With the holiday season ending, the new year is upon us. Here is a 5-Step Approach to maximizing your e-commerce sales in 2014.
Step 1: Do Competitor Research
Before embarking on your own eCommerce marketing strategy, look at what your competitors are doing. First, you should know who your competitors are and if any new competitors have recently entered the market. You should see what deals or special offers your competitors are offering. Do they have any new products out that you will be competing with?
Check out their websites to see how they are organized, and if they have made any changes recently to better optimize their website. Also, check out their social media pages, to see what is new and how they are preparing for the holiday season. See what kind of engagement they are getting, and which posts get the most engagement. You also want to see what keywords and keyword phrases they are using.
Step 2: Conduct Keyword Research
After taking into consideration the keywords and phrases your competitors are using, do some independent keyword research for your niche, as well as your specific products. What keywords are being used and the most and what is the level of competition using those keywords. Ideally, you can identify keywords that are highly searched, but not highly used by your competitors.
Step 3: Make Your Homepage Amazing
Studies have shown that online consumers form an opinion about a company within 7 seconds of seeing their homepage. If your homepage is not amazing, consumers will be more likely to keep looking. Make sure all your headings are keyword optimized.
You want to use eye-catching images and banners on your homepage. Any special holiday deals you are offering should be immediately visible on your homepage. The information on your homepage should be streamlined and well-organized. Links should be easy to identify, and the content should be easy to navigate.
Step 4: Optimize Your Website’s Usability
It is essential that your website is user-friendly. If your website is difficult to navigate or consumers can not quickly find what they are looking for, they will go to a different website. Make sure all your links are working properly. Also, check you load time to make sure it is under 3 seconds. Anything longer than 3 seconds will cause some consumers to go back to their search results. Also, make sure all your links and buttons actually look like links and buttons. You don’t want consumers clicking on icons randomly because they aren’t sure which ones are the actual buttons.
Step 5: Optimize Your Product Pages
Each product page should have the name of the product right in the URL. Product pages with written content will perform better in search engines, so be sure to include a description of each item on the product page. Include customer reviews on each product page for better ranking.
Make sure all your meta-descriptions are less than 70 characters, so they are completely visible in search engines.