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Posts Tagged ‘Internet Marketing’

Elements within your ecommerce site can be skillfully used as conversion points. This means judiciously thinking about every image, hyperlink, and line of text. Every detail on your site ultimately influences whether your visitors will purchase, or look elsewhere.

The following factors will largely determine your conversion rate, which is among most important metrics for a successful ecommerce site.

7 Factors that Influence Online Shoppers to Click ‘Add To Cart’

1. It’s all about the shopper. All copy, navigation, ads, etc. should be customer-centric to create a positive shopping experience throughout your site. Also, make sure your online voice speaks to your visitors in a way that resonates with them.

2. Shoppers are visual. Successful online retailers think about every visual aspect from their site design including text layout, formatting, and imagery, to convert visitors into buyers. Always consider your brand, present a crisp and professional visual experience to create a comfortable buying environment, encouraging your visitor to purchase.

3. Clear Messaging. You want everything about your site, including your content, navigation structure, offers, product details, and policies to be crystal clear. The click ‘Add to Cart’ should be clearly visible with graphics visually appealing for effectively increase conversion.

4. Shoppers often like what they see first. On traditional retail showroom floors, savvy retailers place their bestsellers front and center as you walk into their stores, since  customers are usually attracted to what they see first. This being the case, your best sellers should always be listed as first choices and featured products.

5. Shoppers  like things they can touch. Putting your product in the hands of your customer to touch and feel is among the oldest retail selling techniques – and it works. Of course your site visitors cannot physically touch what you offer on your site. However, through well written, compelling product descriptions zoom, alternate images, and video, you can effectively stimulate the buying process, giving visitors better visualized ownership of your products.

6. Clear and frequent calls to action. Make sure ads, offers, and product detail pages, all have strong calls to action. Provide visitors with reminders about the action you want them to take along the conversion path. As with traditional brick and mortar retail, you have to ask for the order – selling online is no different.

7. Urgency converts into sales. When running promotions you should always have a clear end date. As a rule, the sooner the offer expiration date, the higher the conversion rate. Think in terms of two-day sales and flash sales for a limited number of hours. There’s no urgency to buy unless you create it.

Apply these seven factors to your ecommerce site to help increase the number of visitors that click the ‘Add to Cart’ button. It doesn’t matter how much targeted traffic you drive to your site, unless they’ve had a great experience, easily found what they want, and can quickly purchase. What are you doing to influence your visitors to purchase from you?

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More than an online store or informational resource, your website is often the first experience visitors have with your brand and products. The images your site contains directly affect the overall perception of the quality of your products and perceived trust in your brand. This is even more critical for high-end retailers and manufacturers who sell premium and luxury brands.

Product photography — impacts brand perception

  • determines the perception potential existing customers have about your brand and will significantly influence purchase decisions
  • influences how long visitors will stay on your site, conversion, and repeat visits
  • must speak to your target market and their values to instill trust in your brand
  • can make your brand stand out from your competitors and help establish you as a leader in your industry

Ultimately, high quality professional product and lifestyle photography that captures the right look and feel of your products will increase your customer loyalty, brand image, and sales. Do you have current imagery to build brand value? Is it the right message? Our clients tap into on our in house photography studio and digital design services. We welcome conversation, enjoy the creative process, and look forward to any challenge. 877.276.2402 or info@eporia.com.

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If you’re an experienced online marketer, you know the old saying of; “If you build it, they will come”, is not a reality. You will always need to be making an effort to build your brand online if you want to see significant results. Simply having a great website with lots of good content isn’t enough.

Social media offers an incredible opportunity to increase your online presence, website traffic, and ultimately your sales (without the costs of online marketing methods such as pay-per-click advertising). However, making your social media efforts produce results requires ongoing effort, and you should be prepared to set aside at least an hour a day to actively participate in your chosen social media activities.

Your social media efforts should be focused on encouraging others to share in positive interactions with your brand, such as ‘Liking’ you on Facebook, and other sharing methods such as ‘Repinning’ your products on Pinterest. Keep in mind that the more the search engines see others interacting with your brand via social media, the more favorably they will view your site.

Social media can also provide more results for your brand in search results. For example, when someone searches for your company name, they could find your website and your social media profiles such as Facebook, Twitter, LinkedIn, Pinterest, your blog, and more. This can be very valuable in gaining new business from people who aren’t familiar with your brand. Searches for your brand name that result in links to your website and your social media profiles can go a long way in instilling trust in your company with potential new customers. This can also result in more ‘Likes’ on Facebook, ‘Follows’ on Twitter, and other valuable social media interactions. All of which further shares your brand with others and tells the search engines that people are talking about you, which will ultimately help your search engine rankings.

The more you participate in social media, the more places there are for people to discover your brand, visit your site, and possibly become new customers. If social media isn’t already a key element in your online marketing mix – it needs to be.

What are you doing on a daily basis to increase your online presence?

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People use the internet for three primary purposes, which are research, shopping, and entertainment. Targeting all three of these search intents (in a manner that fits with your brand) can significantly increase your website traffic and sales. As a rule, the more interesting, useful, and relevant your site and related content are, the more likely visitors will share it with others.

Here are three easy viral marketing ideas for you to consider:

  1. Create an interesting or fun community around the topic of your business. Keep in mind that this does not have to be done on your website. Such communities can be created with social media sites such as Facebook, Twitter, or even a blog.
  2. Provide content rich research information on your site. Think in terms of info such as how-to information or terms and definition glossaries related to your offerings. These types of information are frequently shared with others online and can help create more valuable traffic and links to your site.
  3. Give people something fun to do online. Think in terms of what makes sense for your business. Fun things can be as simple as photo galleries related to events your company participates on your website, to sharing photos on Pinterest of your products and company activities. Both of these are pretty easy to set up and can create more opportunities for people to share you with others.

The ideas above may take a little time to implement. However, they are well worth it considering that they can drive more qualified traffic to your site, encourage people to tell others about you, and help you gain valuable links to  increase your search engine rankings.

What are you doing to get people to tell others about you?

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Latest EPORIA News: EPORIA eCommerce redesigns Alaska Smokehouse gourmet food website in time for the holiday shopping season, resulting in rave reviews from customers and increased site traffic, conversion and sales.
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Learn more about EPORIA’s eCommerce Solutions

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The art of effective cross-selling (offering related items) and up-selling (suggesting more expensive alternatives) on your product pages can make a significant difference in the overall sales volume and conversion ratio of your ecommerce website.

Effective Cross-selling and Up-selling can Increase:

  • Average order totals
  • Conversion rates
  • Exposure to higher margin items and best sellers
  • Awareness of the depth of your offerings
  • Overall customer satisfaction by helping to find the product or service offering that best meets your visitor’s needs

Cross-Selling Dos

  • Only feature highly relevant items such as accessories directly related to the product offered or as an alternative of the product
  • Use personal words such as “you”, opposed to “we”. For example, “You Might Also Like”, not “May We Also Suggest”
  • Choose items that sell well and have higher margins whenever possible
  • Keep you cross-sells down to three suggestions. This seems to be the magic number to create interest while not overwhelming or distracting your customer from making a choice
  • Whenever possible, show the most obvious choices someone would want to go along with their purchase such as a matching necklace to go along with diamond earrings
  • Continually test your cross-selling tactics and work at improving them for maximum effectiveness
  • Look through your order history to find proven cross-sell items. For example, previous customers often bought product “A” when they bought product “B”

 Cross-Selling Don’ts

  • Never, ever, show items that are not “directly” related to the main product
  • Don’t show items that are out of stock unless backorders are available – Note: During the holiday shopping season, try not to cross-sell anything that isn’t readily available
  • Don’t use cross-selling to simply try unloading unwanted inventory. The goal is to maximize your overall sales totals and conversion rates. Unwanted inventory can have its own area on your site such as a Clearance or Specials section
  • Don’t try cross-selling big-ticket items. As a general rule the incremental cross-sell/up-sell should be 10-25% of the price of the original item on the product page

What Do You Think?

Everyone seems to have their own ideas about what cross-selling strategies work best for their ecommerce business. What do you think about cross-selling as an online marketer or customer? Have you had success increasing sales or buying products due to cross-selling? Leave a comment and share your thoughts!

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Since we are regularly asked about SEO and how it works, we thought it might help to provide a basic SEO primer for those that are challenged with the task. Keep in mind that the guidelines provided here are general principles to help get you going in the right direction. Successful SEO requires many elements including keywords, Meta tags, content, URLs and links. However, the focus of this blog post will be on the subject of keywords.

Overview of basic keyword elements

  • Keywords in Title Tags – The Title tags of your web pages are among the most important elements in optimizing your website since they tell both search engines and potential visitors what your web pages are about. Make sure your Title tags use your most important keywords and total approximately 60 characters in length including spaces.
  • Keywords in Meta Tags – Keywords used in Keyword and Description Meta Tags are still of importance and search engines such as Yahoo! and Bing rely on them. Also, Google specifically looks for unique Description Meta Tags on every page of your site.
  • Keywords in URLs – Using keywords in your URLs can help with your SEO efforts, for example http://yourdomainname.com/seo-services.html, where “SEO Services” is the keyword phrase you want to rank well for. However, as with any SEO element, the words must also be in the content of your web page.
  • Keywords in Headings – Your most important keyword phrase for each page of your site should be used as a heading on the page and within the pages content. For example, your “SEO Services” page should contain a heading on the page of “SEO Services” and the content of the page should also contain these words. If you have another page about “Website Design”, then you should be targeting the words “Website Design” on that page.
  • Keywords Upfront – The first sentence of your page content should start off with your most important keyword phrase and this phrase should be tactfully woven though the rest of the web page content without being redundant.
  • Keyword Density – Keyword density refers to the percentage of times your keywords or keyword phrase is used on a web page. As a rule, keywords should be woven into your content in a natural manner as you would use in conversation. You should aim for a keyword density of approximately 3 to 7 percent. Once your keyword density goes over 10 percent, your web page may be considered by the search engines as Spam and your page may receive a ranking penalty, or even be removed from the search engines index.

Applying keywords as suggested above will help your website to achieve higher rankings in the search engines. Remember, the search engines do not understand what your web pages are about unless you make it clear to them.

Check back next week to learn about applying Meta tags to your website.

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