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Hi there, hope you're having a great Friday!
This is Colm and Simon from CommerceGurus, with a handpicked weekly roundup of eCommerce articles.
Click rate—CR for short—is a 3-in-1 metric. Deliverability, opens, and clicks all impact email click rate, making it an efficient metric to gauge your overall email marketing performance.
What does all of this add up to? The most effective means for improving click rates in your email program depend on where your weak points currently lie.
This excellent article from Klaviyo looks at 8 proven ways to increase subscriber attention.
One major factor is the subject line used.
- Personalize your subject lines using the reader’s first name and other zero- and first-party data, like recently viewed products, items ordered, abandoned products, or most-viewed products.
- If you’re including a discount, make sure it’s in the subject line.
- Use the preview text to communicate additional value or tease more of the content inside.
Discover 8 Proven Ways to Earn Subscriber Attention
Nick Kolenda has written an interesting article looking at the psychology of using smaller font sizes to display the price. His conclusion:
Prices seem cheaper in smaller font sizes. Why:
- Misattribution. If you see $50 in a large font, you think: Hmm, how big is this price? It feels big. The price must be high.
- Processing Ease. Customers are faster to evaluate sizes, especially when a sale price is visually smaller than a retail price.
- More Attention. Based on eye tracking, customers pay more attention to promotions when they see different font sizes between prices.
See more on Displaying Prices in Smaller Font Sizes
One of those "face-palmingly obvious" enhancements was picked up by Rodolfo from Business Bloomer when it comes to receiving review notifications in WooCommerce.
Because native WooCommerce reviews are really just comments, they don't include the rating within the email notification - which seems like a big oversight.
As Rodolfo says, "I definitely want to know whether the comment I’m about to moderate is (a) a product review and (b) if I need to reply to unfair feedback."
His handy customization allows you to include the rating within your notification emails.
Check out the Show Rating within a Review Email Code Snippet
In Baymard's latest checkout usability study they found that the average checkout contains 11.8 form fields.
Yet our checkout usability testing also reveals that most sites can achieve a 20–60% reduction in the number of form fields displayed by default.
At the same time, they've documented that 18% of users have abandoned orders due to a “too long / complicated checkout process”.
This has been seen in their qualitative large-scale checkout usability testing as well: displaying a large number of form fields intimidates users, and causes needless checkout abandonments.
Using a plugin such as Checkout Field Manager for WooCommerce allows you to do much of this optimization yourself.
Discover 5 Ways to Minimize Form Fields on the Checkout
I recently discovered a new website showcase gallery which has some inspiring eCommerce designs to peruse and learn from.
There's also a handy Components section where you can study individual best-in-class page elements such as footers, testimonials, and pricing pages.
Check out the a.fresh Showcase
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Have a great week and best of luck with your projects!
Colm and Simon from CommerceGurus