Making Your E-commerce Site Convert

Online retailers have become a vital part of our economy.  They offer convenience, discounted products and the opportunity to compare models and prices with a click of the mouse.  The significant increase in Smartphone and tablet technology means the possibilities for an ecommerce site to capitalise on this is now greater than ever.

If you own an ecommerce site, you will have no doubt invested a considerable amount of time and money on developing the site and the checkout process, and of course online marketing.

So how do you make this investment work?

There are two stages an ecommerce site should go through to ensure the traffic that is driven to the site is relevant (i.e. looking for the products you provide), and that once there the experience is a positive one ensuring maximum conversions.

Firstly, to ensure your marketing investment is being spent on relevant searches, the focus should be on working with your Google AdWords professional on keyword strategy and account structure.  This is a vital part of the process, as it ensures your budget is being spent on users who are searching your products, whilst avoiding tyre-kickers and non-related searches.

You’ve now achieved a high relevancy in your Google advertising, however your conversions are not significantly increasing…what now?

To answer this question it needs to be determined what your users are doing once they reach your site.  The key is to identify any roadblocks that exist on your site and remove them.  A powerful tool to identify these roadblocks is Google Analytics Goals and Funnel tracking.  Analytics has the ability to track users’ movements on the site, and map out the expected path a converting customer should travel.  This allows us to monitor the user experience from the time they land on your site to the time they exit the site, including each step of the checkout process.  The information gained allows us to identify where on your site the users are disengaging, which enables you to make informed decisions on how to improve user experience, and in turn increase conversions.

As the investment in driving relevant traffic to your ecommerce site is significant, you should ensure you  have professionals working with you to increase the conversions and maximise your return on investment.

Existing SponsoredLinX clients should discuss increasing conversions through Google Analytics with your Internet Marketing Specialists.  If you are not a client or have a new site, contact us today for a free health check and ensure you are making the most of your advertising dollar.

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