A Marketer’s Guide to Refresh Your eCommerce Store
Remember when you promised yourself that you would freshen up your eCommerce store after the holidays were over?
Well, the holiday season has long passed, and your eCommerce store could use some updates to get it ready for 2017. Refreshing your eCommerce store can net you more traffic, revenue, and even sales opportunities. Even a small tweak to your site can benefit your bottom line.
So, what are you waiting for? Follow this guide and start tweaking your eCommerce store ASAP.
Revisit Your Value Proposition
There are many definitions of value proposition, but it all comes down to this: What are the most persuasive reasons why shoppers should buy your products and services?
Having a clear value proposition allows you to focus your efforts on solving the major pain points of your customers. These value propositions can change over time, which is why it’s important for you to revisit them and change your focus if necessary.
For example, maybe you looked at your 2016 data and noticed that the demographics of your target audience is changing. Although you may have originally been targeting the younger generation, you noticed that your site’s visitors are now mostly women aged 35 and older.
This is a good opportunity to change or add value propositions, and then rework them into your eCommerce site. If your audience consists of women over 35, consider adding more images with women using your products to appeal to your new audience. Display your value propositions clearly in your design so that customers immediately know why your products stand apart from the competition.
Update Keyword Research
If your audience changes over time, the list of keywords that you’re trying to rank for will also need to change. Failing to update this list can result in a significant loss of traffic and sales.
Even if your target audience remains the same, new trends and regular updates to Google’s algorithm will require you to update your keyword research. Consumer search habits can also change with the seasons, so make sure that you know the seasonal trends in your niche and find keywords that are likely to be used during this time.
If you’re the type of person who dislikes doing keyword research, we’re regret to inform you that it’s still important in 2017. You’ve got to continuously be adding to your keyword list if you want your eCommerce store to dominate your niche.
Write Compelling Product Descriptions
When it’s time to craft engaging product descriptions, arm yourself with an updated list of keywords to include in your unique content. Be sure to include long-tail keywords that contain longer, less popular search terms. This keywords strategy tends to drive more traffic, conversion rates and inspire brand loyalty.
To create effective product descriptions, you need to find the right balance of copy that appeals to both humans AND to search engines. You can increase your conversions by using long-tail keywords in your product descriptions. Just avoid keyword stuffing, the outdated practice of using excessive keywords, because Google can penalize, demote or remove sites for this unfavored SEO practice. Focus more on the consumer and use your prose to craft a compelling product description that sells.
For instance, instead of just listing off the features and specifics of your product, turn each one into a unique benefit for the consumer. Not only will this be more enticing to your customers, but they will benefit your SEO with unique copy.
Be Consistent Across Marketing Channels
Your customers can be exposed to your brand via Facebook, a pay-per-click advertising, email marketing, or any number of marketing channels. To give your customers the best experience with your brand and avoid confusing them, it’s essential that you improve your brand consistency across each channel.
By making your logo, colors, font, and brand voice consistent across all channels, your customers will be more likely to remember your message and purchase from your business. You can further increase your conversions by personalizing your customer’s experience across every channel.
Automate the segmentation process with RFM Segments. These segments will allow you to easily identify your most valuable customers based on the RFM (recency, frequency, monetary) model and provide a more personalized experience to increase conversions and drive revenue.
Don’t Wait to Refresh Your eCommerce Store
Now that things have settled down once again, it’s time to audit your eCommerce store’s weak areas and update them to reflect the best practices. With just a few simple adjustments to your online store, you can provide your visitors with a unique experience and raise your sales potential.