Category Archives: ecommercetips

5 Points for Developing a Website

5 Points for Developing a Website

Whether you’re Looking to build a new website or already have one that’s not performing as expected here are 5 points you need to consider when building your website.

Website Design | Building your website

Clean Website Design

  • Creating a clean, pleasing template is one of the most important things to note during the website creation process.
  • A good design is appealing when building your website. Make it easy to understand, and have simple navigation.
  • Importantly, a clean design allows viewers to concentrate on the importance of your brand and content. Rather than being distracted by distracting visuals and vast quantities of text.
  • Customers also equate website design with the quality of a business or product. As a result, delivering a meaningful user experience that inspires consumers to return necessitates a clean design.
Website Functionality | building your website

Website Functionality

  • There are a few things to think about when it comes to functionality when building your website.
  • Is the website interactive in the literal sense? Are there any problems with loading or broken links? Have you checked the site’s security features are adequate?
  • Aside from these organisational concerns, it’s important to see the website’s functionality from the user’s point of view.
  • Are your site’s interaction forms, surveys, and customer reviews sections functional?
  • A customer may leave your site due to one or more of these functional issues.
Website Navigation

Website Navigation

  • When your website is confusing and difficult to navigate it can result in website customers leaving and never return again.
  • Do an in-depth site review as if you were a new user to improve the quality and attractiveness of your site’s navigation.
  • Take note of which navigation streams make sense and which do not.
  • One way to enhance a visitor’s ability to access your site (while also assisting search engines in crawling it) is to add a site map.
  • View the navigation from an outsider’s view, your visitors may not understand your internal references.
  • Use external parties to review your site and navigation.
Website Usability

Website Usability

  • Easy-to-use websites are more likely to pique consumer curiosity and generate sales.
  • Displaying product and service details in a simple, succinct manner will improve usability.
  • Make sure your website has all the functionality that a customer would like for it to be user-friendly.
  • Do visitors who are reading your blog and want to sign up for an email newsletter have to go looking for the opt-in form?
  • How easy to find your contact information?
  • Is your website’s design conducive to social networking and more engagement with your brand?
  • When it comes to improving the usability of your website, these main elements must be considered.
Website Call to Actions

Website Call to Action

  • Customers are more likely to contact your company if you have calls to action on your website.
  • A nice suggestion like “Contact us today!” shows that your company is interested in building a partnership with its customers.
  • It’s critical that calls to action are sufficient for the level of engagement a visitor has with your site.
  • If they’re new to your business, invite them to sign up for your email newsletter.
  • Make Buy Buttons highly visible with clear wording such as “BUY NOW”
  • Always have a call to action on each page or article, regardless of what you’re asking visitors to do on your site.

Fror more help and support view our page on Website Management to see how we can help you today

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Creating a Content Strategy for your Ecommerce Store

Creating a Content Strategy for your Ecommerce Store

Content marketing, clearly described, is the process of producing original, high-quality content targeted at a specific audience, attracting their interests and addressing their points of pain. Creating a content strategy means instead of making a hard sell, by offering useful information that earns goodwill and interaction, it usually promotes a brand, service, or product.

Creating a Content Strategy| Focus Ecommerce and Marketing

The primary objective of this initiative is to convert consumers to buyers, directing them through the process of meeting their needs in the sales funnel, to prove yourself to be a credible source of knowledge, to position yourself as the best placed authority to assist them, and then to convert interest to paid business and a valuable ongoing connection.

The advantages of a well-executed eCommerce content strategy include:

 

  • It drives new traffic to your website.
  • This promotes confidence in your brand.
  • With the all-important conversions, it can help.
  • It can create a separate revenue source.
  • It can provide enduring value with its evergreen material.

 

1: Identify Your Target Consumer

When your creating a content strategy you need to know who your buyer is in order to create e-commerce website content targeted to consumer needs. You can create content targeted at them by creating a character or fictionalized image of a customer or buyers based on real data and

marketing insights, refining it depending on what part of the sales funnel you position it and which part of the purchaser’s journey you are targeting.

For instance, without any sales message, you will provide content customized to their needs at the top of the sales funnel. Further down the funnel, once you’ve won their confidence, you might start providing potential solutions to customer problems and have a more tailored sales pitch to convert them to paying business.

The things you will want to know for your buyer persona include:

  • Demographics: Gender, age, location, or other concrete identifying information.
  • Personality: Whether they are lazy, super productive, sceptical, optimistic, or have other traits, the personality profile will help determine their shopping behaviour.
  • Motivation: Are they learning more about your goods and industry on your e-commerce site? Are they ready to buy, or are they just shopping for windows? Understanding customer motivation allows you to customize content accordingly.
  • Pain points: What do your customers find frustrating? If you understand this, you can provide a solution to their issues.
  • Preferred content channels: Knowing your customers’ preferred sites, social media channels, and apps can tell you how best to reach them.

2: How Does Your Audience Consumes Content

You should find out how your audience wants to consume content to target them the same way for your e-commerce website content by looking at your internal data or researching market trends.

Some questions you’ll want to answer include:

  • What’s the most popular social media channel for my target audience?
  • Is there a specific type of content they prefer, Images, video, long form content?
  • Does my target audience prefer to make purchases via a mobile or desktop?
  • What length of time is my target audience willing to spend reviewing content?
  • Use your Google Analytics to track how people are coming to your site

3: Research and Create Your Content

For creating a content strategy you need to do some research at the front end to build an efficient content strategy for e-commerce. For instance,

  • Brainstorm: Work with a small group of people invested in the process, with strong contributions.
  • Competitive SEO Evaluation, Looking at how rivals’ domain names work in search rankings and keyword gaps, to find out what choices are available to create content against fresh search words.
  • Understanding the content being produced by other brands: Use a tool like Google Alerts to keep notified about brand mentions online, keeps you up to date of trending content.
  • Think outside the box if an idea seems stale because it been done many times, try flipping it on its head to come up with a new perspective.

4: Publish Content Based on your Buyer’s Journey

The sales or marketing funnel is divided into three parts a top, middle, and bottom that corresponds to various parts of the purchaser’s path.

The top of the funnel is the process of customer exploration or understanding, where you prove that you know their points of pain. Your content is easily found and consumed at this stage.

The content offers solutions to issues without any particular sale of your product or service, whether by blogging, social media marketing, search engine marketing, or any other medium.

 

The middle section of the Sales & Marketing funnel is the step of evaluation, where you engage with your prospective clients more profoundly, building confidence. You have proven that you know their points of discomfort, and now you can start pointing to solutions that will assist them. Where you tried to educate customers before, you are now leading them to the right responses.

Here, the items you offer might include comparison guides, case studies, and even free samples. Consumers usually do extensive research on the subject at this point, including whether your approach is the right match for them.

 

The bottom of the sales funnel is the purchase stage, where people put their money where their interest is. Here is where you prove that your outstanding value is just too much to be passed by. At this purchase stage, you might use live chat, a chatbot, or emails to customers at the point of buying or retargeting/remarketing to keep your message in front of someone at the tipping point.

 

The Decision stage, where people put their money where their interest is. Here is where you prove that your offer is just too good to miss out on. At this decision stage, at the point of purchase or retargeting/remarketing, you might use live chat, a chatbot, or emails to customers to hold your message in front of someone at the tipping point.

 

5: Measure the Results

Since creating a content ctrategy on ecommerce websites is typically an ongoing operation, and not a one-off thing, you need to look at the results from past attempts to enhance those that are going forward.

 

Good metrics will inform you what sort of investment return (ROI) you have accomplished. Progress may be evaluated by such factors as:

Organic traffic, Leads, Conversion rate, Time on page, Social shares, Engagement, ROI, Backlinks

 

Bear in mind that the specific metrics you want to measure will vary depending on the content type. Some forms of content and the metrics on which you would want to base performance include:

  • Blog posts/articles: Key performance indicators (KPIs) range from website traffic and unique visitors to page views per visit and geographic trends.

  • Email: Indicators include open rate, conversion rate, and click-through rate.

  • Social media: Followers/fans, Likes, and post reach are among the KPIs.

  • Videos: These include unique viewers, shares, and average view duration.

  • Podcasts: Downloads, subscribers, and shares are included here.

  • Pay-per-click (PPC) campaigns: The many KPIs range from cost per click and click-through rates to cost per sale and impressions.

At Focus Ecommerce & Marketing we have the tools to help you measure the performance of your content activity. We can analyse various pieces of content and tailor that content to meet your specific needs.

 

6: Ask for Customer Feedback

Listening to what your clients have to say is a huge part of enhancing the content you deliver and making sales. Knowing what your customer feels about your sales process is vital for potential progress, whether you send a follow-up note, review live chat recordings, perform customer interviews, evaluate documented sales calls, track social media networks, or employ other means.

Some ways customer feedback can help your ecommerce content strategy include:

 

  • Ensure you have an effective customer support service: Customer feedback is one way to help gauge whether you have a sustainable customer support system, which ultimately can help keep sales coming in.

  • Qualitative feedback about content: Although we have suggested ways to get data, qualitative feedback is also very valuable. Through customer surveys, you can figure out whether your content is helpful to your customers. The more helpful your content, the more likely you will find more people who want to use your product or service.

  • Potential to use feedback as promotional content: Arguably, the biggest benefit to customer feedback is the possibility of using it to persuade new customers. Testimonials are a great way to add value to your brand and hopefully increase your bottom line.

 

What Are Some Types of Effective Ecommerce Content Marketing?

When developing an ecommerce content strategy, there a variety of content types at your disposal. Focus Ecommerce & Marketing can assist you with any of the following:

 

  • Blogging: Blog posts are fundamental to the majority of content marketing strategies, building customer relationships, delivering leads, and lending themselves to search engine optimization (SEO) practices.

  • Original photography: In this digital age people are unable to touch what your goods, using photography helps to make up for this fact. Create a set of images for each product, tagging them correctly will help search engines understand what you are offering. Create lifestyle shots so people can imagine wearing or using the item.

  • Video content: Videos create an immersive experience and are proven to drive up the number and size of sales. Social media channels recommend the use of video as a way of increasing engagement.

  • Product guides: These can attract more traffic to your ecommerce website as people look for more information about products and services.

  • Customer stories: Customer testimonials, reviews, case studies and user generated content.

  • Email marketing: Even just confirming orders, notifying buyers about shipping and package delivery, and doing a follow-up gives you multiple chances to communicate with customers and build relationships.

 

The most effective ecommerce strategy combines all of these elements. All brands, large and small need to invest in content marketing because it is crucial to attracting new business and staying competitive.

We can provide a comprehensive, all-in-one solution to boost your online selling presence, whether it’s to get more traffic with organic and paid searches or create unique content that meets marketing and sales goals.

 

Boost Your Online Sales Part 1 – Embrace Online Reviews

Boost Your Online Sales Part 1 – Embrace Online Reviews

Don’t ignore the power of your customers. An online review is as like recieving a personal recommendation and at the end of the day its the opinion of your customers that count.

Showing online reviews indicates your a honest online business and not trying to hide anything from your visitors. Whilst not all reviews will be good you should not hide away from these, rather you should embrace them and use to improve you business practices.

Your team should be giving 100% excellent customer service. Any bad online reviews should move you to evaluate your company procedures. Poor product reviews again should force you to re-evaluate, was it a one off, is there a persistent issue, if so should you buy that product again?

Keep the Good and Bad

Don’t feel that by having 1 or 2 negative reviews as detrimental to your business, its how you deal with that negativity that counts.

Be open and honest, most review systems will allow the option to leave a response, make sure you do. Make it an honest response, if you messed up – fess up! Mistakes happen people just want to see how you deal with these issues. Apologise for the inconveince, ask the customer to get in touch or indicate what you did to resolve the problem.

Keep the response polite and to the point when online. You will want to be contacting the customer directly as well to resolve it fully. Dealing with any issues will give that customer the confidence to hopefully come back and purchase again.

Use a Review Plugin

There are plenty of plugins nowadays that will help you manage reviews without major developer involvement and there are options to suit all budgets. So there is no excuse not to add reviews to your site, unless you have something to actually hide.

 

In other words online reviews benefit everyone. Ultimately boosting your merchant credibilty, improving your seach rankings and increasing conversion rates, how can you continue to ignore them?

Contact Focus Ecommerce & Marketing to see how we could help you.