Jeffrey Eisenberg

Jeffrey Eisenberg
E-commerce Link: Did You Hear That?

Would you admit to having seen the movie “Gigli”? I asked that question of more than 5,000 people during my book tour for “Waiting For Your Cat To Bark?” but I can count the number of hands that went up with my fingers. Before “Gigli” was released, Ben Affleck and Jennifer Lopez were superstars. Every magazine cover seemed to feature their Hollywood romance. They were a movie marketer’s dream. They had the winning formula. Then, the movie hit the theaters. Within hours of the first showing, word of mouth spread via cell phone, IM and online reviews. When it opened on the West coast, word got

E-Commerce Link: Better Conversion

Are you testing landing pages like a primate on steroids? Are you spinning wheels trying to unearth your next conversion rate boost? Here are four Web site areas that often are overlooked and misunderstood, and some suggestions on how you can improve them for better site conversion. 1. Create a Better Perception of Site Speed Load time is not the only element that affects a visitor’s impression of how quickly your site and each subsequent page appear on-screen. While a site loads with an absolute speed, it’s possible to give the impression it’s loading faster by prioritizing your information and loading critical details first. Actual speed and

E-Commerce Link: Keepin’ It Optimized

Last October, Google brought Web site testing to the masses with the launch of Google Website Optimizer, a free tool that enables marketers to test and optimize their online campaigns. If you haven’t started testing your site already, it’s time to take advantage of this no-cost option. To get you off to a successful beginning, I’m going to share a few things I’ve learned over the past nine years. In particular, the factors that determine your online success fall into three categories: confidence and intent; the personal experience factor (PEF); and environmental and conditional factors. Confidence and Intent This group of factors comes into play before a

Five Tips to Keep Online Shoppers From Abandoning Their Carts

Shopping cart abandonment is a significant problem. Depending on whom you ask, the industry average for shopping cart abandonment rates hovers around 70 percent. This means that 70 percent of Web site visitors who demonstrate some buying intent never actually buy. Here are five tips to help you reduce the number of shoppers on your site who abandon their online shopping carts. 1. Reassure customers at the right time and place. How often is information critical to the customer’s buying decision buried in tiny type at the bottom of a Web page or deep within a site? In a brick-and-mortar store, it’s fairly easy to

E-commerce Link: Commit to True Online Testing

Having squabbles in the conference room about which checkout button is best? Or which product image to feature? Or is the debate about two different offers? Maybe it’s the lifestyle image, or possibly the header copy on your landing page? Instead of wasting time and resources guessing about things that used to seem subjective, just commit your campaigns to true online testing and optimization. When properly conducted, A/B testing is a proven method for increasing conversion. In my experience with our clients, I hear the same two excuses that keep them from testing. The first is cost; the client just doesn’t have the

E-commerce Link: Leave No Segment Behind

Melissa is a seasoned, outdoors sportswoman who works in my office. She recently decided to take up a new challenge: rock climbing. She’s planning a trip in a few weeks and already has a few climbs scheduled. Being a novice, she has no idea what kind of equipment and rope she needs for outdoor climbing, so she does what any 20-something would do—she Googles the term “rock climbing rope.” In her hunt, she surfs through at least two dozen rock climbing ropes, clicks on several pay-per-click banner ads, visits three online retailers—and ends up more confused. Not one online retailer can answer all

Conversion Tactics

E-commerce sales can make marketers look good by raising top and bottom lines alike. We’re understandably pleased with ourselves. Yet we’re not satiated—we want more sales and speedier growth. But you’re mistaken to assume that today’s party-like conditions will last forever. In general, marketers are becoming entirely too dependent on today’s online media for low-cost, high-volume traffic to maintain growth. Meanwhile, they continually miss opportunities to convert more of the traffic they already have by not optimizing their content. For decades, the marketing battle has been fought over traffic and impressions. For brand marketers, the more people exposed to your marketing, the better. For direct marketers,