B2B Marketing Trainer and Consultant
The post outlines ten essential tips for improving eCommerce sales, emphasizing the importance of product packaging, choosing appropriate names, and clear storytelling. It advises on competitive pricing, creating product lines, and maintaining simplicity in promotions. The author encourages adopting best practices and learning from successful competitors to enhance online selling strategies.
Join the pain, split the gain. People are more sensitive to pain (losses) than to gain. On your pages, group pain points (e.g., price and shipping) in one item and split gain points (discount and free shipping) into multiple items. Tip #113 – © Franco Folini This techniques leverage the results of several psychological studies.... Continue Reading →
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 →
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 →
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.
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 →
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 →
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 →
This article was first posted on LinkedIn on October 28, 2019. During our professional life, most of us have attended hundreds, if not thousands of meetings. Meetings are part of the work and corporate culture, in particular, in the US. According to Steven Rogelberg, an organizational psychologist at the University of North Carolina, most professionals attend approximately... Continue Reading →
This article was first posted on LinkedIn in October 2019. Improbable things happen a lot! This notion is not always intuitive, but it is true nevertheless. Jordan Ellenberg, in his book How Not To Be Wrong: Power Mathematical Thinking, tells the Baltimore Stockbroker Parable to help us understand this concept. Improbable things happen a lot more than... Continue Reading →
The article discusses the importance of effectively displaying product prices on e-commerce sites. It highlights how font size and contrast affect customer perception of value. A/B testing can optimize these display choices, while intuition and strategy also play crucial roles. Additionally, it addresses the consideration of removing currency symbols based on the market.
The author reflects on their experience presenting on e-commerce at an Italian technical institute after 17 years. They highlight that, despite their global achievements, local media visibility remains a crucial measure of success in their hometown. Subsequent articles in local newspapers showcased their presentation and garnered unexpected attention.
A presentation I gave on November 4th, 2015, in San Francisco for the Italiani di Frontiera Silicon Valley Tour lead by Roberto Bonzio. Silicon Valley culture is different. We must be aware of cultural differences to have a successful business meeting. These are the 22 most important rules I presented in San Francisco in 2015... Continue Reading →
Ellen Ruppel Shell's book "Cheap, The High Cost of Discount Culture" examines the allure of low prices and their psychological impact in one part, while the second critiques the implications of discount culture. The author's approach is inconsistent, and the analysis overlooks differences between traditional retail and online shopping, which the reviewer finds disappointing.
My interview with Sean Flaherty, the CEO of Nemetschek North America, the American branch of Nemetschek AG, the German company that is well known worldwide for products like VectorWorks and Allplan.
In a March 2007 NOVEDGE blog interview, Alex Mazzardo, Managing Director of EVOQE, discusses the launch of solidThinking Modeler, a product tailored for product designers and engineers seeking advanced modeling tools. Unlike competitors, Modeler enhances creativity through its unique Construction History feature. Future developments include new plug-ins and significant innovations for solidThinking version 8.
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.