If you have an e-commerce store, it will usually be built with the various aesthetics parameters and technology meant for giving average usability. Unfortunately, it is found that most e-commerce stores are unable to offer a meaningful or memorable experience to the users. As a result, many such stores have a very high bounce rate.
Not only does an online store need to have great code with support from high-end infrastructure, but it should give a great experience to the users. So, user experience is the first thing you need to consider. For this, the designers, developers, and content strategists working on building the website must consider the user requirements in the first place. And to do this, a thorough understanding of your customers is important.
Business owners need to spend time and utilize resources to understand their customers and also their business competitors. In other words, it is essential to know the rules of the game before you carve a strategy to win. This is based on understanding surely or at least comprehensively well about what your customers want.
SEO India experts use survey tools to get an insight into what your customers want. Typically, these are the questions that experts suggest asking in surveys from the customers.
- Why do you like our ‘ABC” product?
- Would you want to recommend us to your friends? What would you say?
- How would you rate your shopping experience with us?
- How can we improve your experience?
Use Direct Chat Interactions: Using Direct Chat interactions like Olark will help you find customer issues while visiting your store.
Survey your customers: If you have an extensive database of customers, survey them over email while asking them a set of questions that matter in their experience.
Other things you can do
- Always show top-selling products on the top of your home page
- Present them with several ways to shop in your store.
- Show customer review videos or product use videos on the homepage.
- Breadcrumbs optimization on your site must be according to what customers search for. For example: Google Analytics > Account > Standard Reporting > Content > Site Search > Search Terms.
The market is in a growing phase of competition. If you are a small business or a start-up, you will be faced with the task of countering the large players who are well-established in their niches.
It is essential to define the right digital strategy based on essential facts. You also require taking into account the other data, which will help generate a lot of profit.
Conversion Metrics in E-commerce SEO
If your website is optimized well, it will attract searchers to give a great user experience. There’s no doubt that SEO will be the most crucial way of getting the visit both from unique, organic visitors and from recurring users.
A Spanish Flat 101 conversion study was carried out on more than 600 different sites. It was found that organic is the main source of website traffic. From then till now, organic traffic has remained the main source of e-commerce sites. As per the study, the median search stands at 47%, leaving behind the main paid and direct traffic sources.
Image Source: SEMRUSH
The data also highlights that email and referral traffic gives the best conversion rate. Though organic traffic may be low in terms of conversion in comparison to other sources, it presents a great figure whereby it can attract new users who are SEO non-branded.
Image Source: SEMRUSH
The SEO non-branded ones form the awareness layer, the highest percentage in the tendency to convert. This category of organic traffic will become the main method to attract new users to the website.
On the other hand, the branded SEO can bring the most loyal users or those who already know the brand and visit the site. They are known as recurring users. The recurring users have a higher conversion tendency and rate.
The SEO non-branded users are ones looking for more informational searches. You have to work on your content strategy, allowing the searches to be more within the funnel of the specific product categories and certain products for users looking for the same.
Suppose you want to get the best SEO results, which provides the right reference in any e-commerce. Moreover, there has been a great improvement in the AMP with clubbing together product pages, dynamic content, checkout, and payment gateways. So, AMP is the technology that you should use to capture higher mobile traffic at this time. If you have the right professionals from a reputable SEO company India, they will help you take care of all the SEO parameters, but you also need help with CRO. So, the best bet is to choose SEO and CRO specialists to get the outcomes you desire. Also, you should optimize your conversion for mobile devices (most customers will approach you through mobile).
Thus, CRO is focused on optimizing the parameters in accordance with what you want to achieve in the mobile environment. Few strategies are based on increasing the interaction and navigation on the website. It is essential to promote an adaptive desktop design for helping you to get a highly affordable purchase process and allows the website owners to leverage the benefits of login data or the downloaded apps.
The Upper Funnel CRO
A successful digital strategy involves the use of a well-thought-out CRO. One can achieve CRO by getting higher user satisfaction achieved through various contact points and site interactions. One of the important concerns of CRO is the testing strategy for executing and optimizing the strategy for attaining small objectives leading to the desired large-scale outcomes.
The best CRO strategy requires you to start much earlier in the funnel.
You need to focus on the following questions and parameters related to it including:
- What kind of traffic is being captured?
- The type of visitors coming to the site.
- Are they landing more on informational content or commercial pages?
- Do they show an interest in buying the products offered?
- At what point of their buyer journey are they at?
- Are they visiting you for the second time?
- In what way do the competitor’s websites attract traffic?
As is evident, a rightly done CRO and SEO strategy considers the funnel’s different phases and captures more traffic for getting the best final results.
SEO Conversion Optimization
Remember that SEO optimization comprises organic traffic, which is awareness of your brand. Therefore, it uses, brand or the brand plus the related attributes. This is obviously possible only when the user knows you. Now let us subdivide further to understand various types of users.
- Users knowing you through the site: For these kinds of users, you must work on personalization strategies involving cookies browsing or login, giving you a customized experience. Using this method, you will bring your customers the products they have already visited and special discounts on related products providing a customized experience to the users.
- Users who know you through other media impacts: The use of traditional media like TV, magazines, their party mentions, word of mouth impacts may also visit your site as new users. In such a case, you have to learn maximum about their navigation, behavior, and interaction style with different digital components.
Conversion of non-branded SEO traffic is more complex. You will have to focus on offering more information to users through strategizing for informational landings through developing your landing page or blog and also optimize for commercial landings on home, page, category, and sub-category pages.
It is important to optimize the reference content, right from the one when the users reach you. This means you should be responding to their fears, doubts, uncertainties and generating their interest and convincing.
While CRO is more about giving personalized experiences, SEO aiming for SERP results will require you in solving each query differently. It means that you carry out each study differently to satisfy the users.
SEO should focus on
- Text Results
- Knowledge panel
- Local Stories
- And Podcasts
To learn more on how you can optimize your e-commerce site for better results, and carry out tailored SEO and CRO campaigns, talk to the experts at Visibility Gurus.