Tag Archive: user experience

20 eCommerce Pointers For Your Online Store

For sale

Retail in the Amazon era ain’t for sissies. Shifts in consumer buying habits challenge both brick and mortar stores and online stores alike. Even with support from national campaigns to buy local, preserve downtowns and support independent retailers, competing with the behemoth requires dedication, creativity and resilience. Not to mention patience.

If your online store is underperforming, review these 20 eCommerce pointers.

Silence isn’t golden … meager store traffic 

  1. Don’t ask, won’t know: Create a simple online survey to learn which products your customers are interested in, while also increasing awareness of your eCommerce store. Publicize the survey on your social media channels, website and through your email marketing lists. Create buzz with an online store credit prize for a random winner — and then promote the winner for additional visibility.
  2. Different strokes for different folks: Have a brick and mortar presence also? Cross-channel promotions can lift your sales in both channels. Activate online promotions when your retail store is closed and reward in-store purchases with a coupon towards an online purchase. Advertise your online store in your shop window and at point of sale.
  3. Beat the social drum (consistently): Apply a disciplined approach to drive store traffic using your social channels. Start with frequent and consistently scheduled product-focused posts to build awareness, then utilize social analytics to identify the best-performing posts to boost or promote. Determine the ideal demographic and adjust your ad targeting accordingly. Avoid general messaging like “shop our online store” — instead, create experiential posts that illustrate products in use, demonstrating how they fit into your customers’ lives.
  4. Play games: Try a playful approach like a scavenger hunt with answers on your eCommerce site. Share in-store and on social and email channels to generate participation. Reward the winner with a discount code for the online store. After the contest ends, capture the long tail with posts that highlight the winner and their product.
  5. Roll out the red carpet: Welcome all new email subscribers with a limited duration coupon for the online store. Set up an autoresponder to send a reminder email a few days prior to expiration of the coupon.

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A Usability Checklist – Refreshed & Updated

Create a clear path to conversion goals

7/11/16: This post was originally published in October 2012 and has been revamped and updated for relevance and timeliness.

From home design colors to fashion trends, hottest apps to coolest vacation spots, today’s pace of change is extraordinary. It seems that technology evolves as we sleep, presenting new opportunities and challenges with each new day. Staying abreast of changes in search algorithms, software updates and social platforms can be dizzying even for the most tech-savvy among us.

If I told you once, I told you 7 times …

With a significant shift in online usage to mobile devices, you may be tempted to focus your attention exclusively on mobile strategies. Don’t neglect your desktop. (more…)

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Tidbits of Wisdom: Using Categories & Tags

Tidbits of Wisdom: Using Categories & Tags

Blogging is one of the best ways to demonstrate credibility and drive targeted traffic to your website. While highly effective, this fact is hardly a secret, which is why upon conducting a search on nearly any topic, you can find a blog post or two (or twenty). So you need to do everything possible to get searchers to select your post from the sea of relevant search results – including proper use of metatags and other on-page SEO strategies(more…)

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Event Review: Boston User Experience (UXPA) Annual Conference

Event Review: Boston User Experience (UXPA) Annual Conference

UXPALast week I attended the annual conference for the Boston Chapter of the User Experience Professionals Association (UXPA). The conference offers members an opportunity to learn about new techniques, tools and research, as well as a venue to converse with other user experience professionals. The schedule provided a wide variety of sessions to choose from, targeted to the interests of user experience consultants, graphic designers, developers, app designers, user experience researchers, specialists in user interface design and product managers.
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Raising the Effectiveness Bar

Raising the Effectiveness Bar

New yearAs we turn the page on the current year, we need to look back and forward at the same time: back to understand which tactics have been most effective in the past year, and forward to raise the bar on creative ways to leverage what we’ve learned to achieve even greater results in the new year.  (more…)

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