilitate an improved conversion rate.
Applying Site Metrics
The purpose in developing site metrics is to create a data-based strategy to induce more visitors to perform the MDA. It's not enough to identify problems and trends. Site owners must then take action to address problems and enhance the visitors' overall site experience.
For example, site metrics might reveal that less than 5% of traffic ever gets past the home page. In this case, breakdown the home page to find why so many visitors leave. Too confusing? Too much information? Not enough? Convoluted navigation? If only five out of 100 visitors ever see interior pages, something is wrong with the home page.
Another example? Which search engines are delivering the most traffic? And why? Is it simply page rank? Does the site even show up on SERPs?
Useful site metrics will provide data on visitor activity, search engine activity, keywords, text and layout, checkout procedures and virtually every other aspect of site design and its impact on visitors.
Site Usability and Conversion Rate
The easier it is for a visitor to perform the MDA, the more likely it will be performed. If buyers don't find complete, detailed descriptions of products, they'll be less likely to make a purchase.
If they're confronted with endless data fields that must be completed, they're less likely to complete the on-line form. The ultimate objective in site analysis, therefore, is to improve the usability of the site. The more useful and usable the site, the higher the conversion rate.
Usability encompasses both site structure and site skin - what visitors actually see. Site architecture should be designed to accommodate visitors in several ways. Ease of navigation is, certainly, important. But so is page weight. Visitors just won't wait for long downloads anymore.
An easy-to-use, flexible and secure checkout, with numerous payment options, increases a site's usability. And a one-click check-out is an ideal usability option that repeat buyers appreciate.
Accessibility is another aspect of site success. Is the text helpful, informational and easy to read or is it just hard sell content? Are navigation links large and clearly labeled? Is a site map available from every interior page?
A recent study published by DoubleClick.com indicates that more than half of all visitors who place something in their shopping carts fail to actually make the purchase. These buyers made the purchase decision, but there was no follow-through. Perhaps they found the check-out process confusing, or lacked the confidence in the site to enter personal information on line. The point is, something happened between purchase decision and final check-out. Chances are, lack of site usability was at least partially to blame.
Additional Benefits to Improving Site Usability
Improving conversion rate is, indeed, the primary objective of site refinements to enhance usability. However, site owners derive a number of on-going benefits in the regular development of useful site metrics.
Analytics will improve download times, increasing the likelihood of visitors staying around. Pages packed with animated graphics, Flash scripting and QuickTime demonstrations can be broken up to lessen download times.
With a highly-usable site that delivers everything visitors need to complete the MDA, site owners will lower costs for customer support and service. If a visitor can log-on to view the status of an open order, there will be fewer telephone calls to customer support.
With conversion optimization, routine site maintenance costs will be lowered. The site is visitor friendly, SE friendly and compliant with all open programming standards.
Finally, a site optimized for ease of use and visitor convenience generates more repeat traffic and more repeat sales. And repeat sales are the foundation of any retail business - virtual or real world.
The Process of Conversion Optimization
Metrics should be developed regularly and compared to previous results to identify the activities of visitors. They should also be developed to suit the site's purpose and MDA.
With useful metrics, a strategy of site refinement should be developed and implemented in stages. At each stage, new metrics should be produced to determine whether recently implemented refinements have had the desired effect. If so, initiate the next stage. If not, determine the problem and refine accordingly.
Remember that visitors are looking for convenience, ease-of-use, helpful information and security. The long-term objective is to increase site usability through refinement, measurement, further refinement and further measurement.
A higher conversion rate will naturally follow.
About
the Author:
Frederick Townes in the owner of W3 EDGE, a Boston web design company that provides professions design and development services as well as SEO copywriting and conversion optimization. W3 EDGE, serving Boston and the world for a better online business. |
|
 About
EnterpriseEcommerce
EnterpriseEcommerce provides the
news, expertise and information
needed to integrated eCommerce
into the enterprise. EnterpriseEcommerce
knows that Integrated eCommerce
Drives Business. |
|
EnterpriseEcommerce
is brought to you by:
|
|
|
|
|
|
|
