eCommerce with a Heart

In this post, we talk about a webinar presented by Kevin Eichelberger. In the presentation, Kevin mentioned how we can turn negative experiences into positive ones. As an example, I recently saw a client of our A/B testing software with a form that had a button on the product pages, where products were out of stock. Logged in users got a button that said something in the line of “notify me when it becomes available”, while users that were not logged in got a small email input field with the same text. This is an innovative way to get someone on the alert list and reconnect with them later.

In this article, we talk about how to run an eCommerce business, but with heart. We can do this by building our website with the user experience in mind. We can greatly affect the user experience by thinking about how we can improve their overall experience in visiting the website, while leaving an impression. When we do this, we increase overall conversion, but we also increase the chances of returning visitors.

According to eConsultancy, only 22% of companies are satisfied (with their conversion rates), and that number has been trending downward for the past four years.

You can view Eichelberger’s entire presentation here.