Online retailers have become a vital part of our economy, especially in recent months. In fact, the global eCommerce market is expected to total $4.81 trillion this 2021. Ecommerce offers convenience, discounted products and the opportunity to compare models and prices with a click of the mouse. The rise of eCommerce has been mainly because of the increase in smartphone and tablet usage. In fact, out of that projected $4.81 trillion, $3.56 trillion is projected to come from mobile eCommerce sales.
Making sure that your eCommerce website is optimised for sales and conversions is vital to success in the future. If you own an eCommerce site, you will have no doubt invested a considerable amount of time and money in developing the site, the checkout process, and of course, your online marketing.
So how do you make this investment work?
There are two stages an eCommerce site should go through to ensure the traffic that is driven to the site is relevant (i.e. looking for the products you provide), and that once there the experience is positive ensuring maximum conversions.
1. Optimise for the Right Kind of Traffic
First, to ensure your marketing investment is being spent on relevant searches, work with your Google Ads professional on a keyword strategy and account structure that will bring in the right kind of traffic. This is a vital part of the process, as it ensures your budget is being spent on users who are searching for your products, or products that are related to what it is you’re selling.
Capturing and increasing conversions will largely depend on the audience that you’re attracting.
If you’re in the business of selling electronic cars, for example, you want to avoid targeting general keywords related to purchasing a car and instead focus on keywords related to electronic cars. Doing this ensures that the users that will click through to your website or landing page are more likely to make an inquiry or purchase versus those just looking to buy any car.
The same goes for your copy. If you’re running Google Display Ads or Facebook and Instagram Ads, you want to make sure that your captions and copy are relevant, punchy, and engaging. Highlight the benefits that customers can receive from availing of your product or service, and make sure to always put in a call-to-action that will lead them towards the next step.
2. Optimise Your Website for Conversions
You’ve now achieved high relevancy in your Google Ads campaigns, however, your conversions are not significantly increasing… What now?
First, you need to determine what your users are doing once they reach your site. Identify any roadblocks that exist on your site and remove them. One way to do that is to review your Google Analytics, your website, and your landing pages.
Google Analytics can track users’ movements on the site, and map out the expected path a converting customer should travel. This allows you to monitor the user experience from the time they land on your site to the time they exit the site, including each step of the checkout process. The information gained allows you to identify where on your site the users are disengaging, which enables you to make informed decisions on how to improve user experience, and in turn increase conversions.
Another useful tool that can help you audit your website and landing pages is Crazy Egg. Crazy Egg is a tool you can use to analyse where your audience is coming from, where on your website they go, and where they end up getting stuck. It can also show you a heatmap of what particular sections in your pages that audiences engage with and spend the most time on, giving you more than enough data on how you can better improve the audience’s overall experience on your site.
As the investment in driving relevant traffic to your eCommerce site is significant, ensure you have professionals working with you to increase the conversions and maximise your return on investment.
Existing Search Marketing Experts clients should discuss increasing conversions through Google Analytics with your Internet Marketing Specialists. If you are not a client or have a new site, contact us today for a free health check and ensure you are making the most of your advertising dollar.