It is common to face some little challenges with your eCommerce website when it comes to increasing conversion rate but how you tackle the issue is what matters most. In case your ecommerce website’s conversion rate hovered at the same low number for weeks or months or you have tried to increase that rate with no success. The following tips and tricks have helped so many eCommerce sites move from under-performing to highly converting.
Increase Conversion Rate with These 6 Tips
If your conversion rate is below one percent, there’s obviously room for improvement. However, if you’re consistently hovering around five percent, you’re doing something right. Chances are, if you’re reading this article you fall into the former category–meaning your conversion rate is struggling and you need help increasing it. Thankfully, a few SEO tips can get most ecommerce sites back where they need to be. Let’s take a look:
- Eliminate Duplicate Content
Duplicate content kills SEO effort but you find this on most eCommerce website in Nigeria. While most websites don’t have to worry about this (unless they knowingly copy and paste), ecommerce sites are particularly at risk because product descriptions have a tendency to be similar especially when you are running a marketplace site and merchants have to write their own descriptions. That means you need to be quite vigilant of any redundancy on your site.
When developing product descriptions, it’s best to spend extra time and effort writing unique copy. Not only does this ensure you don’t fall prey to possible duplicate penalties but it gives your customer clearer understanding of the product.
- Use Rich Snippets
You will be surprised that most SEO analyst in Nigeria don’t know how to implement rich snippets while some don’t even know about it but don’t worry–you’re not alone. They are simply small descriptions that sit beneath your URLs when they appear on Google.
They allow you to give the user a little bit more information about what they’re clicking on and help you stand out against the influx of other results. Some even claim adding content-rich information to search listings can increase click-through rates by as much as 30 percent, regardless of whether or not you’re in the number one position.
- Make URL Structure Crawlable
You definitely must pay attention to your site’s URL structure if you’re interested in climbing the search rankings, attracting more site traffic, and increasing conversions. A proper URL structure can pay major dividends by making it exponentially easier for the search engines to crawl your site and identify what it’s offering and why it’s of value.
Additionally, from a human point of view, a proper URL structure is much more satisfying to the end user. It allows customers to find what they’re looking for much faster, keeps them on your site much longer, and increases the likelihood of converting them from a browser to a customer.
- Optimize Product Images
One common problem with most ecommerce sites in Nigeria when it comes to product images is that they wrongly assume picture quality is the only significant factor. While the quality of your images is ultimately what will convert users, it’s the optimization that attracts those users in the first place. In other words, you need to help the search engine robots find your images by giving them something to search for.
You can do this by adding keywords to your image ALT tags. Remember, search engines aren’t currently sophisticated enough to read or crawl pixels and identify what those pixels represent, so focus on making these keywords as relevant and unique as possible. Think about it like describing a picture to someone who has lost their eyesight. What terms would you use?
- Target Long Tail Keywords
As search engines become increasingly complex, they are beginning to place more emphasis on semantic search. This has increased the importance of long tail keywords, especially for smaller ecommerce sites that have difficulty ranking for basic search terms.
Take the example of an ecommerce site that sells kitchen appliances. Instead of targeting the keyword “new kitchen appliances,” they would likely have more success going after a search term like “new stainless steel 64 oz. blender.” How does that affect conversion rates, you may ask? Well, it has the added benefit of pre-filtering site visitors. If someone clicks on the URL after typing in this search term, the odds are pretty good they’re looking for a new stainless steel 64 oz. blender and not a coffee maker.
- Deal With Out of Stock Product Pages
Out of stock product pages are the frustration of many ecommerce site’s existence in Nigeria. By leaving them up, you risk frustrating customers when they can’t purchase an item they want. By taking it down, you’re going through a lot of extra steps that will have to be reversed as soon as the product comes back in stock. Depending on the product and what you choose to do, this can kill your conversion rate for that item.
You have a few options.
First, you could incorporate some sort of announcement or countdown clock feature that indicates when the product will be available for purchase.
Second, you could ask for the user’s email address in order to notify them when the product is back in stock.
Third, you could allow the user to actually make the purchase and offer to ship it as soon as it comes back in stock. All of these options are better than not doing anything, or taking the page down altogether.
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