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Understanding How to Optimise your E-Commerce Strategy in 7 Easy Steps

Thu 5th Oct 2017
Understanding How to Optimise your E-Commerce Strategy in 7 Easy Steps

Are you looking for ways to optimise your E-Commerce strategy to increase sales? We've got you covered!

It's not news to you that website traffic can be unpredictable. You feel like you have the perfect setup. You're saying all the right things and you have something people want. The traffic's coming in, however, it’s not converting.

What's wrong with your e-comm site? Are you cursed? Fortunately, it's nothing like that. You can increase your traffic and turn Google Analytics visitors into real paying customers with the right e-commerce strategy. 

In this article, we’ll explore how to optimise your e-comm strategy. 

1) Attract the Right Traffic
You know that you need to feed your body good food to obtain or retain optimal health. Your sales funnel works much the same way. Rubbish in; rubbish out, as they say. To optimise your e-commerce strategy, you must first focus on improving the quality of traffic entering your e-comm site. But how do you get better traffic? Let's take a closer look.

2) Re-Evaluate your Buyer Persona
Also called a customer avatar and many other names, this is a written and fully fleshed out representation of who your target customers are. This is no time for saying "it's all right here." as you point to your head.

This needs to be a written persona around which your e-commerce strategy revolves. So if you don't have one written out, do so. If you already have several, revisit them today.

Your buyer persona includes, but isn't limited to;
• Job
• Income
• Education
• Hopes & Dreams
• Favourite things
• Favorite place
• Fear causes
• Sadness causes
• Joy causes
• Challenges
• Concerns
• Passions
• Who can be trusted
• What is needed

Don't worry about going too narrow with your target. While your persona may not be spot on with every target customer, it will help you connect on a deeper level through your adverts, content, style, channels, etc.

3) Re-Focus the Target of your SEO Strategy
Now that you've re-evaluated your target, it's time to consider how you're reaching and connecting with this target in your SEO.

If your e-commerce strategy is casting a broad net, it's time to hone in on who your target actually is and how your SEO tactics reach that target. Start by re-evaluating your keyword strategy. Are these the phrases that your customer personas would use if they're ready to buy? If not, re-calibrate your tactics.

To take this a step further, use tracking tools like Adwords, Google Analytics and Google tags to determine which keyword phrases resulted in conversions. You can then put more focus on these keywords.

But there's more than conversion to consider. Before someone can convert, they must become interested. Before they become interested they must become aware of you. Before they buy they must have the information they need to make a decision.

That's where the buyer's journey comes in.

4) Align your Website Content with the Buyer's Journey
Your e-commerce strategy should involve reaching the right people with the right message at the right time. Beyond your product pages, you'll likely invest in content to add value to your customer.

Ask yourself: where do the keywords I'm targeting indicate that someone is in the buyer journey? Are they in a stage of awareness? Consideration? Decision-making?  When someone finds your website organically using these keywords does the content align with where the customer is in the buyer's journey?

Optimise that content to meet the visitor where they are. 

Awareness
The goal of your content is to connect with the customer. Relate to the customer's challenges and present the solution. Educate the customer about that solution. During awareness, going too deep into benefits and features of your product may be a turn-off. Your goal here is to slowly reel the customer into your brand to help them reach the next stage in the journey.

Interest
Now, you have the customer's interest. They know that there's a problem and you provide solutions. But are you the one to offer this solution? Why should they buy from you versus your competitor?

88% of people trust online reviews and the advice of your customers. Transparently list reviews on your website. 

Additionally, in this phase, you should demonstrate that your brand adds value to customer's lives through:
• How-to guides
• Basic comparison charts
• Instructional videos
• User-generated content

By adding value to your visitor's life before they buy, you demonstrate that you care about your customers. You draw them into your brand. Now, if the price and solution are a good fit, they'll buy from you.

Decision-making
Now it's time to make a decision. Here you would go more in-depth into benefits and comparisons. Create more in-depth guides or helpful resources that link back to your e-comm products. Demonstrate the value of your products over anyone else's. Show why you're different. This content should make buying a no-brainer.

5) Optimise Your Metas 
Next, we'll shift into some of the mechanics of optimisation in an e-commerce strategy.
Metas are code that help search engines better understand what certain sections of your website are all about. It can then provide more meaningful information to people using searches like Google or Bing.
They're therefore a very important part of your e-commerce strategy as they're the first thing that potential customers see.

Even if you're not a programmer, you can still add metas. Most hosting services like Wordpress, Wix, etc. give you fields in which to enter these and they do the rest. But you still need to know what goes into the meta. No worries, we'll show you that now.

Meta Title /Page Title
This is a title for each of the pages on your website, so each product page will have one. Each blog page will have one. The home page will have one, and so on. Each will be unique and include no more than 60 characters including space, have a primary keyword phrase in them and clearly and concisely state the theme of the page.

Meta Description
The description appears under the title in the search results. It should be between 150-160 characters, including spaces, connect with the searcher and entice them to click and call them to action
Make sure it includes a keyword phrase and can clearly & concisely describe the page.

6) Effectively Use H Tags
Each page will also have an H1 tag. "H" stands for Heading. H1 tags will go on either side of your page's heading in the code. The heading will be visible on the page, but the H1 tags will not.

Examples of text that might have H1 tags includes:
• Title of a specific blog post on its own page
• The name of a product on the product page

Search engines consider text within H tags to be very important. This further tells them what your page is about. Your H1 heading should include your keyword phrase and be clear and easy to read. It should never be hidden.

As an even more important function that leads to higher rates of conversion, headings help break up text on your page to make it easier to read.
H2, H3, H4 are various levels of headings. For example, in this post...
H1 is the blog title
H2's are the headings like "5) Optimise Your Metas"
H3's are the subheadings like "H1 Tags" the subheading for this section.
But beware. Importance is all relative. If you use more than one H1 heading per page or use too many H2, H3 etc in relation to the non-heading text, they will hold less importance. 

This would be akin to writing an entire article in bold print. The reader would ignore the bold because everything is bold.

Use headings effectively to guide the visitor and make certain things stand out. But don't overdo it or you'll lose the search engines and customers.

7) Use Structured Data
This one is a bit more difficult to implement without coding experience. But it's important to have a basic understanding of what it is and why it's so important to your e-commerce strategy optimisation.
Sites who use structured data get a 30% increased click-through and because structured data displays more valuable information from the search screen, those who click are more likely to convert.
Structured data comes in different forms.

Structured data is what makes those boxes appear in searches that highlight answers to your questions. If you look up a famous person, it might show the person's picture along with some bio information.
It allows businesses to display a star rating for a product in the search results.
As you can imagine, appearing in searches with the extra level of information can really take your e-commerce strategy to the next level. 

Customise your E-Commerce Strategy
To maximise the conversion potential of your unique e-comm website, you must develop a strategy that aligns with your individual website and customer needs. Following these steps will help you better understand how to customise a strategy for your e-comm site. Get clear on who your customers are and how best to reach them where they are in the journey. nDon't neglect the little details that matter so much like H1 tags and metas. Take your e-comm to the next level be exploring the capabilities of structured data.

To learn more about how we can help you optimise your e-comm strategy, contact us today.