Ecommerce isn’t just for big retailers. However, it can be difficult to compete with them. Independent sellers selling products online must always strive to improve their websites to maximize conversions.
It is important to improve how products are presented online to lower consumers’ price elasticity and create a better shopping experience. Consumers are willing to pay more for more enjoyable shopping experiences. There are simple steps that retailers can take to increase search rankings, click-through rate, load times, and ultimately conversions. These tips can be used by even the smallest retailers to achieve big results.
These are the top five ways that independent retailers can improve their website content.
1. Improve product descriptions: The smartest way is to create templates that allow for automatic text filling. You can create templates for any broad category with placeholders for product-specific details. You only need to decide on a word count, and then create sentences with placeholders that correspond to standard attribute combinations. These templates are a great way to quickly create hundreds of descriptions, allowing you to increase your description coverage.
2 Refresh product descriptions and related material: Outdated content can result in lower search volumes (Google ranks refreshed information higher) and negatively impact conversions. Refreshing content can fix this. Rewriting can be costly, but it is possible to get the content rephrased. Infuse relevant keywords into the content. Keywords that reflect customer sentiment will perform better in organic search results. You can find out more.
HTML3_ Track the performance of your keywords. Search engines direct traffic to your website based on keywords. It is important to quickly take action if your site does not rank well in search engine results pages and has a low click-through ratio. Your site’s performance can be greatly affected by keywords. Meta-data, such as meta-titles or descriptions, are dynamic.
4) Improve your text-to code ratio. Internet surfers are short-attention span. Your site might not be performing well because it takes too long to load. Third-party tools can help you identify this problem. This problem can be fixed immediately with third-party tools. Flash applications and embedded videos increase page load times significantly. Instead, place an image on your homepage that users can click when they reach the site. You can use this method to have the video without slowing the loading time.
HTML5_ Simplify product taxonomy This will make it easier to navigate your website. Do not create too many layers. Instead, try to correctly classify products as people search for them. An analysis of search paths will show you the origin and intent of the search, as well as the landing page. When combined with your bounce-rate data, this will show you how poor your internal search terms and how many irrelevant searches are being generated, which can lead to customer dissatisfaction. These internal search analytics can be used to improve the performance of your site.
Retailers have increased their content analytics efforts over the last few years. This is due to the abundance of consumer demand data available, including product reviews and social media comments. It is possible to spot trends and position online product offerings accordingly.
Website content can influence price perception and increase margins. Even the smallest retailers should pay close attention to this aspect of their business.
Gift cards (certificates), when properly marketed, can increase online sales, encourage customer retention through repeat purchases, and help attract new clients. These are three essential elements to building a successful business. Every ecommerce store should have a healthy gift card program.
Gift cards facts
Shopatron conducted research that revealed interesting facts about gift cards’ impact on consumer behavior. Online retailers that create and market a gift card program correctly can expect an average increase of 10% in sales. It was also found that 31% of gift card recipients are more likely to buy items at full price (not on sales) than those who use other payment methods.
It found that gift card users spend 40% more on average per order than the gift card’s value. If you take this data one step further, and think about average order values, an online retailer looking to increase their average order value by $70 (for example), might market gift cards $50 or greater more aggressively than lower denominations.
Stores looking to increase their customer base will be pleased to learn that 40% of those who are given a gift card for a store will actually visit that store, regardless of whether or not they have previously visited the store.
While it is important to attract new customers, it is not the only aspect of success. Retention of customers is key to greater profits and long-lasting success. This is where gift cards can be of great help. According to data, 72% of people who have received gift cards will return to the place where they purchased them. These two facts show that gift cards programs are able to both attract new customers as well as keep existing customers coming back.
Marketing Gift Certificates
It is simple to market gift cards on holidays such as Valentine‘s Day and Mother’s Day when gift-giving is top of mind for many customers. The data shows that around 81 percent adults will buy gift certificates during holidays. But what can a store do to keep sales up by selling gift cards throughout the year?
It is a smart idea to create a gift card category on your website. Make sure you promote the gift cards in different areas of your website, such as banners and calls outs to let customers know that they exist.
Promoting discount gift cards is another marketing strategy that works. A $50 gift card would be an example. It costs only $40. This is a great way to give a gift card to someone you love. It also gives customers $10 off their next order. Current customers know that gift cards can be used in conjunction with coupon codes, so they can double up with any coupon codes they have to save even more.
An online store can drive sales by marketing’special’ gift certificates to existing customers in the above manner. Another way to increase sales is to team up with complementary retailers and give gift cards to each other. This also helps to create a gift card program that generates revenue. One example is a store selling custom wine racks/storage solutions that offers a gift card with every purchase to a complimentary store that sells wine, and vice versa.
Both businesses, which are complementary but not competing, benefit from the partnership. As a part of their sale, store “A” automatically gives the customer a gift card to shop “B”. The customer then uses the gift card to make a purchase at store “B”. Both stores gain from the transaction with store B, picking up a new client along the way.
Facebook and other social media platforms are very popular. Stores might consider using apps that link to these platforms, allowing customers to gift cards to friends. Social media’s virality and ease-of-use can be a powerful combination to market gift card campaigns.
Another way to increase gift card sales is to offer to donate a portion to charity. A pet shop might offer to donate $10 to the rescue shelter of your choice for every $50 spent on a gift card.
To encourage gift card purchases, and to ensure customer loyalty in future stores, reward points might be offered on each gift certificate purchase. This could include double reward points. To supercharge both, this strategy combines customer loyalty programs with gift card programs.
There are two types of gift cards. You can either print physical items (similar to a gift card or gift certificate) or send an electronic gift card number via email.
The customer receives the physical gift card / certificate via post. Or, they can be purchased at brick and mortar shops from racks (displays that include hundreds of gift cards from different retailers). These gift cards are more expensive to market (printing, manufacturing fees may apply), but customers often choose these types of gift certificates when they wish to include something tangible in their package.
The recipient receives electronic gift cards via email. They are usually less personal and not as tangible. They are free for the retailer and can be printed multiple times by the recipient. However, because they are impersonal, it is often a little more difficult to market them than their physical counterparts.
All gift cards, regardless of whether they are printed or electronic, work the same way to retain and attract customers. While the marketing effort to promote them to consumers is different, the overall effect on businesses remains the same.