B2B Marketing Trainer and Consultant
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 →
In a speech for Toastmasters, the speaker discusses the universal prevalence of swear words, highlighting their varied use across cultures, particularly in the US and Italy. Personal anecdotes illustrate the importance of understanding context and meaning when using swears in a foreign language, emphasizing that caution and clarity are crucial to avoid embarrassing situations.
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 →
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 →
A successful landing page comprises a clean UI, consistent UX, compelling copy, clear CTAs, social proof, and targeted focus. It enhances conversion rates and fosters memorable user experiences, fulfilling the promises made by advertisements. Franco Folini, an expert in e-commerce, bridges technology and marketing to support collaboration in this field.
Merchants seek to gather more data, but customers prefer shorter forms. To enhance conversion rates, implement guest checkout options and postpone account creation until after purchase. Request only essential information upfront and clearly mark optional fields. This balance improves customer satisfaction while fulfilling data collection needs for merchants.
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 speaker reflects on the importance of mentorship from both perspectives: as a mentor and protégé. They share personal experiences of seeking mentorship and helping others, highlighting qualities of effective mentors, including trustworthiness and honesty. The bond with former students like Marco illustrates the lasting impact of mentorship on professional growth and success.
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 →
At the Toast of Berkeley Toastmasters Club, a Table-Topics-Master presented practical scenarios that highlight common workplace dilemmas. Participants were encouraged to select a topic such as approaching a professional for collaboration, negotiating authorship on a paper, and addressing personal boundaries with colleagues, fostering communication skills in a supportive environment.
This article was first posted on LinkedIn on October 4, 2019. In order to be in control of your eCommerce, you need to know if you are making progress toward your goals, if there is an area of marketing activities or a website performance that should concern you, and how your campaigns are performing compared to the... Continue Reading →
The article discusses common issues faced in meetings, highlighting three syndromes: Smartest-Person-In-The-Room, Compromise-At-Any-Cost, and Fake-Decision-Process. It emphasizes the importance of structured agendas, inviting relevant participants, fostering honest collaboration, and setting clear goals to enhance meeting effectiveness. The discussion also addresses the negative perception of meetings and advocates for solutions.
The article discusses the concept of improbability using Jordan Ellenberg's Baltimore Stockbroker Parable. It illustrates how a financial advisor can appear remarkably accurate in predictions by selectively sharing information with only those who received correct advice, creating a misleading perception of success. Improbable events happen more frequently than we assume.
Are you considering to hire a runner? I'll give you 10 reasons why your next employee should be a runner. Runner are committed, resilient, well organized, and they come with a positive attitude.
I completed a 12-week Machine Learning course on Coursera, led by Andrew Ng, in just 4 weeks. The course covers essential topics like linear regression, neural networks, and support vector machines, applying foundational knowledge from my Computer Science background. I highly recommend it for those interested in Machine Learning.
On August 13, 2019, the author created Table Topics for the Toast of Berkeley Toastmasters Club, themed "The Best Salesperson Ever." Each participant had two minutes to pitch various items, including a private helicopter, a Caribbean island, and an engagement ring, showcasing their persuasive skills in a fun and engaging format.
This article was first posted on LinkedIn on June 25, 2019. We all know that improving page speed will benefit the performance of our eCommerce. But exactly why? Is page speed changing the user behavior or making our website performing better on SERP? The short answer is: both! Until a few years ago, the way we all... Continue Reading →
How to compare off-the-shelf and proprietary eCommerce platforms? This is a very important question, the first you will have to answer before everything else. When creating an eCommerce system, one of the first steps is to decide if we want to build or buy the software platform and CMS (Content Management System). For small-medium businesses,... Continue Reading →
Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.