1. Don’t Be All Things To All People

This is a broad statement, but in my experience as director of an e-commerce site, there are two types of shoppers in this world: Those who are always looking for the deal and those who are more than willing to pay full price. The customer who is willing to pay full price does so for one or many reasons, such as quality, exclusivity, ease if site use and convenience and such. When you decide which customer you are marketing to, your marketing dollars will be more focused and therefore more effective.

When you dilute your mix and are satisfied with whomever you reach no matter what they spend, you also cannot pinpoint the type of marketing campaigns that appeal the right customer. Full-price customers will not respond to intense promotional efforts and “deal finder” customers will not purchase at full price. If you spend your dollars wisely on the right customer, you will likely find that your clickthrough and conversion rates increase as a result.

2. Take Advantage of “Pause Points”

There are many points in an online purchase process where the visitor “pauses” for a moment before continuing to shop, to checkout or to receive a confirmation of his or her purchase. While typical retail wisdom states that one should not distract the customer from the task at hand, in my experience as an e-commerce practitioner I have found that there are many places where an offer or additional incentive to purchase performs quite well.


These points include at the bottom of the shopping cart page as people add items to their carts, and on the confirmation page that people see after they have made their purchase. We typically offer relatively low-cost items that might not be heavily promoted throughout our site, or the ability to purchase items where the proceeds go to a particular cause that is part of our marketing campaign at that time. And these offers do quite well; our analytics reflect that.

3. Update, Update, Update

No matter what you are selling (or offering on a complimentary basis, for that matter), it is essential that you update at least your home page on a regular basis. In my duties as Managing Editor of Web Digest For Marketers, we can’t tell you how often we take another look at websites we’ve covered before, only to discover almost the exact same presentation. Who on earth would explore your site further to see if you have something new to offer? This does not mean you need to redesign your home page or your website. You can keep to the same design and placement but reword, enlarge or highlight new things, or try a graphic in place of what’s currently text, or vice versa.

In my role as e-commerce director for a fashion site, we change key pages of our website every day. We then review the results and test new options, which is what every good. Internet marketer should do.


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