A collection of notes, ideas, and pictures
It doesn't matter if you have a plan to integrate your eCommerce with Machine Learning or not. Pretty soon, you will! Start preparing by collecting more data about your users' behavior. The more data you have, the more effective your Machine Learning will be. Tip #110 – © Franco Folini Make sure your data is... Continue Reading →
Product descriptions should be information-rich, updated, and only about the products. Customers who are taking the time to read your product descriptions are looking for information, not for generic marketing statements and buzzwords. Tip #109 – © Franco Folini There was a time when everybody believed that buzzwords were the most effective way to positively... Continue Reading →
Notes for my speech on October 29, 2019 at the Toastmasters Club Toast of Berkeley. Swearwords are words we are not supposed to use, but most of us use them anyway. Some people use swearwords all the time to emphasize their spoken communications. Other people, like me, use swearwords rarely, mostly in selected contexts, to... Continue Reading →
Replace the button “Add to Cart” for products already in the cart with a label “Already in the Cart.” It will increase your customers’ confidence and eventually will also increase your AOV (Average Order Value). Tip #108 – © Franco Folini This is a simple trick that makes the customer life easier by providing a... Continue Reading →
I love to explore and discover old and new Berkeley murals by Vespa. I know, I already posted articles with pictures of Berkeley murals in combination with my Vespa or my Kawasaki. But everytime I pass by a new mural I can't resist. I have to take the Vespa in front of the mural and... Continue Reading →
What are the top 8 new trends for eCommerce? We are entering a new era with more subscriptions, a lot of AI and ML, iper-personalization and new architectures.
Growing your mailing list is always a top priority. However, harassing visitors with annoying popups (asking for their email) a few seconds after they landed on a page will only increase your Bounce Rate and kill your Conversion Rate. Not worth it. Tip #107 – © Franco Folini We all would like to get the... Continue Reading →
The best (and only) way to manage chargebacks? Create impeccable product descriptions.Offer great customer service.Let customers cancel or change their orders.Accept returns. Tip #106 – © Franco Folini Chargebacks are extremely hard to dispute. The credit card companies always side with the customer even when all the fact are in the merchant favor. The best... Continue Reading →
Successful Landing Page = Clean & Simple UI + Consistent UX + Killer Copy + Straight CTA + Social Proofing + Vertical Target Tip #105 – © Franco Folini A successful landing page, not only will have a better conversion rate, but also will help your brand exposing the... Continue Reading →
It's official! I'll be teaching a Digital Marketing Bootcamp at UC Berkeley Extension. I'm very happy I was able to get the position. It will be a great opportunity for me to re-learn marketing and also to go back to teaching after so many years. My last class, as a professor / teacher, was at... Continue Reading →
Checking out a cart as a guest, without having to create an account, should be the default option.Offer your customers the opportunity to create an account after the purchase, when you already have the customer's contact info. Tip #104 – © Franco Folini Customers love forms, while merchants love all the data they can... Continue Reading →
Table topics I wrote on October 22, 2019 for the Toastmasters Club Toast of Berkeley. At every Toastmasters meeting, one section of the meeting is dedicated to an activity called Table Topics. The Table Topics Master of the evening proposes a list of topics and randomly assign a topic to each participant. Usually al the... Continue Reading →
Adding external ads or a "Social Media Share" button on a product page is like drilling a hole in your sales funnel. Keep the social media buttons in the content pages. Make sure your funnel is not leaking. Tip #103 – © Franco Folini Social Media are a strategic asset for every eCommerce. But we... Continue Reading →
A fast Page Loading Time doesn't guarantee a stellar Conversion Rate, but a slow page will certainly destroy it. Tip #102 – © Franco Folini Page speed alone is not going to push your page top of SERP, but a slow page can certainly kill your business. Visitors expectations are quickly changing accordingly to the... Continue Reading →
Group the main products with their most popular options or complements to form bundles. Always offer a discount on the bundles! Help your visitors stay focused on the product, don't distract them with too many options. The easiest way is to create bundles corresponding to the most popular combinations and and have the few customers... Continue Reading →
The first step to fix an eCommerce problem is to acknowledge to have an eCommerce problem! Warning: The solution is likely to lie outside your comfort-zone. Tip #100 – © Franco Folini KPI are the tool to discover problems in your eCommerce. For each KPI a quick search on Google will give you the average... Continue Reading →
Exploring Berkeley and Oakland neighborhood with a Vespa allows me to stop anytime I see an interesting mural and take a picture with my phone. I wish I had the time and diligence to write down the name of the great artists that painted those murals. I apologize with the artists. If you recognize your... Continue Reading →
Notes for my speech on October 15, 2019 at the Toastmasters Club Toast of Berkeley. In order to protect the privacy of the people mentioned in this story I changed their names and some detail. Mentoring is a crucial part of helping a person to grow. We all benefit from having a mentor, and we... Continue Reading →
This article was first posted on LinkedIn on October 14, 2019. Page-Speed is not the only factor that defines the success of an eCommerce page. There are many other essential factors, like brand relevance, content, price, SEO, etc. Nevertheless, improving Page Speed can significantly improve eCommerce KPI like Conversion Rate and reduce your website bounce rate. There are... Continue Reading →
Table topics I wrote on October 8, 2019 and presented at the local Toastmasters Club Toast of Berkeley. A the last meeting at my local ToastMasters Club (Toasts of Berkeley), as Table-Topics-Master I created a list of topics describing common situations and little problems we all have experienced at work. Feel free to use them... Continue Reading →
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