With most of the population now browsing online, E-commerce stores need to be proactive rather than reactive in their strategies to optimise their website. It is one thing to get traffic to your website, but it is equally as important and difficult to get customers to stay on your page and follow through with their purchase all the way to the checkout point. Here we have outlined our top 5 tips on how to optimise your E-commerce store.
1. Keyword Research for E-commerce SEO
Choosing the right keywords for Search Engine Optimisation (SEO) is extremely important as it helps determine your rankings in Google.
To make sure your E-commerce store appears as high as it can on the first page of Google’s search results, ensure that the meta titles, website content and headings include relevant keywords. These are the terms that people will search that takes them to your website.
For E-commerce sites, branded keywords are important and will be what drives the most organic traffic to your website. For example, if someone is searching for a new phone, their search terms could include:
- Apple’s new iPhone
- Samsung S10 price
- iPhone vs Samsung
You can find relevant keywords using Google Ads Keyword Planner tool. Keep in mind that you want a mix of more competitive highly searched terms as well as longer-tail keywords that are more relevant to your products and less competitive to rank for.
Another way to choose the right keywords to target is by doing the search yourself. Start typing into Google possible search terms customers would generally put in. The suggestions that come up are the trending or top searches, which will give you a better insight into what customers are actually looking for.
On your e-commerce store, you can look at the search terms report to see what product searches customers are typing into your website. This can give you an indication on what is trending and whether links to certain products may need to be more accessible, such as promoting them in a website banner.
Search intent is also good to look into when it comes to keyword research. Different people can be searching for the same product but intend to use them in different ways. The different user intents include:
- Informational Intent
- People are looking for more information about a certain topic.
- Transactional Intent
- People who are looking to buy products. “E.g. Buy women’s leggings”
- Commercial Investigation
- People are looking for more information about a product or service and plan to buy in the future. E.g. “Which leggings brand is best for yoga?”
- Navigational Intent
- People are looking for a specific destination. E.g. most people who search “Facebook” are looking for the website.
Keep this in mind when doing your keyword research. Search terms that are looking for information, may be useful to use in blog posts or FAQs. Whereas search terms that are transactional in nature may be better used on product pages.
Also keep in mind that keyword research is not something that you do once and forget. It is crucial to constantly conduct keyword research to keep up to date with different trends and algorithms that are also constantly changing.
2. Optimise your product pages
Making sure that your product pages are clean, readable and aesthetic will keep people on the page.
Keywords on Product Pages
This also ties into keyword research, as the content on this page needs to include highly relevant keywords in order for it to rank better.
Even though keywords need to be included, you have to consider how it flows and whether it is necessary information that customers care about and understand. Most people, especially those viewing your site on a mobile device, tend to scan the descriptions, which is why it needs to use simple words, be short, succinct, and relevant.
Include Multiple Product Images
As this is the first experience a customer will have with your product, it is useful to include multiple images for the one product to show the different angles and important tangible features that the buyer can benefit from. According to websitebuilderexpert.com 92% of consumers agree that visuals are the top influential factor affecting their purchase decision, which is why having high quality images are essential for your product page.
If your company is a home décor store, it can be helpful for the customers to be able to envision your products within their home. Some things great Ecommerce stores have done is to provide some ‘lifestyle shots’ that give the product more context and helps the customer picture the product in their own space.
Provide Product Reviews
Another way to optimise the product page is to provide customers with genuine product reviews. Most customers tend to read reviews of the products they intend to buy before purchasing them, as people trust other customers more than they do the brands themselves. Reviews do not have to be in written form, for fashion e-commerce stores, it is helpful for the customers to have images attached with the reviews, which again gives the product some context. Not only do reviews assist customers, it is also useful for you as business, as constructive feedback will benefit your R&D.
Adding blogs to your website adds that personal human touch, creating more engagement with your customers. However, the content you create depends on your business and what your audience is interested.
For example, if your company sells beauty products, you would want to do blogs on beauty tips, date night make-up looks etc., rather than something off-topic such as “top places to walk your dog”, or posts that don’t provide any real value.
Creating engaging and relevant blogs encourages sharing online. So, make sure your content is shareable by integrating social media sharing functionality. This will help to increase your brand awareness and brand engagement.
4. Personalise your homepage
Personalisation makes customers feel valued which is important for a better customer experience. There are several ways to improve your E-commerce store through on-site personalisation.
Here are a few of our top suggestions:
Different customers are drawn to different things, with their own individual needs and wants. Therefore, it is helpful for companies to understand this and act upon it in order to generate more sales.
The data collected from shoppers reveal a variety of different information, from their location, purchase history and other personalised information that can be used to improve their experience on their website.
A case study done by Barilliance looks into the way an Ecommerce store changed the entire homepage based on the specific location of the user. If the location suggests the shopper is in a warmer geographical location, they displayed clothes for the warmer weather. Whereas the bottom page is tailored to a user browsing from a colder location.
Another simple way to customise website content is to integrate widgets that give users suggestions on items they may like based on products they have previously viewed. By providing customers with suggestions or showcasing their recently viewed products, this helps to encourage more purchases.
Most Ecommerce stores will now have sections titled ‘you might also like,’ ‘why not try’ and ‘brand selections for you.’ The products listed in these sections are again customised by the shopper’s behaviour on their website.
An article from Invesp suggests that “56% [of people] are more likely to return to a site that recommends products” which is why cross-selling can help boost your sales.
5. Checkout Page Optimisation
The final purchasing stages is one of the most important for an Ecommerce store, as this is where you convert the customers or lose them. Here are some ways that companies can ensure a seamless checkout process for potential customers:
Flexible payment options
More popular payment options and payment variety is what you should aim for. Most Ecommerce stores are now providing multiple forms of payment options, even including Afterpay, PayPal and Apple Pay for some stores.
Credibility and Security of Payments
People who shop online are first and foremost weary about the level of security during the process of their credit card at the checkout. This is a pain point that companies should be aware of and be proactive in combating, to ensure they do not lose that customer.
This is where providing trust seals and security credentials will give the customer more sense of security and comfortability in purchasing from your company.
In most cases, people are buying something from your website as a one-off. Customers should not feel pressured to sign up to a mailing list or become a member in order to purchase their item, which is one of the main reasons for abandonment.
Guest checkouts take this pressure off them and allow them the option to sign-up if they like, or simply proceed to pay for the product.
If there is one thing to take away from this, it’s the importance of SEO and creating a seamless buying process for your customers. As consumers who are ‘born-digital’, we are more impatient and less trustworthy of brands. Ecommerce stores need to catch onto this and cater to customer’s needs to keep them on their site, as well as work to be more visible against competitors.