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Experts Speak: Small Steps for Bigger Conversions

Posted on 6.22.2014

According to the recently released MarketingSherpa Ecommerce Benchmark Study, most conversion-to-sale rates for e-commerce sites fall below 5 percent.

While at the Internet Retailer Conference and Exhibition (IRCE) in Chicago, IL, Ben Pressley, head of worldwide sales for Magento, and Website Magazine's own Editor-in-Chief Pete Prestipino sat down with Daniel Burstein, director of editorial content at MECLABS, in the MarketingSherpa Media Center.

While discussing the latest Benchmark Study, Pressley said that most successful companies have designed an optimized website for both the tablet and smartphone experience. He elaborated on that by saying when a user is watching TV at night and surfing the Web on their mobile device, the act of pinching to zoom in to see everything frustrates users after a short period of time and that it will negatively impact conversions.

Prestipino agreed on the importance of design but stressed that advertising and marketing departments must have open communication in order to be successful. Prestipino said that by not linking to specific product that the user saw when they clicked on the advertisement, brands are losing out on a sale because consumers will become aggravated and just exit out of the page.

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Prestipino also said that in terms of measuring success, marketers should include per-product conversion rates along with site-wide rates. Prestipino acknowledged that there will undoubtedly be some winners and losers in terms of products, but that by analyzing each product's conversion rate brands can more efficiently identify which pages are performing the worst and update them.

While there is certainly no magical fix-all treatment to turn an underperforming website into a success, there are steps that brands can take to help turn things around. Optimizing websites for mobile devices and linking directly to the products page from an ad are just two steps that brands should consider when trying to upgrade their users' experience.

To watch out the video of the chat with Prestipino, Pressley and Burstein at IRCE click here.

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