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

Svenson cautioned that not all Web site platforms are built to enable a split test, often because they were built by engineers rather than direct sellers. An effort should be made to change over to a testable platform, noted Svenson.

* Use solution-based navigation. “Shoppers are looking for solutions and experiences, not products,” said Svenson. Customers should be able to search, not just for specific products, but the experience promoted by those products, he noted. Audubon Workshop, a wild bird products catalog, features not only a search box in its Web site, but a navigation bar that allows customers to search the site based on the type of bird they’d like to attract to their backyards.