October 8, 2012
Most of you know Bryan Eisenberg as a best-selling author and consultant, but Bryan also became an advisor to Monetate prior to the first marketer using the Agility Suite. We're honored to have him and other successful thought leaders help us understand the pain points of marketers at some of biggest and most recognized brands around the world.
Bryan continues to innovate. Case in point is his latest "Conversion Optimization 101" series. His most recent installment caught the attention of some of us here, so we decided to take a stab at what we would do with Dell's pricing tables.
1. Try moving ratings closer to the image thumbnails. Shoppers rely more and more on ratings and reviews. Don't bury them or force shoppers to search for them.
2. Experiment with different price messaging. Is it really "Dell's Price," or is it better to say "Your Price"?
3. Work on simplifying pricing information. Instead of showing the total savings, display the original price crossed out, followed by what the customer will save, then the current price.
4. Try eliminating most of the colored text, Since a lot of colored text can be a distraction, make sure you only highlight what’s important (i.e. savings and price).
5. Test removing the coupon code text at the top. Discounts from inbound marketing channels should be applied automatically and represented in the prices shown on this and every web page.
6. Work on ways to better emphasize key product attributes, such as computers that are “New” models, “Top Sellers,” or “Best in Series.” Merchandising tactics like product badges, dynamically rendered on top of Dell’s existing image thumbnails, grab customers’ attention and integrate fully with the product catalog.
7. Test replacing generic product descriptions with succinct descriptions relative to the surrounding products for easier comparison. For instance, instead of "Essential productivity for your growing business with basic storage and memory," try "Basic," "Short Basic," "Slim Basic," "Performance," and "Performance + Monitor."
8. Test removing the "Apply" link, which likely is more appropriate for the detail page or the checkout process.
9. Try different call-to-action messaging. Sometimes even a small change like using "Build" or "Configure Your Own" can have a dramatic increase on conversion rates.
10. Also test the location of the "Customize & Buy" button. For instance, move it closer to the product image or directly under the product name.
Here's an example treatment based on our suggestions:
From the amount of comments on the original post, we're sure you have plenty of ideas as well. Also be sure to attend our free webinar, "Website Testing Wins!" for more ideas on how to make website testing work for you.