By Author admin

5 Reasons Why Your Ecommerce Conversion Rate Is Low And How To Improve It

Conversion rate optimisation With the global increase in online shopping, many businesses focus on increasing traffic to their websites. This is both admirable and necessary, but there comes a point when you need to turn your focus from traffic to conversion rates. After all, if your eCommerce conversion rate is low, more traffic isn’t the solution that’s going to fix the problem. 

You may have spent years building your own eCommerce site, but if you can’t convert visitors into paying customers, your efforts need to be redirected. With enough traffic to your site, conversion rates should be good enough to provide a decent profit, but what if this doesn’t happen? How do you improve your eCommerce conversion rate

It’s all about conversion rate optimization best practices, which we will cover in a moment. First, however, we will take a look at conversion rates, so you can decide whether your rate is low, really low or desperate! Next, we will show you how to calculate your conversion rate, so that you can gauge whether any changes you make to your website are actually working. We will then look at five best practices that can be used to increase your conversion rates, followed by a few eCommerce tools that will help you to understand why your conversion rates are so low.

What is a realistic eCommerce conversion rate?

Whilst any achieved goal can be considered a successful conversion (such as email subscriptions, downloaded eBooks or completed surveys), sales are the conversions that most interest eCommerce operators. A realistic conversion rate is around 2%, although in 2015 it was reported that the conversion rate for Amazon Prime members was an amazing 74%! Whilst you might try to aim for the same conversion rates as Amazon, your best strategy is to calculate your website’s conversion rate for the last 12 months and then aim to beat it this year. 

How to calculate your website’s eCommerce conversion rate

The way to calculate your site’s conversion rate is to divide the total number of transactions by the total number of unique visitors to your store, usually in 24 hours. If you want to calculate other conversion rates, for example the rates for email subscriptions, you just substitute the appropriate numbers into the equation. 

You can also calculate conversion rates for different locations and demographics if that’s something that’s important to your marketing strategy. This approach is useful if you want to identify which segments are contributing to your website’s overall conversion rate. For example, you can analyse the conversion rates of first time visitors  compared to repeat visitors, desktops vs mobile phones vs iPads, and organic search vs paid search vs social media. You can also compare conversion rates between product categories, between seasons and for different promotions. It’s important to remember however, that conversion rates need to be compared over time, as one single point in time doesn’t give you enough information for concrete conclusions. Monthly or weekly comparisons are common, but your conversion rate for the last 12 months will give you a good overview of your website’s current ability to convert shoppers. 

If you are lucky, your conversion rates have been increasing over time, but this doesn’t generally happen naturally. More likely, your conversion rates have been static or decreasing over time. So why is this happening and how can you improve your eCommerce conversion rate – whether for your whole website or for a specific product, category or demographic segment?

5 Conversion rate optimization best practices

There are many strategies to increase your conversion rate, but to help make your life easier, here are five best practice options that will provide the biggest impact on your conversion rates.

Streamline online payments 

When a visitor has made the decision to purchase a product from your website, you need to make the transaction process as easy and as short as possible. So give them plenty of options, including PayPal, Google Pay and Apple Pay, because these payments take much less time to complete than using a credit card. PayPal is a very good option because they have shortened their payment process even further, making it a one-click process. Payments made using cryptocurrency is also another way to improve your ecommerce conversion rate. Essentially, the more payment options and the fewer the number of steps the better, particularly where purchases are made using mobile phones. 

Personalise shopping experiences using new technology

Customers love new technology and they want a personalised shopping experience, so why not give them what they want? A great way to increase online conversions is to use virtual reality where consumers can examine the products before they buy. The novelty of this immersive approach to a consumer’s shopping experience combined with its practicality (because shoppers can’t touch and feel products sold online) offers a high-tech strategy for increasing conversions.  Another of the conversion rate optimization best practices is to use AI (artificial intelligence) and machine learning to personalise the customer experience. For example, a contextually relevant site search powered by an AI can provide customers with relevant query suggestions and popular search results on your website. Delivering custom recommendations based on a shopper’s search query can have a very positive impact on your conversion rates. Machine learning can even use predictive algorithms to learn which headings and product page layouts convert best! 

Set up voice commerce  

Voice assistants and smart speakers have an increasing market penetration with many consumers using them for online purchases. If you get this right, you can end up with more sales, conversions and revenue. Voice commerce uses AVR (automatic voice recognition) and NLU (natural language understanding) to interpret a spoken language, helping shoppers to find specific products online. There’s even such a thing as voice search optimisation, linking voice searches with SEO. It’s estimated that nearly 50% of all searches will soon use voice search and with the popularity of Amazon’s Alexa, it’s easy to see how this can happen. In fact Google and Walmart have combined their efforts, so that Google Home Users can now search the Walmart catalogue. Voice ecommerce has a huge range of applications with the potential to significantly increase online your site’s conversions.

Increase trust with user-generated content 

Trust is an important factor for increasing your eCommerce conversion rate and customers trust other customers. They actively search for online reviews and the opinions of other customers. This means that user-generated content, such as online reviews on your product pages, are worth their weight in gold. Apart from simply including a list of reviews at the bottom of each product page, why not include a visual bar graph of customer’s star ratings? You can also include user-generated videos or photos that focus on unpacking or using your products. Don’t forget to add social proof to build trust and boost conversions. This includes social media links, share buttons and logos from other companies that use your products.

Improve product pages

Without a doubt, the product page is where you make or break a sale. There are so many product pages online without any form of product description – just an image, price and size or colour options. This is the page where you need to engage shoppers and persuade them that they need to buy your product. You need to help shoppers imagine how they will feel when they hold your product in their hand and how happy they will be with their purchase. So instead of a bare page or a dry description, write compelling product descriptions with prominent CTAs. 

Ecommerce tools to analyse your conversion rates

Now you know five of the conversion rate optimization best practices that will help to increase your online sales, it’s time to look at some of the tools that can help you understand why your conversion rates are so low. These tools help you to understand how customers interact with your website and how you can use this information to boost your conversion rates. Here are two that are easy to use.

Google Analytics: Most websites use Google Analytics, basically because it’s free. However, most people don’t make the best use this platform, even though it offers a huge amount of data that can help increase your conversions. Information about which devices shoppers’ use to reach your website, how long they remain on different pages, their location, and whether they are new or repeat visitors is all available in Google Analytics. It will even calculate conversion rates for set goals.

Google Analytics View

Mixpanel: The Mixpanel package helps you to convert, engage and retain online shoppers and the starter package is free. It’s used by Uber, Expedia, Shutterfly, Walmart and Twitter, and is designed to help you improve customer experiences on your website. It does this by collecting data, identifying trends, understanding these trends, setting goals and helping you to take action to achieve these goals (increased conversions). In fact, it’s so popular that 50% of Fortune 100 eCommerce sites use Mixpanel, resulting in a 30% increased engagement rate and a 24% increase in user retention. It can help you identify the point of engagement when conversions increase, as well as help you increase shopper loyalty, improve conversions, and learn how shoppers interact with your website.

If you want to improve your ecommerce conversion rate, call acidgreen on 1300 139 658 or send us an email enquiry.

By Author admin

SEO and User Experience Guideline: How To Make Them Work Together

SEO and user experience on desktop and moblie - Acidgreen

Are you struggling to implement SEO and user experience strategies on your website? Maybe you understand SEO and you understand the concept of user experience (UX), but combining them together? How does that work?

Well, there was a time when all you needed to do to rank on Google was SEO (search engine optimisation). This was in the early days of the internet however, when SEO meant stuffing your site with keywords and watching the dollars rolling into your bank account. User experience was not even in our vocabulary. 

However, when search engines use hundreds of factors to determine which websites should rank in the results pages, you need to up your game. Essentially, you need to use SEO best practices to increase user engagement and conversions on your website, but how do you do that?

What is SEO?

SEO is concerned with increasing the visibility of your website to the search engines so that it will be ranked higher in the results pages. It involves a lot of strategies that help search engines understand the topic of your website and web pages, enabling them to match a shopper’s keywords with the best web pages. Search engines want to give shoppers a good user experience.

What is the user experience? 

User experience refers to a shopper’s interaction with your website. It’s how they engage with your brand online. If you can fulfil the needs of shoppers on your website, then you have given them a good user experience.

What is user experience design?

User experience design is where a developer designs your website to enhance the user experience. After all, a website’s success depends on how visitors perceive it to be. So shoppers will ask themselves – is this website easy to use? Does it answer my questions? Does it give me value? UX design consists of many factors, all of which focus around system performance, accessibility, utility and usability. It’s a vast field and many people specialise in UX design because it’s so interesting and challenging.  

To put it in a nutshell, you could say that SEO deals with enhancing search engine interactions with your website, whilst UX enhances a visitor’s experience. Combining these two concepts. However, is vital if you want your website to rank highly in the results pages. This is because search engines now include UX metrics in their ranking algorithms. If your website has a poor user experience, it doesn’t matter how much SEO you throw at it, it won’t rank well in the results pages.

How does UX design impact SEO?

User experience can have a profound impact on your website’s SEO making your site more accessible and crawlable by search bots. When search bots can easily access and crawl your website, it makes it easier to rank higher, all things being equal. User experience also helps to make your site more searchable, credible and desirable to consumers.

Implementing SEO and user experience ideas on your website

 

All of this means that you must focus on both SEO and user experience. After all, search engines want to give consumers the best online experience, presenting them with the information they are searching for online. Your website also wants to give consumers the best experience on your website, ensuring that it will keep returning. So both SEO and user experience design has the same goals. The problem is how do you achieve both of these goals at the same time?

The trick is to select a number of SEO elements that can also be optimised for consumers. Here are seven actions you can take today that will enhance SEO and user experiences on your website. 

1. Improve page loading times

Whilst Google now includes page loading times in their algorithms (so it should definitely be in your SEO arsenal), it’s also one of the best user experience ideas. Consumers don’t have the patience to wait whilst your pages take forever to load and will quickly click out and go somewhere else (your competition for example). In fact, just a one-second delay in loading your page can reduce your page views by 11%, and if it doesn’t load in 2 seconds or less, nearly 50% of your visitors will click away. 

If your website has a lot of traffic, it might be worthwhile using your own dedicated server, as this will help to speed up loading times. So talk to your web host and try to negotiate a good deal for your own server, as this is a critical component of both SEO and user experience.

2. Perform keyword research

The right keywords are essential for SEO and your visitors. For SEO, keywords help search engines to match visitors with your web pages, and if visitors find what they are looking for on your pages, they make a purchase and increase your revenue. Knowing the keywords consumers use to find your products or services can also help you to write better content that perfectly matches their needs. When shoppers are happy, everyone’s happy!

3. Use more enticing metadata

Just because another website ranks higher in the results pages, doesn’t mean that you won’t get the click! It’s all about writing better and more enticing title tags and meta descriptions, designed to lure searchers onto your website. Of course, you must deliver the goods at that point, but if you can catch a consumer’s eye as they skim down the results page, they may be more inclined to click on your website than the website above.

4. Write better headlines

Once consumers are on your website, you need to make it easy for them to find the information they need. Headings are a great way to help visitors skim down your web page to confirm that they have landed on the right page. As you already know, visitors tend to skim down a page, before settling in to read more or click away.

This makes it vital that you use your headings to their best effect – engaging your visitors and explaining clearly the content of the page. One tip at this point is to only use one <H1> tag on any page, as this lets search engines and visitors know the general topic of the page.  Other headings, such as <H2>, <H3>, and so on, can be used as required throughout the content.

5. Focus on user-friendly navigation

Search engines need to find their way around your website, as do visitors. So user-friendly navigation is one of the basic tenets of both search engine and user experience design. Search engines use your navigation as a roadmap, so they can match a searcher’s keywords with your content. Visitors are happy that their search has pulled up the content they wanted when they typed in their keywords.

It’s also important to remember that many of your site’s visitors won’t enter your site via the homepage, so they need to easily navigate your website from whatever page they landed on. Finally, if you create navigation that’s very user-friendly, you can even earn bonus site links in the results pages, where these links take searchers directly to specific pages on your site. These site links can include the login page, product comparison pages, careers, and so on; pages that search engines believe enhance user experience.

6. Enhance the mobile experience

Whilst we have been talking about SEO and user experience, we can’t forget about the mobile experience, because it’s highly relevant to both search engines and user experience. A website that’s mobile-friendly has now become essential to consumers, but that doesn’t just mean that it’s a responsive design with fast loading pages. In fact, Google now ranks your mobile website as your main site, so it’s now more than ever, essential to rank your mobile pages highly in the results pages. Navigation, whilst it’s important on your main website, is absolutely essential on your mobile site, where even the size of the navigation menu can be a help or a hindrance to users. Every element on your mobile website impacts the user’s experience, affecting SEO and your rankings. So you should definitely add optimising your mobile website to your user experience ideas list.

7. Optimise your content

Optimising your content is going to please both search engines and visitors to your website. That’s because search engines check your content for keywords so that they can match a shopper’s search to the best web pages. When consumers click on these links they find what they need in your content and go away happy (hopefully to return). So you can maximise user experience by writing better content and at the same time, show search engines that your content deserves to be ranked highly.

To write better content, always make sure that it’s well written and spell checked. Write long-form content to keep search engines and visitors happy and make sure that your content is original, interesting and engaging. Use responsive images and videos to get your point across, as well as to promote or demonstrate your products. Also, if you make your content actionable so that the reader now has a solution to their problem, they will be hyper-engaged and very likely to return to your website again.

For help making your website more user and search engine friendly, contact the Acid Green team. 

By Author admin

Top 5 Instagram Analytics Tools To Boost Your Business Profile

Instagram analytics tools help you to measure your business’s performance on Instagram. Essentially it allows you to measure key data points so that you understand your audience and how your business can fulfil these needs. Instagram can be used to target new audiences, increase your brand’s visibility and build brand loyalty with your audience.

Starting 10 years ago as a social networking and photo posting app, Instagram now has more than 1 billion users. The most prolific users of Instagram are between 18 and 34 years of age, and in fact, account for 65% of all users. With more than 25 million businesses now using this platform as a brand and marketing tool, businesses can partner with influencers, engage with customers and gain a competitive edge very quickly.

You might already be using other social media platforms for your business, such as Facebook and LinkedIn. However, Instagram offers your business many more opportunities to amplify your brand message and engage with a new customer base.

Some business owners or marketers feel that they spend too much time on Instagram without seeing enough results. So we have put together a short guide on how to use Instagram as a marketing tool, followed by five of the best third-party analytical tools that can help you to get the most out of your data. First, however, let’s take a look at how to use Instagram business tools, which are free when you open an Instagram business account.

Learn how to use Instagram business tools

If you want to learn how to use Instagram business tools, you first need a business account. Since many people use their personal account to promote their brand, you need to switch your current profile to a business profile by clicking the appropriate link in the settings. 

With a business account, your followers can click on your contact button on your Instagram profile and get in touch with you, and you can create Instagram ads without needing to go via Facebook (Facebook owns Instagram). You also have access to Instagram’s business insight tools, giving you data on impressions, engagement, follower demographics, top posts and so on. These free tools allow you to understand how users and followers interact with your brand, giving you information that helps to finetune your content and increase engagement.

Instagram insights are self-explanatory and you should have no problems using their dashboard and interpreting the data. Once you have discovered the data mining opportunities provided by these free business tools, however, it’s definitely worthwhile exploring other third-party tools that offer even more data mining possibilities.

Top 5 Instagram Analytics Tools for businesses (third-party tools)

Engagement is a big part of the social media phenomenon with brands experiencing up to four times the amount of user engagement on Instagram, as on Facebook. However, whilst you can use Google Analytics to identify key metrics for your Facebook posts, it doesn’t work for Instagram (not yet!). The problem is that whilst businesses can measure the performance of their ads and lead generation promotions on Instagram, assessing the results of user engagement is more challenging. The answer is to know what metrics to monitor and what tools you need to achieve your goals. 

Here are the best five Instagram analytics tools designed to help your business identify key data points that are not covered by Instagram’s built-in business tools. You will quickly be able to target potential customers, understand what motivates them, and learn how to engage their interest in your business.

  1. Owlmetrics: This analytics package goes over and above Instagram’s business insights, offering you a variety of metrics on engagement and follower growth, click-through rates (by browser, language, source and location) and hashtag activity. For example, the best time to post, the most engaging posts and videos, top tags, and hashtag performance by interactions. All this data and much more is presented in an easy to use dashboard. This information can be used to create a content strategy, based on user engagement and the best performing types of posts.Owlmetrics also gives you follower demographics, helping you to fine-tune your content strategy, and you can track the growth of your followers, and learn the commonalities between new followers and those you have lost. You can even track your competitors – number of followers, number of likes, comments, engagement rate and days when they post more often. All data is real-time and presented in graphic form.
  2. Iconosquare: This is one of the Instagram analytics tools that focuses on followers and optimising the delivery of your posts. First of all, Iconosquare compares the number of followers gained vs lost and then overlays the number of posts you have published. This gives you information on how your posting frequency relates to new and lost followers. They also provide a stock media library so you can use their HD images in your posts, as well as a scheduling tool. You can also search for influencers in your area and compare their followers and other engagement metrics, before reaching out to discuss how they can help to amplify your brand’s message to a greater audience base. Iconosquare also provides data on your hashtags, as well as compares your engagement rates with those of your competitors.
  3. SocialRank: This analytical tool is focused on your audience and helps you to identify patterns amongst your followers, so you can create more targeted content.  These metrics are quite detailed, such as the most popular words used in your follower’s posts, even the most popular emojis used by your target audience. This means that if you want to identify specific bloggers or influencers, you can search posts and bios for particular keywords, relevant to your industry, services or products. You can even identify bloggers and influencers by location, which is useful if you want to reach out within your local geographic area. You can also search for followers by the number of followers they have themselves and rank them based on these figures or with their engagement with your business. SocialRank is ideal if you want to create interest around a new launch or campaign.
  4. TapInfluence: If your main focus is identifying influencers on Instagram, then that’s exactly what TapInfluence offers. It analyses over 50,000 influencers, searching by industry or tags, provides a short overview of these influencers, even including their reach, rates and cost per engagement. You can also access how your own business’s influencer campaigns compare with other brands in your industry. TapInfluence allows you to scale your influencer marketing, optimise your content for increased engagement and presents it all on an easy to understand dashboard.
  5. Curalate: The last of our top five Instagram analytics tools is Curalate. One of the great benefits of this platform is that it curates user-generated content to help business sell their products directly from Instagram. They provide a trackable ‘Link2Buy’ link that allows you to track the ROI of your Instagram campaigns. You can also schedule posts, analyse the performance of your posts, stories and hashtags, examine your brand’s reach, change in followers, engagement rate and tap into user-generated content about your brand. Curalate even allows you to group content from specific influencers or campaigns so you can keep abreast of key metrics and measure their performance over time.

Learn how to use Instagram as a marketing tool

Now that you have an overview of how you can use Instagram to enhance engagement with your followers, let’s look at how to use Instagram as a marketing tool.

Product teasers: One strategy is to post product teasers, something that you may already use on other platforms. The whole point is to not overwhelm your followers with these type of posts or be seen as pushing your products onto them, it’s all about being subtle. 

Product teasers are usually well accepted when you offer your followers something for free, rather than trying to sell them a product. An example is to offer them a free app to explore your products or inventory, or a discount on their first purchase, whilst including photos and links for these products in the post. Teasers work because of the imagery and the fact that you aren’t being pushy and trying to sell anything. 

Sponsored ads: You can also create sponsored ads on Instagram, setting an ad budget and targeting specific audiences, rather than just your followers. You can even turn existing posts with high engagement into sponsored ads, using photos, videos, carousels and stories. 

Stories: These are slideshows that are great for generating leads. They appear in the top horizontal bar of a user’s profile, opening out into a popup window that reveals your story when the user clicks on your story bubble. You can explore different types of content in these stories to identify which works better for your brand, and they don’t need to be as high quality as your other brand posts. Stories allow you to get off topic slightly to show the more ‘human’ side of your brand, such as an office party, launch bloopers, bring a pet to work day, etc. They are only available for 24 hours, so whilst they are short and sweet, they can also significantly increase your brand’s visibility.

For professional help with eCommerce design, Magento development, Shopify Plus stores or online marketing, call our friendly team at acidgreen on 1300 139 658 or ask for a free quote today.