The 7 Most Crucial Ecommerce Metrics You Should Be Tracking Right Now

My Post - 2019-09-10T152841.071.pngSelling things online has never been both easier and harder.

On one hand, you have platforms like Amazon, eBay, and Etsy, all of which have lowered the barrier to entry for aspiring online merchants.

On the other hand, succeeding as an online store operator means having to track a lot of data, which is much easier said than done.

The most successful ecommerce businesses are the ones that can harness metrics to make informed decisions.

These metrics, in turn, tell you everything you need to know about your store’s performance, from the number of sales by day, week, and month, to the average value of all items purchased at any given time.

This, however, doesn’t mean that you should be tracking and optimizing every metric at your disposable. The key is to know the metrics that make the biggest impact on your ecommerce venture.

To point you in the right direction, here’s a list of the seven most important ecommerce metrics you should be tracking and optimizing today.

1. Sales Conversion Rate

Your ecommerce sales conversion rate is, simply put, the percentage of people who visit your online store or page who make a purchase.

To calculate your conversion rate, use the following formula:

Coversion Rate Calculation

So, if 1,000 people visited your store this week and only 10 people made a purchase, your conversion rate for the week would be 1%.

Obviously, you’d want as high a conversion rate as possible.

But the truth is that the average ecommerce conversion rate in the U.S. is much lower than you think – between 2% and 3%.

According to WordStream, however, you might fair better with Google Shopping Ads.

Now for the big question: How can I improve my conversion rate?

This is a huge topic in itself, but a few things you can try include:

  • Speeding up your product pages.
  • Upload high-quality images of your products
  • Optimize product listings using keywords

2. Website Traffic

Once you’ve tracked and optimized your conversion rate, you can then look at bringing more people to your ecommerce store.

This is where measuring website traffic comes in.

Let’s go back to your conversion rate of 1%, or 10 purchases for every 1,000 visits. After optimization, let’s suppose this rate increased to 5% – 50 sales for every 1,000 visitors. – Read more

15 Effective (& Easy) Ideas For eCommerce Conversion Optimization

My Post - 2019-09-06T162559.049.pngA seamless eCommerce customer journey is all about the transition from “buying” to “experiencing.”

The key to growing your online business is to let your customers explore, decide, and share, and then learn from their experience.

Over the years, A/B testing has evolved from a simple comparative study to a process backed up by a data-driven approach. Businesses and website owners can utilize this approach at every stage of their customer journey.

In this blog post, we take you through 15 A/B testing ideas for eCommerce conversion optimization that will make your cash registers ring faster than ever.

1. Use Browsing History for Personalized Recommendations 

Did you know that 45% of online shoppers are more likely to buy from an eCommerce store that offers personalized recommendations? So, if you aren’t leveraging user history on your online store to provide a personalized shopping experience and retargeting your customers, you are probably missing out on an enormous opportunity to increase your conversion rate.

Product recommendations are the ultimate eCommerce conversion optimization tactic that you need to include in your strategy. Keep track of user data such as location, traffic sources, preferences, purchase history so you can highlight products that are on top of your customers’ minds.

One of the biggest players in the eCommerce space when it comes to personalization of product recommendations is Amazon. Take a look at the screenshot below. Suppose you just viewed Dan Ariely’s book on behavioral economics. This is how your homepage is going to look the next time you land on it.

Personalized Product Recommendations On Amazon

2. Have a Persistent Shopping Cart

Persistent Shopping Cart On Jabong.com

Do you see that widget at the right bottom corner of Jabong’s homepage? Yes, that’s your persistent shopping cart. These items were added to the cart a couple of days ago, and as you can see, the cart is still intact with the items. What do you think happened here?

A long-term cookie was established when the eCommerce site was opened. And now, the cart can be viewed during subsequent sessions for a given period of time.

Magento defines persistent shopping carts as carts that keep track of unpurchased items that are left in the cart and saves the information for the customer’s next visit.

A significant percentage of online retailers employ persistent shopping carts as it positively influences buyers’ purchase decision. This is because 56% of visitors tend to save their carts for later and take days or weeks to complete their purchase, and you need to ensure their carts are intact when they return.  – Read more

How to Do Technical SEO for Ecommerce Websites

My Post - 2019-08-09T170524.451.pngEcommerce is one of the fastest growing sectors and is often perceived to be dominated by the likes of Amazon and Walmart.

However, with appropriate marketing strategies, small ecommerce websites can also get their fair share of customers.

That’s where technical SEO comes in. It is crucial for improving your online store’s searchability.

Here are 12 technical SEO tips that will help increase your web traffic and generate more sales.

1. Don’t Miss Out on Long-Tail Keywords

Long-tail keywords may not attract more traffic, but they do have higher conversion rates as they allow you to understand the consumer intent correctly.

For example, a keyword such as “maternity yoga pants” rather than simply “pants” clearly shows what a consumer wants.

You have plenty of opportunities to use long-tail keywords in titles, meta descriptions, and product description.

Think about the various search phrases people may use to find a specific product. They will help identify the best suitable long-tail keywords.

You can use tools such as Ubersuggest, Ahrefs, SEMrush, and Google Trends for this.

2. Use Unique Title & Meta Descriptions

Create unique titles and meta descriptions for each product page. Try to include the relevant long-tail keyword in both the title and the meta description.

Make your meta descriptions as attractive as possible to encourage users to check out the product page.

For example, “Maternity Yoga Pants – best deals, big discounts, and free shipping on all orders. Order Now!” would be a fitting meta description for a maternity yoga pants page.

Ask your developer to insert such unique titles and meta descriptions dynamically into every page. – Read More

How to Effectively Perform Keyword Research for Ecommerce

My Post - 2019-07-30T174941.128.pngKeyword research is the foundation of every SEO strategy, especially when it comes to onsite SEO.

Done well, it provides direction for what type of content you should be optimizing for.

On the other hand, a good keyword with a badly executed strategy won’t help you make sales in your ecommerce store.

Keyword Research for SEO

When doing keyword research for ecommerce (or otherwise), there are two major ways to go about it:

  • Starting from nothing with your own research.
  • Spying on the competition.

Before getting started, it’s important to understand the various factors that go into choosing good keywords.

Here are a few important considerations:

Search Volume

There are several free keyword research tools, though this author swears by the paid tool, Ahrefs. Use your tool of choice to determine search volume.

A high exact match search volume means there are a lot of users searching for a given term. That said, high search volume might also indicate high competition for ranking. You have to be realistic when comparing search volume to ranking difficulty in terms of your website’s domain authority.

A basic rule of thumb for choosing keywords is that anything over 20 monthly searches is worth at least considering.

Ranking Difficulty

A high ranking difficulty score means that it will be hard to compete with existing search results. Ultimately, it comes down to your website’s domain authority in your specific niche.

Ahrefs provides a useful tool for determining where you stand when it comes to domain authority (they refer to it as “domain rating”), based on your existing backlinks. – Read more

SEO vs. PPC: A Few Forgotten Truths

My Post - 2019-07-11T151519.302.pngFor years, people in this industry debated the merits of paid search advertising versus organic search marketing.

Which was better?

Which one should you put your resources into?

Honestly, I thought we’d settled this argument a long time ago:

You need both!

But recently, the topic came up again amongst some of my clients.

I can see why. If you weren’t part of the original discussion, this conclusion might not seem so obvious.

Therefore, allow me to use this article to express a few forgotten truths in the SEO versus PPC debate.

1. Paid Search Can’t Replace Organic (& Vice Versa)

Paid search and search engine marketing are different beasts.

One is not a substitute for the other.

Each comes with its own strengths and weaknesses.

Paid search, for example, is really good at driving non-branded traffic to your website.

Here’s a classic PPC scenario: The user knows nothing about your brand. They search for a product they want to buy.

Your ad displays at the top of the search results page. The user clicks on your ad to see what you have to offer.

In so doing, they get more familiar with your brand and move further along the conversion path.

Can organic search do this? Perhaps.

But even the highest ranked organic search result won’t display at the top of the page.

At best, your organic listing will display in the middle of the page.

At worst, your listing will be many pages deep.

Similarly, organic search is really good at driving branded traffic to your website.

A classic SEO scenario: The user knows your brand. They search for your brand name.

Your site shows up at the top of the organic search results. The user clicks on your listing and goes to your website.

Can PPC do this? Yes, which is why you should also bid on brand in PPC.

But what if your ad is the only thing that displays – with no organic listing? That could cause the user to question the legitimacy of your brand. So ideally, you’d have both.

Both of these tools bring strengths to the table. Why wouldn’t you want both of them working for you?

2. Neither SEO nor PPC Is Free

A common argument against PPC is that it’s expensive. You have to pay every time someone clicks on your ad. And if your accounts are professionally managed, you have to pay for that too.

But as any SEO expert will tell you, SEO also takes time, money and expertise.

If you want it done well, you’re going to have to pay for it – whether you’re paying an in house SEO manager or an outside consulting firm. – Read more

A Beginner’s Guide to Shopping Ads

My Post - 2019-04-11T144601.280.jpgIf you work in ecommerce paid search, then having a working knowledge of Shopping Ads is essential for keeping up with the competition.

This chapter is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these three components to Shopping Ads:

  • Feed Setup & Management
  • Campaign Setup
  • Ongoing Optimizations

Feed Setup & Management

Because Shopping Ads are automated based on data you send to the engines, shopping feeds are crucial to success in Shopping Ads.

For feeds to work as needed, you need to send the feed with a feed provider (or do it yourself) to Google/Bing Merchant Center, after which you need to link those to the engines so you can actually advertise them.

What are you actually doing in Google Merchant Center?

You are sending your product data to make a feed according to specifications (make sure you get required fields completed, and add as many recommended fields as possible): – Read more

16 Ecommerce Trends That Will Drive Sales in 2019

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Ecommerce is changing. Mobile conversions continue to be on the rise—mobile saw sales increase by 55 percent in 2018, and Forrester predicts that by 2022, smartphones will account for $175.4bn USD in retail sales.

Customer expectations are growing at the same time: 38 percent of shoppers now expect high street businesses to offer same-day delivery.

Other ecommerce trends are very much in line with the web design trends that are pushing the industry forward this year. Progressive web apps, for example, use advanced technologies to bring the speed and features of a mobile app to a mobile website, even allowing for shopping platforms to be accessible offline, points out fashion and beauty ecommerce specialist Mari Corella.

“The key benefit to retailers is that they no longer have to choose between investing in their mobile sites or their apps,” she explains. “Some retailers may even drop their mobile apps entirely in favor of a PWA.” – Read more

11 Ecommerce Growth Tactics

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2019 is just around the corner, and with the new year closing in, we knew it was time to gather data and assess the current behavior of ecommerce companies, their strategies, and how it affects consumer behavior.

Search engines and easy access to customers have only become more competitive, making it even more essential for businesses to be aware of how they measure up.

To help you assess where your business stands and uncover every single tactic you can use to give yourself an edge, SEMrush collected and analyzed data from more than 8,000 ecommerce sites, the Hallam Agency shared detailed insights from their experience with ecommerce clients, and we rounded up advice from 9 influential ecommerce experts from all across the world.

In this post, we have combined our data on the most successful tactics so you can improve your online marketing strategies as we move forward into the new year. – Read More

How (and When) to Hire An Ecommerce Expert to Level Up Your Business

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One of the most unexpectedly instructive memes out there today is “You have the same 24 hours in a day as Beyoncé.”

It’s easy to look at it as an entrepreneur, drowning in tasks and to-do lists, and feel overwhelmed, or inspired, or even just irked. But there’s a valuable hidden lesson there that most people overlook: Beyoncé spends those 24 hours doing what only Beyoncé can do. – Read

5 Tips Marketers Can Learn From Seemingly Elusive Luxury Brands

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Luxury is characterised by striving to capture the best of us, whether that is expressed through the clothes we wear, the food we eat, the places we stay or the cars we drive. While the goal is to achieve and deliver on the best of the best, the definition of luxury is always changing, shaped by and shifting to meet consumer sentiment and behaviour. Today, new defining criteria of luxury are emerging based on shifts in the scarcity of certain experiences and new priorities in consumer demand. Brands are able to charge a premium for privacy, security and anonymity—all characteristics of luxury experiences born in response to consumer demand in the age of big data. – Read