Filling that shopping cart
Up to 70% of shopping cart items never make it to Checkout
People love window shopping. The same goes for on-line shopping. Web visitors will browse and fill their "shopping carts" and go through all the motions of buying on-line and 70% will abandon the sale somewhere along the line!
Make it hard for them to actually buy or find the exact right item and you lose them. Don't how them a big enough picture, they leave. Make your pictures too big, you lose them.
E-commerce websites require another type of microscope to find out how to make them sell more. The undisputed king of the e-commerce world is Amazon.com. The whole internet marketing community has learned from their innovative web developments.
Here are a few tips& tools gleaned:
Continually test
Amazon.com goes to extraordinary lengths to see which type of "buy now button" gets more people to buy. The same goes for every other detail on the site, from the general look and feel to the checkout sequence, to the minutest details. Do you remember how the site originally looked when you first saw it compared to now? Compare it here:
Recognise your visitors
Have you ever bought from amazon.com (or simply browsed the site for that matter)? Unless you have run a PC cleaning tool on your computer memory (deleting the cookies), chances are that if you return to the amazon.com homepage you will be conveniently presented with similar or related items to your purchase history. We're entering the domain of privacy now, but the relevancy is subtle enough so as not to startle people.
Adhere to the laws of Physics (Optics)
Here's a demo, which "buy now" and "price" items can you see in focus?
You see what happens? The eye can only focus on a set spot at a time. Outside of that sphere it will only notice heavy contrast and motion.
So it is vital to adhere to the laws of Physics. The lesson is: don't place the price and the "add to cart button" too far apart.
