Rethinking Retail Marketing in the Age of E-commerce

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Forward (or backward) for the user to go. In some instances, this can help folks who want more information to convert but don’t have another path to take. Personally, I’m a little allergic to that approach. While I certainly agree you can have a single call to action as the primary focus of a page, I don’t know if I agree with the fact that you should only ever have one action per page and never add a second. All potential customers are different. Some like to conduct all their actions online. Others want to have a phone call. Some prefer to make a purchase in person. None of these people are “wrong,” they just have their ways of doing business.


Increase conversion rates - add multiple ctas This dentist provides a phone number, a “request an appointment” button, or an option to request an appointment via chat. If you choose to include only one form of conversion on the page, say Iceland Phone Number a form fill for example, you’re alienating the users who would rather chat on the phone or come directly to your store. If possible, I suggest always having a few different ways for users to get in touch with you, even if they’re found on other pages of the site, and simply track all of those actions. For Ecommerce, this might seem like a miss, but I think this applies to online sales as well. Again, some people are fine adding their credit card information to any site, but others are more weary of individual businesses having that data.




They’d prefer to use a brand they trust like PayPal or Apple Pay. For retailers, I always suggest accepting multiple different forms of payment (assuming fees aren’t too daunting) to capture all of your potential market. increase conversion rates - examples of payment methods accepted on product landing page Minimize required fields My last suggestion for increasing conversion rates is to think about what information you really need to call someone a conversion. Do you need their name, email, and phone number? Do you need their job title and the company they work for? Do you need their home address, city, state, and zip code? Now stop and think, to follow up with someone, do you really need all of that information, or would it just be nice to have? Asking