Ecommerce Website - man holding credit card in front of laptop
David
David
4th Mar 2021

How to ensure your ecommerce site is a success

It takes a clear, actionable strategy to get ahead in ecommerce nowadays. But how do you get more traffic to your site in the first place? And how do you improve the likelihood of conversions? We’ve outlined some key features that, when implemented correctly, can lead to increased growth and conversions. For tips on how to ensure your ecommerce site is a success, keep reading!

SEO for your ecommerce site

Search Engine Optimisation (SEO) is based on the acquisition of organic web traffic through search engines, i.e getting people to your site through relevant search results. Appearing as close to the first position in the SERPs and ranking highly for relevant keywords are all part of the SEO game. Even with a robust paid ads strategy in place, implementing basic SEO foundations is paramount. Although the results might not be as impressive as paid ads in the short term, focusing on increasing organic traffic in the long-run is a blueprint for longevity. SEO and paid ads work hand in hand to maximise your traffic, creating an effective inbound strategy. With various free guides and resources across the internet, there’s no reason to hold out on implementing the basics for your ecommerce site.

For local businesses, improving local SEO should also feature in your marketing efforts. To name a few strategies, you can optimise your ‘Google My Business’ listing to feature in the ‘local pack’, obtain citations from local directories and receive backlinks from local companies in your niche. Although it might take initial leg-work, the results will be worth it when your site gains authority, and is dispersed in relevant SERPs.

SEO is not a quick fix; you won’t see overnight results after making a few on-page SEO changes. The emphasis is on longevity and consistency. The more effort you put into your SEO strategy, the sweeter the rewards you’ll reap further down the line.

Benefits of SEO:

Focusing on SEO will improve your organic traffic in the SERPs. Your ecommerce site should see an uptake in traffic once SEO has been correctly implemented and managed over a period of time.

UX on your ecommerce site

User Experience (UX) is the term coined to describe the interaction a user has with a digital product or service. UX design scrutinises each element that makes up this interaction, in order to create an easy, accessible experience for the user. The reality is that many marketing activities fall short if your site doesn’t provide quality UX. You could have thousands of website visitors, but if your customers can’t easily navigate to the checkout, they’ll leave without a moment’s thought. The whole point of UX is to keep users on your site, allowing them to complete their journey in the easiest way, leading to conversions and repeat custom.

Quality UX is multi-faceted, but the main factor at its core is the user. Understanding what your users want from your site creates a pleasant user experience. Make key elements accessible across all devices, create easy-to-use navigation and provide a fluid user journey to improve your conversion rates. The ‘best practice’ user experience will depend on your industry, product and target audience, but some UX features apply across the board. If you’d like to learn more about these features, we’ve outlined key UX features to look out for in a blog post to help guide you.

But what if you’re unsure of your user’s intention? What if you don’t know how to objectively improve their experience? That’s when an experienced UX design team can step in. Developing personas, reviewing your site design and scrutinising its architecture will provide insight into potential UX improvements your site could benefit from.

Benefits of improved UX:

Even when marketing is working for you, poor UX will lead to drop-offs in conversions. Strategic, intentional UX will promote longer sessions, a higher conversion rate and repeat custom.

Cross-selling on your ecommerce site

Cross-selling is where a customer is led to purchase an additional product, similar to a product they’ve previously bought. Their function is to provide additional value to a previously purchased product. For example, if you’ve bought a table, you’ve got a surface to work with, but how are you going to comfortably commune around that surface? You’ll buy chairs. Cross-selling should be a consideration to increase your Average Transaction Value (ATV) and get your customers hooked on more of your products.

The point of cross-selling is that the product is similar to the original purchase, and compliments the user’s intentions. You’ll need to put the right product, in the right place, for the right customer. This is why featuring related products in the checkout process and within personalised email campaigns works so well. They catch the customer at the right time in the buying journey, with the right products. /span>

Benefits of cross-selling:

With cross-selling, you’ll increase your ATV and gain further insight into what your customers want to purchase. It provides the perfect opportunity to further understand your customer, what entices them to spend more money and what doesn’t.

Personalisation for your customers

them. In a report, Epsilon found that 80% of consumers were more likely to use a business that provides a personalised experience. As individuals, we want to feel like we’re the only customer that matters. Personalised content, recommendations and communications, such as emails, ties into that narrative.

Personalisation can come in all forms, it can be; a targeted email with a personalised discount on an abandoned basket; a recommended products list within the checkout process; AR functionality, allowing customers to virtually ‘drop’ products into their room using their smartphone camera. Personalising their experience and showing your customers that you understand what they want will go further than a generic monthly newsletter.

Benefits of personalisation:

Customers feel understood when experiences are tailored to their preferences and motives. When implemented correctly, personalisation can lead to longer sessions, increased transaction value and repeat custom.

Ecommerce site data

Analytics feeds into every single point mentioned above. The more informed you are, the easier it’ll be to make site-level and strategy-based decisions to improve the overall digital experience. You can use tools like Google Analytics, Microsoft Clarity and HotJar to understand your customer’s intentions, how they get to certain pages and where they tend to drop off. Without this data, it’s easy to fall into the trap of making ad-hoc changes based on your own preferences, or making no changes at all and allowing your site to stagnate. This is why the data you pull from various reports will end up influencing changes across your ecommerce site, KPIs, and wider business goals. 

It can be hard to translate the information on paper to literal changes on your site or strategy. Consulting an experienced agency who use analytics to benchmark performance, and provide recommendations, can save you a lot of time and legwork.

Benefits of site analytics:

Analytics provides data that can be translated into recommendations for increased growth. Customer behaviour and intentions should inform the strategies we’ve outlined, such as SEO, personalisation and UX.

Successful ecommerce sites aren’t made overnight

It goes without saying that all the aforementioned strategies take time to reach their full yield. Making small, incremental changes will allow you to monitor and review the impacts of these as you go. We’ve outlined key ways to get customers to your site with SEO, keep them browsing using good UX, and increase transaction value with cross-selling and personalisation. Setting up correct tracking and analytics to monitor progress will ensure you’re making the right strategic decisions.

If you want guidance on how you can implement the above strategies, drop us a message with your details and our expert team will get back to you as soon as possible. We help businesses of all sizes with their digital projects, from voice experiences, to complex web projects. We’ve been the go-to digital agency for a large portfolio of clients since 2009, so if you need support with a digital solution, get in touch to see how we can help.

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