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The Fresh Twist Newsletter — June 2006 | Issue 17

Boost Traffic to Boost Sales? Not necessarily.

By Barbara Zaccone

What is ironic, is that retailers think that by boosting traffic they will be increasing sales. When in reality, they should be focusing on converting visitors to purchasers.

With some well thought out strategies and tools such as rich media, customer service and great content, retailers can look forward to more ringing at the cash register.

Below are some effective tactics that will enhance the shopping experience and fuel the customer with just the right information they need to make that purchase:

  • Along with basic product information, provide the shopper with a mini sub-menu that will allow them to select additional information such as care instructions, sizes charts, and detailed diagrams. This way you can entice the visitor with snippets of information that will get their attention, as opposed to overwhelming them with too much information at once.
  • Photography is everything. According to Internet Retailer Magazine the savviest retailers use upward of six images presented as thumbnails that give the consumer many choices. You could even use an interactive image that allows users to virtually rotate and zoom in and out of product images.
  • Provide testimonials and reviews of your products. Include articles and reviews from third-parties. Non-biased information places the retailer in an authoritative light which builds trust.
  • Customer service needs to be visible and available. Many retailers are finding the use of on-line chat to be a successful tool for communicating with customers. This allows consumers to engage in a two-way dialogue with your representatives in real time.
  • "A Gift with Purchase" continues to be a popular conversion tactic. All shoppers love freebies.
  • “If you can’t find it, you can’t buy it.” Keyword search remains at the top of retailers’ lists when it comes to improving conversions. Experienced retailers want to minimize the number of clicks and avoid having shoppers get lost in their store.
  • Reduce the number of steps to place an order. Today, shopping cart abandonment rates are averaging in the 41-50%. A little knowledge in this area can go a long way. Streamline the process as much as possible, making it easy to follow by leading the customer to a completed order. Use buttons or icons to show them exactly where they are in the process.

As you can see, simply focusing on traffic generation is not the answer. Smart retailers realize that by tweaking their web site they can look forward to increased revenue-generation and profitability. Happy Selling.

Amcor Group USA - Making the World a Cooler Place

As the cooling season heats up so does Amcor’s customer service line, especially since the products are being sold on QVC and at Home Depot. As a leading manufacturer of portable air conditioners and air purifiers, Amcor knew the web was the most cost-effective answer to delivering top rate customer service.

Amcor Group USA - Making the World a Cooler PlaceWe developed a customer service strategy that compiled anything a consumer might be looking for such as: manuals, instructions, specifications, and replacement parts. In addition, we created an instructional video featuring a step-by-step guide on how to install one of their most popular models. We organized the product information so that all related materials such as manuals, specifications and replacement parts were available right on the main product page. With just one click visitors can order replacement parts via secure credit card transaction. The result is a logical and simple site organization that makes it easier for users to find whatever they need.

Visit site: http://www.amcorgroupusa.com

News

Summertime is Update Time


If your web site stays the same month after month, and for some, year after year, you are losing valuable opportunities to promote new products and services.

The summer is the perfect time to review your content and make those long needed changes. Keeping your site fresh and appealing promotes an image of a stable and successful company.

BZA to Attend the Miva Ecommerce Small Business Conference


BZA is committed to bringing the latest ecommerce trends, tools, and technology to our clients so that they can operate profitable online businesses. As part of this strategy, BZA will be attending the Miva Small Business Conference to be held August 29-September 1, 2006 in San Diego, California. The event is designed for business owners who utilize MIVA's robust suite of products and services to power their online businesses. For more information visit http://smallbusiness.miva.com/conference_2006/

Zaccone Named Business Woman of the Year


Barbara Zaccone was recently named Business Woman of the Year by the New Jersey Association of Woman Business Owners (NJAWBO) Essex County Chapter.

Zaccone received the award at the Chapter’s Annual Dinner held June 20th at Il Tulipano Restaurant in Cedar Grove. The award honors a woman business owner who has distinguished herself in business, in NJAWBO and in her community. To qualify for this Award, the nominees must have been a member of NJAWBO for at least three years and also a business owner for at least three years. Each Chapter submits one nomination to compete for the statewide NJAWBO Business Woman of the Year award, which will be presented at NJAWBO’s 2007 Annual Conference.