E-commerce: Spruce Up Your Web Site with Improved Web Selling Techniques

Customers will respond to a simplified shopping experience with higher average order values (AOV) and higher conversions, noted Svenson. In order to facilitate this goal, Svenson offered the following techniques:

* Test, test, test! Perhaps the most important thing to keep in mind is that whatever changes a cataloger makes to its Web site, a thorough testing process should be implemented to ensure positive customer response, said Svenson. “Catalogers test new list universes, new catalog covers, but too often they don’t test a brand new Web site.”