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How To Turn Visitors In To Buyers
By Lauren Smith
2/28/2012 1:10:00 PM
Low conversion rates got you down?

Are you bringing in the visitors but not the profits?

It’s time to take a long hard look at your site from the buyer’s point of view. If the average buyer abandons a site after four clicks, it’s likely that they are just not finding the item they’re looking for. In today’s ecommerce driven world, they’re probably leaving your site for another. We spoke with ShopVisible client MovieMars.com, the #1 entertainment media provider on both Amazon Marketplace and eBay, to discuss how they make a 800,000 SKU inventory easily searchable for buyers.

Appeal To Their Interests

MovieMars.com recognizes that its visitors have varying interests. Some of them are searching for the latest new release, some are looking for a DVD of a classic, and others are looking for something kid friendly. Using filtering and tagging, MovieMars.com easily creates category filters. They can then create homepage banners that direct customers to those categories, like the Disney example below. 

Appeal To Their Senses

Part of capturing a customer’s eye is all in the visuals. While text filled product descriptions are necessary, MovieMars.com knows that a picture is worth a thousand words when a buyer is searching their massive inventory. But how do you manage all of those images without dragging your site load time down? MovieMars.com cached those 800,000 images to a content delivery network (CDN). By creating a cache of these images, they’re quickly loaded when searching for your favorite Ryan Gosling movie. 

Appeal To Their Time Crunch

Let’s face it, your buyers are busy people. They want to find the item they’re looking for, add it to the cart, and get it to their door quickly and easily. Proper filtering and tagging of your inventory is critical to minimize the amount of time it takes to locate a product. MovieMars.com implemented filtering and search capabilities to do so. As a buyer, you can filter by genre, DVD or Blu-ray, release date, title, or price. 

By adding a quick-view option to each title, the customer no longer has to visit individual product pages to examine the description and add the item to their cart.

By putting yourself in your visitors’ shoes, you can closely examine areas of your site where you are losing potential buyers. Reducing page load times, faster filtering, and intuitive navigation will boost your conversion rates. For more information on MovieMars.com, read our latest case study.

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