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Eisenberg explains case studies of checkout optimisation in practice
18/02/2010
Bryan Eisenberg gave details of checkout optimisation in practice, with some impressive statistics showing improved website conversion rates.
Bryan Eisenberg's speech at the recent Search Engine Strategies conference in London included details of some very interesting methods for improving conversion that were put into practice.
According to Andrew Girdwood, who blogged about the keynote speech, the digital marketing expert spoke about how IT departments can still often be reluctant to implement changes aimed at improving conversion, despite the obvious benefits.
Successful methods for basket optimisation highlighted included putting user reviews on the Figleaves website, resulting in the conversion rate improving by 35 per cent, while Overstock doubled its conversion rate by getting rid of shipping charges.
Stressing the importance of quickly reacting to developments in the real world, he explained how, within two hours of Michael Jackson's death, Amazon had changed around its main MP3 page.
Eisenberg also explained how, because of its huge traffic, Amazon is able to run up to 200 variations at a time in its multivariate testing.
Nielsen figures show that, for December, Amazon had a conversion rate of 25.1 per cent, according to Marketing Charts.
According to Andrew Girdwood, who blogged about the keynote speech, the digital marketing expert spoke about how IT departments can still often be reluctant to implement changes aimed at improving conversion, despite the obvious benefits.
Successful methods for basket optimisation highlighted included putting user reviews on the Figleaves website, resulting in the conversion rate improving by 35 per cent, while Overstock doubled its conversion rate by getting rid of shipping charges.
Stressing the importance of quickly reacting to developments in the real world, he explained how, within two hours of Michael Jackson's death, Amazon had changed around its main MP3 page.
Eisenberg also explained how, because of its huge traffic, Amazon is able to run up to 200 variations at a time in its multivariate testing.
Nielsen figures show that, for December, Amazon had a conversion rate of 25.1 per cent, according to Marketing Charts.