The intricacies of eCommerce marketing require business owners to keep their fingers firmly on the SEO pulse. While building an attractive, responsive and optimised website will certainly make conversions easier and drive traffic to your site, if you want to build on your brand awareness, and experience a persistent growth in sales and revenue, then you need to concentrate on the creation and execution of a results-driven eCommerce SEO marketing strategy and actively avoid the most common mistakes made with eCommerce.
Unfortunately, one of the biggest pitfalls of any emerging eCommerce business today is the lack of persistence and foresight required to consistently manage an eCommerce site and develop an interchangeable and performative marketing strategy that drives revenue, aligns with your KPI objectives (key performance indicators) and increases sales. In this post, we’ll explore the main factors you need to consider to boost traffic and increase sales. Let’s take a closer look.
The Focal Points of Your eCommerce Marketing
As an online business, every decision you make and every action you take should be done with boosting site traffic and increasing sales in mind. Effective eCommerce marketing requires online store owners to use a variety of best practices not just on their product pages but also on the static pages of their site in the hope of setting themselves up for eCommerce SEO success. The more effective your eCommerce marketing is, the better your organic search traffic will be and the more conversions and sales you can expect.
Focusing your marketing efforts around specific products and site elements can help highlight your online presence, move your pages higher up the SERPs (search engine results pages) and give you access to relevant and engaged eCommerce customers.
Remember, when it comes to eCommerce marketing both proactive and reactive approaches are vital; as using research and analytical data can help drive your marketing in the right direction from the outset and monitoring results and reacting appropriately throughout a campaign can help you achieve better results.
Using Your Keywords Effectively
One of the main focal points of eCommerce marketing is the effective use of keywords throughout your site and your marketing strategies. Keywords don’t just help Google understand the content of your pages, but also drive relevant users to your online store through product-focused search terms.
Creating a list of product-focused keywords that are relevant to your product pages and your site content can give your eCommerce site the edge. Researching these keywords using a keyword tool will uncover useful metrics that you can use to your advantage. Such as the relevance of the keywords, their authority and their search volume.
Focusing on competitor research can also give you the insight you need to boost traffic and increase your online sales. Discovering your competitors’ SEO approach and how they target your audience and provide a customer experience that leads to conversions gives your eCommerce SEO the edge. Competitor research should highlight:
- How competitors are marketing their products
- What keywords they’re ranking for
- Website features
- Customer experience elements
Taking a look at some of the juggernauts within your industry and how they’ve optimised their site means exploring their site navigation, how it looks, usability, layout and – crucially – their keywords. You can collect data and create a competitive analysis using a variety of resources to examine their top-performing keywords and their estimated traffic accurately.
Exploring which keywords they’ve optimised on their pages and which ones they’re ranking for can give you the knowledge you need to rank for these keywords yourself and push your site further up the SERPs.
Combat Cart Abandonment with A Retargeting Strategy
One of the biggest headaches facing any eCommerce business today is cart abandonment. There’s nothing more frustrating than watching a hard-earned site visitor fill up their cart, only to abandon it before the checkout process has been completed. This can happen for a variety of reasons including:
- Unexpected shipping costs
- Having to make accounts
- Concerns about site security
- A prolonged and complicated checkout process
- Not enough payment methods are available
There are multiple ways you can combat cart abandonment, from adding process indicators on the checkout, display security logos on your site and offering a wide selection of payment methods. However, those who abandon their carts don’t have to be lost forever. In order to boot your sales, eCommerce marketing recommends establishing a retargeting strategy.
Let Customers Shop Socially
Utilising the power of social media to strategically enhance your site traffic and increase your sales is a significant eCommerce marketing factor. Using the shopping features on platforms such as Instagram and Facebook to drive sales and increase brand awareness can help extend your reach and drive your success forward. There are endless ways to engage with your target audience on social media which will increase interest in your products and increase sales, including:
- Tagging your products in your stories and posts
- Using high-quality images
- Use hashtag strategically
- Create shareable content
- Use clear and engaging CTAs
Using multiple platforms can help strengthen your brand awareness, boost site traffic and engagement. Providing the perfect opportunity to put your business in front of audiences that you may have missed elsewhere.
Use PPC to Your Advantage
PPC can help you push specific products and ensure that you’re not overpaying for your online advertising. PPC or Pay Per Click advertising, means you’re only paying for the ads that interested users click on, giving you hyper-targeted website visitors and a better ROI than other advertising strategies. By using a PPC model eCommerce businesses target their specific audience with ease, driving a more engaged and focused audience to their website. Online retailers can help target these audiences by asking themselves questions about their chosen demographic. What they want, their likes and dislikes might be, their locations and the search terms they might be using. Google Shopping lets you target the bottom of the funnel customers more specifically as they already know what they’re looking for, an easier way to convert those customers.
This data not only brings in sales and revenue but it can also aid your eCommerce marketing campaigns thanks to helpful keyword insights and highlighting what kind of content your target audience wants to see, giving you a competitive edge.
Focus on On-page SEO
Optimising your web pages is an effective marketing tactic that will help increase sales, develop trust amongst your target audience and enhance the customer experience. There are plenty of ways you can focus on the eCommerce SEO of your home page that impacts both the SERPs and the customer experience.
- Title Tags: The titles of your web pages should be attractive and appealing. As this will appear in the SERPs stick to around 60-65 characters so users can easily identify what your page is about. Using your business name and keywords in the title is the perfect way to boost eCommerce SEO. Call to actions will also help entice a user to click through to your site.
- Meta Description: As the description of your page appears beneath the title tag, descriptions should be kept to 155-160 characters for it to look professional and appealing to users. An opportunity to have a precise description of the category or product will help give you an edge to convert that user into a visitor to the site.
- Your Content: The content plays an important role in increasing your sales. Visitors should be able to learn more about your business and what services or products you offer. Diversifying the kind of content on your eCommerce website can keep visitors engaged and help them to convert. Videos, high-quality images, straightforward navigation and other features can keep information clear, concise and engaging, whilst complimenting your eCommerce SEO strategy.
Common Mistakes Made by eCommerce Businesses
While focusing on the main factors needed to boost traffic and increase sales is important, understanding the most common mistakes made in eCommerce marketing today can help steer your online business away from the pitfalls of poor strategies and a flawed trial-and-error approach. Giving you the knowledge you need to make better choices and informed decisions with your eCommerce SEO and your online presence. Some of the most common mistakes made by online retailers may surprise you.
- Using the Wrong Platform: Any eCommerce agency would agree that if your chosen platform isn’t functional or fails to meet the requirements or expectations of your site users, then you’ll only achieve a high bounce rate and a potential fight with high levels of cart abandonment and dissatisfaction. Choosing a platform that fits the requirements of a responsive and engaging eCommerce store is the best approach.
- Not Using a Logo: Failing to have a consistent logo across your eCommerce site is a huge problem in terms of brand consistency and professional image. Online retailers need this kind of recognition to build trust with their online audience and to create a lasting impression with their target customers.
- Poor Quality Images: One of the main factors behind a positive site experience is a strong visual impact. Online retailers who fail to implement high-quality images on their sites have issues with the authenticity of their products and may struggle to gain the audiences’ trust and attention. High-quality images, videos and graphics are fundamental to the success of your site.
- Failing to Optimise for Mobile: Failing to optimise your online retail store for mobile users means shortening your reach and essentially cutting off a high percentage of your target audience. Your website should look great on a desktop, but it should also be fully operational and responsive on a smart device, when choosing a website platform, ensure that mobile optimisation is an option.
- No A/B Testing: A/B testing helps eCommerce owners to understand the preferences of their target audience and see which approaches are working and which aren’t. You can use A/B testing to enhance the customer experience, therefore overlooking this essential analytical process can leave you at a competitive disadvantage.
Which Elements of an eCommerce Site Should Be Regularly Updated?
It’s not just SEO and a carefully executed marketing strategy that will increase sales and site traffic. Any eCommerce agency would recommend following a strict maintenance checklist that can ensure a strong online presence, allow you to fix any problems that may arise, create new and engaging content for site visitors to enjoy, update the security on your site to keep your business and your visitors safe and so much more. The three main types of eCommerce website maintenance include security, marketing and storefront maintenance and benefits to you and your website include:
- Reduced Cart Abandonment: Recurring issues with your site can leave users frustrated and more likely to abandon their carts
- A Better User Experience: A smoother customer journey means more conversions and more revenue. Site maintenance helps keep your site clear and enjoyable
- Increased Site Security: Site maintenance means regularly updating your site security and highlighting vulnerable areas where customer data could be at risk
- Trust Amongst Users: When your site is well maintained, it won’t look suspicious and users can trust your brand to deliver a stellar experience from start to finish, leading to more conversions and sales
Importance of Marketing Maintenance
Your eCommerce SEO strategy should be driving more traffic to your site, however as we’ve mentioned before, the ongoing maintenance of your SEO strategy means more people will find their way to your site and you’ll make more sales. You can do this effectively by:
- Creating and updating blog/site content
- Using high-quality images and video content
- Keeping your social media relevant and updated
- Using Google Analytics to monitor your website and make changes to strategies where appropriate
- Refreshing your email marketing collateral and keeping an eye on your email marketing costs
Importance of Security Maintenance
eCommerce site security maintenance highlights the vulnerabilities of your website and helps you to keep your data and your visitors safe. Hackers and cybercriminals are always interested in sites where customer data is collected. Any eCommerce agency would recommend keeping your site safe and regularly maintained as a way to reduce cart abandonment and build trust amongst site visitors. This can be done by:
- Backup Scheduling
- Keeping your site SSL certificate upto date (the padlock logo)
- Maintaining and changing passwords
- Setting up firewalls
Importance of Storefront Maintenance
Storefront maintenance can keep your website looking attractive and user-friendly, driving sales and traffic from the outset. When your storefront is maintained properly you can expect a lower bounce rate and a higher dwell time. Storefront maintenance includes:
- Updating your products
- Making changes to prices and creating promotions
- Refreshing your landing page
- Running tests to highlight any potential navigational issues
- Checking loading speeds
- Optimising product descriptions and alt text for inclusivity
Enhancing your site traffic and increasing sales requires an eclectic mix of eCommerce marketing strategies, pushing specific strategies and regular maintenance of your website. Following these steps can help you gain better results and increase your revenue.
Looking to grow your eCommerce revenues this year or next? Get in touch and let’s have a chat about how we can help you achieve your goals.