A Recap of Magento's Imagine Conference, Part 2
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Here are some more takeaways from Goward's session:
- Rotating banners on your homepage can be a distraction. Rethink this practice.
- Don't overuse trust symbols (e.g., Authorize.net, BBB, privacy seals, SSL seals), as this can sometimes have a reverse effect on the customer mentality.
- Look at your target market-specific factors to understand what to test. Again, this goes back to the "intent" of your customer and where they are in the conversion funnel. Goward gave this model: landing page: persuasional interior page: informational conversion Pages: transactional pages.
- Goward has tested every element to a well-designed website, from moving columns to changing buttons to rotating banners to promotional language. His conclusion is that you have to test for your specific target market, not based on a general idea of "best practices."
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- People:
- Chris Goward
Richard Sexton
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