Last week, I asked on Twitter if you had any eCommerce questions that I could answer.  I was inundated with email replies. Here are the first three: Jessa from Austin asks: “I walked in late at a speech you were giving in Chicago and heard you scold someone on your panel about remarketing but I didn’t understand why. Are you not a fan of remarketing? We’re making about $35k a month from it which is a lot for our company.” Short answer: I am a fan of remarketing as long as the costs are attributed appropriately. Long answer: I LOVE Remarketing.  Ok, that’s a lie.  Personally, I despise it. (One glance at my search history and you’d understand why. Ha!)  Professionally, I think it’s fantastic.  HOWEVER, what I do NOT love is that most marketers grossly overestimate the “profit” of their remarketing efforts. For example, many folks will wax poetically about how lucrative their abandoned cart remarketing program is but they’ll only … [Read more...]

Lie #1: “Improving conversion starts with color testing your buttons. Button testing is THE most important thing because red/orange/green/rainbow/polka-dotted/zebra-spotted buttons perform x times better than any other color buttons.” You know what? Red/orange/green/rainbow/polka-dotted/zebra-spotted buttons can perform x times better than any other color buttons and in the big scheme of things, there are hundreds (yes, hundreds) of tests that you could be doing that are more fruitful. You can test the size of the buttons (the bigger the better), the number of buttons (the more the merrier) and the language on the buttons – they’ll all make a difference.  But is that your biggest swing?  If you want to hit it out of the park, is an orange button versus a red button really going to do it?  Probably not.  You’d be better served by testing new product(s) OR a new offer OR something – anything -- else that makes you feel queasy in your … [Read more...]