Online Businesses Doing More with Less in an Uncertain Economy via Web Optimization Technology
Testing and Targeting Solutions Deliver Superior Online Experiences to Consumers While Driving Revenue and Profit for Businesses
BOSTON, Dec 16, 2008 (BUSINESS WIRE) -- Ever gone online and had an unsatisfying experience on a website? Maybe you weren't happy with the way information was displayed or found it hard to find what you were looking for. That's the unhappy picture that consumers face when shopping on websites that have not been fine-tuned (or "optimized") for visitors. The good news is, businesses realize that not optimizing their websites depresses their revenue and profits and are now doing everything they can to improve online shopping experiences in an uncertain economy.
Increasingly, large retail websites are turning to website optimization technologies such as multivariate testing and behavioral targeting to improve visitors' online experience. Testing allows businesses to present multiple variations of content and discover which content you prefer while targeting enables companies to understand you better as a customer so that they can present you with relevant information, such as coupons. ShopNBC, the third-largest television home shopping network in the United States, is one business that has implemented testing and targeting solutions within its e-commerce infrastructure.
Top five things they found:
The company identified five key elements to test that might influence the actions of users who were contemplating a purchase:
1) Location and size of the "Add-to-Cart" button
2) Headlines identifying cross-sell items
3) Styles of tabs that link users to product details
4) Color, size, and style of Clearance and Limited Time pricing offers
5) Highlighting of payment options for qualified buyers
These are just some of the suggestions. You must have an inviting web site. You must have something people want to buy. Notice the specials and close outs, people love specials and close outs.
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