Conversion is incredibly important to make an e-Commerce company work. Websites need to do good online marketing so that people will come onto the site in the first place, but from there it’s a question of getting people to actually pay for stuff. If you can’t do that, then you just aren’t going to be successful. Here are some tips that I think would be helpful for an e-Commerce site owner to maximize their conversion rate. See fairly recent Forbes article on the topic.
Retargeting ads are incredibly effective for e-Commerce websites. Depending on the product, most people may come onto a site initially just to browse. They may then forget about the product. If that’s the case, then retargeting ads will be what it takes to get the person to come back onto the site. Retargeting just means that you can show ads to people who have already been to your site. You can then create rules within that group. For example, you can show a specific type of ad to everyone who has been to a specific product page. You could then offer a product-specific discount that would then provide an extra incentive to come back onto the site and buy that specific product. Retargeting ads capture the people who were thinking about buying potentially, but they just need to be prodded along to make the make the final sale.
Heat Map Testing
You should use heat map software to increase your conversion rate. With heat maps, you can get a visual display of how people navigate through your site. You’ll see which pages people like and which pages people don’t like. Within a specific page, you’ll see which parts of the page people spend their attention and which parts people tend to ignore. This can be very eye-opening, and you can use this knowledge to change the content and layout of your site to maximize the user experience and thus the conversion rate.
A/B testing is very powerful and simply means serving one version of a website to half your visitors and another version to the other half. You are running a test to see which version of the website converts people better. Over time, you will run many different tests, and you will slowly increase you conversion rate by choosing better and better versions of your website. This is very important for e-Commerce sites and can be incredibly effective.
Getting traffic to your site is great, but getting good, targeted traffic to your site is much better. I like to get Google traffic because I know exactly what people are searching on Google. I can then tailor my ads to people searching specific phrases. Getting better traffic is a great way to increase your conversion rate.
These are just a few ideas. There are certainly more ways to increase you conversion rate, but hopefully this will get the conversation going. Doing this will definitely help with SEO as well (see more from our article here). There’s no real reason not to have this as a priority.
e-Commerce websites bring about their own unique challenges. SEO is an area where that definitely is the case (see e-Commerce king Shopify talk about this here). Everyone basically knows that SEO is important and can really alter a business’s trajectory for the better when done well. There are many limitations to SEO for e-Commerce websites specifically, just given the nature of those websites. It’s a bit harder to come out with a lot of content, for example, especially compared to a news site. Having said all of this, I thought I would put together a quick tips guide for doing SEO well for e-Commerce websites. Here are some tips.
If you only have a few products and don’t change them very often, it’s easy to have stale content. Google likes to see fresh content being uploaded to a site on a regular basis (listen to an NYC SEO company’s podcast on this subject for more information). That is a bit harder for e-Commerce websites, but having a blog is a great way to get around that limitation. Keep your blog updated consistently. It’s a great way to have updated content on your site, which pleases Google to no end. It’s also a way to attack the long-tail terms. Let’s say you sell black leather men’s boots. You would want to rank your product or collection pages for the term “black leather men’s boots.” However, there are many more phrases that you could address with a blog, like “how to style black leather men’s boots.” People will find you through your blog posts, and then potentially they’ll navigate through your site and maybe even buy something at some point.
Take Advantage Of Internal Linking
If you have several collections and many products within those collections, you can really stand to benefit from good internal linking. Link all your products up to the main collections pages, assuming the big keywords you want to rank for are represented by those collection pages. The chances are that you will naturally get links to different products pages. If you don’t link those product pages to anything else on your site, you are really missing out on an opportunity to pass good link power and trust to your main pages that you are trying to rank well. A good SEO agency should be able to handle all this for you, or you can potentially do this by yourself as well.
Google is moving towards structured data on into the future. See http://schema.org/ for more information about structured data. This is just extra markup on web pages that tells Google even more information about what is being presented on the page. This is especially important for e-Commerce, and the companies that put on good structured data onto their websites are seeing good bumps in their rankings.
Heat Map And A/B Testing
Use these two types of testing to analyze how users navigate through your site and how to put your best foot forward. In doing so, you will most likely be able to improve your on-page metrics. This means people will spend more time on your page and your bounce rate should decrease fairly significantly. That almost always translates into better rankings on Google.
These are just a few areas to consider when it comes to SEO for e-Commerce companies. I hope this gets the conversation going!
Most chiropractors know that marketing their practice is important; the problem, however, is finding time to do it. As a chiropractor who is keen to grow his business, you must find time to market it in the right way and in the right places. You want to increase visibility in your local community because that is where your clients come from. Use the following ideas to get more clients coming to you rather than going to your competition:
Craft a monthly newsletter.
Most people out there would appreciate more information on chiropractic as a healing art and you are in a unique position to provide it and gain their trust. There are many topics that you can write about. Set aside a few every month, write informative articles about them in the form of a newsletter and mail it to your email list. Print out some newsletters to hand out in the office. If you can get some of your articles in the local paper it is a great way to get additional publicity.
Conduct progress exams.
Many patients often forget how badly off they were when they first saw a chiropractor and how much better they are now. Take time to remind your patients this if you want to get them to come back over and over again and also getting you referrals. Call them and have them come in for a progress exam compare “then” and “now”. They will be reminded just how much your services helped them and will come back or recommend you to someone else.
Talks are a great way of keeping the public educated. All you need to do is hire space for a couple of hours and prepare content. You can have talks in conjunction with other professionals. You can, for instance, team up with a physical trainer, a dietician or a nutritionist. They get to talk about the importance of having a healthy body and you get to talk about why it is important for people who are starting an exercise program to see a chiropractor for adjustments so that they don’t unnecessarily damage joints and tissue.
Send birthday greetings especially to older patients.
Everyone wants to be remembered on their birthday. Just sending out a personalized birthday message to your clients will remind them to come in for an adjustment. This is especially helpful for older clients – they lead less active lives. You should also take advantage of their friends – tell them to come in for a free adjustment if they can bring a friend.
Have a professionally done brochure on the services you offer.
Yes, sure, you can cure back pain, but do your patients know what else you can do for them? Many chiropractors miss out on potential business simply because patients have no idea of the range of services that you offer. You should correct this by getting a professional design firm do a brochure for you that details your services.
Make sure you are in the Yellow Pages.
While it is true that many people now look for services online it is important to make sure that you are also listed in the Yellow Pages. The people who use them are not looking to make up their minds whether or not a chiropractor is good for them – they are looking for a chiropractor to work on them right away. This is especially true of the older demographic.
These chiropractic marketing ideas should help you see more and more clients seek you out.