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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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3 Ecommerce PPC Ad Copywriting Tips for Greater Conversions

Ecommerce PPC Ad CopyFor success in ecommerce PPC advertising, it’s important to write great ad copy that are up-to-date and interesting to stay ahead of the ever changing consumer needs, and seasons. What you do with your ad copy can determine the end results.

Well-written ads attract attention and helps answer your potential users' questions. Writing great ads (and keeping them up-to-date with evolving user needs) can significantly help improve conversation rates.

Many people go online to look for the best deals and offers on products. Studies show that 5-6 out of 10 people do most of their shopping online. Online shopping especially during the holidays is a big deal. For success marketing your products online, you have to use every optimization tool you know of to increase conversion rate. This includes writing better ad copy.

Characteristics of Great Ad Copy

In almost any context of ecommerce PPC advertising, good ad copy:

  • is unique and original to the user and the pitch being made
  • addresses evolving shopper needs
  • mentions product improvements and seasonality
  • adapts to the ever changing ad platforms (i.e. dynamic keyword insertion, etc.)

To create great ads that attract attention and increases conversion rate, you have to go beyond and above in your ad creation. Your ecommerce PPC ads need to convince potential consumes why they should choose your product over your competitor’s. With this in mind let’s look at how to write Ads that evokes positive consumer feelings and response and essentially improves conversion rates.

3 PPC Ad Copywriting Tips for Greater Conversions

1. Make your ad all about the consumer - The online space is crowded with different products, brands, suppliers and online marketers. A single search on products in your niche gives potential consumers hundreds of options to choose from, how then can you make your ad stand out from the rest? The answer is to focus your ads on your consumer.

Use you, you’re, your to maintain consumer focus. For instance instead of writing how to lose weight with ABC, optimize the ad to read how you can lose weight using ABC. Maintaining a user focus when writing your ecommerce PPC ad copy can help increase your conversion rate with up to 65%.

2. Highlighting Consumer Benefits vs. Product Features - Customers have thousands of products to choose from and want to choose a product that meets their needs the best. To attract attention, write an Ad that highlights how a potential customer will benefit from your product, your Ad should tell the consumer the problem it will solve if they choose to buy it. Your consumer will readily move on to your competitor if they have to figure out how your product features will help them in real life

3. Satisfy potential user’s needs – Consumers prefer investing in products that satisfy their needs, not just wants. A need signifies something necessary, while a want is something you can do without. Use need in your ad copy to show the consumer that your product isn’t just something they want, but something they need. Fulfilling your potential user needs in your ad copy can significantly increase the conversion rate. 

How you write great copy can either make or break your online marketing campaigns. Make the product about the consumer, highlight product advantages instead of features, and needs vs. wants to rouse consumer interest and to increase the conversion rate. You will reap immensely from writing great ad copy to promote your products online.

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