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StoreFront Consulting provides eCommerce solutions to small and mid-size businesses

Keyword Secret Sauce

  • Kezia Frayjo
  • 04.12.2012
  • eCommerce Information

How you can entice your customers to buy more by highlighting specific keywords?

We ran across a great article, What’s the Magic Word for eCommerce?, over at the Neuromarketing blog. It highlighted interesting statistics of what key words grab customers attention and prompts them to purchase. The study, by Kantar Media, surveyed 2500 plus online shoppers and asked what words would motivate them to place an order. Not surprisingly, the word that shoppers most like to see is ‘FREE’ – free shipping, free returns, buy one get one free, etc. The article says “More than three out of four shoppers cited “free shipping” as the factor that would get them to purchase, and the second most common was “free returns.”

WHEN IN DOUBT, TEST

While the studies show that offering online consumers something free can boost sales, always test an offer like this with your customers and your products:

  • Offering monthly promotions where you buy one get one free
  • Testing out the wording on your product pages
  • Redesigning your homepage to highlight free shipping

The easiest (and free) way to setup a test it to use Google Website Optimizer. The tool allows you to test a wide range of scenarios, including the ones listed above. You could set up A/B testing to track conversion rates as they relate to new page designs or featured products. Website Optimizer also allows multivariate testing, testing more than one change at a time.

At StoreFront Consulting, we specialize in helping our clients set up these types of tests with Magento. If you are interested in discussing a test, reach out to us. We’d be happy to walk you through the process.

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