In 2020, the pandemic forced consumers to switch from offline to online purchase. This is because consumers tried to keep away from infection during in-store purchases. Statistics show that the ecommerce market will grow by 11% by 2024.
Websites are quickly judged in 10 seconds only, so making a good impression at the first look is quite important. Also, e-commerce homepage affects all aspects of the marketing strategy such as; website traffic, search engine rankings, conversions, sales numbers and many more. So if you wish that no one will navigate away, your webpage has to be attractive and capture visitors’ attention within a few seconds.
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Getting started with optimizing your homepage
Here’s a full description of how to optimize your homepage
1. Conduct an audit.
Auditing is a very supportive process that enables looking at the website from customers’ perspectives, and making the required improvements to maximize your business. It covers several areas of the business, including the contents, SEO, conversion rate, site performance and e-commerce platform analysis. Once you fulfill the auditing and find out what needs to be improved, you can prioritize what to start with.
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2. Identify strategies you can implement.
There will always be recent trends and strategies due to the ever-changing industry in ecommerce. So, when new ideas arise, it is always useful to check which of them will be suitable for optimizing your website. It’s worth mentioning that not all new strategies are convenient for all types of business, and sometimes certain ideas are good but are also too expensive to be implemented.
3. Test. Test. Test.
If you decide about adopting a certain strategy after evaluating it, you must run a test to find out if it’s the correct choice for your business or not. The test you should run, depends on the strategy you wish to apply.
Here are some of the tests you may consider to help you out in taking decision about the type of optimization you can implement;
- A/B Testing: It’s also called “split-testing” or “bucket testing”. It checks two versions of something that has one variable. By isolating the variable and comparing identical items, the data shows which variable fulfills the target.
- Split URL Testing: More than one version of the website can be tested using different URLs. The number of website visitors will determine which website is performing better. URL testing is recommended when a new checkout flow or a diverse menu is considered
- Multivariate Testing: This type of experimentation tests modification of more than one element at once, and determines the best option as a whole. It is recommended to use multivariate testing if several items like headlines, body copy, CT must be changed.
E-Commerce Website Optimization: 12 Strategies to Increase Sales
Ecommerce website optimization targets increasing revenue. There are several ways to revenue, from high-quality traffic and conversion rate optimization (CRO) to average order value (AOV).
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The following guide is a brief explanation for web site optimization. If they are combined together, they assist in increasing traffic, conversions, revenue and profit.
1. Conduct Keyword Research & Develop a Keyword Strategy
Keyword research is the way people search for the product they wish to purchase. By this way, website rank can be optimized in search engines and give more traffic. Thus, knowing the methods of optimizing an ecommerce website is a priority.
2. Implement On-Page SEO Optimization
If you want to optimize an ecommerce website for SEO, using focus keywords in strategic locations will be integral. Find out a primary keyword for each page and use it in the title, heading, meta description and body or product description.
3. Optimize Product Page Layout
Optimizing the individual product pages is a key factor in increasing the conversion rate and accordingly the revenue. A product page layout gives a familiar structure and flow. It also includes all of the relevant details a customer may need to know, like price, features, and other notable details, before making a purchase.
4. A/B Test Product Pages
A/B testing gives you a chance to test two different versions of the same web page to decide which one performs better. Perform an A/B testing to improve your product pages’ flow and conversion rate by testing different text, layouts, and colors. Even small adjustments can make a huge impact on the sales rate.
5. Create Urgency
Adding messages that communicate urgency to pages throughout your website increases the conversion rate by your visitors. These pages may include the homepage, product pages, and even your checkout or cart pages.
Urgency can be shown in various ways; Limited-time offers, Flash sales, Expiring coupons, Countdown timers & Low-stock indicators
6. Capitalize on Social Proof
Social proof is usually used to establish trust and convince potential leads to make a purchase. It includes; Customer reviews, Testimonials, Quotes, Data or case studies & Social media endorsements. These fields help support your marketing messages when added to homepage, category pages, and product pages to assist convince shoppers that your products are backed up by your clients.
7. Optimize Product Categories or Listing Pages
That is one of the principal ways users browse and search for products on your ecommerce site. Some tips to improve the categorization and listings are;
- Add unique content
- Include product comparisons
- Link to product subcategories
- Use breadcrumbs
- Include sorting and filtering
8. Identify Issues in the Checkout Process
This is done by analyzing your purchase to declare points of conflict or confusion that hurt sales. This is a crucial part of conversion optimization for ecommerce websites.
9. Use an Upsell
Upsells allow you to increase average order value (AOV) by selling more products to each customer who fulfills a purchase. The idea is that, based on the customer’s purchase, you can automatically recommend targeted or accessory products they may also be interested in buying.
10. Prioritize the Mobile Shopping Experience
Optimize the usability and functionality of your website for shoppers on mobile devices. Depending on the nature of your ecommerce business and your target audience, this change alone could dramatically improve site-wide conversion rates and revenue.
11. Personalize the Shopping Experience
The method of personalization, significantly increases the conversion rate and accordingly the revenue. It includes a broad range of tactics such as;
- Targeted deals, offers, and coupons
- Product recommendations based on past purchasing behavior
- Customer loyalty programs
- Pop-up messages based on shopper behavior
12. Improve Site Speed and Page Load Time
The speed of your website (loading speed of your website pages) is a Google ranking factor and also a conversion one. A slow website site can negatively influence your rankings, traffic, and conversions.
What does optimization mean in e-Commerce?
It is the method of refining and enhancing various factors of an online store in order to increase visitors’ conversion rates and enhance the profit.
What is SEO in eCommerce?
Ecommerce search engine optimization (SEO) is the procedure to fine tune the website in order to meet the best standards of SEO, improve the contents, and offer the customers main needs.
What is URL in eCommerce?
A URL (Uniform Resource Locator)- also called web address, is used to locate an internet source.
E-commerce website optimization is quite crucial in converting visitors. Therefore, homepage design influences your marketing strategy. It affects website traffic, the search engine rankings,the number of conversions, and as well as the sales numbers. Concentrating on the areas related to your business, being patient, getting in a routine of auditing your site, testing individual elements, analyzing the results, and updating whatever is required. Once you apply all of that, your homepage will definitely become remarkable among the others. It is also worth mentioning that new techniques arise on a daily basis to improve user experience, drive more sales, and expand profit margins.
