estimated reading time: 9 minutes
The pressure of growth
“eCommerce is a bear… a big gnarly one. One that can crush you”, as Andy Dunn (Founder Bonobos) described it perfectly. In the past 20 years, there have been only 2 major eCommerce companies that created significant value: eBay and Amazon. Both have managed to scale up quick enough while still establishing a solid brand that is recognized and well-known. Facing constant growth pressure, eCommerce company leaders often struggle to grow but still establish and maintain a certain brand standard which their target group can keep in mind and connect to value that the company aims to deliver.
It sounds so obvious but it’s actually much more difficult than it seems. I mean, human resources are limited and budget anyway. Hence, it’s key to allocate resources efficiently and meet investment decisions wisely.
Building a brand and its strategy as well as the pricing around should be the focus and core competency of every marketing team. Not only for eCommerce companies but for every great marketing team, that’s what they should focus on. However, the more resources you invest into the important qualitative part, the less you can dedicate to scaling up. Obviously, it’s worth investing resources, time, and passion into building a brand and also maintaining it in long-term. But there should be a solution to focus on both establishing a brand while still growing faster than the competition, shouldn’t it?
The fewer resources you have to dedicate into heavy lifting, the more you can focus on the brand awareness and qualitative polish. Let me take you on a journey. We start at when the user types some words into a box underneath 6 colorful letters on a, apart from that, blank page and ends with the purchase button in your shop. I will focus in the following on the factors that can be influenced by Digital Marketeers, Marketing Analysts, and eCommerce Managers. The product itself, the pricing as well as shipping cost etc. are of course essential but, for reasons of simplification, considered fixed.
How to increase website traffic
To have sufficient visitors on your site, there is almost no way around Google any more. The better your products are ranked in Google; the more likely potential customers will become visitors and may eventually buy. What can marketeers do in order to be on top of the search engine rankings when your target group faces the beloved search engine and searches for one of your products? Well, there are two ways: Paid and Organic traffic increase.
There’s not that much magic behind Google Ads (well, actually it’s much more complicated than you think but you should have a Performance Marketeer for that anyway). But did you know that Google makes 70% of their company revenue through Google Ads. Do you know why? Because it is extremely expensive. In fact, you pay at least $1 per click which is tremendous when your goal is to grow (and that’s what we talk about, right?). So let’s see what else we have.
It has become a science over the past few years to trick the omniscient search engine with search engine optimized content. Why is it so important to be ranked well? On the first rank you obviously sack most traffic. On average, a remarkable third of the total traffic solely goes to the first rank and moreover, the first three ranks share a total of 70% of the traffic. Being on the second page in Google rankings means essentially almost no traffic at all.
But great news: You can increase your traffic significantly by jumping only a few ranks higher. That’s what high-quality SEO content aims for. But what does search engine optimized content actually mean? Let’s start by trying to understand the Google algorithm.
First of all, the Google algorithm has primarily one goal: Funneling the user to the website which fits the request the most in the whole wide web to make them happy enough to use Google again (not that we had a choice though). Google determines the best result possible with variables such as the following:
- Quality of content: How much does this site say about the keywords i.e. how often do the user’s keywords appear on this website in a natural flow?
- Click through rate: How many users actually click on the link?
- Traffic on site: How many users are in total visiting this site?
- Time spent on site: How much time do users spend on that page i.e. does it deliver value to visitors
In summary, the content you have on your site should consist of the keywords your potential customers are searching for. However, not only randomly but in a sophisticated, value adding form since the Google Algorithm assesses the sophistication of language and the time spent on the site. The algorithm certainly prefers a natural tone rather than a mere juxtaposition of the same keywords.
Okay, understood. But how can one create SEO content then?
3 steps full of digital tasks to get a great SEO performance
First, a marketeer needs to define the target group and understand their behavior. Upon this knowledge, you may determine so-called long-tail keywords through a professional keyword research. Long-tail keywords should, in the best case, consist of the keywords that users with a high purchase intent type in. To get ranked well for “shoe” is great, but almost impossible. Whereas to be on top of “buy Adidas Stan Smith Size 10” is much more achievable and eventually more profitable since those users have basically the hand in their pocket.
Second, keywords need to be used in a natural tone and sophisticated language in the content on your site. For best results, it’s suggested to use those long-tail keywords in the exact same order 1x in the title and 2-3 times in the content – preferably once in the beginning (for the meta description) and once in the end at the minimum.
Due to the fact that most content is catered around the product; product descriptions are an ideal starting point. 150 words of marvelous SEO content will work wonders and rocket your SEO performance in a blink. What’s important here, especially for resellers: using content that is provided by the manufacturer, even if it’s SEO, won’t put you in front of your competitor and can even get you penalized. Consequently, it’s highly recommended to create your own content, folks!
Finally, to have a holistic search engine optimized site, brand profiles ("Purchase Samsung Appliances") as well as how-to and blog articles around the product (“how to buy a Rolex Watch”) are a great rounding out. This content should funnel the whole range of your target group to your site and your organic traffic will increase significantly.
After enough traffic is funneled to your site, we face the next challenge: how to actually make visitors buy.
How to get an outstanding conversion rate
The more shop visitors end up buying, the better your conversion. If you have 5,000 visitors and 50 users end up buying over a certain period that means you have a conversion of 1% - voila!
Now, what’s a great conversion rate? Amazon’s conversion rate for non-Prime members is at 13% - which is four times the average conversion rate of 3.32% for online retailers.
The conversion rate is a perfect measurement of a great site performance and client experience. How many clients that are interested in your products actually buy it. The customer journey starts with the click on the link. What is the first impression of the site? How easy is it to navigate through your homepage? Does it look professional and trustworthy? Is the search function intuitive? You can fight on many borders but here are already 4 digital tasks you can work on first, that help significantly:
4 digital tasks to increase your site performance
First, your images are extremely important. If the quality of the picture is not promising, why should the product be? Use high-quality images, invest time into consistency of the shots and their size, and place them in the same spot for every product.
Second, your filter should be meaningful and the usability seamless. You sell t-shirts? Make sure that the users can filter for size, color, type, etc. Most importantly: make sure that the filter selection leads the customer to the appropriate curation of products. Therefore, there is no way around investing time into filter categorization of all products (also the ones in the backlog).
Third, product specifications provide the customer with a perfect idea of the product. What is the textile? Where was in produced? Is it organic? The more information you can provide, the more trust gets established, and the more likely your visitors will be converted.
Fourth, the product descriptions add a story to the product. This description needs to be on point, providing not only information about the product but most importantly delivering the brand message to justify why the consumer should buy it. Btw, here is a perfect use case for high-quality SEO, see above.
Fix these digital tasks like a Rockstar
To identify where in the funnel; from directing users to your site to convincing them to purchase your product, you struggle most, you may utilize your Q&A, gather client feedback, and track your KPIs. To determine which of the digital tasks are most important to perform first, simply test them and measure the number improvement.
In any case, those digital tasks are all simple individually considered but in total enclose as large digital projects. They are essential and the more you can cover in high-quality on an ongoing basis, the better your site will perform.
As stated earlier, your best brains, meaning all your internal marketing heroes, are allocated most efficiently in qualitative decisions brand establishment, strategy, and pricing. Thus, you may consider finding alternative options to perform those simple but time-intensive digital tasks to ensure organic growth as well.
WorkGenius solves this problem. By engaging up to 250,000 vetted experts through technology, we process large digital projects with a high-turnover – still keeping an excellent quality standard.
- We are champs when it comes to high turnover. We create 450,000 words of high-quality SEO content per week – verified and ready to be displayed
- It’s one workflow and no matter if we engage 3 or 2,634 experts for you, you receive only one result - conveniently delivered into your inbox
- No matter if you need 2 or 2,000 images edited per week, we ensure quality 100% - always
Since we have such an extensive vetted talent pool, we can process these projects not only extremely fast, at ease, and in high-quality, but also for a margin of what it would cost you internally or with an agency.
In total, if you want to rocket your website performance without a single OH, visit WorkGenius for more information.