Blog promotion campaigns focused on driving traffic to your e-commerce site are all for naught if your customers can’t get their shopping carts out of your door. Shopping carts abandoned during the final stages of a transaction can be attributable to a number of factors.Bryan Eisenberg at ClickZ.com has pointed out that lack of compelling and relevant content can be one of the contributing factors for losing a sale.

“The more time a visitor spends on your site, the more likely she is to buy. Most e-tail sites experience their greatest visitor drop-off in the first two or three pages visitors see. From then on, drop-off is relatively minor. If you focus on providing relevant and persuasive content based on understanding visitor intent, easily inferred from Keywords (or ad copy, or the email they arrived from), you’ll have a much higher overall conversion rate. Visitors who are thoroughly persuaded are uncannily motivated to navigate even the worst check-out process.”

And you can easily avoid providing “the worst check-out process.” Google Checkout isn’t new, but is accruing a good track record. Google Analytics Blog offers the recent experience of Ritz Interactive, a network of 19 retail websites.

“Ritz Interactive’s implementation of Google Checkout has paid off handsomely. After implementing Google Checkout, site traffic increased more than 40% and overall cart conversion rates improved 35%. Lerner says that Google Checkout absolutely played a part. “During the holiday shopping season and all of Q4 2006, Google Checkout promotions were instrumental in driving our 34% revenue growth,” Lerner says. “Post-promotion adoption of Checkout has been excellent.”

With the addition of a simple java script you can also use Google Analytics , enabling you to see key data, allowing you to further fine tune your blog optimization strategies.

“This feature makes life even easier if you are an AdWords customer, because you’ll also see ROI and Revenue per Click for every transaction that resulted from one of your keywords.”
(source)

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Tags: Blog Optimization, Blog Promotion, conversion_rates, google_analytics, google_checkout, optimization_strategies, relevant_content, retail_websites, shopping_carts, traffic, visitor_drop

This entry was posted on Tuesday, June 26th, 2007 at 5:17 pm and is filed under Blog Promotion. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.