Learn From The Top Converting Retail Websites

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Nice one

One thing they have going for them: Brand awareness. People know these sites and know the companies. They already have trust.
 


Err? I don't get the Nielsen controversy (if there is one) - someone clue me in?



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Nikko said:
The list I posted is just the top sites for Feb 09. Lots of other date ranges available at that marketing charts site, poke around.

I use this data to compare what a top-converting retailer is doing on their site with what my merchant in the same industry or niche is doing. For example, if my guy is flogging shoes, and the top apparel conversion site is doing things radically differently than my guy, I would adjust my presell flow to bridge the gap.

Say my guy is really low on trust factors on his site, or doesn't articulate his USP well - I make up for that on my presell page and try to pass on a visitor who has that buying need properly addressed. I try to bridge the gap and "pre-close" as best I can to increase my conversion rates.

Looking at what works for others and then applying that to your own campaigns is really useful. Especially for new-to-intermediate marketers, if you add this intelligence to your other datasets & tools, it can turbocharge your campaigns and really save you a lot of time and money in terms of testing costs.

Test test test, that is the key, but testing does take $$, so whatever trims that down is a good tool in my book :)
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Lots things to take and apply in this post.
Thanx Nikko for sharing.
 
bitsdawg said:
Shwans does plenty of preselling.

For instance, I drove up to my kid's school, and a PTA lady handed me a flyer about a PTO fundraiser - if you order off of Shwans with a special code, the school gets a percentage.

Things like that will be bound to convert much better than most traffic we can send them.
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That is an offline presell I thought we were talking about the actual website.
 
ummm... this can't be right... vitacost.com doesn't even allow a "guest" checkout. you have to register before you're able to purchase. that simple change could increase their conversion 5-fold.

quixtar.com makes sense. it's amway, and people continually re-up on the weekly / monthly necessities (toilet paper, douche, etc...).

the same can be said for schwan's since it's food items purchased over and over.

i'd like to see the stats re-done showing uniques only and per niche. then we'll truly learn who has the best converting product pages / shopping cart.
 
I can't believe LL BEAN is on that list. Although the website is pretty good and mostly idiot proof which always helps with conversion...
 
CouldItBe said:
That is an offline presell I thought we were talking about the actual website.
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So?

What does this matter?

If I visit Shwan's (which maybe I did) to buy some frozen food I don't want because the PTA lady guilted me into it - I am still recorded as a visitor and a conversion.

They probably get lots of 100% conversion rates from visitors that way which balances out the freeloaders.

Anybody want some bland lasagna? :food-smiley-010:
 
LL Bean has pre-sold customers due to a longtime reputation for product quality, and they accept returns unconditionally. Unless you're willing to offer the same guarantee, I'd not look at them as a learning resource.
 
But I think it is an opportunity to learn.

If these companies are doing so well by adding some offline marketing to the mix or branding, maybe it is a good idea to consider that.

Think about it. Is the small percentage that Schwanns give to the local PTA any more costly than paying for PPC marketing. It's brilliant.
 
one thing to keep in mind with these stats is that most of these pages, especially the top ones, have people coming to the site after seeing some other form of advertising. (I.E a radio commercial with some sort of special), so some of the pre-selling has already been done. All the site needs to do is have a constant message and have good information architecture/ usability so the consumer does not get frustrated and leave while trying to make a purchase...
 
When you say "toolbar user to final conversion" does that mean that a conversion = a sale? If so, I'd like to see how Nielsen compiled these numbers, especially since they don't pixel final sales pages for the advertiser or consumer. Any info on that? Good story regardless, though.
 
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