The global eCommerce market is growing, mainly due to the events of the past year, as well as the increased usage of smartphones and tablets. In fact, this 2021 it’s expected to total $4.81 trillion, wherein $3.56 trillion of which is projected to come from mobile eCommerce sales.
That said, it’s becoming increasingly important to make sure that your website is always optimised to generate conversions and sales. For those of you who have already started an eCommerce business, you’re probably already wondering what you can do to improve your current state and take advantage of the changes in the marketplace?
There are two main things you want to ensure that you’re making the most out of your eCommerce website:
One way to make sure that your budget is being spent to find potential customers searching for your products is to apply a keyword strategy and account structure that will ensure that you’re getting the right kind of traffic. Here, working with a Google Ads professional is important if you’re not sure how to go about setting it up on your Google Ads account.
Making sure that you’re attracting the right people is critical, especially if your goal is to increase conversions and sales on your website.
If your business is in the industry of health and wellness, for example, you want to avoid targeting general keywords. Be as specific as you can about your products and services, whether that’s cross fit training, bikram yoga sessions, organic produce, or essential oils, it’s important that your keywords are hitting the right note.
Apply the same specificity to your copy. Whether you’re running Google Display Ads or Facebook and Instagram Ads, your captions and copy should be engaging, targeted, and relevant with a clear call-to-action.
Once your Google Ads campaigns have achieved high relevancy, you need to audit and check on what users are doing once they reach your site. Find and identify any roadblocks that exist on your site and remove them. To accomplish that, go over to your Google Analytics dashboard and review your website and landing pages.
Google Analytics can track users’ engagement and movements on the site, giving you a good map of the path a converting customer travels. Through this, you can monitor and reflect on your traffic’s user experience, or what they do from the moment they visit your site to the moment that they click away.
You can also review each step of the checkout process, and dissect where your users are dropping off. All this data and information can help you make informed decisions on how to further improve your website experience.
Another useful tool for auditing is Crazy Egg, a little piece of software that analyses where your audience is coming from, what pages on your site they visit, and where they end up leaving or getting stuck at.
Crazy Egg also has the ability to draw you a heatmap of what particular parts of your website and landing pages that audiences actually engage with, such as which sections they linger on, or what buttons and links they click. This tool can provide you more than enough data on how you can better improve the audience’s overall experience on your website.
Now, all this can be a bit overwhelming, especially if you’re just starting out building out and growing your eCommerce website. That’s why it’s always a good idea to have professionals working with you to increase conversions and maximise your return on investment.
And if you’re looking to partner up with experts and professionals that are well-versed in the field, give one of our agents a call, and we can discuss how we can best help your business succeed in the online space.