publications
Articles & Presentations by Dr. Mike Baxter
- Moneyspyder ECMOD '09
Dr. Mike Baxter presented at ECMOD '09. The presentation challenges your current use of Google Analytics. How do you fair? Do you need help? Contact us for Google Analytics support - Cox and Cox MetaPack Case Study
- Spring Cleaning E-Commerce
The Christmas rush and January sales frenzy is over for another year. The catalogue is refreshed and … it's time for a little sit down and a cup of tea. It's time for reflection. And it’s time to plan for the coming year. What do we want to improve upon from last year? What do we wish we had been able to do, but couldn't? How do we get another percentage point on sales conversion and another few quid on average order value? Read on... - Searched But Didn't Find Don't you just love blinding insights into the bleeding obvious? My latest one arrived in the middle of a series of face-to-face interviews with online customers for a client. The customers described how the catalogue dropped through the letter-box, how they took time to flick through it marking what they liked and then how they jumped online and entered what they wanted into the search box and then added it to the basket. Of course! Multi‐channel shoppers must use on‐site search a lot! And they also must use search in quite distinctive ways. Which leads to the equally obvious but much more challenging question - how well does the onsite search on catalogue companies' websites work? Read on...
- Sell, sell, sell! We all respect the knowledge and artistry of a skilled salesperson. They listen carefully, they assimilate your needs, seeking clarification where necessary and they propose solutions, refining and re-focusing them in response to your every comment and gesture. Although we may not always relish being on the receiving end, it is a joy to see them in action. Read on...
- Customer Journey Potholes, dead ends, bad signposting – they can all make the difference between 'sale or fail' at the end of your customer journeys. Over the coming months, I will be exploring in detail the customer journeys that I find (mostly on Cat Ex members’ web sites), pin‐pointing the problems that I find along the way and suggesting how they can best be fixed. This is something I call online customer experience benchmarking and it’s what I've been doing with the UK's biggest retail sites, such as Argos, Amazon, John Lewis and Tesco for the past 4 years. In this first article, however, I want to highlight what you can do, at this eleventh hour, to try to squeeze a few more sales conversions from your Christmas traffic. Read on...
- Delivery Customers need to know how long delivery takes and how much it costs. Why, especially at this time of year, do none of the 40 ecommerce site we analysed promote this simple information on their home pages? Read on...
- Benchmarking Success in E-Commerce
- Best Practice E-Commerce Benchmarks
- Google Conversion Room Blog