A very good article from Marketing Experiments details how to optimize eCommerce websites.  Research shows that the highest performing sites match exactly the motivation of a visitor.

The problem most online retail sites face today?
Their homepages have been developed without a clear understanding of the motivations and sequences of thought in the minds of their visitors.

Hunters already know what they want and are looking for the quickest, easiest, and safest way to find it.

To give Hunters a reason to stop the hunt and buy, the site’s design should answer these questions related to a Hunter’s sequence of thought:
- Is this the place?
- Where is it (the thing that I’m hunting for)?
- Is this really the best price for it?
- Is it safe to buy from this site?

If a visitor is a Hunter, lead them quickly to what they came for and eliminate elements that distract the eye path flow from the objective. Less is more.

Browsers have ideas about a purchase but need more convincing or they’re simply “window shopping.”

To get Browsers to switch to buying mode, a site should answer these questions related to a Browser’s sequence of thought:
- Can you solve my problem or fill my need?
- Why should I buy here instead of from your competitor?
- What incentive are you offering me to buy right now?
- Do I trust you?

If a visitor is a Browser, step up the “appeal factors” and feature products with the highest demand and profit margins. Emphasize selection and related choices.

Read the entire article at:
http://www.marketingexperiments.com/improving-website-conversion/optimizing-ecommerce-websites.html?utm_source=journallist&utm_medium=email&utm_content=html&utm_campaign=JournalMail

Lynn Moss
Def 6 Client Manager