If your website doesn’t convert as well as it could, you might want to take a look at the top ten online retailers by conversion rate for December 2007.
Source: ComScore
Studying these high-converting sites can give small-to -medium sized businesses insights into how minor adjustments can make a big difference in sales. While a small e-commerce site can’t be expected to compete against the Amazon’s and QVC’s of this world, what’s interesting about this list, is that the majority of those on it mail out print catalogs.
That alone should tell us something: print catalogs drive website sales. So much for the Internet making print advertising obsolete.
Of course, producing a print catalog, isn’t going to boost website conversion rates overnight. Small- to -medium sizes businesses still have to work hard on making their websites the best it can be in terms of usability and conversion.
So many smaller retailers lose out online because they don’t put the effort into truly understanding what motivates people to buy. They let their website languish, leaving it out-dated, practically unusable, and don’t invest time building customer confidence.
Making improvements, even small ones should be given highest priority – especially if recession hits. It’s those little changes that make all the difference.
Posted by Julia Hyde.
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