Loading ...Yes, we here at Search Engine Snark are all about the search. But even we have to confess that man cannot live by search alone, but by every channel that proceedeth from the mouth of the internt (note to self: add ‘bad biblical allusion’ tag to site’s repetoire). All the search traffic in the world won’t make a dent if your site is unusable once a customer arrives, or if they’re uncomfortable with your checkout process.
Improving your conversion rate is always important. In times when your traffic is dropping off, however, it’s damn critical to:
- Find new, cheap / free channels to drive new traffic in order to make up for lost ground elsewhere
- Convert your shoppers into buyers more frequently
- Prep your resume and/or soup kitchen location guide
The easiest place – and possibly most critical – to attack this is going to be your checkout process. You’ve got customers who’ve made the decision to add something to their cart / basket / bag / moving truck (whatever you’re calling your shopping cart nowadays) but who ultimately put it back on the shelf and walk away. These are your most likely converts and a quick place to win more revenue at no cost but labor.
This is probably why, according to Shop.org, 8 out of 10 retailers are planning on enhancing or improving their shopping cart in the next 12 months, and 90% of medium-sized retailers.
If you’re not part of this group, I’d focus an awful lot on options 1 and 3 above, and take in CheckoutOptimation.com’s excellent roundup on the topic.
I'm kind of a cross between Led Zepplin and these guys:
- TV Shows Leveraging the Web to Extend Jokes
- Search of the day: Golf courses
- Amazon getting into used video games
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