Making the Horses Drink

It's holiday season, which means thousands of e-commerce Web sites are hoping to make their year over the next 6 weeks. It's a scary notion, especially considering that average conversion rates on e-commerce sites are just 3%. Imagine if 97 out of 100 people walking into your physical store left without buying anything. Yikes. A key driver of conversion rates is navigation, way-finding, and developing a Web site that is persuasive - not just a library of information. In this new column recently published in bizAZ Magazine, I talk about the conversion rate issue and how to modify Web sites to drive visitors toward a profitable action. (Making the Horses Drink: Simple Techniques for Making Web Site Visitors Take Action)

About the Author: Jason Baer

Jason Baer is the Director of Strategy and Ideas for Off Madison Ave. With 20 years of marketing experience on behalf of more than 500 companies, he's a pioneer in digital marketing and using advanced testing and analytics to enhance marketing success.

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