Must-Do Conversion Optimization Techniques for e-Commerce
If you haven’t figured this out by now, conversion rate optimization and SEO go together like peanut butter and jelly. The two rely on one another to get things functioning properly, and when one is out of whack, so is the other.
For example, your website could have the most amazing call-to-action. But what good is that call-to-action without traffic be driven to your e-Commerce store? On the flip side, tons of traffic will do you no good without an effective content strategy in place.
The approach of leveraging both sides of the conversion optimization equation make for balance in your marketing strategy. Besides, you don’t want to miss out on new customers… right? To keep those customers coming in, it’s recommended that you do the following to optimize your conversion rates.
While you may think that landing pages should serve a broad audience to attract swaths of customers, this is the wrong strategy for building your website. When trying to speak to everyone on one page, you actually speak to no one.
Get real familiar with SEO silos to hone-in your focus in building the structure of your website. How your entire website is organized directly effects how search engines crawl and index your website. We’re pretty sure you want users to find the information that they need, and these silos make it easy to give your content natural homes on your site.
When the architecture of your website if hammered out, it’s keenly important to be sure that your landing page content remains highly focused. Variations of your central theme can be segmented using header hierarchy, along with strong call-to-actions that grab the attention of your customers.
Pictures Are Better Than 1,000 Words!
Walls of text on your website will do nothing but encourage your customers to bounce as fast as possible. Humans are visual creatures, and the visual appeal of your content is pf the utmost importance!
Of course, you’ve got to have quality written content on your website. But the key here is to break up your content with good images. This will improve readability and decrease your bounce rate if done right.
Tip: Would some of your content be better represented with an image, versus a text description? Be sure to review your analytics for landing pages with higher bounce rates and see if there are opportunities to enhance your content with visuals.
While images make content look prettier, they also serve to increase SEO value of landing pages. Don’t forget to optimize your images using file names, alt text, and captions for enhanced ranking and indexing.
Watch the Keywords
With content, it’s all about the quality. Great content has the post influence in conversion rates, and plays a primary role in how your individual pages perform in organic search.
When developing new content, be sure you are getting the most out of it with SEO and conversions. It should be designed with your customers in mind. Merely developing content for search engine ranking purposes only is a huge turn off for customers. Overloading with keywords is a great way to increase bounce!
The key to keywords is to not fixate on overall volume. Simple keywords perform much better than complicated ones. Be clear when crafting your content, and always keep conversion in mind. Always write with a sense of urgency and use strong calls-to-action throughout your content. Doing this will complement the natural thought process of your customers, and increase your conversion rates.
Never Stop Testing
First off, it’s impossible to enhance your conversion rate without A/B testing. Beyond benchmark testing, regular routine A/B testing of your site’s pages allows you to monitor your overall performance and provide direction for your marketing strategy. You cannot simply put a website up and never make changes, and testing is the obvious way to monitor things along the way.
If you haven’t been using Google analytics you need to start now. The first thing you’ll need to identify are your top pages. Use your top pages as the benchmark to help you in identifying areas of your site where customers commonly bounce. What can you do to enhance the user experience and increase conversions on these poorly performing pages? Is something missing on the lower performing pages that is present on your top pages?
Tracking goals in Google Analytics provides a wealth of intelligence for your conversions. What areas of your conversion funnel can be optimized to increase your conversion rate? Tracking goals can help you with this.
Your data can be used to make small improvements and tweaks on all of your pages, while monitoring changes in traffic and flow. Perform regular A/B testing to stay informed and make changes as needed. Your conversion rate depends on it!
In closing, the benefits of a well optimized website won’t appear overnight. You’ll need to continuously test and revise your landing pages in order to notice a difference in your organic search performance and conversions. But with some work and a little time, you can ratchet up your conversion rate with these optimization techniques.