Now is the perfect time to use these great tips to tidy up and organize your e-Commerce site with some spring cleaning!
It may sound like a chore that you don’t have time to do but cleaning up your e-Commerce site is an important task that you should not put off any longer. By spring cleaning your site, you could be optimizing for conversions while breathing some new life into your ad copy and updating your product photos.
Here are some great tips on where to begin to get everything organized for the back half of the year.
Refresh Old Content
No matter how fabulous your old content is, the truth is that eventually the traffic will start to dwindle on your older items. By refreshing your best content, you can boost your search rankings and increase your traffic once more.
Repurposing your old content can have a significant impact on your e-Commerce store. The digital media company Vox conducted an experiment where their writers repurposed older content from 88 articles over a five-day period, and collectively brought in over 500,000 readers.
Identify the content that has performed best and repurpose it to make it even better. This gives those who missed your content the first time around a chance to read it, and also gives you another opportunity to promote your content on different mediums.
This is also a great time to review content that didn’t do well. If it’s beyond saving, you may want to consider getting rid of it. Also, be sure to check for broken links and outdated information when refreshing content.
Clean Up Your Data
All of your store’s data is the lifeblood to your internal analytics to measure efficiency of your marketing campaigns and to help identify areas where improvements should be made. If your store has managed to accumulate a messy pile of data, it’s time to clean it up. If left unattended, bad data can seep into your database and affect your marketing campaigns. Although a marketing automation solution can help take care of duplicates and other common issues, your data still needs a cleaning every now and then.
Cleaning up your data will improve your marketing strategies and reach your customers where they want to be reached. Start cleaning up your online data by standardizing your data, eliminating duplicates, and using smart forms to improve lead generation.
Revisit Your Core Pages
Core pages such as your About, Contact, Store Policies and FAQ can play a key role in assisting customers and convincing them to purchase from your store. If it’s been a while since you’ve taken a look at your core pages, it’s time to update them.
Be sure to review your company vision, update your FAQ to include any questions customers have been contacting you with, and to review your store policies. Removing any confusion from your core pages is essential, as fuzzy language can hurt your sales.,
Optimize for Mobile
We can’t say this enough, but all e-Commerce stores must be mobile optimized. If you haven’t taken the time to do so, you must get it done now. Google has made several changes over the past few years to accommodate the growing number of mobile users. Their latest move created a mobile-first index, which means that mobile optimization is no longer optional for e-Commerce stores. In order to be competitive, you must be mobile-friendly.,
To enhance your site for mobile users, we suggest the following.
- Use a responsive design that will adjust to the device that the customer is using to browse your site. This also makes it easier for search engines to crawl and index your site, and easier for visitors to share your content.
- Make URLs for mobile the same as desktop. This is important for the mobile-first index, and Google recommends that mobile URLs have the same content as desktop as the mobile URLs will be the ones used for ranking purposes.
- Google is penalizing site for using interstitial ads. If you haven’t done so already, make sure you get rid of them.
- Clean up your code to improve page speed. The better the page speed, the better the user experience. A one-second delay in page load time can decrease customer satisfaction by 16 percent! Clean up any messy code you have to improve your page speed.
Check-In on Your Competition
Keeping up with what the competition is doing is useful to e-Commerce store owners in many ways. If your competitors are spare, they have made key changes to their online stores over the years to meet the changing demands of customers – and you should, too!
Now is a good time to take a look at your competition and see how you stack up. Any changes that your competitors have made indicate a strategy to advertise to a new market that you haven’t noticed yet.
Has your biggest rival changed their prices? Shoppers are always hunting for a better deal, and you may need to adjust your own prices and offer a better deal to remain competitive. Use your competitor’s strategies to inform and improve your strategy for site performance.
Update Your Web Design
Sometimes a breath of fresh air to the look and feel of your e-Commerce site is just what the doctor ordered! It doesn’t take much time to give your site a new look and feel. Usually changing out some images and fonts can make a big impact for your visitors. There is no need to make drastic changes overnight but keeping up with your website design along the way will make it much easier to keep up as time goes on.
Make Your Checkout Process Easier
It makes zero sense to spend time nudging your customers to checkout to make them jump through multiple hoops to close out a sale. It doesn’t take much to scare off a customer from a purchase, which is why removing any checkout barriers is essential.
The first step of the checkout process is most important. Make the first page of the checkout process as easy as possible to keep your customers on the path to a purchase. A one-step checkout may not always be better, although they can be highly effective in some cases. Don’t abuse the one-step checkout page with an excessive amount of forms to fill out. Keep forms limited.
Refresh Your Ad Copy
Even if your PPC ads are doing just fine at the moment, they may be ready for a refresh if you want to remain competitive. Take the time to create compelling ad copy that appeals to your target audience and keep refreshing them. That way, you can improve your ad quality and see a greater ROI for your ad spend.