Today more than ever, sales are harder to come by and you should make sure you are not losing sales because your e-commerce site is not user friendly. When you look at some of the most successful e-commerce sites, the overwhelming trend is that their shopping carts and buying processes are simple and easy to use. Every year more people are relying on the internet to find and buy products and the new “converts” to online shopping often have a healthy dose of skepticism about the process. They may have finally accepted the concept of buying a product online, but if they get too far out of their comfort zone, they will abandon your shopping cart in a heartbeat. My wife is a perfect example of this new “online shopper”.
She recently made an online purchase for my parent’s anniversary and I asked her why she chose the company she decided to purchase from. Not surprisingly, this company was not her first choice, but she decided to buy from them because it was easy and fast. Initially, she was in the process of buying from another site, but dropped out of the ordering process because she got confused with all of the steps involved. The site had a product she wanted, she started to make the purchase but in the end another company got her order! When asked what confused her, she said there were too many steps and she became frustrated “with the whole deal”.
While some of these tips may seem over simplified, here are some ideas to keep in mind to ensure you don’t lose sales because your site isn’t user friendly:
These are just a few ideas to consider when streamlining your site’s ordering process. The main objectives are convenience, simplicity, and user friendliness. By doing so, you can help avoid customers getting frustrated with your site and buying from another company!
When managing a Pay-per-Click campaign it is important to remember that continual optimization of the campaign is critical to success. Keywords you thought would be perfect to drive qualified traffic to your site when you first launched a campaign may turn out to be poor performers. Certain geographic locations that logically would make sense to target your ads may be out performed by locations you didn’t think there would be a big demand for your product or service. An excellent way to discover what is working with your campaign and learn about new opportunities is by analyzing the data from an analytics program.
Here at MoreVisibility, we leverage the data from Google Analytics to help optimize PPC campaigns and expand our knowledge of how customers interact with our client’s websites. With this knowledge you can optimize campaigns for greater success. Here are a few examples of how you can leverage the data from Google Analytics to optimize your PPC campaign:
Remember, managing a PPC campaign is an every day task. Optimizing the campaign is critical to your success and using an analytics tool, like Google Analytics, can bring new insight through real world (real time) data, and help you develop a high performing search engine marketing campaign.
I’m always surprised companies do not test or refresh their ad copy on a regular basis. It is not enough to simply make changes to your ad copy during the holiday season or when you want to run a special promotion (10% Off for the Month of May!). It is important to tailor your message during the holiday season, especially for online retailers who rely on holiday sales, and that message is probably different than the rest of the year, so it makes sense to have different ad copy running during the holidays.
In addition, you probably do not offer a special discount all year round, so a “10% Off” promotion dictates special ad copy as well. However, testing and refreshing ad copy should be a continual process in search engine marketing. It’s quite helpful that Google (and your target audience) provide the test platform you need to make the right decisions about choosing the most effective message.
At MoreVisibility, we create multiple ads for every campaign and rely on real time statistics to show which ad copy is effective and which is not. Regardless of the time of year or the promotion you are running, you should create multiple ads for your campaigns and continually test their effectiveness. Google makes this campaign optimization process very easy, because you can set your campaigns so the best performing ad is displayed more often while you rotate multiple ads.
As you see that one ad is outperforming another, create new and fresh ad copy and replace the poor performers with these new ads. Reset the Google settings in your campaign to rotate your ads equally so you can start to gather click-thru data on the new ads in addition to the best performing ad you kept active. Once you have enough quantifiable data, change the settings in Google to optimize the ad delivery and see if any of the new ads become your new best performer. By doing this testing and refreshing of ad copy, you can zero in on the best marketing message that will drive more traffic to your site and keep you focused on optimizing your campaigns.
The bottom line, do not rely on the time of year or a special promotion to dictate when you change your marketing message in your Pay per Click (PPC) campaigns. The better option is to allow your potential customers to tell you what works and what doesn’t. Continually adding and testing new ad copy will provide you with the best feedback a business can have: unsolicited customer feedback!