How to drive more traffic to your ecommerce site
Are you following a strategy to increase ecommerce site traffic, or are you shooting in the dark? In this guest post, Courtney McGhee outlines proven ways to get more web visitors. So you’ve created your ecommerce site and you’ve set up your social media profiles. Why isn’t your audience flocking to your site, cash in hand? The truth is, creating your website and social presence is only the first step toward generating traffic. Your strategies on these platforms will ultimately determine the amount of traffic that lands on your pages. You need to invest time, create relationships and sometimes even invest some money if you want to boost your numbers. In this guide, I'll show you proven ways to drive ecommerce site traffic. Step 1: Decide how many daily visitors you need Setting a clear, attainable goal should be the first step if you want to increase your traffic. Marketing strategies can be overwhelming if you don’t first determine what your goal should be. First, decide how much annual revenue you are looking to earn. Let’s look at the example of $350,000. Next, divide your total annual sales by the value of your average order. Let’s say your average order costs $50. This calculation gives you the number of annual orders you will need to reach your sales goal. For our example, that number would be 7000, or about 19 orders each day. Let’s realistically assume that 19 orders per day come from a conversion rate of 2%. That means you will need around 960 daily visitors if you are going to have 19 orders each day. These numbers will show you how much time you need to spend on generating traffic and can help you set attainable and measurable goals. Once you've decided on the amount of traffic you're shooting for, make sure your Google Analytics setup is giving you accurate data about all of your websites (including microsites) and isn't duplicating visitors. You'll also want to set up goals for specific events, such as when a customer adds items to their cart, signs up for your email list or completes a checkout. It's better to set up this tracking early before launching your new strategy--otherwise you won't know whether or not your new strategy worked! [subscribe] Step 2: Start your search engine optimization (SEO) Search engines are (or should be) one of the biggest sources of your traffic. Now, it’s time to milk them for all they’re worth. Search Engine Optimization (SEO) should be a main focus to drive organic traffic to your site. Whether or not you have just launched your ecommerce store, you should make a habit of reviewing each page and product on your site. To do this, you need to start an SEO audit. Enter your URL on an SEO tool like WooRank, and start an Advanced Review. You can add up to three competitors here to take your SEO up a notch. Add keywords you want to track in the Keyword Tool, and choose the location where you want to focus on. In the keyword tool, you will be able to see the volume and rank for each keyword and how you are doing against your competition. There are plenty of free keyword research tools available if you aren’t sure which ones you should be targeting. Now that you have chosen your keywords to use for optimization efforts, you should make sure you are using them in a consistent and natural way. Using them in your title tags, meta descriptions and body content will help you become more visible to your target audience. To really optimize your keyword strategy, I recommend setting up site-search tracking to see what visitors are searching for on your site and also monitoring how keywords convert on your site by adding Search Console to your Google Analytics account before moving onto the next step. Step 3: Craft your content...carefully Even for an ecommerce site, it is essential to have useful, relevant and authoritative content. Of course, it is critical to have product images, but product descriptions will really help you boost your traffic. With product descriptions, you can weave in the keywords you can easily rank for that can also drive conversions. It’s actually easier to rank higher for long tail, localized keywords that will align with your visitors’ search queries. If you are selling garden supplies and you can rank highly for “planter for tomatoes”, the produce descriptions should use “planter for tomatoes”. Include that phrase in the title, as well. The product images need to be clear and representative of the actual product you are selling. Don’t forget to include the alt text with every image you use. This should go without saying, but don’t use images you downloaded from the internet that aren’t pictures of what you are actually selling. Also, you can create content like product reviews or comparisons of different brands and models that are optimized for “planter for tomatoes”. You can experiment with other types of content on social media, like videos, that can help you rank highly on search results. Videos related to the product that can also be embedded on your site is another easy way to incorporate your keywords in your content. Step 4: Tap into social media influencers In terms of brand engagement, Instagram is one of the best platforms. There is a whopping 25% more engagement on Instagram compared to other social media platforms. Also, studies show that nearly 25% of online shoppers are influenced by social media recommendations. In order to tap into the influencer market, you need to find the people who are willing to feature your products to their many followers. Finding those people, though, is easier said than done. A tool like WEBSTA can help you find the most popular Instagram hashtags and accounts. Once you find the influencer with a substantial amount of followers that aligns with your general category, you can contact him or her and ask for your product to be featured. Step 5: Entice visitors with contests Let’s be honest: everyone loves a good freebie. Does your site have a gift that your customers will find worthwhile? Use your social media profiles, your website and your influencers to get the word out that you are having a contest for free goodies. If your potential customers think your gift is valuable, they will share it with their friends and families. The only con to this strategy is attracting people who are only interested in free stuff. These users will likely never convert to customers, so use this option only when it makes sense for your brand. Step 6: Publish user reviews Search Engine Land noted that 88% of shoppers trust reviews they read online. You can encourage your users to leave reviews on your website and social media accounts. Reviews will help you rank higher in search results, and users are more likely to click on your site/social media pages. User reviews ensure fresh, relevant content - a big plus in Google’s eyes. Here are some more stats from Econsultancy on why user reviews are so valuable: Bad reviews improve conversions by 67% 63% of customers are more likely to make a purchase from a website with user reviews Reviews generate an average boost in sales of 18% Step 7: Pay-Per-Click (PPC) advertising At least 43% of ecommerce traffic, on average, comes from Google search (organic). But, more than a quarter of traffic is coming from Google AdWords, according to Wolfgang Digital. So, it’s important to have both your SEO and PPC set up correctly. As mentioned above, during your keyword research find the keyword your audience uses most, like “tomato planters”. This includes the long tail keywords, too, like “best planters for tomatoes”. Now, run a PPC campaign including both keywords. Primary keywords will generate more traffic, while long tail keywords will drive less traffic but higher conversion rates. To increase conversions even more, you can link your AdWords account to your Analytics account, then use Buyer Personas for specific marketing channels to target those users that are more likely to spend money on your site. So, are you ready for real growth? Bringing traffic to your ecommerce sites all starts with setting a clearly-defined goal. You need to know where your existing traffic is coming from, and optimize all of your platforms for your visitors and search engine bots. Incorporating other strategies, when done correctly, will help you bring more eyes to your site. Contests and PPC advertising are great ways to get your product in front of your target audience. I hope this guide helps take your online store to the next level! Courtney McGhee is on the Marketing Team at WooRank, an SEO audit tool that has helped millions of websites with their SEO efforts. A former journalist in North Carolina, Courtney shifted gears and entered the digital marketing world in Brussels, Belgium.
Shopify vs Magento: How to choose an ecommerce platform
How do you choose between Shopify and Magento? Hostinger's Laura Ramonaitytė breaks down the differences between these popular ecommerce platforms. Taking your offline business online, or starting a new online business from scratch, can be overwhelming. However, if you take time to do research and choose the right ecommerce platform for your particular business, you'll alleviate stress and have a much greater chance of success. With so many options in the market, it can be difficult to know that you're making the right decision. Nevertheless, your first preference should be choosing a platform that can fulfil not just current but also future requirements of your online store, at least as much as you can estimate those future needs. To help you make this difficult decision, we've compared the two most popular ecommerce platforms: Shopify and Magento. We look at a number of different categories and performance areas, so make sure to read through the entire post to help you make the best decision for your business. Core differences Before starting the detailed comparison, let’s take a look at some core differences between Shopify and Magento. Shopify is a complete ecommerce platform, while Magento is free and open-source software. For Shopify, secure web hosting is included in all main subscription plans, whereas for Magento you need to set up your own hosting. Both platforms have technology ecosystems with apps and themes to help you customise your site and track online sales and marketing, but Shopify's app store is much more robust and developed, with over 2,000 apps available since they opened to third-party developers in 2009! Let's dive deeper into differences between the platforms. [subscribe] Pricing These platforms handle setup and operating costs differently. Shopify provides a 14-day free trial. After that, users need to purchase a monthly subscription (you can start the trial and then decide on a plan, which is a nice touch). Users can choose from 3 main subscription plans, currently ranging from $29-299 per month, plus lite (for basic selling via Facebook and 'buy' buttons) and enterprise (Shopify Plus) options. Shopify is a fully hosted platform, which means you pay a flat fee per month for a plan that includes hosting. It's worth mentioning that credit card charges and transaction fees can be extra. On the other hand, Magento offers two pricing options: Magento CE and Magento EE. Magento CE (Community Edition) is free for download and use, and you are not required to buy any monthly subscription. It can be a perfect option for small and mid-sized businesses. Magento EE (Enterprise Edition) is another option, ideal for larger online stores and established businesses. The price depends on the size of your business. You can find the exact pricing by contacting Magento specialists and requesting a quote. Startups.co.uk estimates that the costs for setting up and maintaining a Magento EE site are a good fit only for larger ecommerce sites and enterprises: To give some indication, a very basic Magento shop selling less than 6,000 products, that uses pre-made Magento themes, will cost you in the region of £20,000 to £40,000. On the other hand, if you have cheap web hosting, a Magento CE site using a free theme could be quite affordable, as long as you have the expertise to maintain it. Conclusion: Shopify has fixed pricing while the cost of Magento depends on different factors such as the costs of hosting plans, technical support and plugins. If you're an experience ecommerce developer, Magento probably gives the best cost-benefit. Otherwise, Shopify is a better deal. [subscribe] Templates and Designs Elegant templates and designs are a crucial part of any online store. The template which looks and feels good can attract more people and eventually earn more revenue. Screenshots from the Seaside style of the Providence theme for Shopify Shopify has it own theme store, where users can look for beautifully designed, highly-responsive templates and themes. However, since Shopify is a hosted shopping cart, users get limited options for customizations. That said, Shopify's themes are awesome for plug-and-play. The themes are organized by industry, such as Furniture or Clothing, and also by type of store, such as themes optimised for stores with very small (or very large) inventories. Shopify themes generally cost over $100 but include useful features like Instagram product feeds. Screenshots from the free Absolute Theme for Magento Since Magento is open source and has been supported by a large developer community from the start, it has a range of template options. There are free and paid themes available in the Magento Marketplace, and most are mobile responsive, but there is also a huge variety of free and paid themes available from independent front end developers around the world. It's worth noting that some Magento stores with solid coding experience do create custom themes on their own as well. Here's a guide to theme development if you're running Magento 2. Conclusion If you're looking for more theme options and customization, Magento is the winner. On the other hand, why start from scratch? Whatever you're looking for, it probably already exists in a Shopify theme! SEO Optimization If you are starting your online store from the ground up, it is necessary for you to pick the ecommerce platform that has SEO capabilities as well. Nowadays, more than half of all online purchases begin with an online search in search engines like Google and Bing. Therefore, it is crucial that ecommerce platform you have chosen supports various search optimization techniques. In our analysis, the overall SEO score for Magento is 95 out of 100 whereas Shopify's SEO score is 98 out of 100. Shopify is a highly SEO-optimized platform that has all the basic and advanced SEO features in all its plans. You can easily edit your title tags, meta description, page URLs, according to your requirement. Besides this, you can also customize your image file name and also edit alt tags as per SEO requirements. Like Shopify, Magento is also a fully SEO-optimized ecommerce platform that supports extensive SEO functionality. Along with basic SEO settings, it also provides some advanced SEO options, including canonical tags for separate categories and products, robot.txt files, image optimization, meta tags for products and home page. Conclusion Both platforms seem equally competent in terms of SEO optimization. As long as you have an organized content strategy, you can take advantage of the SEO capabilities of either platform to get more traffic. Customer Support Reliable support is more important than anything else. As a newbie, you may need to access customer support many times in a day. Consequently, invest in the company that has better technical support and back up based on what your needs might be. Shopify provides 24/7 technical support, which means that you can access support day and night whenever needed. There are three ways you can access their customer support team: Email Support Phone Support Live Chat Magento’s customer support does not include any official service. However, you can look for answers to your queries in its extensive developer community, Magento Forums, and in their documentation. Almost all platform-related queries are already answered there. Conclusion: This is the category where Shopify is definitely the winner. Final Thoughts In conclusion, both Shopify and Magento have various stunning features and they can manage your online store efficiently and help to boost your revenue. Magento is an open source platform and is more flexible, but you need to have the staff and knowledge to develop it. Features, customer support and ease of use probably make Shopify a better ecommerce platform for a standard ecommerce business. I hope this post inspires you to dig deeper and make an informed choice before launching your online store, whichever platform you choose. There are other platforms available as well, such as WooCommerce (Shopify vs WooCommerce), so don't just pick one randomly! Hostinger is a leading worldwide cheap web hosting provider.
How to dramatically increase revenue with Refersion and affiliate marketing
Affiliate marketing consistently outperforms other channels for ecommerce businesses. In this special guest post, Refersion's Robert Woo shares essential tips about how Littledata customers can get a piece of the action. Affiliate marketing is a powerful channel to drive sales, but is surprisingly overlooked by many small and medium-sized businesses. In a 2016 report by Heinz Marketing, referrals made the most positive impact on revenue for businesses, by far. As business owners know, the easiest sales come from customer recommendations to their friends and family. Especially for SMBs, word-of-mouth is often the backbone of how they acquire new customers. Now here’s another statistic: when customers come through affiliate channels, their average customer revenue is 58% higher than other channels. In other words, not only is it easier to get more customers via word-of-mouth, if they are referrals, but those customers also spend more. As you can see, getting into affiliate marketing is a double win for your business. But it can seem tricky to get started. The traditional way of doing affiliate marketing Online affiliate, or referral, marketing is as old as the internet. Here’s how it traditionally works: Research various affiliate networks that are accepting new merchants (that’s you). Pay a fee to join one (as high as $5000). Use this network to find affiliate partners to market your product/service. Pay out a commission to these partners. Pay out a monthly fee, and a portion of these commissions (15 to 25%) to the affiliate network. In this traditional way, you can see a clear trade-off for the benefit of joining an existing network. While you’ll have immediate access to many publishers waiting to market your product, there are a lot of fees for this privilege. So much so that for smaller businesses often find it hard to make a good profit from this model. On the other hand, you could start your own program up from scratch. But while you’d save a fortune in fees, the big trade off is your time investment. It takes time to put an affiliate marketing program in place. From creating a portal for your affiliates to use, to finding these influencers in the first place, to getting the hang of the metrics you need to monitor; it can all be a lot, especially for SMBs with a small team devoted to marketing. [subscribe] The better way, for Littledata customers Luckily, we here at Refersion have made it easy and affordable to forego joining an existing affiliate network and start your own. What we do is help businesses take a 'hybrid approach', taking the best of both worlds, making running a program cheap and simple. The best part? We’ve now integrated with Littledata to make data analysis even more insightful, so your business can easily maximize the ROI of your in-house affiliate marketing program. Used together, Littledata and Refersion are a supercharged toolbox for ecommerce entrepreneurs who have always wanted to launch a referral program, but was afraid to commit the time and energy. With Refersion, you can set up your business to start taking advantage of affiliate marketing in less than ten minutes. Connect your online shopping cart, create custom affiliate emails and coupon codes, and quickly find the right publishers to work with in the Refersion Marketplace. And if you’re already a Littledata customer, you’ll know that you can get all your affiliate marketing metrics and analysis in your dashboard and reporting. Don’t leave money on the table With the rise of ad blockers, many types of online marketing have taken big hits. But affiliate marketing isn’t subject to this limitation. Don’t ignore one of the best channels of getting new customers and higher sales! If you want to learn more about Refersion, watch this short intro video on how it all works. Ready to take the plunge? Here’s a special signup page for Littledata customers. Get a 14 day free trial today! Robert Woo is a Marketing Manager at Refersion.
5 steps to higher ecommerce search traffic
Search traffic is essential for ecommerce growth, and it takes time to build. In this guest post, SEO expert Bill Widmer highlights 5 easy steps to rise to the top. There are over 1 billion websites on the internet today, with almost 2.4 million websites created every day. Of those sites, only 10 make it to the front page of Google. And the top result gets 30% or more of all the search traffic. Where does that leave you? If you don’t take SEO seriously, there’s no way your ecommerce site will beat the competition. If you want to make tens of thousands of extra sales every year, without spending a dime on marketing, listen up. It’s time to boost your ecommerce search traffic. Step 1: Start a blog and produce high-quality content Don’t think you can get away with slapping together a few paragraphs about your latest collection and calling it a blog article. The content gods are watching! In all seriousness, quality content is crucial to ranking on the first page of Google. It’s one of their top 2 ranking factors to determine what to show (the other is backlinks). But what exactly does quality content entail? Let’s hear it from the horse’s mouth: Google's basic principles for high-quality content Make pages primarily for users, not for search engines. Don't deceive your users. Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, 'Does this help my users? Would I do this if search engines didn't exist?' Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field. In a nutshell, Google wants you to focus on providing value to your readers with every blog article. Producing high-quality, long-form content (at least 1,500 words) is the key to ecommerce content marketing and pleasing the search gods. Pro Tip: Not sure what kind of blog articles to produce? As a general rule of thumb, steer clear from anything that’s too obvious and salesy (eg. 5 Shoes From Our Latest Collection That You’ll Love). Instead of this, try to produce content that’s useful to your customers (eg. How To Maintain Leather Shoes: A Comprehensive Guide). With these less salesy articles, you can still include links and call to actions for readers to shop your products after they’re done reading the article. As an added bonus, these articles can help you rank for keywords which your product and category pages can’t (such as 'how to maintain leather shoes'). Step 2: Fix your on-page SEO On-page SEO refers to elements which you can optimise within your website (off-page SEO, on the other hand, deals with external links and other factors). Image from FlightMedia.co With on-page SEO, the first thing you need to do is select the keywords you want to target. Once you’ve got your keywords in mind, optimize your title, header tags, content, image alt texts, and metadata for each page and post on your website. If this sounds like Greek to you, don’t stress. Here’s a step by step guide which will take you through the entire process. Pro Tip:Only target one keyword per page to increase your chances. However, it’s always a good idea to include LSI keywords! [subscribe] Step 3: Add internal links to your most important pages By adding internal links (links from one page on your site to another page on your site), you’re helping Google to understand the relationship between the different pages and posts on your ecommerce site. The more internal links a specific page or post on your website has, the more 'important' it is deemed by Google. Think of your website as a pyramid, with the most important content - your 'cornerstone' content - at the top. You should be linking from your cornerstone content to other related pages in order to pass on link value to them. At the same time, link to these cornerstone pages from other pages in order to bolster their standing. Want to learn more about internal links? Check out this article. Step 4: Build external links Once your internal links are done, it’s time to move on to building external links. You might need to invest some budget into this, but since Google has confirmed that external links are amongst the top 3 ranking factors, I’d say it’s definitely worth your while. First, look for influencers in your industry and reach out to them to enquire if they’d be willing to link to your website in exchange for a small fee OR for a partnership. You can use platforms such as Mailshake and VoilaNorbert to speed up the communication process. Another way of getting backlinks is to guest-post on other websites. Whilst this typically takes longer to execute, it’s a great way of building your brand and establishing thought leadership whilst getting more backlinks. Step 5: Consider paid traffic Assuming you’ve completed all the above steps (and you reallllly should!), this doesn’t mean you’ll see results overnight. It’ll take some time (a few months, or even a year) for you to experience a boost in your organic traffic. In the meantime, you can consider 'supplementing' with paid traffic. Image from ThinkDigi.org The two most commonly used channels are Facebook Ads and Google Ads - and there are tons of useful resources online that will teach you all the basics (read this guide for Facebook ads or this guide for Adwords). Alternatively, if you don’t want to handle your ads yourself, you can always outsource them to an expert. Once those ads are running, a full-cycle analytics platform like Littledata is essential to help you optimise your ad spend and connect it to revenue. After all, the idea isn't just to get more traffic, but to get the best kind of traffic and sell to your best type of customer - the kind that's more likely to convert. The truth about ecommerce growth A few parting words. A lot of ecommerce store owners think that as they become more established, they’ll automatically have more people visiting their website. The truth is, word of mouth can only get you so far - and if you’re serious about growing your ecommerce store and increasing your profits, you’ll need to boost your search traffic through SEO and the other methods discussed above. And you'll want to optimise that search traffic by paying attention to specific metrics such as bounce rates from mobile Google search. Do you want to see a nice exponential curve in your search traffic analytics, or are you content to have your traffic flatlining? The sooner you get started, the sooner you’ll be able to snag that highly coveted spot in the first page of Google. I’m rooting for you! Bill Widmer is a content marketing and SEO expert who has worked with many well-known brands like Content Marketing Institute, Social Media Examiner, and SEMrush.
How to choose between free and paid marketing channels
This is a guest post by Patrick Rauland, co-founder of the Lift Off Summit, a free virtual conference for growing ecommerce businesses. When someone starts an online store they usually look at their bank account and if they have money they go with ads. And if they don't they go with free marketing channels. And while this makes sense it isn't the best way to think about marketing and getting traction for your store. In this post, I break down the real differences between paid marketing channels and free marketing channels to help you figure out the best route to help your growing online business reach the next level of success. The Free Channels There are a lot of free channels you can use. Just to name a few there are: Search Engine Optimization (SEO) Content Marketing Facebook pages Twitter Instagram Pinterest Video marketing (YouTube) And all of these can drive traffic to your store. But you have to start building an audience on these channels first and figure that out before you start driving serious traffic to your store. This can be especially hard on some platforms like Facebook that suppress organic page posts and instead display ads. Another problem is that these strategies usually take a lot of time. One of the most effective channels for my personal blog is SEO. But it took years to get enough organic traffic. [subscribe] The Paid Channels There are just as many--if not more--paid channels. Here are a few: Facebook Ads Instagram Ads Twitter Ads Pinterest Ads Google AdWords Affiliate Marketing Influencer Marketing What all of these have in common is that they can help you speed up the growth of your brand & store. Speed Up Growth Building something from scratch is hard. It's hard and it's slow. Even if you have a compelling message you might only get that message in front of a few new people each day. And only a fraction of those are ready to buy your product today. Ads let you target the perfect audience. Facebook especially has robust targeting let you target interest, ages, genders, and locations. And you can target users at any point along the customer journey. Whether they've seen your site, visited a specific page, joined the newsletter, or added something to the cart. When you can target the perfect audience you're much more likely to make the sale. If you need 100 visitors to your website to make a sale. You might only need 50, 25, or maybe if you're really good just 5 visitors to make a sale with ads. With ads you don't just pay for leads. You pay for hot leads. What About Costs? The cost of running ads can actually be quite low. I interviewed Facebook marketing expert Megan Adams for Lift Off Summit, she made a really good point about starting small and testing the results: “In the beginning…start with $5 a day and see where that takes you. Or $100 a campaign.” Amber Turril, Chief Funnel Operations Strategist at White Coat Digital said: “You can start a $5/day campaign on Facebook and see where that goes. Or $10/day on Adwords.” For $5 a day. That's $125 a month. A very reasonable amount. Even if every single click-through fails you still learn something. You can tell which ads had the most compelling message based on their click through rates. You can try different copy & different images to learn what call to actions are the best for your audience. And then apply that to your eCommerce site improving the conversion rate site-wide. Break Even First All of the platforms can show you the ROI on each of the ads. And with your first ad you're likely to have a negative ROI - meaning you lost money on that ad. And that's okay. You're going to have ads that under perform. It may take you a few weeks or maybe a month to get to the break even stage. And breaking even is the goal for someone just getting into ads. Turrill continued: “Will that one dollar turn into two dollars? It will. But first go for break even. And then go for that positive return on investment.” Paying on the Backend I've mostly been talking about ads so far - partly because they're what everyone thinks of when they think of paid marketing channels. But also because they amplify what you're already doing. There is another strategy though. You can leverage someone else's audience entirely and after each sale you can pay a commission. That means there are no upfront costs. I'm talking about affiliate marketing & influencer marketing. If you have a product that people are willing to promote (and if you don't you should evaluate what you're selling) then reach out to influencers in your space. Who is in your industry that knows your potential customers. They should know their wants, needs, and desires. And they should already have an audience. If they understand your industry and they have an audience give them an affiliate code. And you can give them a commission on any sales made with their affiliate code. I interviewed eCommerce entrepreneur Pippin Williamson for Lift Off Summit and he said: "At it's core it's really other people saying good things about you." And I think that's why this channel works so well. It's a natural extension of word of mouth. The Three Ways to Grow In eCommerce there are three ways to grow: Get more customers Get your customers to purchase more (higher average order value) Get your customers to purchase more often And when you're a brand new store it's basically just one: get more customers. That's why I'm such a big fan of the paid channels. They obviously have a cost to run. And you should always work on organic methods like SEO & content marketing. But while you're gearing those up start playing with ads. You'll usually see immediate results and can continue to grow & tweak. Patrick Rauland is a public speaker, author, and blogger. He creates eCommerce content for LinkedIn Learning/Lynda.com. He loves helping people start their own businesses and take control of their own financial future.
Conversion friendly experiences: reducing landing page friction with psychology
The primary concern of all PPC specialists is how to take all the traffic their ads and content generate and turn it into converting users. If you are taking the time and energy to allocate a budget and strategy for your PPC ad campaigns, literally throwing money at the problem, then you should at least be capitalising on as many conversions as possible. So what is the difference between traffic and conversions? What is it that bridges the gap between the two? Simple: the user’s experience on your page. That’s all there is to it. Optimising your landing page experiences to better fit the user’s needs and to generate a sense of delight in them is how you close the distance between traffic and conversions. There’s countless different tactics and styles of landing page optimisation that different PPC agencies employ. But, for the most part, they all circulate around the same basic concept: using consumer behaviour and basic psychology to increase the “delight factor” of a user’s experience on your landing page. The more delighted a user is with your page and your content, the more naturally they will be inclined to convert on your site. A more user-centric experience is what psychology based CRO is aiming for. Starting from the source Reverse engineering the problem’s of your campaigns is just as important as reverse engineering your goals. Just like when establishing a content marketing strategy, a landing page optimisation strategy requires you to first establish your goal (higher CRO), and then work backwards to identify the tangible changes you need to implement. To better understand how your paid ad campaigns and landing pages are performing as a unit, you need to make sure you are monitoring the right KPIs. Better yet, understanding what each KPI signifies about your user’s experience is an even deeper and more useful insight regarding your psychological research. VTC vs CTC For simplicity’s sake, let’s narrow down the field of analysis to just the advertisement and the landing page. For the first, you’re going to want to be looking at click-through conversions and view-through conversions. Now, VTC is harder to monitor because it records whenever a user sees your ad (an impression) but doesn’t click on it. Later that user revisits your page via a different route and converts on your page. If you were looking only at CTC, this conversion actually wouldn’t be given any credit. But for the most part what either form of conversion metric is doing is looking at how successful your ad is at getting the user to click through to your landing page. Conversion rate, bounce rate, exit rate Once you’ve determined the success of your ad in regards to getting them to your site, it’s time to check out how your pages themselves are performing. This is the where the fault between traffic and conversions splits open. This is where conversion rate and bounce rate come into the picture. The conversion rate is pretty self-explanatory, but the bounce rate needs a bit more nuanced definition because of its relation to exit rate, which can get confusing. Basically, the exit rate of your page examines how frequently a user clicks through your ad to your landing page and leave that specific page via regular means of navigation. They might have gone to a different content page of your domain, they may have left altogether. The bounce rate shows you how often users are leaving your page by means of the back button or closing the browser entirely. While they both monitor the departures from your landing page, one gives a very different picture from the other. You can check out the infographic below by ion interactive for basic schematics and values of the five major landing page KPIs. Asking “why they aren’t” instead of “why they are” With your performance data in hand, you now need to look one step further into the reasons behind your lack of conversions and high bounce rate. Start, as always, by reverse engineering the problem. Ask why users aren’t converting on your site and fix the wrongs of your page before you celebrate the rights. There are three major psychological reasons for a user to be displeased or distrusting of a landing page. Identifying this friction points within your landing page content will help you tailor your pages to user’s preferences and increase the “delight factor.” Lack of information The first psychological red flag for a first-time visitor is a lack of information. This can be a very significant and harmful deterrent. Not supplying the user with adequate information instantly puts them into a sceptical state. The human mind does not like uncertainty. We are famous for “catastrophizing” the unknown because our minds are programmed to fill empty spaces. We subconsciously prefer to imagine the worst case scenario rather than a complete up-in-the-air unknown. When confronted with a lack of information, users often make one of two assumptions: either your site lacks the expert level content they are looking for and your business is not a well-informed authority on the matter; or - even worse - your landing page is a scam and is actually just click-bait looking for meaningless traffic. Don’t let a lack of information put a Vader style force-choke-hold on your conversion rate. Trust leaps The biggest hindrance to a landing page is the inability to generate trust in the user. Creating genuine trust leaps between the first-time visitor and the uncertainty of a business proposition is, at the same time. the sole purpose of landing pages and their toughest obstacle. Trust leaps, however, are a three step process that takes more than just the necessary and adequate information to complete the cycle. The common progression of a trust leap, beginning to end, is “trusting the idea” - “trusting the institution” - and, finally, “trusting the individual.” Too many landing pages over-prioritize the first two of the steps and for that reason fail to convert at a satisfying rate. Making sure you are transparent and authentic in your presentation through and through is key when it comes to user experience. These days, with digital media so entrenched in our culture, we all have a strong nose for spam and we are quick to jump ship if we feel we are in shady territory. Analysis paralysis Lastly, even if you are able to build a successful trust leap with the user, there are still psychological roadblocks that can stop them from converting. You may be so eager to impress and delight your visitor that you provide them with all the different options and services you make available to them. This may seem like a transparent and efficient way to market your services. But what it really does is throws your user into pits of analysis paralysis. While you want to provide all the necessary information you can, too much info can overload the user. As much as we all would like to believe the opposite, absolute freedom of choice is one of the quickest ways to drive a person crazy. An old idiom comes to mind when discussing the issue: “When given too many options to choose from, the exit becomes the only clear choice.” Keep your landing pages simple and specified. In almost all cases, you should limit each landing page to a single CTA and a single goal. Make the decision to convert an easy one. Fixing the common problems with transparent solutions So how do you make converting on your page such an easy decision? By removing any obstacles that may be obscuring your message or deterring your viewer. The checklist is simple and straightforward. You want to lower friction between your page and the user by filling in any gaps of information that they need and eliminating any superfluous or extraneous information that may distract them from converting. After you start to lower the friction and build a more user-centric landing page experience, you can consider the more nuanced forms of data presentation that you are employing. For example, many sites love to compare their prices and performance to their competitors on their page. Comparison pricing If you have the lowest prices in the business, why not advertise by putting your low price right next to the jacked up prices of your competitors - right? This may seem like a good idea, at first. But it can actually put the idea of comparison shopping into the minds of users that previously might not have even been considering your competition. On top of that, bragging about your drastically lower prices has been shown to actually inspire a sense of hesitancy in users. They tend to believe that if you are advertising your low price as your main selling point, then your services might not be top notch and it may be worth their while spending a pretty penny on a service that is worthwhile. Don’t overthink your landing page presentations. You’re taking the time to develop trust with your first-time users, so trust them to make the comparisons on their own. Don’t impose market statistics on them as if you are in court arguing your dominance in the field. Let them come to their own decision organically - that’s where “delight” comes from. Urgency with solutions If you are looking to break down roadblocks to ease the user’s conversion path you will also be working towards speeding up and optimising that conversion path as well. True landing page streamlining requires removing inefficiencies and implementing optimizers to replace them. Many PPC management services love to inject a sense of urgency into their CTAs in order to emotionally evoke a higher conversion tendency in their audience. While this is a good idea in and of itself, and a strong “click now!” or “don’t miss out!” CTA can really close a conversion out, urgency only works to emotionally evoke readers when used correctly. Studies show that when given “urgent” warnings, subjects were actually not necessarily more eager to act. What the results showed was that when they were not given any information on how to remedy the urgent situation, test subjects were actually more likely to rationalise themselves as exempt from the urgency and were actually less eager to act! On the other hand, those subjects that were given information regarding the urgent situation (or at least most of them) followed the information provided to them and acted immediately. Remember that we do not like the unknown, so if you are trying to change the mentality of a user with urgency, you must be specific with the reasons why it is urgent and the actions necessary to remedy the situation. Like in the above graphic: if not here, then where? If not now, then when? And if not us, then who?! Put a face to the service Unless you are a snake-haired Greek gorgon who goes by the name of Medusa, matching a face to your service will always help your brand appear more trustworthy. If your landing page doesn’t have any pictures of your business teams or employees and lacks any personable touch, users might start sniffing out your pages for spam. At the very least you should have an employee directory page somewhere within your pagination - which should be streamlined and flat for easy user experience (but that’s another point of discussion, you can check out this post for internal linking strategy if you’re interested). Having a brief personal bio for each of your employees brings an approachability to your page that is sometimes lost in the online retail world. (Also, as a bonus, it will show your employees that they matter to you and aren’t just cogs in a system.) If you really want to wow the users clicking to your landing page, you can go one step further than an employee directory page and introduce employee testimonial videos or team introductions for your possible clients. Our eyes have a natural inclination to pay attention to motion, then image, then text last. So using video on your landing page (above the fold!) is a huge way to increase engagement, even if it isn’t focused on building trust. The trick is not to appear authentic, but be authentic. Users today are well informed and ready for your business, your job isn’t to finagle them into converting, but to get them to embrace you as a trusted authority - the conversions will follow. Focusing on the inputs not the outputs Using psychology in your CRO campaigns means looking one step deeper than the behaviour of users on your landing pages. It means looking into the reasons and emotions behind those behaviours. Too many conversion campaigns these days over emphasise the importance of hitting their quotas and monthly growth percentages. “Don’t make your goals, your goals, make the habits that lead to your goals, your goals.” Focusing on the inputs that will build trust and lower friction on your page instead of making all of your decisions based on minor bumps in your CR% is a simple re-allotment of your priorities and focus, but will make huge and long-lasting changes in the way you develop and design your pages. Happy users are converting users, that transitive step is a natural and quick one. So don’t focus so much on turning your users into business opportunities. Focus on delighting them and making them happy. And making them happy starts with knowing how they tick. Team Bio About Sean Martin - I am a Content Marketing Manager at Directive Consulting, a digital marketing agency in Southern California. We specialise in integrating SEO, PPC, Social, and Content into our online marketing campaigns. Check out my posts on the DC blog to see how we are innovating and changing the game.
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