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Groove Commerce
Watch this webinar recording to learn eCommerce merchandising strategies for setting your store up for success and increasing revenue.

February Webinar
Online merchandising is a key way etailers can affect their conversion rate and average order value. Watch this webinar now to learn where opportunities exist to merchandise on every page of your site with areas like upsells, cross sells, promotions, and catalog optimization.

Online Merchandising Webinar Recording: Setting Your Store Up for Success

View the transcription of this webinar below:

Mack: Welcome to the 2nd in the Groove Webinar 2012 Webinar Series. Excited to have everybody today. Talking about online merchandising: setting up your store for success. Coming back from Internet Retailer Web Design last week, definitely a relevant topic. As Ethan and I sat down, we conducted nearly 40 consultations with e-tailers of various sizes, discussing their problems and how to increase the conversion rate of their site.
So, as always, today’s panel, I’m Mack McGee, VP of Sales and Marketing for Groove Commerce. And we will be led today by our CEO and founder of Groove Commerce, Ethan Giffin. And we’ll be hitting on the topic of merchandising.
So really, how this works for Groove is Groove is a full service Magento Gold Solution partner focusing on helping folks implement Magento projects and then, from there, the life cycle that is ecommerce marketing, which is focusing on traffic, average order value, and conversion rate. Conversion rate consulting really hits true with merchandising.
So with that, excited to let Ethan take over today as we discuss this topic of merchandising. Before I had it over, Ethan, as always, I want to encourage everyone this is an interactive session. Appreciation your interaction early on letting us know that you couldn’t hear us. So keep that up with today’s topic. With that, I’ll turn it over to Ethan as we talk about setting up your store for success.
Ethan: Thank you very much, Mack. Very excited to speak today about product merchandising in your Magento website. We’ve got a lot of great tips for you, and I think a lot of great opportunities for you to increase your conversion rate and average order size as part of the process.
The first thing I want to start with is you want to always be asking: What’s in it for me? The old WIIFM acronym. So, what’s in it for me? And by me, I’m saying the customer.
My good friend Brian Eisenburg said it best way back in 2001: Why should I buy? He clearly says, “Choose the words that makes your prospects realize that they really want what you actually offer.”
So you really want to think about that throughout the entire process of when you are merchandising your products, is are you talking about it in the way that you want it or are you talking about things in the way that your customers are looking to purchase?
So, classifying the product catalogue, there’s kind of four main buckets that you should put your products into. They kind of go from low traffic to high traffic, low conversion to high conversion. So those four buckets we like to look at are, first off, the products that need some promotion. These are things that have low traffic and a high conversion rate. Are there way that you can promote them more and drive more traffic to those pages?
You’ve got your top selling products. Those are definitely the 80/20 rule; the high traffic, high conversion products that you are selling day in and day out on your websites. Sometimes it’s best to test and try things with these. But, at the same time, you don’t want to sink the ship.
You’ve got products that need optimization. These are high traffic pages that have a low conversion rate. This is where you want to test and try things and definitely apply some of the tactics that we talk about today, because you are losing a lot of people there. You’ve got a leaky bucket. You want to get more of these products added to the cart and into the checkout.
And then, ultimately, what are the products that you should just plain remove from your site? These are the products that get low traffic, low conversion. It’s like if a tree falls in the forest, is there anyone there to hear it? If you have these things, many times they are just taking up space on your site and kind of dragging the overall quality of your set down in the process—something that’s very important these days when thinking about the recent Google Panda updates that everybody’s kinda been through.
So that’s kind of the four buckets that we want to put your products into when we are classifying your catalogue.
With Magento, there’s three kind of out-of-the-box options in terms of product relationships. First off, you’ve got your up-sells. These are items that your customer would ideally buy instead of the product that they are viewing. These might be higher quality. These might be things that you manufacture yourself or try to label yourselves. These things typically would have a higher margin, more popular, etc. So how are you utilizing up-sells within your Magento site?
Next you’ve got related products. These typically appear on the product page. Sometimes you make it easy to add checkboxes to add them all at the cart at the same time. Other times they are just kind of highlighted. These are meant to be purchased in addition to the item the customer is viewing.
For example, if you are a shoe retailer, maybe you have a special shoe case or shoe trees that you want to relate to those products and kind of raise your average order value just a little bit. You know, if you can get an extra $10 on a $120 order, you are doing really good there and that’s a better margin that you can put towards all your paid search campaigns.
Then we’ve got your cross-sells. These are items that may appear on places like your shopping cart page. These should be things that can easily be added to your order—simple, low cost products that you want to think about merchandising throughout your website.
So those are the three kind of out-of-the-box options that you get with Magento. Through some extensions and other services you can expand that, but just kind of understanding the vernacular is very important for folks, because they tend to come to us and think they are all related. Well, there are a lot better options that are available within the Magento framework.
So let’s kind of dig in. We’re going to get into this section by section of the website, starting with the homepage.
So, homepage merchandising; focusing on top level categories is what you want to do with your homepage. Too many options can cause confusion. I always tell a story about an early mentor and boss of mine who got into technology but previously had sold women’s shoes. I talk all the time about the story of you never bring out more than two pairs of shoes at any one time because it causes confusion once you introduce the third or fourth pair.
The same thing can happen with your homepage. You want to utilize your homepage. You want to get them off that homepage very quickly and drive them into the proper sales funnel for where they’re going. If they’re a man, you want to drive them into the men’s merchandise, if they are a female, into the women’s.
Speaking of that, you want to customize the experience based upon the customer. How are you going to customize things like best selling products that appear on the homepage? Those should all be adjusted as the visitor gives you more information about themselves so you can personalize that. If they look at women’s products, you should start to personalize the homepage for their return visits for women’s products. So, really kind of thinking about those opportunities. It’s not a one size fits all in terms of that.
Be careful of billboard overload. If you put too many flashy things on your homepage, people have a hard time kind of figuring out what that next step is. Really, it kinda leads me into my friend Tim Ash. We shared the stage a couple of times recently and, you know, he really talks about…he’s done some amazing user tests around how people kind of are unable to kind of process large flash billboards and things on ecommerce sites.
The biggest thing that he kind of drives home is that your homepage is not a democracy. Everyone, in terms of when we are redesigning a site, everyone involved in the project wants to stuff things on the homepage.
And so, Tim’s thought on that is common, over the top visual elements include wild background colors, giant graphical billboards taking up prime real estate, garish text treatments and headlines and buttons, visual embellishments, and flourishes on unimportant parts of the page, and unnecessary animation or video.
Again, everyone tends to vote on the homepage, but it needs to have a very strong focus, and anything not related to your conversion funnel should not belong there.
So if you ever have the chance to see Tim speak out, he’s very, very great and a great guy to work with.
A little bit on the homepage. We’ve got a lot around category and product pages today, so those are the main places that you’re going to be merchandising. So let’s kind of dig in.
We’re regularly working on new site deployments here where people are transitioning from one platform to Magento, and one of the things that often kind of gets lost in the shuffle is the display order of products within your category pages. Many retailers, especially smaller retailers where there’s only four or five people, maybe, on the ecommerce team, there may not be set rules or policies in place around the display order on your categories. But over time, things are kind of shifted and kind of moved to the top. And what we’ve seen is many folks, when they deploy to a new platform, they put a lot of thought in and over think things, or maybe they don’t even supply that data of display order. And so, the things that people used to see in the first, second, third, fourth, fifth, sixth spots across the homepage are no longer there.
So it’s bad enough that they have to come back and see a completely new website; that’s traumatizing enough for many visitors. But when you do that and then you add in a product order or display order within your category or subcategory pages that doesn’t match what their expectations are, it becomes pretty challenging, and we’ve seen drops in conversion rate based on that.
So really think about that display order. Many times, it’s the same thing with overall, kind of category, subcategory navigation. If you can kind of maintain a similar taxonomy in terms of that structure, those are both things that will ease visitors into website redesigns and allow them to find the things that they were looking at a week ago or three days ago, that when they came back today with a new site, it’s not completely different. So that category display order is very, very important.
Featuring top sellers. And that can be done a couple of different ways, but we encourage folks to have blocks of top sellers that appear at the top of their category pages. There’s a couple of ways to do that. There’s some great tools that we’re going to talk about today, things like Predictive Intent Personal Merchant, or you can kind of curate those yourself and implement that within Magento.
But it’s definitely kind of pulling out…if you have a category that has 50,60 items in it, let’s pull the top 5-10 things out that consistently sell and make it easy for the visitor, for the shopper to buy and buy the most popular things.
Add to Cart versus “more details”. Again, it’s another common thing that we come across on the category pages. We’ve looked at sites that have $500, $600, $700 items and they have that “add to cart” button right there on the category page versus a “view details”. Is somebody really had to buy a complex or high dollar item by doing that? So don’t always assume “add to cart” is the button that should appear on your category pages.
You can base it on cost or complexity. Many times, for us we’ll create a product attribute within Magento that allows us to dynamically change it and shift it. Maybe it’s based upon anything above $25 or anything above $50, it’s a “view details”, whereas anything that may be smaller and more consumable, you can “add to cart” right from the category page. It’s definitely things that you want to think about in terms of that purchasing funnel. Are people going to investigate? Do they want to see specifications? Do they need to select size ? Do they need to select colors?
When doing that, you definitely want to drive them into those product pages for those kind of final decisions.
Tests. You can test this very easily. But test things like your threshold for showing a “view details” versus an “add to cart”, or test, you know, should the button say “add to cart” or “buy now”? Even test things like button color—is it red, green, blue, yellow? We’ve seen many different options perform many different ways and are very surprised whenever we’re testing things like button colors within the process.
You want to flag your products if you can. Overlay flags on top of your product images when you’ve got either a list view or a grid view. You’ll see here things that are new have a tab over the corner that says “new”. Well, there’s a lot of great modifier words and attributes. Again, this can be done with a little bit of customization to your Magento installation, and you can set up attributes within the products to be things like “new”, “what’s hot”, “top rated”, “buyer’s choice”, or even if you have some type of person related to your site, it can be their choice, “sale”, “on sale”, “more colors available”. And, again, you can test different color options for this. And dynamically, you’re not editing those category icon images, you are overlaying things on top of it so it can be dynamically displayed as these category pages are being loaded. A great thing to really think about there.
So we set that via product attribute on the backend and they automatically show up whenever those products appear.
So that’s the category pages. Many times our ultimate goal in the sales funnel is to drive people to these product pages where they can find more information and details about their products.
In our kind of post-Panda world, we want to really think about product descriptions. If you are not familiar, I’m sure you all are, but if you’re not familiar with Google Panda, the Panda update was a change to Google’s algorithm that occurred last February, and subsequently, there’s been three or four updates to that algorithm where they are looking for better content of a higher quality, versus more pages within your website.
So if you have products that don’t have descriptions, just an image and price, that’s a very, very low quality page in terms of Google’s mind. So there’s different ways that you’d want to think about that and handle that.
Also, if you are utilizing product descriptions from the manufacturer, you want to think about that as well. This is an example of a Linksys router where I pulled the first sentence or so out of a description for that, pasted it into Google, and got about 24,000 other results or sites that had the same couple of sentences on it.
So, in a post-Panda world, Google is not going to give you a higher quality within your site without that. So really think about how you’re even going to look at those four buckets of products that you have and make sure at least your kind of highest traffic, highest converting products have unique descriptions. And then you’re going to want to look for the items that need promotion, because if you are using very generic descriptions, if you go in and rewrite those that may kind of shake up Google and start to get you more organic search traffic for products that you already sell.
So, really thinking about your product descriptions is a very important aspect of merchandising. And again, going back to Brian Eisenburg, using the words that your customers are looking for, because if they are on the site, if they are searching, they want to definitely buy from you.
Some other things that we’ve seen that are really cool out there. This is an example from CV2, which is kind of Crate & Barrel’s more urban line. They’ve got a great site. I’m a huge CV2 fan. I’ve got a lot of it in my house. Love to get the catalogues.
When you add an item to your cart on their site, it brings up in an Ajax popup, which we like, it shows you how many items you’ve got in your cart, your subtotal, your estimated shipping and handling, and the overall subtotal. It gives you an option to continue shopping or checkout.
But something that’s really cool here is, again, it’s showing cross-sells, buyer’s picks, right? They are kind of saying, “These are what our buyer’s are picking for you based upon this product.” Think about those words when you are creating these cross-sell sections within your website. Don’t use words like “related products or cross-sells”. Use words that have meaning. Use words that you take a stand behind. Here they are saying “buyer’s picks”. It’s got a much, much stronger tone to it than if that just said “related products”. These are the things that they’re picking for you.
So think about that. All those kind of minor text changes are very, very easy to kind of shift and change with the process.
We love the Predictive Intent Magento extension. It’s a great service that we love to plug into sites. Some really interesting information that I got from Neil Hamilton over there was that up-sells on product pages outperform cross-sells by 20%. So, taking those kind of more expensive, better margin, more popular items and featuring them within that block on your product pages actually performs better than having other items that may kind of go along with or the customer may be interested in.
So they’re looking at those items and going to higher priced things that have better margins. So, again, really think about that when you are doing it and saying, “I want to have up-sells on my product page and not cross-sells.”
This is something cool. You can kind of upsell people. Again, this is when someone is adding something to their cart, but for only $11 more you can upgrade them to the next level item. So you can upsell them as they’re adding things to their cart. It takes a little bit more logic, but again, this is something you may want to think about adding to your site and seeing if you can, again, drive up overall revenue.
Quality product images. What images do you think is going to sell more products—the one on the left that’s kind of grainy or the one on the right that’s brighter and much crisper and clearer? Product images will sell significantly better than even words that you put on the page.
So we definitely encourage you to get high quality product images. If they are not available from the manufacturer, get those items in and take those pictures yourself. Some of the big retailers…Apple is really exceptional about this…having multiple product views of things, kind of up and close, top/bottom, etc., giving you that kind of 360 feel of things.
Again, the better product images you have, the more things you are going to sell. And that’s a way to kind of get in front of your competitors in the process.
We’re a big fan of product videos. There’s a great Magento extension for that that allows you to embed YouTube or other videos within your product pages very easily. We’ll show that at the end what some of our favorite Magento extensions are in terms of merchandising.
But again, people like to see video. If you can get those videos from your manufacturers and repurpose them as your own kind of graphics and intros and outros, create your own YouTube page and SEO those pages up best you can, and them embed those videos within your product pages. There can be a lot of value for that with a retailer. Definitely something to think about and focus on if you are not doing it yet.
The customer who bought also bought this. The more recommendations that you can make, and Amazon does an amazing job with that. They’ve got so much traffic that they are able to really kind of work these algorithms. There’s some great Magento extensions that can help you kind of create those relationships.
And so, these are kind of very different than an upsell or a cross-sell, right? This is something based upon visitor traffic and feedback. Again, there’s several different ways that you can pull this information into your site. This data should be constantly changing based upon users’ behavior. So it’s not something that you can kind of set and forget. You need to be active with it. This is one of the reasons why we also recommend the Predictive Intent extension. There’s a lot of different ways that you can plug that into pages and sell people at different points in their relationship with you. So, “The customers who bought this also bought…”
Just a few extra tips around product pages. Review your “ready to buy” box on your product page. What’s in there? What do you have? Do you have your social sharing? Are your items in stock? Very important these days. People want to know, especially for everybody else kinda versus Amazon, people want to know is it stock and when does it ship? Those are two of the biggest things that we’ve seen game-changing in terms of things like Amazon Prime.
But again, smaller retailers are not out of the picture here. You need to create unique content and descriptions around your products and up-sell the heck out of people. But they want to know, in this kind of age of instant gratification, is it in stock and when does it ship?
Be very honest and upfront with this. If you have products that require customization or extra assembly or extra shipping time, just be clear about this and set the user’s expectations upfront when they are looking at these “ready to buy” boxes.
Think about changing the product image with the color option. As you are presenting different colors, as the visitor, as the shopper selects different color options in the dropdown, definitely change the product image to kind of show that updated color. It’s a great touch and it lets people know exactly what they’re buying.
If you in a category that has kind of strong minimum advertised price restrictions, think about bundling together some MAP-based [xx 22:58] to create product bundles. That’s kind of “use at your own risk”, but you may be able to kind of bundle things together and kind of outfox your competition a little bit.
And then always be testing. Again, going back to the great Brian Eisenburg and his book “Always be Testing”, you should always be testing things on your product pages, especially the ones that have high traffic and low conversion to see how you can make them better.
There isn’t a “one size fits all” in terms of product pages, so really think about having different options and layouts depending upon the overall things that you are offering.
So getting into the checkout, the checkout has a lot of opportunity for merchandising. Countdown to free shipping. Free shipping is still the number one most bulletproof promotion that you can do with your ecommerce site. Like, [xx 23:55] point blank. Like, we see it over and over again. When clients turn on free shipping, free shipping over a certain threshold, we see their conversion rates jump and their average order values jump to meet those thresholds.
This is an example where anything over $50 gets free shipping in the lower left-hand corner of the cart page, or, “Only one cent away from free standard shipping.” You see several suggest options that can take you there. If you can get an extra $5 or $10 out of every order for kind of smaller, easy to ship products, that’s definitely great and adds to the bottom line very, very quickly.
So again, countdown to that free shipping if it’s something that you offer. Don’t hide that. Make it easy to see and promote the heck out of it.
Checkout cross-sell. Here’s a couple of interesting examples. The one of the left is from Domino’s. The one on the right is from 800-Flowers. Domino’s does a pretty interesting job on this. So what we’re talking about on a checkout cross-sell, it’s between from kind of the cart page to the payment page, or kind of overall confirmation page. You’re presenting them with a popup that allows them to add an extra little bit of something into their final order.
The example of the left from Domino’s, they support Saint Jude, which is a charity for kids’ cancer. They were asking you if you want to make a donation by adding $1 to your order as you’re going through the checkout process. A great, great promotion that I’m sure they did very well with for a great cause.
The other thing, too, that’s very, very interesting is that they will also promote their chocolate lava cake as you’re going through their checkout. So, you know, kind of order that pizza on a Friday night; you don’t plan on doing anything but kinda sitting on the sofa and watching some CBS, and you are ordering that pizza, and at the very last minute it asks you, “Would you like that chocolate lava cake?” And the answer is you might not order that dessert every time, but I bet it’s just enough to make folks curious at least 10-20% of the time to add that to their order and raise that average order value.
The example from 1-800-Flowers, they’re adding extra hot fudge truffles, a stuffed animal in a Christmas stocking, or a memories item to go along with the flowers that you are ordering. So that’s anywhere between kind of a $10 and $25 up-sell that’s being added at the very last minute to that order.
Are there things that you offer that you could do? If it’s a lacrosse site, could you offer a dozen balls? If it’s a baseball site, is it balls? There’s got to be something that’s disposable within your industry that you could add along to an order at the very last minute in order to up-sell them that $5, $10, $25 in terms of that average order value.
So some extra thoughts around the merchandising are: site search results dynamically sorted based upon sales. The folks over at SearchSpring do a great job about this, making sure that as people are utilizing a site search within your site, we know that, from our studies, people are 300-500% more likely to convert on your site if they’ve used your site search. We also know their average order value is 25-50% higher based upon what the normal AOV is.
So changing, dynamically sorting those site search results based upon what people are buying versus necessarily the keyword hits is something that can help you increase sales and conversion rate.
Include cross-sells or recommended products in your Magento receipt emails; taking something like Predictive Intent and tying that into a block within your receipt emails or within your kind order status emails that are going out is, again, another opportunity to upsell folks in the process. What’s the one email that people open from every retail site? It’s that order receipt email. So think about how you can upsell people when you are sending that out to them.
Taking your content areas; your blogs—the things that are associated within your site and driving and showing related products within those areas is very important as well, too. We’ve had folks come to us with significant amounts of hundreds of pages of great content within their retail site, which is definitely not the norm, but they weren’t merchandising those areas enough. They weren’t up-selling people based upon the products that were being talked about in those content pages.
So definitely something to think about if you have large content areas: How are you going to get people to buy more stuff by presenting it along with that content? The content has great SEO value. They are great landing pages. But you’ve got to drive dollars into the cart if you are going to make the investment into that content.
One of the biggest things that we’re seeing lately, and there’s a lot of questions and interest around is Pinterest. It’s the first social network to reach 10 million users the fastest. So how are you going to be utilizing that to create things like look books and pin your pages? How are you going to have contests for your customers to repin your thinks within their own kind of look books and pages?
There’s a lot of ways that you could utilize this. It’s something very new and emerging, and it’s taking off at such a huge pace that it is unlike anything that we’ve ever seen in the social space. So if you are a retailer, you should be thinking about Pinterest.
We’ve had conversations in the office that it’s much more female skewed, but at the same time, we’re seeing a lot more males get in there and create things that they want; people are using it as wish lists. So it’s definitely something that you should be thinking about within your social strategy, even adding the “Pin This” button to your product pages in that process.
We’re going to kinda finish things up. We’ve got a couple of more areas here, but I wanted to just kinda give a couple of bulletproof promotions that we’ve seen. These are things that we’ve seen people implement and quickly increase their conversion rate as they’re adding those.
First off, creating a site-wide discount or sale, whether it’s a President’s Day sale or some other thing within your industry. Make that X percentage off all orders, whatever that could be. We see a lot more of that from the larger retailers versus some of the smaller retailers. But creating a site-wide discount for a limited time has an impact on conversion rate.
Free shipping over X amount of dollars orders. Again, free shipping is the number one promotion that any ecommerce site can do, time and time again, year after year . So if you have a way and you have the cost structure where you are able to give away free shipping, figure out what your average order value is and kinda tap it just above that and see how things start to shift over time.
Free gift with purchase. Can you include a t-shirt? Can you include shoe trees? Can you include a special case or box? What are the things that you can include with the order that are low cost and easy to ship along with it? People love free gifts with their purchases.
Free gift card over X amount of order. Again, you are kind of building that customer loyalty. They are coming back, they are spending money with you. You don’t want it to be a high dollar gift card; you want it to be something where they can augment their next order with but you still make money on. So thinking about that free gift card with order. Buy X amount and get one free—again, a great promotion that people love to see.
And then, kind of lastly there is something that we’ve been testing and playing with—providing a rebate for social engagement. Can you get people to tweet about your products and your site? Can you get them to like your Facebook page? Can you get them to share purchases on their wall?
We know the social factors have a huge impact on kind of post-Panda SEO. So anytime that you can get more people to share that content through Facebook, through Twitter, through even Pinterest, we’re seeing it impact your rankings, and it’s definitely something you want to get people engaged to do.
We see a lot of kind of, also, the more people you can get on your Facebook, your Twitter, people tend to kind of move around. So if you are not able to catch them with an email promotion, maybe you can get them with a Facebook or Twitter promotion as they are kind of moving around and looking.
So kind of before we get into the Q&A, we’re going to show you just a couple of our favorite extensions for merchandising. We talked about the Personal Merchant from Predictive Intent. It’s a very, very kind of strong and complex extension that you can install on your Magento site that triggers their service. There is a monthly fee for that service, but it learns based upon visitors’ interactions with your products and the purchases they make. We just love how good it plays with Magento.
SearchSpring from a site search standpoint, we can’t talk about it enough. We still see many large retailers coming to us with very poor, kinda keyword driven site searches. The next generation of that is where you want to be looking. And the folks at SearchSpring have done a great job there.
If you are on Magento, you’ve definitely heard of aheadWorks. They’re kind of the gold standard for Magento extensions. They’ve got a great “those who bought this also bought…” They’ve got a great “frequently bought together”. They have some of the highest quality extensions and best supported out there in the market. So we never have a problem recommending them based upon that; not so much with some of the other extension providers out there.
And the Iceberg Commerce, it’s a small kind of extension builder. They have a great product video gallery, the one that I showed in the screenshot. But it’s very easy to implement and a great extension that you can utilize within your site.
So with that, I think it may be Q&A time. So we’d love to get you to kind of submit some of your questions through the GoToWebinar interface. We’ve got a little bit of time here left where we can kind of dig into some things and provide any other insight around merchandising.
Mack: Ethan, our first question comes from a merchant. He says that he hasn’t been doing any active merchandising efforts like you talked about today. You talked about a lot. Is there a particular spot you’d recommend people starting?
Ethan: Well, I think at kind of the nuts and bolts level of it. It’s thinking about the way that your products are displayed within your category pages. Are you able to kind of trigger off those elements that people are looking for? I would say a featured block of products within your categories, or even flagging some of those products I think would be a good place to start in terms of getting certain things to rise above the fold.
From there, even things, although there is a cost, things like Predictive Intent that we work with folks to implement. Once that’s set up, it starts to learn and you optimize over time. So it doesn’t take a whole lot of care and feeding once it’s up and running to start to let the system learn and configure it to better increased conversions.
Mack: The next question came based on the product page in your discussion there, I guess with the Predictive Intent results. Is your recommendation, Ethan, that based on the results you are seeing, you should pretty much stick to up-selling on a product page? Cross-selling doesn’t seem to be that effective. If you are going to cross-sell, the question is how do you effectively do that off a product page?
Ethan: I think that’s something you want to look at. The results were definitely a huge wow to us when we saw that. But at the same time, there’s not a “one size fits all” for every retailer. I hate to kind of make all-encompassing predictions or advice around things. It’s definitely something you want to look at and test. I think that if you were to implement a product like that, you’d work with those folks to kind of figure out what’s converting best for you.
So again, there’s not a “one size fits all”, but the results were pretty amazing based upon what they presented back.
Mack: The other question here is on the cart page, any tips on the types of products to use there? This person is concerned about distracting people from buying.
Ethan: Yeah, I mean we tend to really think about, you know, it really depends upon the retailer. But many times we will look at things that are under $25, right? $24.99 or below—things that are simple products, meaning they can be added to the cart in one click without a size or a color option. I think that by looking at those and by actually making those be more intelligent based upon the visitor’s session, I think you’ll have a great success with that.
Mack: OK. With that, thanks again, Ethan, as always for leading us through. For us, we want to thank everybody for participating today in our second webinar of the 2012 Groove Webinar Series. Again, just a little bit about Groove Commerce there. If you are interested in learning more, feel free to reach out to us through the website at
Ethan, thank you as always. We look forward to our next webinar series. Ethan, you want to tell everybody about your next webinar?
Ethan: Yeah, thank you, Mack, and thank you everybody for joining us today. Our next webinar is going to talk about the transition to Magento. What are the things that you want to think about as you are transitioning to the new platform, and what are the best practices for a project that you need to prepare with upfront before engaging in that process?
So, again, thank you, Mack, for helping out today with the webinar. If people have follow-up questions, please don’t hesitate to reach out to us.
Mack: All right everybody, thanks again for taking time out of your day to be with us. Hope you have a great rest of the day, and look forward to seeing everybody next month for our March webinar. Thanks everybody. Have a great one.

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