[Pubcon 2009] 7 Habits of Highly Effective Shopping Carts


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[Pubcon 2009] 7 Habits of Highly Effective Shopping Carts

  1. 1. 7 Habits of Highly Effective Shopping CartsEthan Giffin | CEO, Groove Commerce
  2. 2. About Groove Commerce• Boutique eCommerce consulting firm• Located in Baltimore, MD• Builds search and conversion-friendly web sites• Scan Alert Hacker Safe premiere partner• Nextopia site search partner• Services include: – eCommerce web site design – Google Analytics consulting – SEO/SEM
  3. 3. 1. Designing for Success• The top 100 eTailers prefer…• Designing for all types of shoppers: Your category pages• The ideal Shopping Cart page• How your Product Page should look• The results of a successful design
  4. 4. Top 100 eTailer Layouts
  5. 5. KineticFountains.com Category Page
  6. 6. CafePress.com Shopping Cart
  7. 7. ATouchofBrass.com Product Page
  8. 8. EpicDental.com Before…
  9. 9. …And After
  10. 10. 2. Searching for Sales• Internal Site Search is not an option…it’s a requirement!• Displaying relevant results• Google Analytics site search report• Site search conversion rate is 5 times that of other visitors• Your search results page
  11. 11. WallysWine.com Search Results Page
  12. 12. The ‘No Results’ Page
  13. 13. 3. Why Should I Trust You?• Establishing trust with your visitors: – Why should visitors trust my company? – Why should visitors trust my products? – Why should visitors trust my web site?• Where you need to assure your customers
  14. 14. Where to Put Your AssurancesSource: NorthernTool.com
  15. 15. ATouchofBrass.com Footer with Assurances
  16. 16. “Shop with Confidence” Assurances• Guarantee customer satisfaction• Inform them of your shipping policies• Let customers know that their shopping experience will be completely secure• Remind them of how you value their privacy and personal information
  17. 17. 4. Make Buying Simple• Showing progress• Eliminate distractions• Reducing shopping cart abandonment• Relaying error messages
  18. 18. EpicDental.com Checkout Page
  19. 19. 5. Let Your Site Be Known• Internal Linking• Header Tags• Page Titles• Anchor Text• Image Optimization
  20. 20. 6. An Image Says a Thousand Words• Your images sell your products• Telling a story with your images• Multiple images• Comparing product images
  21. 21. Before & After Which image will sell more product? Source: EpicDental.com
  22. 22. 7. Climbing the Ranks• Online Press Releases – Best practices – Where to submit – When to send• Directory submissions• Blogging/Link Baiting• Shopping Feeds
  23. 23. The 7 Habits1. Designing for Success2. Searching for Sales3. Why Should I Trust You?4. Make Buying Simple5. Let Your Site Be Known6. An Image says a Thousand Words7. Climbing the Ranks
  24. 24. Thank You! Please feel free to come up to me anytime during the conference with questions! Ethan Giffin | CEO, Groove Commerce ethan@groovecommerce.com To download this presentation, go to:www.groovecommerce.com/landing/pubcon/