Charles Nicholls

Online Buyer Behavior 101 and the Many Paths to Conversion

The theory goes that if you make it easy for visitors to follow a simple path to conversion, you'll generate traffic and revenue. And yes, this is correct. But this "single track" view of conversion is overly simplistic. In this column, let's explore why, and…

3 Shopping Cart Promotional Tactics for the Holiday Season

In 2006, a Wharton professor first noticed that online buyers were more likely to respond to a free shipping offer that resulted in a savings of $6.99 over an outright savings offer of $10. The explanation was that it made the online price more...

Why Free Shipping is the Top Holiday Promotion for Black Friday and Cyber Monday

It's official: Free shipping is the shoppers' top retail promotion of choice, driving the majority of customers to buy and to spend more than with any other promotion. This holiday season, customers will be even more price-sensitive, looking not only for the best prices,...

Online Checkout User Experience – In Real Life

For many website visitors, the Online checkout user experience is far from intuitive. I just came across this great viral video from the Google Analytics marketing team on the online buying process. Taking the simple idea of what it would be like to have...

Not Doing Website Usability Testing? Are You Nuts?

"Not doing usability testing? Are you nuts?" said web usability expert Steve Krug at the Conversion Conference in New York last week. According to Krug, "All sites have serious usability problems. Tuning a website without fixing the problems is like painting over potholes." Krug is...

What the iPhone 4S Means for Mobile Commerce

Many people have been waiting for the new iPhone 5, (including myself, stuck with a Jurassic era 3GS), so you may be disappointed with the more minor upgrade announced yesterday in the form of the new iPhone 4S. Disappointed or not, the iPhone 4S...

3 Pricing Tactics to Reduce Shopping Cart Abandonment

There is a strong relationship between the shopping cart abandonment rate, and the value of the shopping cart. In general, higher value shopping carts are abandoned more frequently, but it's not a linear relationship and it is too simplistic to apply this as a...

The Pros and Cons of Selling on Amazon

There are clear pros and cons of selling on Amazon. The Harry Potter franchise of e-books have recognised this and will not be depending on Amazon. Author JK Rowling has teamed up with Sony to launch a direct outlet, called PotterMore. If you're in the...

Shopping Cart Abandonment Rate Tops 75%

The shopping cart abandonment rate has increased to 75% in the first 6 months of 2011. The rate, which averaged 71% for 2010, measures the proportion of online shopping carts that are started, and then abandoned. Normal seasonal trends have the rate decreasing in the...

3 Reasons Why Real Time Shopping Cart Recovery Emails Work Better

Don't Confuse Common Practice with Best Practice There is a massive need to share results and best practices, since this is still an area which is not widely understood. As such, I welcome all research into shopping cart abandonment and recovery emails. So it was…

4 Email Addresses Capture Techniques to Increase Website Conversion

There is a very strong link between website conversions and email. So in this blog we're going to look at 4 simple techniques to increase email address capture: more email addresses captured will enable you to increase your website conversion rate. We recently published a...

Shopping Cart Abandonment Emails Generate $17.90 per Email

Four Best Practices Illustrate How to Recover More Revenues from Shopping Cart Abandoners Shopping cart abandonment is a persistent problem for all ecommerce merchants, yet surprisingly, only 16% of online merchants send shopping cart abandonment emails. This is even more surprising when you look at...

Is Your Website a Bucket or a Sieve?

Surprise Finding: Website Traffic Source Analysis at the Shopping Cart Your website is a leaky bucket. The more traffic (water) you put in the top, the more it spills out. On average only 2-3% of website visitors convert, while only 3 out of 10 people...

Analysis: Three Promotion Pitfalls to Avoid When Remarketing to Abandoned Shopping Carts

In Part 1, we looked at how promotions can have a dramatic impact on the revenue that can be recovered with triggered shopping cart abandonment emails. In this blog, we look at the potential pitfalls of using promotions in shopping cart recovery campaigns and...

Analysis: Promotions Make Big Impact on Abandoned Shopping Carts

Analyzing abandoned shopping cart data from one of our customers last week made me sit up and take notice: Optimizations to their remarketing campaign and the introduction of a promotional discount for the first time caused their recovery rate to jump from 18% to...

Facebook Test Shows Social Sharing of Birthdays (Zodiac Signs) Increase Conversions

A new SeeWhy Research study has shown that using a website visitor's birth date to target specific types of promotional email messages can increase conversions by up to 43%. The idea to test potential influence of signs of the zodiac on response and conversions...

Forget Selling on Facebook (for now) – Think Social Plugins

In January, Booz & Company produced a report suggesting that stores on Facebook were set for explosive growth—a 56% CAGR over the next five years, which some commentators have hyped as 600% growth. In 2015, the report says, the market for products sold on...

Web Analytics – ‘It’s Not About the Math’

When Tom Davenport keynoted the Conversion Conference in San Francisco this week, he set out to inspire ecommerce teams to focus on the business, not on the analytics themselves. Quoting Carl Kemp, the chief mathematician at Intel, 'It's not about the math… it's about...

Remarketing Emails — Like or Loathe?

When we first launched our remarketing service in 2009, Randy Stross wrote a piece about email remarketing in The New York Times suggesting that while remarketing might be a great idea for ecommerce websites, it's not a great idea for consumers. He likened emails...

Cart abandoners spend 155% more

New research shows that email remarketing drives higher order values, by as much as 155%, and that the majority of customers who are going to buy as a result of a remarketing campaign, will do so within 24 hours of abandoning a purchase. The SeeWhy...

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