Using Psychology on Product Pages to Increase Sales

The best product pages leverage psychology to influence prospect behavior and boost online sales—by invoking feelings of urgency, desire, excitement, trust, and/or the fear of missing out. Incorporate these strategies where it most counts. Read more

The Best Ecommerce Product Copy We’ve Seen

There's nothing like seeing great ecommerce copy elements come together at once. Take a look at four of our favorite online shops, and follow along as we point out the elements that make those pages so good. Read more

Introduction to Product Photography

It takes mere milliseconds for a prospect who's landed on your website to process your imagery and come to a conclusion about your brand. To say that images are powerful is an understatement. Learn the benefits of great product photography, along with the pros and cons of DIY and outsourcing. Read more

DIY Product Photography: Getting Your Equipment Together

It's absolutely possible to create stellar product images without breaking the bank on expensive equipment... but you'll need more than a camera for this undertaking. Here's a catalogue of items to gather for your "photographer's toolbox"—including a comparison of DSLR and smartphone cameras. Read more

How to Take Product Photographs that Score Conversions

Once you've got your equipment—and have given yourself time to practice with your camera—it's time to shoot. Learn how to plan and set up your shoot. Know what best practices to follow as you click the shutter. Understand the pros and cons of natural and artificial light. And consider the range of in-studio product images to capture. Read more

Editing Product Images for Your Ecommerce Site

Your goal is to create images that represent your product as accurately as possible... so by "editing," we mean "polishing." Background removal, color correction, and shadow manipulation are processes you should consider for your photography workflow. We also offer a list of tools, along with tips for finding a professional image editor. Read more

Best Practices for Optimizing Your Product Images

From a product photography perspective, "optimization" means ensuring your images load quickly and the keywords associated with them align with prospects' search queries. Both concern user experience and mean traffic for your website. Learn about file types, reducing file sizes, and coming up with keyword-rich file names and alt text. Read more

Examples of Great Ecommerce Product Photography

By now, you've got the knowledge and the tools to begin your product photography journey. It's time to see these best practices in action, and to get inspired by the stellar product photography that's already out there. Here, we look at four ecommerce businesses that are winning the product photography game. Read more

Introduction to Ecommerce

Chances are that you've purchased something (or hundreds of things!) online at some point in your life. But now it's time to think about ecommerce from a retailer's perspective. What is ecommerce; what does it entail; where does it happen; and why should you sell online? Read more

Choosing the Best Payment Gateway for Your Ecommerce Business

A payment gateway supports the series of back-end communications that must occur for a consumer to make a purchase on your ecommerce site. You'll have a lot of options to choose from. Learn the difference between modern and classic, hosted and integrated gateways... and know what to look for in a gateway provider. Read more

Deciding What to Charge Your Customers for Shipping

Shipping is the biggest expense an ecommerce business has to contend with—and shipping costs are the #1 reason for cart abandonment—so it's crucial to get this right. You'll have some factors to consider to find the "sweet spot" of shipping—prices consumers are willing to pay AND that cover your costs. Read more

Estimating Shipping Costs and Choosing a Carrier

Once you have a sense of the pricing strategies available to you for shipping, it's time to choose the best carrier for your business. Learn what factors carriers use to calculate shipping fees, and how to estimate costs on your own so you can make an intelligent (read: data-based) decision about getting products into customers' hands. Read more

Writing Your Best Ecommerce Shipping Policy

Once your shipping costs and carriers are determined, it's time to be transparent with consumers about what (and who) they are. After all, prospects will want to know how soon, how safely, and how cheaply their items will arrive before they hit that "Purchase" CTA. Learn what strong policies include... and read some examples. Read more

Writing a Returns & Refunds Policy that Gets You Conversions and Customer Loyalty

Your shipping policy and your returns policy will probably be the two most-read documents on your ecommerce website. It's worth remembering that around 30% of products ordered online are returned... but a good Returns & Refunds policy can offset that loss by generating more sales and bringing satisfied customers back. Read more

Setting up Ecommerce Analytics and Knowing what Metrics to Track

Visitors' behavior on your website will give you insights into your site and offering: what products they look at but don't buy, what content keeps them on the page the longest, where they drop off in the buyer's journey. Making business decisions based on this data can do wonders for your bottom line. Know what metrics to track. Read more

Writing Your Ecommerce Privacy Policy

As an ecommerce business, you can't escape collecting data about consumers—to complete transactions, to subscribe users to your email list, or to improve user experience and conversion rates on your site. But you've got to let consumers know you're collecting it—and what you're doing with it. Here's how. Read more

Creating the Terms & Conditions for Your Ecommerce Site

A Terms & Conditions is the set of rules that governs your relationship with your site visitors and customers from beginning to end. Think of it as a code of conduct that lays out the roles and responsibilities of all parties. Learn why you need one, what topics it should cover, and what best practices are for writing and disseminating it. Read more

Essential Integrations for Your Ecommerce Site

So far, we've discussed payments, shipping, and analytics in setting up your shop. But there are many more back-end processes that need to happen to keep your business running: order management, inventory, accounting, email marketing, and more. Don't approach these as separate events, but as a single, seamless event: Your relationship with customers. Integrations and automations will allow for this. Read more

Introducing Brand Positioning

A brand's position is a collaborative creation: It's everything a company does to create a unique impression of itself for consumers, plus all the ways its market perceives those efforts. To improve market perception, you've got to know the elements of a successful positioning strategy. Read more

Discovering How Your Brand is Currently Perceived

You can't dive fully into a positioning (or repositioning) strategy without knowing how your market currently perceives you. This means knowing the most useful questions to ask about prospect and customer perception, where to go to find the answers to those questions, and what tools and resources will help you measure consumer sentiment. Read more

Understanding Your Competitors’ Brand Positioning

Positioning strategies are always relative: Your company isn't fast; it's faster. You must know your competitors intimately if you plan on standing out from them. This means gauging both their positioning strategies and their markets' perceptions of those strategies. Where are they successful, where are they failing, and where are the gaps you can fill? Read more

Strategies for Differentiating Your Brand

Now it's time to articulate the primary value that sets you apart from your competition. Your differentiator must be unique, relevant to your target market, and something you can deliver over the long term. There are a variety of differentiation styles you can use to highlight your competitive advantage and the value you offer your market. Read more

Creating Your Customer Persona

A persona is a semi-fictional representation of your real prospects and customers, based on insights and real data from market research. It's an essential tool for empathizing with your target market: what they hope to accomplish, what goals drive their behavior, what factors cause them to buy. Know where to find the data to build them and what details to include. Read more

Defining Your Company’s Mission, Vision, and Core Values

You can't properly position your brand until you're clear about what your company stands for—the values you want to abide by for the long-term. Mission, vision, and values statements give your company a shared worldview and purpose that will serve as an anchor through both the monotony and chaos of running a business. Know how to make yours effective. Read more

Coming Up with Your Company’s USP and Value Proposition

When done well, value propositions and unique selling propositions will shock your prospects awake by helping them realize they have a pain point they didn't even know needed solving. They're the two most significant tools you have to explain to your prospects why they should do business with you. Read more

Writing Your Brand Positioning Statement

Your brand positioning statement is like the concentrated crystals that remain at the bottom of the glass after you've mixed all the above research and writing together and let them sit... until all the non-essentials evaporate in the sun of Contemplating Your Business Purpose. It will ultimately support all your marketing messages and bring clarity to all your sales strategies. Read more

Implementing Your Brand Positioning Strategy

Now that your brand positioning statement is in place, it's time to turn that all that writing into a real-time strategy—to live and breathe the claims you've made. Brand rollout entails socializing your positioning internally, mapping touchpoints, determining your brand's voice, attending to your digital presence, and creating a style guide for your teams. Read more

Introducing the Business Website Homepage

A good homepage attracts visitors through SEO and keeps them there with remarkable UX. It describes your business with prospect-oriented copy. It generates leads before sending visitors on. See an example of a homepage that does these things successfully. Read more

Introducing Web Forms

The data entered into your email signup, account creation, contact us, and scheduling forms will be dropped into different platforms, from your CMS to your subscription management software. But there are some general best practices that all these forms have in common. Read more

Introducing the Company Blog: Your Content Marketing Machine

Content marketing is the ongoing creation of valuable material that stimulates interest in your brand by educating your prospects, rather than explicitly promoting your business. It builds relationships with prospects over the long term. Your blog is the ultimate platform for these marketing efforts. Read more