Running an ecommerce site is no easy task. It often takes a village. You’ve got the design, development, content, marketing, customer service, and worries about bounce rates, abandoned carts, and ROI.
Maximizing your site will take a lot of weight off your shoulders. The different elements of your site should be optimized, and you should have elements in place to help with customer retention and problem solving. Let’s look at some of the ways you can maximize your ecommerce site to help make it the best it can possibly be and help you sleep a little better at night.
Optimize Your Landing Pages
Image via Flickr by manoftaste.de
If you are paying for traffic in any way, it might seem like common sense to you to send those readers to your homepage. That way they can get a lay of the land, learn what you’re about, and check out all the products you have to offer. However, this isn’t always a smart tactic.
If people click on a link to your site from another piece of content or wherever your link has been placed, it’s likely because they are looking for either specific information or a specific product. You should consider sending those people to relevant landing pages instead of your homepage.
You can optimize these pages by including specific keywords, filling out image alt tag descriptions, and making brand names and model numbers prominent with H1 or H2 subheadings. Always keep your SEO needs in the back of your head. They are a driving force behind things like landing pages.
Use Chat Features
If a customer has a problem with your website, you want to give them an opportunity for a quick resolution to the problem so they can keep on clicking through. Chat features allow a customer an immediate place to provide feedback or get answers to questions.
There are a couple different options you can consider when it comes to chat. These are using a chatbot or using live chat. A basic chatbot uses pre-determined responses to answer very specific questions. The chatbot will often get its answers from an FAQ. It requires users to make no spelling mistakes and use certain keywords to trigger a useful response. This is no big deal when it comes to many ecommerce sites, as questions are often very similar.
Some chatbots are more advanced than this, using artificial intelligence to provide a more detailed answer or answer a broader question.
On the other hand, live chat uses a real, live person on the other end of the chat to assist customers and give quality answers to tougher questions. It also adds a human element, which some customers greatly appreciate.
Each chat feature has its pros and cons, and to decide which you prefer, you need to analyze what your customers are already asking. If you offer a complex service, a live chat may be better for you. If you offer straightforward products and/or field a high volume of questions, a bot may be better for you.
Amp Up Your Product Descriptions
Gone are the days when a brief product description is all you needed to sell a product. We’re now in a time where customers need all the information they can get. Instead of 100 words, customers prefer 300-400 words. Of course, this shouldn’t all be in one, large paragraph. Bullet points and/or skimmable sections make content easy to read and digest.
You should offer not only features of a product, but the benefits of using the product. You should offer exact measurements and alternative uses, including information you may hear from your customers. For example, if one question gets asked repeatedly about the product, try to include the answer to that question somewhere in the description.
Of course, one of the most important components of a product description is the voice. Use a voice that is true to your brand persona, whether that’s silly or serious. Avoid using the manufacturer’s description. You want to come across as authentically you, while using language that is informative and persuasive without being pushy.
Unsurprisingly, another important component is writing with SEO in mind. Use keywords without stuffing them, place keywords strategically, use premium images with correct alt tag descriptions, and avoid technical jargon (unless that’s something your audience is in to).
Get That Blog Going
A blog may seem superfluous to an ecommerce site, but having great content on your site can go a long way for your consumers. Blogs don’t have to be fluffy, opinionated articles. They can be useful resources for your audience. Each blog post can focus on important aspects of your products, answer frequently asked questions, talk about your industry, and connect your brand with your audience. Many marketers would argue that a blog is crucial to a site’s success.
When you have a blog, you create an easy place for people to link to. If someone’s writing their own post and is looking for authoritative information to share with their readers, and you’ve provided them with some top-notch stuff, they’re going to link to it.
That being said, you’ve got to create that top-notch stuff. To have a successful blog, your content has to be informative, authoritative, factual, interesting, and relevant. That may seem like a lot to accomplish, and it can be without experienced writers on your team. Luckily, agencies like CopyPress are here to fulfill that need.
If you do want to take on the blog yourself, have confidence in yourself. You know your industry. Take that expertise and put it down in your piece (just make sure to have an editor look it over before it goes live. Poorly written articles can be a kiss of death for blogs). A blog is a crucial piece of the puzzle to your ecommerce site. Don’t overlook it!
There are so many ways to maximize your ecommerce site to make it run at full capacity and deliver optimal results. If you start with these, you’re on your way to increasing that ROI and spending your days a little less worried about how your site is working for you.