Part 3: Practical tips for growing your eCommerce conversion rates
I hope our readers are enjoying this five-part blog series for increasing eCommerce conversion rates for eCommerce brands and retailers — and finding it useful. If you haven’t had a chance to read our latest post, be sure to check it out (Part 2: Practical tips for growing your eCommerce conversion rates). As promised, today I’m revealing two more powerful tips to dramatically improve eCommerce conversion rates and help your business scale quickly and profitably.
Tip # 6 – Convert faster through SEO & locale-aware category or landing pages
When online shoppers search for products via their web search engine of choice and click on a display ad that brings them to your home page, they still need to drill down into categories and search for the product they want before completing a purchase. These additional clicks to the relevant product page introduce additional friction into the customer journey, which impacts conversion negatively.
By leveraging targeted landing pages that are optimized for torso or long-tail product key phrases, you not only eliminate this friction, but also increase the organic Search Engine Optimization (SEO) traffic for product categories. This, of course, assumes the landing page URLs are included in your sitemap for search bots to discover. By introducing fresher, original content in the landing pages, the SEO is more favorable and the bounce rate is much lower.
To improve SEO channels even further, consider creating nested landing pages based on product attributes, and make them discoverable to search engines. For example: in the menu structure, under a product category, you could have individual pages for multiple brands, and under each brand, you could have another set of pages for different colors or sizes. The beauty of landing pages is that they can be integrated with voice search agents like Google Assistant, Apple Siri, Microsoft Cortana, etc.
To engage shoppers at an even more individualized level, your landing pages should have dynamic facets, navigation controls, additional product recommendations and meta-tags. The advantage of dynamic facets is that, when they are generated for a given keyphrase or category based on relevancy, it provides for an intuitive, frictionless and hyper-personalized shopping experience.
With all of these capabilities in place, when a shopper searches for “ann taylor green dresses” via voice search on her phone, she views a search result link that would take her directly to the customized landing page for green dresses for the Ann Taylor brand. The shopper can then either choose to drill down into the size she’s interested in or interact with the dynamic filters to find the product that she will eventually purchase.
Also, as a growing brand or retailer, chances are that you are either already operating in multiple countries or are thinking about it. To improve online conversion rates in each market, you should make it a priority to deliver landing pages that are locale-aware. A locale is a combination of language, country and currency. Shoppers love to buy from eCommerce websites that speak their language and transact in their local currency.
Tip # 7 – Personalize content on the web and email
As anonymous, new, or returning shoppers visit your eCommerce website, content pieces like menu structure, banners, imagery, and taglines have a significant impact on their engagement. If they see contextual banners, targeted taglines, and self-adjusting content blocks based on their individual profiles, their conversion rate will be much higher. Especially, a home page with personalized content can have a huge impact.
Merchandisers and marketers should take advantage of this strategy by creating, testing and deploying contextual content for different audiences—without requiring developers. You should personalize content for your website or email with free form HTML, or pre-built styles like title and subtitle, promo codes, and promo ribbons. With clicks-not-code configuration, you should create tailor banners, imagery, content, call-to-actions (CTAs), promotions, emails and any other onsite or off-site content for new, returning visitors, or any segment. Ideally speaking, you should have a library of banner styles and image layout designs, that all include optional titles, subtitles overlays, and buttons for each image. Having such pre-configured styles will accelerate your ability to respond to changing customer behaviors and seasonality. Lastly, you should be able to control individual appearance and attributes, and/ or set centralized rules for contextualized display based on audience segment, site location, or any other factor, to maximize shopper engagement.
Using content personalization capabilities are highly recommended to build an emotional connection with your shoppers when they visit your e-commerce site—which goes a long way in establishing heart loyalty with them. It’s really difficult to shake off heart loyalty for a brand or retailer, even when shoppers may have other more compelling choices for fulfilling their needs.
Summing it up
In today’s latest post, we shared the following key insights to accelerate progress in your eCommerce personalization journey:
SEO-aware landing pages are a great way to reduce friction for targeted product discovery on your eCommerce site.
You can create increase engagement via rich experience pages that have banners, dynamic facets for filtering, multiple product categories listings and intuitive sorting and navigation controls.
Nested category pages that are SEO friendly can give you more mileage for improving conversions.
Having locale-aware landing pages helps drive conversions better. Shoppers love to buy from eCommerce websites that speak their language and transact in their local currency.
You’ll build a better emotional connection with shoppers if you show them imagery, taglines, and CTAs — on web or email — that are tailored to their preferences.
It’s smarter to leverage a pre-built library of content personalization widgets to cater to diverse needs and be more efficient.
Continuing on our journey, next week, I will be sharing more practical tips to help you convert browsers into buyers. However, if you’d rather not wait, you can download the Real-time Personalization Guidebook – 10 Tips for Improving Conversions today. Also, if you haven’t explored the power of Reflektion’s next-generation customer engagement platform yet, I highly encourage you to contact one of our personalization experts today via reflektion.com/demo. Talk to you soon!