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Posts Tagged ‘shopping carts’

The 5 Major Factors to Look for When Evaluating a Website

April 23rd, 2015 No comments

Recently, MECLABS Institute, parent company of MarketingExperiments, distributed an internal survey to find out what elements or factors people consider when evaluating a website for the following attributes:

  • Appearance of the website
  • Clarity of the information provided
  • Timeliness of completing purchase
  • Ease of placing an order or making account changes on the site
  • Ease of navigating the website

To do this, the team that distributed the survey asked five open questions and allowed responders to answer them as they chose. After each question, they asked the responders to rank their top three factors or elements that correlated with the question asked.

In total, there were 13 anonymous responders that the team estimated were almost evenly split between MECLABS’ content production team and our services department, which actively builds, tests and evaluates websites on a daily basis.

After the distribution team received the results, they looked at the most commonly mentioned element or function and determined which elements are the most important when reviewing a website.

They took the results and used a word cloud to visually represent the answers. To that end, the three most commonly mentioned factors on the whole survey were:

 

When looking at the totality of a website, people want information that is clear and easy to understand while allowing them to see the value of the website and its services.

In order to find out the important elements or factors that affect the evaluation of a webpage, the distribution team asked the following questions and received the following answers.

Note: The answers to each of the following survey questions have been broken into categories. These categories were not part of the survey’s original questions but are themes determined by the distribution team in order to organize the results.

Also, the question and answers concerned with layout (located under “Appearance of the website”) are different than the category layout. The question and answers refer to the layout of a webpage as a whole, whereas the layout category refers to the layout of that specific element of a website.

 

Appearance of the website

What factors or elements do you consider when judging the appearance of a website?

Layout

  • Whitespace, visual spacing of elements, balanced elements, minimalistic, simplicity, organization of information, clear eye path, easily scannable

Navigation/Navigating

  • Clear funnel, easy to find what I’m looking for, clean navigation, thought sequence

Content

  • Value, clarity, typos, readability, clear and concise copy, clarity of message

Aesthetics

  • Color, real versus stock images, pleasing to the eye, aesthetically pleasing, datedness, modern

Functionality

  • Functionality, up-to-date framework

The most common factor when determining the appearance of a website is its layout. It’s important to balance visual elements with the whitespace of the webpage to create a clear eye path that directs you into the elements you really want people to spend more time viewing.

Layout was the most commonly used term when answering this question, but another equally important factor mentioned by the responders was how dated versus how modern a website is.

You can have a great layout, but if it doesn’t age well, it will negatively affect the overall feel of your website. Be sure to talk with your designers about new design trends and which ones you should incorporate into your webpage.

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Shopping Cart Abandonment: 7 simple steps to completing the sale

November 5th, 2012 5 comments

You spent years creating a valuable email list that gets Kim Johnson to opt in. Then, you craft an amazing email that inspires Kim Johnson to click to the landing page, where your marketing prowess is again on display, and Kim Johnson adds your product to her cart. And then… And then… Nothing. But why? And, what can you do to avoid this scenario as much as possible?

Well, at least you’re not alone – 88% of consumers have abandoned an online shopping cart without completing their transaction, according to a Forrester study. While you cannot eliminate cart abandonment, and many factors are out of your control (some customers just weren’t ready to purchase), you do have the ability to reduce abandonment.

 

 If you want to reduce your shopping cart abandonment rates, follow these seven simple steps:

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E-commerce Testing: Redesigned order page, shortened shopping cart drive 13.9% lift in conversion

August 5th, 2011 4 comments

It’s August, the sounds of sleigh bells are in the air, and the menorah lights are twinkling. Well, in the minds of consumer marketers at least. This is the time to nail down your holiday marketing plans. So to get your marketing juices flowing, I’m sharing an e-commerce optimization test we ran last holiday season.

Which order process leads to more conversions? A simple, fundamental question every e-commerce site (and, frankly, every lead generation site) needs to answer.

And the primary research question of the test we’re sharing in today’s blog post…
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This Just Tested: PPC vs. banner ads?

December 8th, 2010 7 comments

Quality traffic is essential for any marketing campaign. Shoot, it’s essential for any successful business. You could have a highly valuable product (let’s say a real cure for male baldness), at the best price (let’s say for just a shipping address with no strings attached), and the most optimized website presentation on the interwebs (let’s say it has undergone a year of MECLABS testing), but despite these advantages, if there are no address-owning bald men who can find your website, well then your business will look a lot like me trying to drive a stick-shift.

Ok, crazy example, but the point is this: Quality traffic is essential.

The question for marketers is – where can we find the most quality traffic on the Web? Should we work with Pay-Per-Click (PPC)? Is it smart to invest in social media? Will external website banner ads be worth the costs? There are many options out there, but today, I want to bring your attention to an experiment that compared the traffic quality between two of the most common online channels: PPC vs. Banner Ads.

Now, explaining this test will be a little more tedious than usual because it deals with multiple experiments of a unique multi-step conversion funnel. But, rest assured, if you can just get a bird’s eye view of the optimization strategy, that viewpoint will be sufficient for what I am talking about in this post. Read more…

Shopping Cart Abandonment: How not being annoying can get you 67% more cart completions

February 15th, 2010 13 comments

This weekend I was paying for the 10 gallons I had just put into my old 1997 Honda Civic, when I decided that I’d purchase a nice cold soda for the road. I pointed out the pump where my fueled-up car was located and then slid the cold beverage to the convenience store clerk. He informed me that my total came to $25.89 and then he stopped.

Looking me dead in the eyes, he asked me what my name was. “Austin,” I replied a little hesitantly. “Austin, are you sure you want to spend $25.89 for 10 gallons of gas and a cold soda?” he asked. I nodded and attempted to hand him my Visa credit card.

He denied my overture and informed me that he could only help me if I were a member of his store. So not wanting to cause a scene with the five people who were now behind me, I conceded. Read more…