B2B Marketing Trainer and Consultant
Not all eCommerce website visitors have equal potential for conversion. It's essential to focus on the quality of traffic rather than quantity. Key performance indicators like conversion rate, bounce rate, and average order value can help measure traffic quality. Similarly, social media strategies should prioritize engagement over mere likes.
Before sending newsletters or promotions, ensure all links and landing pages function properly. Broken links can harm conversion rates, damage brand perception, and affect user experience. Consider automated link-checking services to avoid missed sales opportunities and ensure landing pages work correctly, especially in Google Ads campaigns.
Consider using the float-labels UX pattern in your forms. Labels are displayed as placeholders. When the field get the focus, its label is reduced in size and moved above or to the field's top left corner.Your conversion rate will thank you! Tip #141 – © Franco Folini Shorter forms have a few advantages: the user... Continue Reading →
Including your product's SKU (Stock Keeping Unit), MPN (Manufacturer Part Number), and UPC (Universal Product Code) in all product pages is necessary for enhancing your PageRank for those codes.The organic visitors you will get, will be at the conversion stage of the funnel with a very high conversion rate! Tip #140 – © Franco Folini Not... Continue Reading →
Add Security Seals throughout your store. Make sure they are prominently visible in the shopping cart pages. If your brand is not yet fully established, the seals will increase the trust, in particular for new visitors. Tip #138 – © Franco Folini eCommerce retailers measured an average 3% increase in conversion rate for all traffic... Continue Reading →
This article was first posted on LinkedIn on November 20, 2019. Recently I was asked to explain the rules to make a company marketing email newsletter worth reading, a newsletter that gets read. It's an excellent question. Publishing a newsletter gives you the opportunity to increase awareness and understanding of your company and its products... Continue Reading →
Create Urgency and Scarcity.Where and when possible (and makes sense): For each promotion, highlight the deadline and show a countdown.Limit the quantity and show how many items are left. Tip #115 – © Franco Folini This is another technique that is coming straight from psychology books. We all are sensitive to scarcity. eCommerce showing a... Continue Reading →
The first easy steps to improve your Conversion Rate (CR)? Minimize friction! Simplify, simplify, simplify! Simplify and streamline the entire checkout process. Eliminate all distractions from the cart, including social media icons. Reduce the number of clicks needed to complete the transaction. Use a clean, minimalist page design. Once your marketing team successfully brings 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 →
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 →
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.