Increase Conversion Rates with Scent | LunaMetrics Blog

Increase conversion rates with scent

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I have a colleague who talks about “scent” (think bloodhounds.) When people stop smelling the trail of what they are looking for, they stop looking. They leave the site.

I saw it in a big way last night. I looked at a dozen category pages for an e-tailer and they all had lousy conversion rates. Except one. So being the curious LunaMetrician that I am, I checked it out. I was impressed to see that on this one page, the customer had changed the names of all the same old products to make them category-specific — and suddenly, they had scent.

Think of it this way. A red, 5-speed Honda Accord can be classified as a red car, a manual transmission car, or a foreign car. (OK, maybe it was assembled here, but that’s for someone else’s blog.) If I click on the “Manual Transmission” link and just see the Honda listed as “Honda EX,” I lose the scent. “This isn’t for me,” I think, “I was looking for a car with a stick shift. I’m in the wrong place.” I really want to see the Honda described as “5-speed Honda” or “Honda EX with stick shift.” When I see it that way, I know that I’m in the right place and I’m ready to click further.

Think it’s trivial? It is. But it increases conversion rates – not a trivial goal at all.

Robbin
LunaMetrics

Our owner and CEO, Robbin Steif, started LunaMetrics twelve years ago. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a recent Diamond Award for business leadership. You should read her letter before you decide to work with us.

  • L

    Wow, that really makes “scents.”

    And, I’m sure, cents. 🙂

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