You’ve got your e-commerce site set up but it hasn’t been the success you’d hoped for yet. It looks good, and you’re getting the odd sale in, but you feel things could be going better and you’re not really sure what’s holding you back?
Does this sound familiar to you?
It’s a very common situation, but there’s plenty you can do – quite quickly and simply – to start generating more visitors and more sales from your ecommerce site.
First of all, take a look at your website’s content. Are you uploading regular blogs, new content and unique product information to help Google see you as the authority you are, and so rank your pages well organically?
Are you using paid search to bring pre-qualified new visitors to the site? If not, why not? If you are, take a look at the keywords you’re using and consider whether they might be ambiguous or bring the wrong kinds of traffic. Use the AdWords search term report to really understand what traffic you’re buying. At least when starting out it’s usually better to be quite specific rather than casting your net too wide, and be sure to add negative keywords to block phrases that you don’t want.
For AdWords to be effective, you’ll also need to be in control of when and where Google shows your ads. You might prefer for Google to show your ads on its own search engine but not on ‘partner sites’ or look at showing them in higher positions on mobiles if your site is mobile friendly.
Converting Visitors to Sales
Think about your offers. Are they clear or cryptic?
Do you have a simple check-out process in place and are your delivery costs clear? Are you asking for the user to click too often before they buy – if you are you might well be tiring them and tuning them out!
Look at the messages you’re using in your adverts and on your landing pages. Consider whether they’re effective enough to get people to click your search result, and that they are backed up on your landing page. If your site doesn’t contain the exciting new product, or great offer, promised in search results, or it’s hard to find them, users will turn away.
The importance of mobile commerce
We all know by now that websites should be responsive or “mobile-friendly” if they are to rank well in mobile search results, but do you know what the importance of mobile commerce is to your business? How many of your website visits are from users on mobile devices, and what percentage of sales are made from mobiles?
In May of 2015, retail purchases via mobiles increased 107% year on year according to an IMRG study, and visits to ecommerce sites from mobiles accounted for 45% of all traffic. The age of mobile commerce is just beginning, and things are changing rapidly.
Feedback and Measurement
Once you have some of these building blocks in place, you’ll soon start to see sales increase but unless you have a sound measurement system in place you might not understand which of these changes are the ones making the difference, and you’ll be unable to make the informed decisions that will take things even further forward. As a minimum you should ensure that you,
• Set up goals and conversion monitoring in Google Analytics.
• Tag your visitors so that you understand where they came from before buying.
Measurement and analysis is particularly important when it comes to Google AdWords – it holds so much insight (which you’re paying for!) that you really can’t afford not to understand what it’s telling you about your market and your performance compared to your competitors.
Ecommerce sites, if done well, can catapult a business into another league. If you’d like a chat about how we might be able to help you take that next step, please call us or complete one of our enquiry forms.