Comments on: Conversion Optimization: When & Where to Address Customer Anxiety

By: Chris Goward

Chris Goward — Mon, 30 Nov 2009 16:15:13 +0000

This is still a great topic. We’ve run many tests on these elements and sometimes the best placement of Anxiety-reducers can be surprising.

For example, a test of adding the McAfee logo to a site-wide cart resulted in a conversion rate *decrease*. See: http://www.widerfunnel.com/conversion-rate-optimization/do-mcafee-or-hackersafe-security-badges-increase-e-commerce-conversion-rate

Other tests, of course, showed a conversion rate lift. Usually, questions should be answered before reaching the checkout funnel and re-enforced subtly while inside the funnel.

By: Cheryl Golden

Cheryl Golden — Sat, 01 Aug 2009 01:10:59 +0000

iunderstand marketing a product.but are all the tricks nesscery.a good product will sale it self.with repeat sales. you donthave to scam .credit cards.the way mine was.the products i would have purchesed/****NO!!! YOU WOULD NOT NEED SUCH TACTICS IF YOU WERENT RUNNING A SCAM IN THE FIRST PLACE.

By: Andy

Andy — Sun, 19 Jul 2009 13:39:01 +0000

Great reminder about keeping customers on the page while offering assurance badges. Pop-ups and rollovers are a must for that.

Ayat – I will be attending. I look forward to seeing your presentation in San Jose.

By: Ayat

Ayat — Wed, 15 Jul 2009 15:43:34 +0000

Yes and if any of you are attending SES in San Jose, I will be co-presenting with Google and Match.com about Real-world Multivariate testing . The presentation is going to rock!

By: Iam-New-mailorderbride

Iam-New-mailorderbride — Wed, 15 Jul 2009 03:52:44 +0000

Wenn du tust 30-Tage-Tests im Hinblick auf Erweitern Sie Ihre Weltsicht, es ist eine gute Option

By: Alex Forbes

Alex Forbes — Tue, 14 Jul 2009 20:07:47 +0000

Hi Linda,

I thought you may be interested in reading a similar article by Bala Janakiraman of Litle & Co. on shopping cart abandonment that was published in eCommerce Times.

Choosing the right payment management platform can make a big difference to help merchants drive conversion through seamless transaction. This article shares some things every merchant should consider to improve overall customer satisfaction until the checkout process is complete.

http://www.ecommercetimes.com/story/Dont-Give-Your-Customers-a-Reason-to-Park-Their-Carts-67548.html

Best,

Alex

By: PetsRight

PetsRight — Tue, 14 Jul 2009 19:07:05 +0000

I was on my way to implement the assurances under my cart button as in the example displayed in this article (not 3 of them.. just one) till I read Audio Bible’s and Ayat’s post. Now i’m reconsidering.

@Sell It! on the Web,
Like your site. THink I’ve found another great resource.. lol

By: PetsRight

PetsRight — Tue, 14 Jul 2009 19:03:13 +0000

@Ayat,
“seeing the assurances made them question further their safety, etc. ”

Kind of makes sense.. lol. Thanks. I’m learning.

By: Sell It! on the Web

Sell It! on the Web — Tue, 14 Jul 2009 16:42:25 +0000

@Ayat,
Just goes to show that with conversion optimization you can’t make any assumptions about anything. You would assume (prior to testing) that assurances could only improve conversion.

As the saying goes, we all have to “test, test, test.”

By: Ayat

Ayat — Tue, 14 Jul 2009 15:37:20 +0000

@PetsRight it is related to that specific market really. Placing the assurances throughout the checkout in their case was a lot more effective than placing it in the cart. Location, design, and messaging all played a role in why users reacted differently. So, in the case of the retailer that saw the drop; based on our analysis and surveys, users felt increased anxiety seeing the assurances: “should I be worried about something here?” They were not as tech savvy and although they had reservations about shopping online, seeing the assurances made them question further their safety, etc.

I hope that helps )