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2.5 billion people are estimated to shop online this year. Up from 1.8 billion in 2019, business owners cannot deny that digital buying is the new norm and it is only going to grow. The question all business owners are asking is how to stay ahead of the demand.
At Kodeak, it is our job (and admittedly, a little bit of an obsession) to keep our fingers on the pulse of buyer behaviors and how to capitalize on such to benefit both companies and their customers. Here, we break down the top 5 ways to ensure your E-commerce store is properly optimized for the traffic that the near future is inevitably bringing.
1. Easy Funnel
Shoppers want what they want, and they want it yesterday – so they’ll settle for now. Or, at least, in as few clicks as possible while still feeling their information is secure. Hence, the intentional balance of a marketing funnel. When effective, marketing funnels build awareness, pique interest, ignite desire, and prompt action. Your website needs to do the same, preferably within 3 clicks of a mouse.
Lead to Products Within 3 Clicks
When a customer can get to your product page within 3 clicks, they are likely right at the sweet spot of having knowledge of, and interest in, your products with an imminently-increasing desire to commit. Now, all you need to do is to give them what they want at their literal fingertips.
Click. Click. Click. No one does it simpler than Google. Google ads break it down and help you easily create content that garners attention with a precise call to action. This gets customers through the sales funnel quickly and confidently.
Clear Categorization of Products
An important part of the process to navigate to and through a website’s products and services is a clear categorization of products. For example, Joe just left the vet with his new puppy and was encouraged to look for a dog food that is ideal for his furry family member. Not wanting to leave his new, chew-happy pup at home alone, he searches online for the easiest options to get what he needs delivered to his door. His hopes are to have a customer experience as simple and as streamlined as this:
Example: Joe searches ‘pet store’. Selects and lands on your home page. Quickly locates the menu items relevant to him. Click through ‘dog’ -> ‘food’ -> ‘puppy food’ -> then his desired product. Throws it in the cart. Bone appetite.
Another example is how well Adobe Creative Cloud has created specific menus and also added images to each of their options to help creatives everywhere buy tools most relevant to their talents.
2. Good Product Photography
People want to experience the products you offer online as much as possible because this helps them feel like they are in a store buying it. Not only does it help with their confidence in color, size, cost, and overall logistics, but it also can show your pride in what you have to offer. Taking the time to capture photos of your products gives a personal and professional touch that far outweighs a generic stock photo or vague product description. Images say more than your product description ever could.
When it comes to product images, size, and speed do matter. If you want your online shoppers’ experience to be pleasant, keep in mind that they want a fast transaction. Image sizes should always be optimized for speed. This is a big part of SEO as much as it is a conversion because Google uses speed as a ranking factor on both mobile and desktop. While we certainly can help you maintain a customer’s attention, the first step is to capture it! Without your page populating as a credible site with quality speed, you’re missing opportunities for recognition and revenue.
Want to earn extra credit with consumers? Think extra footage. Video tends to hold viewer attention better than other media types. So much so that 79% of consumers would rather watch a video to learn about a product, than reading text on a page.
Apele is a Boston-based company that has created masks for PPE. Their quality images showcase that the masks can be purchased for everyday wear and activities, as well as, both adults and youth. This helps the customer envision the mask on them and in use, making the product more familiar even before they have had it in their hands.
3. SEO and Markup
For your E-commerce store to be properly optimized, it has to rank well within search engine inquiries. The more relevant your keywords are to your customer’s keyboard strokes, the higher the likelihood your online store will populate. Much of this is actually done with marketing information that already exists. From that data, you can markup your website’s SEO (genuinely, not haphazardly) to mirror the keywords that match what your most compatible customers are typing in and looking for.
You can then use the most appropriate keywords to help people land on a page as far down the funnel as possible based on their search. This shortens their quest for answers and heightens their confidence in what your site is offering, as it is highly relevant (and seemingly, intuitive) to solving their dilemma.
Example: Remember Joe and his pup above? Imagine his vet told him to buy a specific brand of dog food. He would then search intentionally for ‘Fromm dog food’. He immediately lands on the category page just showing Fromm dog food and then can click onto his desired product.
Good SEO means fewer clicks and more conversions. It allows you to generate lots of traffic while keeping your customers from the struggle of an online traffic jam. They’re pleased, you’re profitable.
Product schema helps you appear more frequently in organic results. This concept is super simple and equally important. All it means is that you add simple tags to different elements on your product pages. Categories like the Title, Description, Price, and Reviews lets all websites that support product schema know what’s what, which helps your site show up as a credible option when those keywords are typed in.
4. Checkout Process
No matter how long a user stays on your website, the pinnacle of their perusing takes place when they actually purchase. Here, they become more than just a user. They become a conversion. The simpler the checkout process, the higher your chances of conversions. Consider these tips when it comes to properly optimizing your E-Commerce store.
- Provide easy cart checking so they can see what is in the cart and current totals
- Add checkout buttons that make it obvious they can convert at any time while browsing.
- Include add-on item suggestions in the cart that complement their current cart products.
- Showcase your good payment gateways that ensure trust and ease of processing.
Amazon is arguably one of the most dynamic and well-known check out processes known. Here, customers feel confident as they overlook their order and confirm their purchase.
5. Cart Abandonment Email Automation
It happens. Joe, above, finds your site with quality keywords and SEO markup, lands on your page and navigates easily through the high-res photos of your products. He throws puppy food in the shopping cart and even takes you up on the additional suggestion of a durable dog bowl and chew toy. But, for whatever reason, Joe doesn’t commit to checkout.
Never fear. If your E-Commerce store is properly optimized with Abandon Cart Email Automation, then your website will actually fetch that sell for you! Some website domains like WooCommerce & Shopify offer plugins for this.
Check out Levi’s gentle nudge to revisit what a customer had peeked at, though they didn’t purchase.
Ultimately, no matter what you’re selling online, the above 5 practices are sure to optimize your E-commerce site for maximum success. What’s more, you don’t just see an increase in traffic but also in time. Business can quickly become Busyness, so investing in a website that will work for you 24/7 to generate revenue is the ultimate way to keep up with the demands of online shoppers that want quick and easy transactions today and every day forward.