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7 Tips to Optimize Your Ecommerce Site for More Conversions

The practice of ecommerce search engine optimization (SEO) is paramount for online stores because it helps to bring in much need traffic to stay afloat. However, what's more important than just traffic is making sales conversions. With so many buying options for consumers and tons of competitors in ecommerce SEO and PPC, conversion optimization is key for ecommerce sites in today's digital age.

Ecommerce SEO Conversion OptimizationEcommerce conversion optimization refers to the processes of testing, analyzing, and implementing the many aspects of a website that contribute to a sales funnel, or how a visitor interacts with the website. In essence, conversion optimization is the icing on the SEO cake, and is perhaps one the best investments for ecommerce sites. Below are 7 powerful tips to optimize your ecommerce site for more conversions.

Optimize Your Acquisition Channels

Optimizing acquisition channels is very critical if you want to better understand the value of your conversions and where most sales are deriving. Here you'll want to look into Google Analytics to see where your customers are coming from. You should then delve deeper into top-content pages and see where this traffic is going after it lands on your website. This will enable you to become more aware of the acquisition channels that offer the greatest profits.

Create and Share Quality Content

Quality, value-driven content is king when it comes to ecommerce SEO and conversion optimization. Your content should be highly relevant to your target market, as well as what you offer on your ecommerce site. The best utilization of content stems from content marketing (sharing your good content to build your brand and inbound traffic to your website) and link building (using the content you publish as a means to build quality links back to your ecommerce website.)

Be Empathetic

Empathy is simply understanding or feeling the emotions and mind-set of another person or group. Sense the perspective of your target market by putting yourself in your customers’ shoes. This will help you appreciate the true nature of what they are looking for. It will also help you pinpoint the weaknesses and opportunities of your site to address their needs. Start on one of you landing pages or high traffic inside pages, and imagine you are a potential buyer. How can you optimize the conversion funnel to make sales most efficient?

Generate Social Hype

Generate social hype through social media, professional affiliations, testimonials, reviews, contests, and giveaways. Not only will this generate popularity and magnify your ecommerce seo efforts, but these social strategies help create trust in customers and often leads to more sales conversions.

Focus on Search

Focusing your ecommerce marketing efforts on search (SEO and PPC) is key, for this is the greatest form of web traffic, aside from social media and affiliate marketing programs. There is no better form of search engine marketing, so use both organic SEO for ecommerce sites, along with Pay Per Click advertising, to create synergy and maximize your search exposure. For SEO, focus on the keywords that are driving the most conversions via PPC. For PPC, test the waters relentlessly, but keep in mind the competitive nature of some keywords.

Analyze Your Competitors' Strategies

Try using the ecommerce SEO and PPC strategies that your competitors are using, especially those ecommerce sites that have a strong web presence. If you have a truly successful competitor, try adopting there ecommerce SEO strategies. Similarly, try using ecommerce PPC strategies that seem to be working for your competitors. This may include the use of Ad Extensions in Google AdWords or setting up a Google Merchant account for product listings.

Leverage Your CRM Data

Conversion optimization can further make an impact when you know who it is you are targeting. You can pinpoint individuals through CRM data, if available. This enables ecommerce marketers to exploit very powerful PPC strategies like remarketing via the Google Display Network.

Conversion optimization for ecommerce sites must also take into consideration the website's design, product pages, and shopping cart functionality. Take your time and address only one component at a time. The process can get overwhelming, but each piece of the puzzle will contribute to greater results in the end.

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7 Essential Elements of Ecommerce Conversion Optimization

If you are looking to maximize the amount conversions or sales on your ecommerce website, you should consider the benefits of conversion optimization, in addition to ecommerce SEO and PPC advertising.

Ecommerce SEO Conversion Optimization Once you attract web traffic, you can help facilitate desirable action on your website by implementing the proper conversion optimization strategies. Whether you want visitors to take action in placing orders, downloading content, or even signing up for a RSS feed or newsletter, the advantages of conversion optimization, beyond ecommerce SEO, are immense.

Below we outline the essential elements of ecommerce conversion optimization. These components help build trust and credibility, all the while advancing your ecommerce SEO efforts.

1. Blogging

Weblogs are areas of your website dedicated to enlightening your web traffic on key information about your goods or services. Through a blog, you can post any relevant information about the business that you run, what services you offer, the features of your website and so on. In addition to this, you can write about new products you would be introducing to the market, discount deals that you may be running, special offers on selected items, voucher code giveaways and anything else that you can think of. Within most blogging software, there is an option where you can let your site visitors’ comment on the posts that you put up. This is to encourage interactivity and you can switch this off whenever you want to. If you keep it on though, be prepared to face some negative comments as well as spam as not all comments will be on the bright side. Once you have published a blog post, make use of the ping option. This will alert search engines as well as directories of the new post and will improve your ecommerce SEO link building efforts.

2. Email Newsletters

Software such as Aweber.com can be quite useful to web owners who would like to build a responsive email list. This list will typically be split into 2. The first email list will have been generated from what is known as an opt-in subscribe box. This gives your site visitors the option to choose whether or not they would like to receive the email newsletters from your website. The second email list is generated from customer information that is already in your database once they purchase your goods and services and give their consent to let you contact them through email newsletters. The best scenario would be to synchronize these two lists through automation. So how often should you contact your current and potential customers? It is ideal to contact them on a regular basis but ensure that you are providing the customers with relevant information rather than spamming them. The more you keep emailing them with irrelevant information, the higher the chances of you losing your customers. Lastly, personalize the emails that you send. Make your customers feel special by addressing them by their names.

3. Discount Voucher Codes

These go by a number of names such as coupon codes, discount vouchers, retail codes, and promotional codes or simply voucher codes. They are letter based codes that have been generated by your website’s Discount Code Module. To take advantage of these codes, the customer should input the code in a box that appears when they are checking out goods from your website. Once they update the purchase, the discount is applied. There are numerous ways of distributing discount codes to your web traffic. These include through blogs, through social media, through RSS feeds, in email newsletters or you could simply display the promotional code on your website to entice visitors into purchasing goods or services. A tip to using these codes though would be to have your web designer have a switch for the discount code box. This way, you can enable or disable its appearance on the website. This avoids scenarios of shoppers getting to the checkout phase and finding the discount coupon box so they will be required to go back and try to find the discount code. If they do not find one, they may end up not buying the goods they chose and possibly not come back to the website.

4. Podcasts

This refers to a series of digital files either in audio or in video released as episodes online. Podcasts are a good way of communicating with current as well as potential customers as you enlighten them on the products you have and what you may be introducing to the market. Podcasts are very beneficial to people who deal with information services or products of that nature. Although podcasts do not directly impact ecommerce SEO, they certainly help with conversion optimization and compelling visitors to buy from you. This can really help the conversion impact of PPC advertising.

5. Real Simple Syndication

This is commonly referred to as RSS. It is a method of delivering information to your web traffic straight from your website to their personal devices such as personal computers, MAC, tablets, PDAs and so on. The RSS feed can be applied in a number of things such as podcasts, blog posts, new arrivals page and so on. The main aim of the RSS feed is to ensure that whenever new content has been uploaded to your website, your readership will find out immediately. This will help to establish a trusted, long-term relationships that can lead to organic conversions down the road.

6. Social Bookmarking

Over the years, social bookmarking has become one of the most convenient ways for people to stay up to date with their favorite online content. People do not use social networks simply to stay in touch with their friends, but also use them to follow their favorite businesses, keep up with news and more. As such, it would be pertinent to get a bookmark from the different social networking sites that you are subscribed to and display it on your page if you would like your web traffic to stay connected to your information.

7. On Site Articles

These articles differ from SEO articles. The latter are posted in article directories whereas the former are found right on your website. On site articles should be of much higher quality as these are intended to attract customers as well as retain the ones that you already have. The content should include topics such as buyer’s guides, how-to’s and so on. This will offer the maximum benefit for both conversion optimization and ecommerce SEO.

Whether you're doing your optimization in-house or investing in ecommerce SEO services, take great consideration in these strategies to better the conversion rate of your ecommerce site.

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Tips for Balancing Quality Website Content with Ecommerce SEO

Quality Website Content for Ecommerce SEONo matter what type of ecommerce business you run, if you are seeking to increase your web presence then you probably know the potential that search engine optimization (SEO) has to offer.

A common misconception that people have about SEO is that the content of your website must include many instances of you keyword target in the copy, as well as select off-page SEO element. However, the tables have turned in SEO.

Now your content must be of top quality, with the intention to inform and educate your visitors. The truth of the matter is that the content of your ecommerce website must convert the visitor after they landed on the page. This also known as conversion rate optimization, and it's a critical element of website optimization.

So how can you scribe superior content while ensuring that it's search engine optimized?

The first main point to keep in mind is empathy. Empathy is putting yourself in the shoes of your target visitor and understanding what motives he or she has when visiting your website. Knowing the common perspective of your ecommerce marketing will help you tailor effective content that helps to convert users.

It is however important to include your keyword targets, respectively, for successful search engine optimization. Therefore, it can be quite easy to lose track of your readers while you are trying to ensure that you are including the right terms and phrasing.

Relax. Nowadays keyword density is not that important, so long as you use your keyword targets a few times in the body copy, as well as the page title and meta data. Just write naturally and include your keyword targets when they make sense.

More Content Writing Tips for SEO

So what are some of the tips that you can use when it comes to keeping your readers in mind?

1. Be brief. Do not let your content ramble on. Instead, let it comprise of short paragraphs that will take a short time to read.

2. Use headings and sub titles. Break up the content with headings and sub topics so that the reader can scheme through and get a general idea of what the content is about.

3. Have a call to action. It is not merely about filling up the website with creative and fresh content, you should also request a call to action from the readers so that they can buy your products.

4. You should keep in mind that the main aim of website optimization is not simply to get higher search rankings and boost traffic. The main aim is to try and convert this traffic into sales so as to boost your business’s profits. A website that is not interactive or one that is not user friendly will not be able to accomplish this.

5. Be selective with keywords. Keywords are vital for search engine optimization. If you would like your site to be relevant, the content it has should contain the keywords people are searching for. However, do not overstuff the content with keywords. Too many keywords and placing them without any regard to the continuity of the content will raise flags within the search engine and could result in your website being banned. Let the keywords flow naturally.

6. Explain what your business entails. You cannot sell products or services if your target demographic does not understand what they are buying. Be explicit as possible about what your business is about even including your vision as well as mission statement. The more your target audience understands about you, the higher the chances they will trust you enough to buy your products.

To learn more about balancing content with SEO and other social elements, visit this page from our Illinois SEO writers.

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Ecommerce Conversion Optimization Checklist by SEOMoz

 Ecommerce Conversion Optimization Getting traffic to your ecommerce website is only a small piece of entire Internet marketing pie. Perhaps a larger pie of the action is conversion optimization, which is incredibly important for ecommerce sites.

Conversion optimization is all about continuously enhancing, testing, and fine-tuning the "touch points" of your website that interact with your visitors. This includes various media elements, links, buttons, calls-to-action, etc.

On the SEOmoz blog, CueBlocks.com published a masterpiece on ecommerce conversion optimization. The masterpiece is titled the "Holy Grail of eCommerce Conversion Optimization" which includes a highly detailed 91-point checklist and a handy infographic that brings it all together.

In the introduction, CueBlocks underscores the big picture of conversion optimization for ecommerce sites:

Whether you're selling pajamas, concert tickets, shoes or shaving blades; e-commerce today has evolved and humanized beyond just convenience shopping . It is therefore imperative that you stop seeing people who land on your store as 'traffic'; but as real human visitors. People come to your store and engage at various levels (let’s call these levels 'touch points'). With each word that visitors read and with each media pixel they view at these touch points, they form a picture of your business in their minds. And based on whether or not they like the final picture, they make a decision about buying from your store or your competitor’s.

Read (and bookmark!) this brilliant resource at SEOmoz.com. And thank CueBlocks.com for their wonderful insights on how to leverage conversion optimization strategies for ecommerce. The material is gold for ecommerce marketers.

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