2008/08/17

コンバージョンに影響を与える要因

Paul Holsteinのブログから。
http://paul.webanalyticsdemystified.com/2008/08/15/conversion-factors/

訳すの面倒というか備忘録なので、英語そのままで。

Trust Elements:
- Safe Shopping Icons (hacker safe, BBB)
- Toll Free Number visible
- Address visible
- Quality of Design
- Quality Domain Name
- Money Back Guarantee
- Risk Reversal (We’ll pay the return shipping)
- Accepts all forms of payment
- Nice Logo
- Testimonials
- Contact Us prominent
- Privacy Policy
- Order / Shipping / Invoice tracking- Privacy guarantees (e.g. truste etc.)
- We don’t spam you messaging
- Clear and unambiguous optin/out for marketing & 3rd party marketing
- Ability to get offline help at physical locations

Look and Feel:
- Site is easy to navigate
- Easy to grasp what the site does
- Great site search returns relevent results
- Checkout / Conversion process is clear
- Forms are forgiving (e.g. taking dashes, spaces for credit card)
- Forms error handling
- clear, concise errors & instructions for correcting
- Does not require registration up front
- Fast Page load times. Ads Render last.
- Pages load consistently (high availability)
- Renders in all major browsers (yahoo has a good matrix)
- Accessibility / 508
- Pictures are good quality and highly optimised
- Good quality help / FAQ system
- No Broken links or broken images

Product / Selling Proposition:
- Product / Site Exclusivity
- Compelling Product
- Brand Name awareness and reputation
- Good Product Pictures, quality and quantity
- Compelling Offer / Price / Clarity
- price elasticity of demand
- Price easy to find
- Add to cart button is inviting and prominent
- Terms and Conditions highly visible
- Path to checkout is unencumbered with no distractions
- Extra charges (shipping) are low and easy to find
- Fast Shipping
- Free Shipping
- International Shipping
- Good Comparison Matrix (including competitors)
- Independent Product Reviews
- Good Headline
- Good Tagline
- Supporting Copy
- Scarcity (limited Qty or limited time)

Off Page Factors:
- Time of Day
- Day of Week
- Holidays
- The weather (Snow skiis vs. swim suits)
- Event Timing (product will be regulated, taxed or discontinued)
- Item / site gets significant press (front page NY Times)
- Relevent Advertising
- Pre Qualifying your advertising (i.e. from $1,000 up)
- Type of Advertising (banner vs PPC)
- Visitor profile of site were advertising appears
- Compelling ad copy
- Ad copy matches landing page
- Click Fraud
- Quality and efforts of Affiliates
- Reputation of your Site
- Size of your Organization
- Newsletter Quality
- Offline advertising
- Presence of offline locations
- Competitor Offerings and Marketing

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