Group items tagged

Most eCommerce Web sites are geared toward converting transactional visitors. That could be a mistake. 

PayPal is a preferred method of payment for many of your visitors. Even if you've got a merchant account and gateway all setup, you should consider PayPal as an alternative source.

However, measuring transactions through PayPal is problematic. Or it was.

Here is an excellent post on how to configure your PayPal account and Google Analytics for full-transaction tracking, includkng Ecommerce tracking.

Bryan Eisenberg is a great teacher and is one of the fathers of conversion science. In this post, he asks his audience to make recommendations on pricing tables, those pages that ostensibly help us to choose the right product for us.

Here are my suggestions.

The main purpose of a page like this is "Help me choose." Choice, as it turns out, is a conversion killer, so these pages can be very helpful. This page needs to tell me which is "The best value." A badge would be helpful, probably on the most expensive item.

The little "signal bars" are unique and may be helpful, but don't really tell me at a glance what I want to know.

The copy is unhelpful. Instead of "Essential productivity..." how about "Great system for a tight budget." Instead of "Yield better results..." how about "Good value ready for your network." Instead of "2nd Generation Processor..." how about "This system has the power to do heavy number crunching, video editing and graphics."

There are too many prices here -- four to be exact. I say, pick two: Savings and total price. Crossing out "Starting price" is a proven way to communicate value.

Finally, put the coupon code near the "Customize & Buy" buttons to give those transactional shoppers an extra push.

What do you find frustrating about this page?