CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
Small site design changes can boost sales, a design conference speaker says.
Doing a major design overhaul is not the only way to improve the consumer experience and results on an e-commerce site. There are many small, quick-to-implement, time-tested changes to be made to a site that can have an immediate impact on sales, says Reid Greenberg, director, e-commerce & direct channels at Green Mountain Coffee Roasters. Among those simple changes, for example, are bigger Buy buttons, different colors for Buy buttons, eliminating required registration, placing calls to action above the fold and more.
Greenberg has become skilled at balancing the continual search for ways to boost sales with the demands that other aspects of operating an online business make on information technology employees and resources. He’ll share what’s worked for his site at Internet Retailer’s upcoming Web Design & Usability Conference in a session entitled “10 simple things you can do next week to boost your conversion rates” from 9 to 9:45 a.m. on Feb. 15.
“If you are looking for quick wins that will move the conversion needle on your web site, this session is for you,” Greenberg says.
The session will feature 10 quick fixes that Greenberg and a second retailer co-presenter have implemented, including details about how e-retailers can implement them as soon as they get back to the office. He’ll also report real-world results that they achieved with each fix.
Internet Retailer’s editors asked Greenberg to speak because of his deep experience in both b2c and b2b online marketing. Greenberg develops Green Mountain Coffee Roasters’ marketing strategy and provides organizational leadership for the company’s consumer direct web sites, along with its b2b e-commerce site, GMCRwholesale.com and its small office direct web site, BusinessCoffeeExpress.com . He oversees the company’s catalogs, online advertising, direct mail and e-mail.