How to Build High-Converting Landing Pages

Your landing page is the face of your brand. It digitally introduces your visitors to the products or services you offer and the problems you solve.

Though widely popular among the digital marketers across the globe, only a few top contenders in a niche understand the nitty-gritty of creating a landing page that converts at par with the industry average.

What is a landing page?

A landing page is a standalone page designed to generate qualified leads. In order to achieve this objective, you can have micro conversions on your landing page, such as filling out a form, signing up for a free trial, registering interest in a product or service, etc.

A Typical Landing Page Funnel
Image Source: [1]

Marketers generally send warm traffic to a landing page—the traffic that has shown some interest in your offer. Among other channels your visitors might come from pay per click (PPC) advertising through social media or through an email list.

Landing page conversion rates vary with industries and their objectives. Hence, it’s unfair to set an ideal conversion rate that fits all industries.

Graph Of Lead Generation Conversion Rates By Industry
Image Source: [2]

The graph shown above illustrates the difference between the high-performing landing pages and others. To set a target for yourself, you can refer to the conversion rate benchmarks in your industry.

What is the first step to building high-converting landing pages?

Don’t fall for any manual that guarantees a high-converting landing page—they don’t exist. As mentioned in the above section, the conversion rate standards are industry specific, which can probably guide you setting a target in the initial stages of your landing page design process. However, as a starting point, it is imperative for you to have a sound understanding of your brand and its value propositions, apart from having knowledge about basic website design and user experience (UX). 

Iterations never hurt, but guessing games can do collateral damage to your business. 

Landing pages require continuous testing and optimization for better conversions. Understanding this is the first, important step of your optimization journey. You can certainly stop guessing what your visitors want from your landing page and utilize tools such as heatmaps, eye-tracking software, and more to gauge visitor behavior on your page. Generating valuable insights from these tools can help you improve the design, CTA, etc., and thereby, can help your conversions.   

What does a high-converting landing page comprise?

Crisp above-the-fold content

The design of your landing page impacts the conversion rate. The fold plays a vital role in conversion rate optimization. Everything that appears on the screen when you first load the page is your webpage’s above-the-fold content.

Nielsen Norman Group conducted a study on people’s online browsing habits[1]. The study has 120 participants who interacted with thousands of sites in different niches. Using eye-tracking software, they looked at how people interacted with different websites.

Graph From The Study Done Ny Nielsen Normal Group On Online Browsing
Image Source: [3]

Based on their findings, the Nielsen Norman Group concluded that; “Users do scroll, but only if what’s above the fold is promising enough. What is visible on the page without requiring any action is what encourages us to scroll.”

Unsurprisingly, the majority of the high-converting landing pages are designed to have the maximum above-the-fold impact. Many successful landing pages contain all of the key information a visitor might need above the fold, almost like a mini sales page. Take an example from VWO.

Vwo Home Page

You can see, the content above the fold includes essential landing page elements that help convince a visitor to take action. It includes:

  • Headline
  • Engaging sub-headline
  • Call to action
  • Social proof

The design of the landing page relies on grabbing the users’ attention right from the start. If a visitor wants to find out more information, they can then scroll down the page, where critical elements of the sales message are expanded upon.

A headline with impact

David Ogilvy, the founder of the global marketing company Ogilvy, famously said about headlines: “five times as many people read the headline as read the body copy.”[2] His quote is from a pre-internet age, but the sentiment holds to this day. – Read more

15 eCommerce Conversion Tactics To Fuel Growth For Your Store

With every other blog post talking about eCommerce conversion strategies that can help you boost sales, it can get a tad overwhelming and exhausting to narrow down on ones you must pay attention to. To that end, we have done the heavy lifting for you and shortlisted those we know are sure to make a difference in helping you grab shoppers’ attention and persuade them to purchase from your online store. 

In this guide to eCommerce conversions, we will look at 15 actionable tactics you can implement to stand out among the competition and get shoppers to fall in love with your online store.

1. Reverse engineer the customer journey

The customer journey tracks the steps a potential buyer goes through from getting interested in your niche, becoming aware of your brand, finding out more about your product to making a purchase. Most online depictions of the customer journey make the process appear simple. It is usually represented linearly and consists of 5 stages – from awareness to retention.

The Five Stages Of Customer Journey
Image Source: [1]

The reality of the customer journey is a lot messier. People skip steps, rush to purchase, or never come back to your website. Yet while the customer journey is messy, there are analytical tools that help you understand where visitors enter your eCommerce store, where they drop-off, and the common paths they take to finally make a purchase.

One of the most used tools for analyzing the on-site customer journey on your website is Google Analytics. You can create custom dashboards in Google Analytics that help you visualize how people move around your eCommerce site, the landing pages through which they discovered your product pages, and where there is a significant drop-off.

An Example Of Funnel Analysis On An Ecommerce Store
Image Source: [2]

A comprehensive analysis of how visitors move around your eCommerce store and in and out of each stage of the customer journey can help you identify their pain points so you can rightfully tackle them through A/B testing.

2. Optimize your site speed

One of the simplest methods to increase conversions is improving the page load time. The reason for this is pretty straightforward; if a page takes a long time to load, your store visitors get impatient and leave the website.

The graphic below precisely illustrates the correlation between page load time and conversion rates.

Graph On Variation Of Conversion Rates With Page Load Time
Image Source: [3]

While this chart comes from a study on general conversion rates, there is also a large body of data about how page speed impacts eCommerce conversion rates specifically. Amazon’s study on how even milliseconds of latency affects revenue is probably the most cited example. Every 100 ms of latency costs the company 1% in sales, they claimed[1].

Portent conducted a study on page speed that revealed some interesting insights for eCommerce store owners. They found that the highest eCommerce conversion rates occur at a page load speed of 0-2 seconds[2].

0 2s Is Ideal Page Load Time For Maximum Transaction Conversion Rate
Image Source: [4]

When it comes to page load time, some pages are naturally more important than others. The most important ones include the homepage, checkout, product, category, and login pages. Any page where you receive a lot of traffic, you should prioritize optimizing.

3. Simplify navigation on your store

All the best eCommerce stores are flat and extremely easy to navigate. ‘Flat’ means having as few layers as possible to your site design – everything on your site should be accessible within three clicks of the homepage. More importantly, you also want to make it as simple as possible for site visitors to get from the core landing pages to the product pages and checkout page so that making a purchase is as seamless as possible. 

Just like longer page load times cause shoppers to walk away from your store, a labyrinthine site design also tends to frustrate them, leading to drop-offs. There are numerous ways to optimize your menu to improve eCommerce site navigation. You could start by including breadcrumbs, simplifying the options on the menu, prioritizing elements, and so on. The ideal solution will be specific to your eCommerce store.

Let’s understand the same with the example of Slideshop. After thoroughly analyzing their data, the teams discovered that shoppers weren’t clicking on the subcategory. To improve usability, they ran an A/B test on the side menu to create a better flow from categories to subcategories. They got rid of the promotional right sidebar and introduced a left navigation bar. Here’s a look at the control and variation from the test: 

Control Version Of The Ab Test On Slideshop Com
Control
Variation Of The Ab Test On Slideshop Com
Variation

The variant with the navigation menu on the left increased the add to cart clicks by 34%. The case study stands testament to the fact that smooth navigation is closely linked to increased sales for any eCommerce store. – Read more

How to Boost Your eCommerce Conversions and Make More Sales

With offline stores across the globe stalled due to the Covid-19 pandemic, shoppers and businesses are adopting eCommerce like never before.

As shown in the graph below, the value of global eCommerce sales reached USD3.5 billion in 2019. This figure can get almost double by 2023[1]

Graph Of Retail E Commerce Sales Worldwide From 2014 To 2023
A graph of retail e-commerce sales worldwide from 2014 to 2023
Image Source: [1]

A recent estimate[2] puts the number of global eCommerce firms between 2 and 3 million. This excludes businesses based in China. In order to get a foothold in the sector, learning how to improve your eCommerce conversion rate is paramount.

This eCommerce conversion rate guide brings you tips on generating more sales from the visitors on your site. 

How is eCommerce conversion measured?

An eCommerce conversion is a site visitor turned into a customer. Attempts to increase your eCommerce conversions are generally focused on the product page or pages and the checkout process. 

Take, for instance, a site that gets 1,000 visitors and makes 20 sales. Your calculation would be (20 / 1,000) x 100. That produces a resulting eCommerce conversion rate of 2%. While knowing your site’s conversion rate is important, understanding it is critical. 

The idea of measuring average conversion rates for your site is an excellent place to start with. 

Conversion benchmarks by sector

Millions of online stores that operate globally are spread across a plethora of sectors, offering a variety of products and services. However, conversion rates vary by industry. A study [3] by Littledata found the global average to be 1.4% across various industries and devices. However, you must dig a little deeper to genuinely understand your site performance.

It’s imperative to keep track of your industry’s performance and update yourself. You can do so by understanding how eCommerce conversion rate benchmarks stack up within your industry. This information is available online. 

IRP Commerce provides a kind of one-stop-shop for eCommerce market data [4]. You can find the average eCommerce conversion rates by industry here. For instance, you could use the site to find that the average rate for sports and recreation stores, as of March 2020, is 1.42% [5]. You can find similar information for a wide range of sectors. 

ecommerce conversion rate by industry
eCommerce conversion rate by industry
Image Source: [2]

Finding a benchmark for your sector is critical, as it helps you optimize your sales funnel to drive more conversions. 

How to improve your eCommerce conversion rate

They say that acknowledging a problem is the first step towards solving it. If you’ve discovered your conversion rate, you’ve already taken that first stride. You’ve identified that eCommerce A/B testing could be a part of the solution. In the following section, you will find six components in your existing optimization strategy that you can tweak to optimize your conversion rates.

User flow and UI

User flow defines the visitor’s journey on your website as they accomplish a task. Don’t make your prospects struggle on your web page to do so.

You can start optimizing the user flow as the first step in your eCommerce conversions optimization efforts. In the case of eCommerce websites, a user journey can have multiple steps before they make an actual purchase. These steps can be termed as micro conversions, which can include signing up for your website, adding a product to cart, clicking on a discount link, etc.

Micro conversions should direct the user towards the main conversion, that is, a purchase. This journey has to be as seamless as possible and avoid any friction that might result in visitor’s expulsion from the sales funnel. – Read more

Here’s a Free Sales Funnel Template to Help You Sell More

My Post (6).pngPeople don’t just randomly buy whatever they see or like.

There’s a process we all go through before we swipe our credit card or click the “order now” button.

Sometimes it takes days, weeks, or months for us to make these decisions. Other times it’s the exact opposite. We make up our mind almost in an instant.

There are many reasons for why this happens but the bottom line is – this decision-making process exists and as a smart entrepreneur or marketer, you need to understand how it works.

Only this way you can meet your audience at different stages of their decision-making process with the right offer and marketing message.

And a sales funnel template can help you map out the most probable path your audience will go through before turning into paying customers.

Author’s note: If you’re looking for a solution that’ll help you automatically build your sales funnel from scratch and help you increase sales, check out the GetResponse Conversion Funnel here.

Now, what is a sales funnel template?

By now, you’ve probably figured the definition yourself:

A sales funnel template is a design of a consumer’s journey to becoming a customer and what happens after they do.

Think of it as a whiteboard where you completely map out, in drawing, your potential customer’s journey — from when they’re thinking about something they need to the point where they eventually find your business.

Your customer journey could look something like this:

  1. First your prospect identifies a need – “I need a pair of shoes”
  2. They go onto Instagram to search for inspiration
  3. They type their search term in the search bar
  4. After browsing through different shoes and designs they find something interesting
  5. Eventually, they find something promising and visit the vendor’s website
  6. They add their new favorite product to the shopping cart and check out

And sometimes, the customer journey is a lot more complex than what we’ve shown in this illustration, but this is basically how it works.

So what your sales funnel template does it helps your business show up at every step of the customer’s journey leading up to when they finally make a purchase (more on this in the “seven steps” section below).

Now that we’ve cleared the air on what exactly a sales funnel template is, let’s look at a seven-step sales funnel template you can use for your business.

And what type of business is this template for?

It’s universal!

It doesn’t matter if you’re selling digital products like ebooks or online courses. Or you’re a professional doing online consulting and coaching. Heck, even if you’re selling a service that’s delivered offline, like self-defense classes.

This sales funnel template will help you generate more leads and sales for your business.

The 7-step sales funnel template

Regardless of the nature of your business, consumers would often go through these seven (or similar) steps before they become paying customers:

Visual representation of a sales funnel template you can use to grow your business.

So the image you see above is the exact sales funnel template you need.

In fact, if it’s the only sales funnel you’re working with, it can single-handedly take your business to whatever level of growth you want it.

But of course, you first need to know how it works.

So we’ll explain each funnel stage we identified in the above illustration.

Step 1. Generate targeted traffic

Generally, the more traffic you get, the more sales you get.

But you probably know this already: it’s not that simple. Because it’s possible you generate thousands of visitors to your site or online store but never convert any of them into customers.

But that’s bad traffic, and you don’t need it; it never converts to sales.

Instead, here’s what you need: targeted traffic. Targeted traffic is site visitors who are most likely interested in your product or service and would be interested in buying it.

To get these types of visitors, you need to know where your target customers frequent every day — like the online communities and groups they belong to, search engines they use (and keywords they search with), and influencers they follow.

Then you’ll go to those places and give them a good reason to visit your site; “giving them a good reason to visit” means you’ll need to provide them with a free valuable resource (e.g. ebook, case study, webinar) they can get on your site.

You can call this a lead magnet. An incentive your target audience is ready to trade their email address for.

Once they land on your site, your sales funnel is already in motion. And this is where step two comes in.

Step 2. Send traffic to a SPECIFIC high-converting landing page

You may already be aware of what a landing page is, but if you’re not sure: it’s a page that you specifically design to convert visitors into leads or customers.

But one major mistake that ruins sales at this point is sending your visitors to a generic web page, like your homepage or some other “non-landing page.”

Your homepage (or any other non-landing page) is simply not designed to send visitors to the next stage of their buying journey.

So what would happen is they’ll land on the page and keep looking around — because a non-landing page is not focused on a SPECIFIC TOPIC. It often links to several other pages like your product/service page, about page, blog page, contact us page, etc. as shown below:

And there’s nothing wrong with having a homepage; it’s just not designed to help you convert as many visitors as a specific landing page into leads.

A landing page, on the other hand, focuses on a single topic and its goal is to speak to your visitors and persuade them to accept a SPECIFIC OFFER; so it looks something like this:

When you send visitors to a landing page like this, they know what it’s for and the page helps their minds to focus on thinking about one thing only: your offer.

The only two options they have here is to either a) sign up for your offer and give you their email address, or b) exit your squeeze page.

And this is exactly what you want to do in your lead generation strategy.

(By the way, this is only a landing page example, your landing page can be longer if it needs to be so you can effectively persuade your visitors to convert. Here you’ll find some great landing page examples that’ll explain this better)

Step 3. Convert visitors into subscribers & leads

Now, it’s one thing to send visitors to a landing page…

It’s another thing entirely to convert those visitors into subscribers and leads.

When people get on your page, they’re immediately thinking…

  • “Is this offer worth my time?”
  • “Should I sign up because I really need this stuff?”
  • “Or should I just leave?”

They’ll do one of these and you can influence (and speed up) their decision by what you have on the squeeze page – especially your headline, body copy, and calls to action (CTAs). You need to make sure these three landing page elements convey strong reasons why they need to sign up for your offer. – Read more

How to Optimise Conversion Rates and Boost Sales

My Post (8).pngGetting visitors to your website can be challenging and expensive, so it is important that your site is optimised to convert as many of them as it can into customers. In this post, we’ll explain what conversions rates are, why they are important and how you can optimise your website to increase your rates and revenue.

Conversion rates explained

Conversion rates are not difficult to understand, but they are a crucial metric that lets you see how well your website is performing. Basically, a conversion rate is the percentage of your visitors who carry out an action that you want them to take. A website could have several conversion rates that it monitors, such as the per cent of visitors who buy products, subscribe to marketing emails, become members and so forth. Finding out what the conversion rate is for each of these actions can help you discover ways to improve them and increase overall sales.

Calculating a conversion rate is fairly straightforward. You simply divide the number of conversions by the total number of website (or web page) visitors and multiply this by 100. So, if 2000 people view your email sign up form and 50 sign up, your conversion rate is

(50 / 2000) x 100 = 2.5%

Ways to improve conversion rates

There are many things that websites do to drive their conversion rates upwards. Here are some of the most used and proven techniques.

A/B split testing

Sometimes, small changes can have a big effect on conversion rates, such as changing the colour of a call to action button, rephrasing a headline or showing a different image. Netflix, for example, has learnt that different movie images appeal to different people, so the images customers see advertising a movie will have been specially chosen to appeal to them.

The common way to test what works well and what doesn’t is to use A/B split testing. This allows two different versions of your web page (A & B) to be served randomly to different users. If one of these has better conversion rates than the other, you can ditch the poorly performing page in favour of the one which performs best. By constantly thinking up new ideas and split testing them, you can always work towards driving the conversion rate higher.

Some split testing tools are more advanced. They can use other data, like browsing histories, and add this to the mix. Like with the Netflix example above, this may tell you that one version of your page performs best with one group of visitors while a different version is better at converting others. This way, you can personalise your content to optimise conversion rates even more.

Remove conversion barriers

If the aim of your website is to fulfil your conversion goals, then you need to remove any distractions or obstacles that delay, prevent or put the visitor off taking the action you want. You can do this by removing any unnecessary content from pages, improving navigation so that finding content is easy, making it clear what your calls to action are and how to take them and streamlining the actions that need to be taken. This latter point is particularly important: if your user has to visit several pages and fill in a lot of information to buy a product, some of them are going to abandon your site in the process. The quicker and easier you make it, the more conversions you will make.

Make use of live chat

The use of live chat has increased dramatically over the last few years and for good reason, it has been shown to have an important effect on improving conversion rates. Its main use is that it enables visitors to ask questions there and then about products and services; helping them find information that’s either not on your site or that they have been unable to find. As this is given to them while they are still visiting your site, they remain potential customers during the conversation and, if happy with the answers and the quality of the chat, are much more likely to make a purchase. The simple fact that visitors use live chat means they are already thinking about purchasing, helping them at this point, before they look for answers on competitor sites, can be very beneficial.

What’s more, by deploying AI chatbots to operate your live chat, you don’t need a human to do the work for you and the facility can remain online 24/7. – Read more

How Artificial Intelligence Can Change the Way We Shop Online

My Post (8).pngWhat comes to mind when you think of Artificial Intelligence (AI)? Maybe you think of robots taking over the world, like in the movies, or self-driving cars. Merriam-Webster defines artificial intelligence as 1) a branch of computer science dealing with the simulation of intelligent behavior in computers and 2) the capability of a machine to imitate intelligent human behavior.

Did you know that AI is gradually changing the way consumers shop at various stages of the buyer’s journey?

In subtle ways, artificial intelligence affects the way a potential buyer searches for product or brand information during the awareness stage.

Artificial Intelligence, Algorithms, and Awareness

It’s been well documented that people turn to social media platforms like Instagram and Pinterest for visual inspiration and product research. We know that algorithms (a type of AI) will drive what posts are surfaced to a user. Your Instagram feed is not just based on who you follow but rather it’s based on what you like and comment on. The more engagement a Pinner or Instagram user has with a post, then the visibility of that brand or product increases and the higher it will appear in your feed.

Additionally, with the advent of Checkout on Instagram, as well as a Pinterest shopping program, retailers can jump on board these new marketplaces. By opting into these platforms, businesses can expand their reach and gain new customers.

AI and eCommerce

Marketplaces like Google Shopping and Amazon track users’ web browsing behavior and past search history. AI is used to detect shopping patterns and purchasing behavior by tracking how much time you spend on each page, what links you are clicking and what products you are hovering over. In turn, this data is used to give consumers personalized product recommendations, whether it’s in the form of dynamic product ads, custom emails with product coupons, or targeted messages containing personalized bestseller lists.

It’s these multiple touchpoints that can encourage a user to move forward from the consideration stage to making a decision. We’ve seen that when offering personalized content to consumers, it increases the chances of a sale.

The quickest way to justify an investment into AI is that it improves and speeds up listing products on different advertising channels. One of the most resource-intensive and tricky aspects of eCommerce is product categorization. Results show an intelligent and experienced human will achieve an accuracy rate below 90%. This is significantly higher than Google’s approach which tests have shown to be below 70%.

However, this has changed with some incredible breakthroughs in product classification with Artificial Intelligence, achieving accuracy rates above 95%.

Chatbots

For businesses looking to automate tasks related to customer service, consider an investment in chatbots. The use of chatbots is becoming more commonplace among eCommerce businesses. According to Invesp, it can help businesses save on customer service costs by speeding up response times and answering up to 80% of routine questions.

Chatbots can resolve customer issues and give insight into what customers are looking for at that moment in time. Furthermore, retailers can take the data collected from those chatbot inquiries and use it to craft custom messages for future use. – Read more

5 Top E-Commerce Strategies For Small Businesses

My Post (7)E-commerce was already going strong pre-pandemic, and quarantine has only supercharged online shopping. Some small business owners feel unable to compete with the big boys, but there’s no reason to miss out on the electronic spending boon. E-tail is all about finding your niche and staking your territory. So if you’re a boss lady (or boss man) of a more modest enterprise, read on to learn five great strategies for small businesses.

Microtarget

One of the best things about running a small business is that you don’t have to please everyone. You only have to appeal to the right customers. Microtargeting is a strategy that helps you locate like-minded people and groups so you don’t waste time and money on those who aren’t a fit for your product or service. Let’s use the example of a pearl vendor. Pearl is the June birthstone and you’re running a promotion. One of the groups you want to target are people born in June. How do you find out people’s birthdays? Through data collection services. Facebook for Business has an astonishing amount of data and offers one of the best ways to microtarget. If your business is a brick-and-mortar shop, you can also try Google AdWords to target by region, and not lose ad dollars on people clicking who are outside your designated marketing area (DMA). Geo-fencing is another programmable feature you can use to build a virtual boundary around a geographic location.

Personalise

These days, online customers expect to be provided with an out-of-the-ordinary shopping experience. Consumers are demanding the same level of personal attention online as they receive live, and businesses that don’t deliver will lose out. Shoppers expect e-tailers to know when they last shopped, what their previous purchases were, and even other websites they have visited. Custom packaging or mix-and-match assortments are some personalisation options. Loyalty programs are another way to customise your offerings and your marketing. Engaging on social media is one of the best ways to interact one-on-one with customers, particularly Millennials. Avail yourself of data collection services like Facebook for Business and Google AdWords to tailor your selections to individual preferences.

Integrate

For maximum conversion rates, you must make it as easy as possible for your customers to buy from you. This means offering your product across multiple platforms. Small businesses need to take advantage of every potential sales channel by having a social media presence, a well-designed website, and, if applicable, an appealing and easy-to-use app. The caveat here is that the shopping experience must be as easy on the tiny screen of a mobile phone as it is on a computer or any other device. To improve the mobile experience, look into a progressive web app (PWA) that is designed to load instantly regardless of whether or not the user has an internet connection. Seamless integration and a trustworthy experience are what customers want. Also keep in mind that when you sell across different platforms, the products themselves must be sufficiently differentiated to justify any price differences. – Read more

How To Maximize eCommerce Revenue When Demand Skyrockets

My Post (7).pngThere is no doubt the recent stay-at-home orders have impacted businesses in a big way. Some businesses have experienced significant revenue loss, while some eCommerce companies are seeing record revenue months. The current pandemic has changed search behavior as more people shift to buying online. Many eCommerce businesses have experienced an increase in conversion rate performance, especially those who carry products for projects that can be done at home.

In this article, I will discuss experiences from a few different eCommerce businesses that carry DIY products and the impacts on their business from the stay-at-home period. We will also discuss some ways any advertiser can maximize revenue for similar DIY product brands during this unprecedented time.

A Luxury DIY Brand’s Paid Media Performance During The Stay-At-Home Period

In one Luxury DIY account, they experienced a slight dip in revenue, but quickly recovered in March and experienced record-high revenue in April and May. Their products are classified as luxury and not considered an impulse buy. Purchasing these products requires planning and includes many custom order options.

luxury diy brand revenue increase during covid

Automotive Parts Brands’ Paid Media Performance During The Stay-At-Home Period

For one automotive accessories brand, April was a record revenue month. This brand provides interior and exterior auto accessories for your vehicle. While these products are not an impulse purchase, they would be considered an upgrade or add-on products for your vehicle. As you can see in the graph below, this brand surpassed $950,000 in paid media revenue in April and $1,300,000 in May. In the past year, paid media never drove more than $750,000 in direct revenue in one month, meaning April & May’s performance was exceptional.

automotive parts brand #1 revenue increase during covid

Another automotive accessories brand also experienced record revenue in May. This brand sells exterior auto accessories for your vehicle that are different from the brand above but in the same category.

automotive parts brand #2 revenue increase during covid

How Any Paid Media Marketer Can Maximize Revenue During An Unexpected Event

While much of this exceptional performance is due to a change in search behavior, an increase in DIY projects, and increased e-commerce shopping, we also made some bid & budget optimizations to help maximize revenue. It is highly likely these brands would have experienced revenue growth had they just rode the wave of demand and not deviated from the original paid media strategy, but they all remained flexible during this unique time and took recommendations to do the following: –  Read more

7 Important A/B Testing Rules to Double Conversions

My Post (16).pngIf you want to double or triple your conversion rates over the next 9 months, A/B testing is the foolproof way to do it.

Any funnel, any business model, any marketing channel.

You could easily double your customer counts within the next year.

All without having to increase your marketing spend or get more traffic.

That’s the magic of A/B testing.

There is one catch though.

A/B testing is easy to skew up. It’s counter-intuitive and goes against many of our business instincts. Even worse, it only takes one bad decision to ruin all the progress from an entire testing program.

Over decades of A/B testing ourselves, we’ve put together a set of rules that our teams always follow. If you follow these rules too, you’ll avoid the bad calls. Then it’s only a matter of time before you double your business.

#1: Allow your test to run for at least 7 days

The first is to allow your test to run for at least seven days.

The reason is that A/B tests can change very quickly. One variation may jump out to an early 350% conversion boost by day two and even be ruled statistically significant by your A/B testing software only to cool down to a 15% boost by day five. To account for these changes, you need to make sure and let your test run for at least seven days.

testing tips 1

We’ve seen countless test flipflop over the years.

They start out as winners and then end up as losers after a few days.

The first week is especially volatile. Try not to even look at the results during that week.

Another reason to test for a longer period of time is that website traffic varies from day to day. Saturday traffic, for example, can be very different from Monday traffic. Based on that, you want to make sure to get results from every day of the week before calling a winner.

You should also keep in mind that even seven days is really a short time period for an A/B test, and you may be better off letting it run for several weeks. You’re looking for a winner that will get long-term results and don’t want to pick a winning variation too soon only to find out it doesn’t actually boost conversions or revenue.

It’s also a good idea to allow tests to run until you have at least 100 total conversions. More than that is even better and less can work, but running until there are at least 100 conversions will help to give you more confidence that the outcome is accurate and will deliver the results you’re looking for.

#2: Run tests until you have a 95% confidence level

The next rule to follow is to run your test until there’s at least a 95% confidence level for the winning variation.

The reasons for this rule are the same as those for rule number one. First and foremost, you’re looking to pick a winning variation that will give you better results for the long term. This means you want to make sure the results are statistically significant and that you don’t pick a winner prematurely.

Another reason is that test results can change dramatically over the course of an A/B testing period. I’ve personally seen a variation jump out to a 105% boost in conversions after a day and a half only to lose when the test is called 10 days later. This makes it even more important to wait until your A/B testing software says the results are statistically significant.

To get a better idea about how long this will take for your test, use this simple A/B Test Calculator from Neil Patel:

So keep your test running until you hit 95% statistical significance on the calculator.

You’ll also want to keep in mind that the smaller the conversion boost, the longer the test will need to run, and vice versa. As such, if the improvement is only 5%, then you’ll need to run the test much longer than if it’s a 50% improvement.

#3: Big changes lead to bigger results

Another rule of thumb to keep in mind is that bigger changes have a greater chance of leading to bigger results.

If you change the button copy on your homepage, for example, you might only improve conversions by 5%. – Read more

The Definitive Guide to eCommerce SEO for 2020

My Post (5)For any ecommerce site, ranking at the top of search engines is a high priority. While paid search can place you at the top of the SERPs you there, the long-term cost to remain there may not be sustainable. You need the number one spot, and eCommerce SEO can help you achieve this.

In this step-by-step ecommerce SEO guide, we will explain everything you need to know about SEO strategy for ecommerce websites and provide tips and strategies that will help you optimize your site effectively. Here are the main topics we will cover.

  • Why SEO Is Important for Your eCommerce Site
  • Keyword Research for eCommerce Websites
  • On-Page SEO for eCommerce Websites
  • Technical SEO for eCommerce Websites
  • How to Fix Common Technical SEO Issues on eCommerce Websites
  • Content Marketing for eCommerce Sites
  • Link Building for eCommerce Sites
  • Local SEO for eCommerce Websites
  • eCommerce SEO: Some Final Best Practice Tips

Why SEO Is Important for Your eCommerce Site

SEO is a critical necessity for e-commerce websites. Your products need to rank higher than your competitors, and they need to display the right way so potential customers can find the products they need in the SERPs and choose your site to click on.

When done right, ecommerce optimization strategies will help you rank highly, and your pages will provide the best solutions to a user’s search intent. Optimizing eCommerce sites can yield an ongoing, free source of high-converting organic traffic to your site.

This means less reliance on advertisement spending, a plus for any online business.

https://cdn.semrush.com/blog/static/media/1f/5e/1f5eb0b4830dd8859e108624e43749df/image.png” data-gtm-vis-has-fired-9025619_57=”1″ />

In a 2017 study conducted by SEMrush on how e-commerce companies drive traffic to their sites, the results show 38% of retailer traffic comes from organic search.

SEO will help increase your organic search traffic, and help your ecommerce site rank higher in search engines. With so many users using Google to research purchasing decisions, both at home and on the go, need an optimized website and product pages.

Keyword Research for eCommerce Websites

The core of any effective eCommerce SEO optimization strategy starts with keyword research. Making sure you are targeting the right keywords is essential to your SEO efforts. Focusing on the wrong target keyword can negatively impact your impressions and bring low-converting traffic to your business.

The Initial Steps of Keyword Research

The first part of an ecommerce SEO strategy involves listing your category and product pages and then identifying and mapping, on a page-by-page basis, the keywords to target.

Product-Focused Keywords

For ecommerce keyword research, your strategy should prioritize product-focused keywords, taking into account your homepage, product categories, and blog content — this means also ensuring you are targeting keywords based on a medium to high search volume that are strongly relevant to your brand and not too difficult to rank for.

Buyer Intent

In a recent SEMrush post, Sandeep Mallya broke down search intent:

https://cdn.semrush.com/blog/static/media/10/a0/10a0261107220a8cc9708b63c8e0d98d/search-intent-example.png” data-source-height=”479″ data-source-width=”1200″ data-gtm-vis-has-fired-9025619_57=”1″ />

Your focus should be on choosing transactional keywords over informational keywords. Why? Because your main priority is ranking for keywords that lead people to purchase, and transactional keywords typically lead to high conversions rates.

How do you find them?

Consider buyer intent. Buyer intent refers to the intent beyond the consumer’s keywords when searching online, which reflects where they are in the buying cycle.

For example, someone searching for a relatively broad keyword (also known as a ‘head’ term’) such as ‘men’s shoes’ is likely to be at the top of the funnel (the research stage), meaning they are still probably assessing the options available, and not ready to buy yet.

Someone looking for ‘black men’s running shoes, size 42’ strongly indicates they are ready to purchase, due to the specific, detailed nature of their keyword (and would be considered a long-tail keyword). This is what we call commercial or transactional intent, and what your eCommerce SEO keyword research should hone in on.

Keyword Research Tools for eCommerce SEO

Using keyword research tools can help dramatically simplify the process of finding keyword ideas when it comes to optimizing ecommerce sites. Let’s take a look at some of the most commonly used by the SEO community.

SEMrush Keyword Magic Tool

The SEMrush Keyword Magic Tool provides access to a global keyword database with over 17 billion keywords and is particularly useful for finding semantically related long-tail keywords.

These are important to target, as they represent keywords with less competition than broader terms, and they have potentially a higher click-through rate thanks to the intent behind them. – Read more