B2B Marketing Trainer and Consultant
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 →
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 →
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.
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.