The etailing group’s 8th Annual Merchant Survey asked 190 senior executives about their e-commerce merchandising and marketing practices. Regarding email, execs were asked about what kind of content their emails use. The number one answer was “sales and specials” at 86%, with “their own branding” (83%), “seasonal messaging” (79%), and “new product introductions” (77%) following close behind.

“Useful information” did not make the list.

Last week I shared a shared a tip my manager gave me when I worked at a shoe store - when the store is “dead” - make a mess. Make it look like stuff’s going on in your store.

Another pearl of wisdom from my Al Bundy days is to “give customers free information.” I had a bunch of general and product specific facts in my shoe-salesgirl arsenal that I would casually drop in conversation with a customer. This would build rapport, trust and keep the customer engaged. Because I wasn’t a pushy salesperson - customers would spend longer time with me and were more open to my suggestion for cross-sells and alternatives. Even if a sale didn’t happen on the spot, I was sowing seeds in hopes the customer would be more likely to come back to our store, and more likely to approach me for help than other sales people.

Here are some examples of tidbits I would share. Some were product/brand specific, others were general:

• Certain shoes use vegetable dye which is more environmentally sound but is likely to bleed color the first time you wear it. So make sure to wear dark socks for the first couple wears, and consider spraying the inside with suede and nubuck protector.

• Suede and nubuck protector is like the all-purpose protector except with a finer mist so it penetrates the material better and covers more surface area.

• Rather than gluing the upper to the sole, Ecco shoes inject their rubber around the upper, so it’s near impossible to come apart. They also have removable antibacterial insoles that can be washed in a washing machine.

• Liquid shoe wax will dry out the leather so you want to use leather cleaner to remove old wax before piling on new wax or the leather will crack.

• The best time to try on shoes is in the morning when your feet are the widest.

When someone opens your retail email, it’s like they’ve entered your store. There’s no commitment to buy and they’re not even sure what they want to buy. Rather than just pointing people to the sale bin, or your new arrivals, or even the best seller - why not mix in some free information? This may help build rapport, trust and keep the customer engaged. Customers might spend longer time reading your email and be more open to your product suggestions. If a click/sale doesn’t happen, the customer may be more willing to open future emails from you and choose your store over others.

Use your product knowledge to “romance” featured products, including at least one interesting characteristic or useful benefit. LL Bean does this very well. You rarely see a featured product that doesn’t include some key benefit. For example, in this email: “Tailor made for warm weather, our cool, breathable Tropicwear Shirts block UV rays, wick moisture and stay wrinkle free all day long.” There’s even a link to a video for more information:

Check out more LL Bean email examples here.

What general and product-specific knowledge could you share in your emails?

Perhaps one of the most sensitive calls to action (aside from asking for credit card information) is the request for customer feedback (especially when the request is made through the intrusive and long-despised pop up window.)

You’re asking the time starved customer to generously donate time to fill in the survey for nothing in return. And asking for feedback within seconds of the customer’s arrival on site may mean a quick bounce.

Calls to feedback should be treated like any other call to action - with careful attention to persuasion (copy) and usability (design and delivery).

I’ve come across a lot of these ForeSee surveys lately:

If you can’t see the image, this is the English copy…

Thank you for visiting Best Buy Canada!

Upon leaving our website, you may be selected to take part in a customer satisfaction survey. This survey is conducted by an independent company, ForeSee Results.

The feedback obtained from this survey will help us to enhance our website. All results are strictly confidential.

…wIth 2 calls to action: “Continue” and “No Thanks”

Is this optimal? I can think of at least 3 ways to improve:

1. The copy could use a little massaging to warm it up.

“The feedback obtained from this survey will help us to enhance our website.”

How about moving from company-centric to customer-centric messaging? Perhaps “Your feedback is valuable and helps us understand how we can improve your shopping experience”?

2. Calls to action need clarity.

Does “Continue” mean “Continue Shopping?” or “Yes, I’d be happy to take your survey?” I’d prefer to see clearer labeling: “Okay” and “No Thanks.” A green “Okay” button and red “No Thanks” may help clarify visually.

Let’s face it, most people won’t even read the copy and will click a button to close. If a visitor click the wrong button in haste and receives a pop up when leaving your site, that customer is now annoyed at you and feels you have not respected his or her wishes or privacy.

3. Timing and selection.

“You may be selected” - why interrupt customers (and risk them fleeing your site in disgust) if they may not be selected? Why accost them on the first page they land on? I would recommend triggering this prompt for customers who have clicked at least 2 pages in addition to the landing page (browsing or otherwise engaging in the site). I say this as one who has opted in to several Foresee surveys (more out of analytical curiosity than altruism). Often I am faced with over 20 questions, and must select N/A for many of them because I never got far enough to look at a product image, read a description or interact with a shopping cart.

Interruptive pop ups are not the only way to listen to the “Voice of the Customer” (VOC), as Bryan Eisenberg points out there are at least 2 other methods including passive and action/behavior triggers that are worth exploring and testing.

Last week I wrote about how to think positively about negative reviews.

I just came across a site that embraces the negative and has created a product comparison matrix that shows both the pluses and minuses of its products. The Allergy Buyer’s Club also includes its own experts’ rating system, including “Best in Category” badges.

Though all this information may be overwhelming for some, this is a huge trust builder. This retailer is not trying to conceal the shortcomings of product, and has taken the time to lay out all the facts for a customer to make an informed decision. And it makes nice work of explaining benefits, not just features.

Bad pun alert: Allergy Buyers Club really “clears the air” on its products’ short-comings.

I can hear crickets chirping.

Side-note: I think a “filter by room size” option would be helpful. (I’ll spare you an air filter pun).

I’ve written before how showing products in context with product images can help increase conversion. Showing a product in use, on a model or its relative size reduces customer anxiety about the appropriateness of a product. Of course, video can be even more effective (just ask Shoeline.com who achieved a 44% increase in conversion with video).

But creative manufacturers like Timbuk2 also describe products in context with creativity and humor. A member of outdoor gear retailer Backcountry.com’s community noticed Timbuk2’s unique way of explaining the volume of its messenger bag capacity, and it found its way to Backcountry’s product page for the Timbuk2 Messenger Bag.

Customer question: Whats the volume of the extra large?

Answer:

The extra large bag has a TPRCV of 20.

What is TPRCV you ask?

The geniuses at Timbuk2 explain it best:

We know you don’t have time to buy the wrong size bag. We also know you’re imaginative and visually oriented problem solvers living in a three dimensional world where toilet paper is routinely available.

Soft, stackable and building block-like, toilet paper rolls can be easily arranged to simulate the internal dimensions of any bag.

Working in tandem with our R&D department, our marketing team recently completed an assessment of each bag. We have identified, down to the roll, the maximum capacity for each bag we tested. The resulting TPRCV (Toilet Paper Roll Capacity Value) can be used in a simple, at-home comparison of corresponding stacks of TPR, helping you make an informed decision about what size bag best suits your purposes.

You will need a flat, level surface, a maximum of twenty-one toilet paper rolls (TPRs), your imagination, and your design and rendering skills.

For best results, use two-ply.

By: Matt Fuller
August 9, 2008

This is a “cheeky” example of how to put a product in-context. For some, “20 toilet paper rolls” is more helpful than 26.25 x 14 x 9in.

Exercise: For the products you carry, anticipate what kinds of use or sizing questions customers may have, and what information is not made obvious by the current image and description. (Hint: read a lot of customer reviews - from your site and competitors).

PS: Backcountry has a leaderboard for user-generated content to recognize the contributions of photos, reviews, questions and answers. “Gear Gurus” are encouraged to use their real names to build real community. Check it out here.

What’s more effective — “20-50% off” or use “up to 50% off?”

vs.

According to Marketing Experiments‘ Dr. Flint McLaughlin, whenever you use an X-Y range in your ad, most people will revert to the first number as the mean (average) standard. In other words, on a range of 35-50%, one will assume that 50% off is the exception, and most items are 35% off. (Slide 18 of PPC Live Optimization Clinic replay)

Based on his research and experience, Dr. McLaughlin suggests using “up to [your best discount]” to achieve higher click through.

Likewise, “over 50% off” is not as persuasive as “up to 75% off”:

Of course with dollar-pricing, you would want to choose your lowest reference point - “from $70″ rather than “$70-$150″:

Beyond Click Through

Click through rate is not the be-all end-all of your PPC campaign. Conversion rates are also very important. When I worked at a shoe store we often had sales sections with “UP to 50% OFF!” signage. Despite ticketed prices, customers often assumed everything was 50% off. Many got very frustrated and felt cheated that only certain shoes were 50% off. Most were 20% off. These customers who have grown skeptical of “up to” offers may not respond to such ads as those who haven’t been disappointed by them before.

I think in some cases, providing a range could attract more qualified clicks and reduce site abandonment and disappointment. Those that find 20% off an attractive offer will click through and may be pleasantly surprised with your 50% off deals, but won’t demand them. Dr. McLaughlin says “clarity trumps persuasion,” and I believe clarity also improves conversion.

Deterring Unqualified Buyers

Including the exact price of your item, even if it’s not a bargain, is effective as it weeds out those who would bounce off your page when shown the price.

Just remember to triple and quadruple check your ad and landing page for consistency - the price promised in your ad must match the offer.

Don’t Make Them Think

Numbers can be attention-grabbing, but also confusing. Don’t turn your special offer into a question:

Punctuation is your friend. Say this sentence out loud: “Order $50 Free Ground Shipping”

If you’ve seen that Simpson’s episode where lawyer Lionel Hutz adds ? , and ! to his business card, you know that “Works on contingency. No money down.” can become “Works on contingency? No, money down!”

Better copy would read “Free Ground Shipping on Orders Over $50,” “Spend $50, Get Free Shipping” or even “Free Shipping Over $50 Purchase.”

Clarify what prices are for:

Is there a $2.97 charge to access the database? Is this a one time fee? Is this a typo? Do other sites charge this? Huh?

Don’t make customer beg for the discount, or jot down some complicated code:

Your landing page should show the price or discount you promise. The customer should not have to mention or ask for anything. Affiliates, if you must use a coupon code, make it easy to remember like SUMMER and show it on the landing page.

Numbers can be effective, but as these examples show, you must consider the thought processes of the searcher before you write your copy.