10 Ways to Boost Your Conversion Rates

When I was at the eTail East conference in Baltimore earlier this month, I noticed one presentation was repeatedly discussed by attendees and other presenters after the fact.

It was a presentation by Megan Burns, senior analyst of customer experience at Forrester Research. In her presentation, Burns listed 10 ways marketers can boost conversion rates without breaking the bank.

When I was at the eTail East conference in Baltimore earlier this month, I noticed one presentation was repeatedly discussed by attendees and other presenters after the fact.

It was a presentation by Megan Burns, senior analyst of customer experience at Forrester Research. In her presentation, Burns listed 10 ways marketers can boost conversion rates without breaking the bank.

Since the list was so popular, I thought I’d share it with you, dear readers. Read it; print it out; and tape it to your computer, office door or wall. Just having it around will inspire you — and hopefully increase your conversion rates.

1. Give buyers the content they need to move forward.

2. Get rid of unnecessary content.

3. Prevent “no results” site searches.

4. Use language site visitors will understand.

5. Remove unnecessary steps in the task flow.

6. Don’t require registration to complete a purchase.

7. Tweak the location and appearance of buttons.

8. Provide clear feedback in response to user actions.

9. Help users avoid and recover from errors.

10. Make sure the order review page doesn’t look like a confirmation page.

There you go. What do you think of the list? Care to add anything to it? If so, please do it here.

Behavioral Targeting Industry Needs Further Delineation

I received an interesting press release the other day from ValueClick Media that recapped a recent behavioral targeting panel that took the stage at the Hard Rock Hotel in Chicago.

The panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom).
 

I received an interesting press release the other day from ValueClick Media that recapped a recent behavioral targeting panel that took the stage at the Hard Rock Hotel in Chicago.

The panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom).

What I found most interesting about the release was that fact the group discussed and agreed on the need for delineation between the different approaches to behavioral targeting.

“While it is important to understand the difference between retargeting – which Hallerman referred to as “reactive” – and the more complex models, the panel agreed it is also critical to understand the differences within the more sophisticated group of behavioral targeting approaches, and Joshua Koran shared three designations: “clustering,” “custom business rules” and “predictive attributes,” the release said.

The “clustering” approach assigns each visitor to one and only one segment while the “custom business rules” approach offers marketers the ability to target visitors who have done X events in Y days, with Boolean operators of “and.” “or,” and “not.” Finally, the “predictive attributes” approach automates the assignment of interest categories based on the visitor activities that best correlate with performance; thus, the system is continuously learning to identify multiple interest attributes per visitor.

Another notable takeaway was the need for a focus on the customer experience and the corresponding importance of demonstrating value to customers when serving behaviorally targeted ads.

According to the release Julian Chu offered three questions marketers must address to make behavioral targeting a valuable experience for customers instead of merely serving the ads, which would unavoidably become customer annoyance: How are you going to do it? Where is it going to happen? What is going to happen at that time?

Presented as part of ValueClick Media’s ongoing Media Lounge education event series, this event – The Changing Behavioral Targeting Landscape – as well as the discussion itself underscored the importance of education relative to this increasingly important online advertising technique.

Food for thought!