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Unleash full conversion potential across your website.

People are often suspicious of buying things online. All it takes is a missing phone number or physical address, or the absence of other signs of credibility and security. Sometimes, it’s poor site navigation, page design, or just general user experience. Because all of these elements conspire to prevent your potential buyer from completing a purchase, you need to be mindful of the behavioral science of conversion.

Ecommerce conversion rate optimization reduces shopping cart abandonment by assuaging user concerns and anxieties. It leads to a better online experience, which can foster brand preference over the long-term.

The power of Ecommerce conversion optimization
It’s not enough to just get users to your Web page. You need them to convert! How?

  • Calls-to-action
  • Credibility logos
  • Site retargeting through banner ads
  • Getting testimonials/reviews, then putting them in the right places

Use Google Analytics for e-commerce to increase conversions:

  • set up funnel and goal reporting
  • study data (along with A/B testing) to increase your revenue

In order to know what’s really going on with your website, there is no substitute for user testing.  Knowing what users are trying to do—and what actually happens—can be the difference between satisfied customers and disgruntled (or lost) visitors.

Fathom partners with Userlytics for user testing, a service that records users navigating your site over Web video.


  • Outline a scenario and tasks for users to accomplish
  • Ask up to 5 follow-up questions
  • Select demographics of testers: country, gender, age, education, employment, family status
  • Review onscreen interactions, verbal feedback and facial expressions
  • Set annotation points throughout video playback

Ready to kick off an ecommerce conversion optimization program?  Give us a call: 866-726-5968

Fathom Blog Feed: Retail / E-commerce

Consumer Brand Manufacturing Spotlight: Mobile Christmas Failure


M-commerce fared poorly on Christmas Day last month, at least according to IBM data. How bad? E-commerce sites had 288% higher conversion rates on desktop than on smartphones. Jakob Nielsen broke down the details and significance, stating:

“This fresh data should serve as a wake-up call for e-commerce sites to get cracking on mobile usability, because many customers obviously want to shop on mobile devices.”

And don’t look the other way if you’re not in the e-commerce game; you likely have the same problems Nielsen stated:

No separate mobile design Bad general usability Non-compliance with mobile usability guidelines

More numbers that will make e-commerce marketing managers shudder: Average sales to desktop users were $107.72 while mobile users lagged far behind at $88.70.… Read the rest

By | January 15, 2015