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Our top ecommerce marketing tips for any online business is to optimise your site. These are the major factors that attract relevant traffic, generate better leads and improve sales. It is honestly one of the lowest cost and highest return on investment things you can do to grow your business.
But what specifically can brands can do to optimise their website’s performance I hear you ask. This article will give you all the ecommerce marketing tips you need to get you converting like a ninja…
What is website optimisation and why is it important?
This is the process of using technical marketing methods to get traffic, engage visitors and then convert them into customers. The term website optimisation is also used to describe the method to improve the speed at which a website loads. It is one of the most valid ecommerce marketing tips because applying this move can provide immediate changes.
Optimising the website is a sensible business move because it increases the traffic, enables more target reach and drives conversion rates.
Technical performance optimisation
A crucial aspect of website optimisation is the overall experience of a visitor on your website. Also, along with SEO, technical optimisation is another factor that may influence Google ranking.
- Optimising the speed – According to a report by Think with Google titled, The need for mobile speed: How mobile latency impacts publisher revenue, “53% of visitors will likely leave the website if pages take longer than 3 seconds to load.” Slow-loading websites can easily frustrate users and will negatively impact a business.
- Using responsive display – According to Mobile vs. Desktop Usage in 2019 report by Perficient Digital, “58% of website visitors were from mobile devices”. Given this high number of mobile web users, websites must be responsive to any type of display.
- Page errors and hosting performance – When visitors encounter loading error, it often means the end of their visit. Using a crawler, brands can identify any page errors on the website. This will help redirect the visitors to other pages which will help save the sale. Sometimes when it is not the site that is causing problems, it can be the host. Consistently monitoring the website and hosting will save you from all these issues.
When it comes to website optimisation, there are plenty of ways brands can do to get more traffic, increase sales and have higher conversions.
Split test the website
Split testing may sound too technical, however, numerous tools can help you do this. A split test is a process of testing multiple versions of your website against each other to see which one is performing best. Some of the best A/B testing tools that brands can utilise are VWO Testing, Maxymizely and UseItBetter.
To understand the website performance, brands should conduct qualitative and quantitative research on pages that affect the goal of the site. For example, since the homepage is where most of the website’s traffic arrives, it is often a critical area to conduct A/B testing on the homepage alone.
Use Content Delivery Networks )
A CDN is a distributed server system between clients. CDNs are designed to improve the performance of websites. It is one of the best technological solutions to reduce the weight of your website and increase its loading time. Whenever content is requested by viewers, the closest server to the party from which it is being accessed will be used. The result is a highly reliable website that loads fast.
The CDN provider will place servers all around the Internet – just like how a website’s installation of server hubs is placed across the world. Internet users from around the world will be provided with non-centrally located Internet content without affecting the loading or the site’s performance quality.
Use Caching and In-memory Technology
Brands can use caching or in-memory technologies so that accessing a database unnecessarily is avoided. This software allows brands to temporarily store in memory a full eCommerce product catalog, site-search indexes, all customer information and other forms of data, which would avoid the need to look into the entire database.
This technology uses the RAM available on a server for data storage. Since input-output operations are usually 10 times faster on RAM than a hard disk, this will help improve the overall loading performance of a website.
Take advantage of platform configuration
Brands that use an eCommerce platform can review any available configurations that come with service. Most of these platforms have added configurations that can be tweaked to improve page load time. For example, the default configuration that Magento offer allows file compression, a content delivery network and other speed enhancements features
Add a FOMO plugin
A FOMO plugin is a tool that provides a unique user experience. It works by showing users that other users are actively using the site. This plugin aims to deliver an important message to create the “Fear of Missing Out” effect on the user. Some of the best FOMO plugins to try are, WPFomo, Fomo for WooCommerce and WPfomify.
Add a product recommendation plugin
Product recommendations are useful. It displays products that are likely to fit the customer’s needs according to the product they are looking at. It is one of the best personalisation tools available for ecommerce websites. Using product recommendations can boost the revenue of a website by up to 300% and increase average order value by 50%. Some of the plugins to consider are Visely and CM Product Recommendations.
Identify and Fix Crawl Errors
Crawl errors happen when a search engine (such as Google) tries to reach a page on your website but is unable to do so. Any website can have a crawl error but this can be very common in ecommerce website. A crawl error can hurt website indexing which leads to wasting of resources and possible loss of revenue.
Create interactive product pages
Building interactive product pages help convince users to take action. It highlights all the excellent qualities of a product and helps users make better decisions.
Add proper schema markup
Schema markups enable brands to appear unique in the search results using additional information. It allows users to quickly compare and pick out the brand’s website over competitors. Rich snippets can be added to the search results such as a product schema markup, limited time offers, availability of items and ratings/review snippet
Regularly update sitemap
The sitemap is one of the most crucial factors for search engines to rank a site. Updating the sitemap will help immediately inform search engines when there are changes to the website. It also helps the search engines to easily crawl the site.
Ecommerce marketing tips improve social media
Another excellent eCommerce marketing tip is to make use of social media marketing.
One of the newest ways to leverage Facebook is to try its Live version. Facebook is testing a new feature for ecommerce brands by allowing customers to purchase through screenshots shown on their product stream. Brands can also link Facebook Messenger to their site and take advantage of a huge number of users.
Start using shoppable posts to showcase the storefront within social media. Brands should also consider the presence of IGTV even though it hasn’t taken off yet for eCommerce brands. Instagram’s Collections, for instance, maybe the starting point. The new IGTV layout is a lot similar to Pinterest, especially with their Collections.
Use unique tools
To truly improve on your social media efforts, you must utilise the right tools available.
- Vyper – this tool delivers the power of viral marketing for an eCommerce brand. It can help businesses create and execute campaigns, grow their mailing list, and build their client base.
- Linktree – This is a free tool that can help optimise a brand’s Instagram traffic. Brands will be able to get one bio link to house all the content that they want their followers to check out. It will also let the brand’s content live longer than the feed.
- Socialmonials – This tool allows you to track and accelerate every stage of your marketing funnel through its powerful reporting capabilities. It is an all in one tool that enables you to collect and measure revenue, engagement, and leads from social media. It is also a post scheduler which allows you to time your posting when leads will most likely buy.
Search engine optimisation
SEO is a digital marketing practice that includes sub-activities that are connected to website content creation. It utilises targeted keywords that are researched in advance and is aimed to rank on search engine of choice. Improving your SEO is one of the most crucial ecommerce marketing tips.
In Europe and the United States, the majority of brands are focused on Google. The challenge is that Google frequently updates its algorithms that dictate the ranking of a brand on a specific keyword. The use of SEO means the company uses processes to boost its Google ranking in a targeted and precise way.
In 2018, Search Engine Optimisation is based on 3 fundamental elements which allow brands to boost their rankings.
- Website Content – The content on the website which drives ranking. Google “crawls” on the website and parses out the content to display results in the search engine. Creating quality content will allow you to engage website visitors and sell products/services. Along with an excellent design, these are the two most crucial factors of an ecommerce website.
- On-page optimisation – In SEO, on-page optimisation includes all the technical process that is needed to rank in Google. This may include making sure tags are consistent, using a responsive website, making sure that the site is HTTP Secure and that the site loads quickly.
- Links – Links help fuel SEO on a website. Google considers it a positive sign when several websites are linked to your site.
Reverse engineer competitor backlinks
Every website is unique in their link building strategies. One of the best ways to get great backlinks is to analyse what your competitor website is already doing and use it to your advantage. Check how they acquire high-quality backlinks by using competitor analysis tools and intelligence.
By reaching out and providing positive feedback to the tools that your website is already using, you will be able to establish excellent back links. Consider listing down all the tools that you are already using and make them know how their products have helped your site grow.