Ecommerce Mastery… Cont

1. Ecommerce Mastery…Cont Having carried out our KW research we know what KW’s to utilize for our categories and pages! This helps users find us – we are being very niche specific this helps our Google rankings! The reason behind our initial research: To uncover search terms that are worth targeting. A few people may type in Acne solutions for teenage boys in Scotland, however that key phrase is not worth the time or effort you put in! 2. To evaluate competition for phrases. Perhaps Acne Solutions for teenage boys is popular and thousands of potential customers shop using this phrase every day! Again not massively ideal for us – competition is good, but we want to discover words that are not too expensive & competitive!

2. Ecommerce Mastery…Cont To organize the list of KW’s for which you want to be found. All that KW research leads us to our site configuration & set up!

3. Consumer Buying Process & Intent The buying behavior of every customer will vary, there are five basic phases to a typical consumer buying process. They are: Need recognition They recognize a need for something (stretch mark cream) 2. Information/solution search They look online using KW’s (if it is specific, they are more likely to have their hand on their wallet. 3. Evaluation They check out your site, see what you have to offer 4. Purchase decision If you sell what they are looking for, they may purchase 5. Post-purchase evaluation (buyer’s remorse) Once purchased they often have a feeling of – will it arrive, can I get it cheaper, do I need it (we can negate some of these feelings!)

4. Internal Linking Linking is the foundation of the internet and how customers search! They click links on Google to get to a site Once on the site they click links to navigate to specific pages that take them to their desired location! Think of it this way – without links no one goes anywhere online! Correct internal linking can give your site SEO kudos!

5. Credit Where Credit Is Due The link credit (otherwise known as link juice) is not given to the page the link is ON (although most people think it is. It is given to the page the link is POINTING TO! Home Page Use anchor text links to point to other pages in your site… Copy… In addition to weight loss pills, we also sell affordable body shaping underwear Body Shaping Underwear Page SE’s see the link, and this benefits the page. It shows that the next page is related to body shaping underwear. Copy… Want to lose weight quickly, see our weight loss special offers here Weight Loss Special Offers Page The same effect happens here. More link juice for our special offers page!

6. Link Placement • We carried out our KW research and planned the site, mainly because you can use this structure for your link placement… • Now we learn where we can place these links: • Title tag • Main Navigation Bar • Breadcrumbs • Body • Footer navigation • Image Alt tags

7. Main Navigation Bar This is essentially the directory for your site, either positioned at the side or the top of the page! Try and get your KW into the nav bar, if not use a descriptive word close to your KW…

8. Breadcrumb Trails Breadcrumb are essential for ecommerce sites, essentially they allow us to create a trail of highly searched for KW’s We can see that, we have gone from Skincare, to Anti-aging to the product name… We can set our breadcrumb trails anyway we like, but take into consideration the KW’s and phrases that customers will use to find the products!

9. Body Copy Provide your customers with easy navigation and direction throughout your site, whilst boosting your SERPS. So rather than just telling your prospect that they can find weight loss patches on your site, link directly to that page, using anchor text! This can come in useful if you do not have enough room in your main navigation bar, in-copy links can play an important role, to keep your customer on the right track and to boost your position.

10. Footer Navigation Footer navigation gives you plenty of ways to use the entire key-phrase within anchor text. This is a text-based navigation structure. Key-phrases used in your footer navigation count just as much for SEO purposes as if they were placed in your body copy! So make sure you add a comprehensive footer section. You should only use text links in the footer section

12. Writing For The Sale There are a number of steps to ensure you make a sale… You need to get a visitor to you site, this could be through PPC, banner ads, media buying, SEO, social media and so on! Then you must provide a solution to the desires/wants your customer is trying to fill! The first bit of copy your prospective buyer will see is the organic/free listing that appears on the search engine results page (SERP). As & when we rank organically! On this page, visitors will see two things: a title tag for your page and a description for that page.

13. Title tags • The title tag (in bold) is the most important tag on your page because it: • is given a great deal of weight in Google and other engines • is your visitors’ first impression of your web page • helps visitors identify with your page through the use of key-phrases • The title needs to be enticing and interesting to your visitor. • Your prospect needs to know, that your site is a site that, can help them with the issues they have! • A great plugin for Wordpress is SEO Yoast – excellent for writing your title tags and descriptions!

14. You have full control over your copy… You want to ensure the title is around 65 characters in length. The search engines read this title tag, so you need to add your KW’s or phrases and try to use all 65 characters!

15. Don’t waste the real estate on adding your company name or brand! People search for a KW or phrase to find out information. But ensure your copy makes sense for the prospect. • Use enticing & descriptive language when possible. It converts much better than a boring list of key phrases. • Define yourself if room allows. The more clarity the searcher has about your web page, the more they’ll know if you’re a good fit for fulfilling their needs/wants. • ALWAYS include the primary keyword phrase for that page in the title tag. If you can fit it in, include a second phrase or place it after the other title text separated by pipes or dashes. • Write unique title tags for each page of your site. Each page offers a new opportunity to rank well with the engines – Use the plugin I told you about!

16. Description tags Not as important as title tags as Google no longer uses them to help you rank! They can be as long as you like, but try and stick to 150-160 characters. They should still be descriptive! You need to stand out from the crowd here, so differentiate yourself!

17. Home Page Copy Why should they buy from you? Identifying differentiation points… Here are a few questions you should consider! • Do you offer free shipping or reduced shipping (with or without a minimum order)- Free shipping is a big deal online. • Can you hold any promotions? • Do you use special ingredients no one else (or few others) are using? • Is there something about the processing or manufacturing methods you use that makes your products special? • Is there something that stands out about the processes you use to provide particular services? • Are your products/services only available through specialized channels? • Do your products solve a particular problem no one else’s products solve

18. Product Copy Never assume that people who come to your website & product pages are ready to buy. Although we are targeting desperate buyers there is still some skepticism! The product page copy needs to answer the questions and concerns your shoppers have. Whether through text on the page, graphics or links to other pages or popup windows, information is a key element of product pages.

19. Here’s a list of common questions people need answers to before buying practically anything: • What types of shipping do you offer? • How much does shipping cost and how long does it take? • What is your return policy? • Do you pay return shipping? • Is the item in stock? And while they might not look for the answers to the following questions on your product page, they are also asking: • Can I find this cheaper somewhere else online or off? • Why should I buy from this website?

20. Try and make your product descriptions between 60-80 words maximum! Your copy should be enticing, should drive home the sale and be SEO friendly… So you need to include the following in your copy as best as possible! You have to know your target audience! - You HAVE to target your customer’s wants, needs and desires, understanding them is imperative! 2. Detail the benefits of the product - How is your product going to do wonders for the customer! 3. Explain how their life will be better having purchased your product - we are dealing with embarrassing issues here…they will get rid of xyz issue, and feel much better about themselves!

21. 4. Ensure you can get all you need to write in the allocated product description space! 5. Add SEO key phrases and Keywords, in the headline, body copy and add an image with an Alt tag 6. Leave it for an hour or two and come back to it to see if you are happy or want to tweak it!

23. Consumer Confidence Scam websites are 10 a penny, and consumers know this. Shoppers are more savvy, they look for specific clues to let them know you are reputable… These are the questions people ask: • “How much is shipping?” • “What if it doesn’t fit?” • “Am I going to unknowingly sign myself up for a bunch of email lists and third-party offers during checkout?” • “These prices seem really low. Is this stuff fake? • “Is my credit card info safe?” • “Can this site be trusted?”

24. The content you create for policies can have as much of an impact on sales as your product description copy. Why? Because they answer nagging questions (if written properly), calm fears and make customers feel safe! When you are writing your policies…Keep them brief! Shipping policies – price’s, flat rate, low fee or free is best Back orders – If the product is not in stock what is your policy – I suggest, an email explaining the issue and offer a refund or an additional free product when back in stock! Return Policies – you will get returns, it a fact of retailing, be clear of your DS policies and make this clear on your website! Privacy Policies & T&C’s I’ll provide these to you just add your own name etc!

25. I’ve spoken before about consumer generated reviews! An excellent source of original content for ecommerce site pages Consumer-generated reviews give you instant, fresh content that your site visitors love. What’s more, because these are actual customers and not professional writers, their opinions are actually trusted more than bloggers’ or others because they are more believable. Ekomi is a great tool for reviews!

26. Your buying funnel As customers make their way through your buying funnel, reinforce their confidence by adding words that bolster trust. Button copy might say “Secure Checkout” rather than just “Proceed to Checkout.” A headline above the form that collects credit card information could read, “Check Out Using Our Secure Server” or “Buy With Confidence: Security Guaranteed.” The more confidence your visitors have in your site, the more sales you’re likely to receive. No one likes to purchase from a company they feel uncomfortable with. Takeevery measure to write copy or include other types of content that eases frustration and reduces friction and you’ll be rewarded with an improved bottom line.

27. Upselling and cross-selling An easy way to boost sales, depending on what you offer you can boost sales from 5% - 30+% You want fries with that… You are offering something similar or complimentary to the original purchase, be that another physical product or an information product! Cross-Selling and up-selling have a number of benefits, and can increase: • average order value • conversion rates by guiding customers to appropriate alternatives if a product they’re viewing isn’t right • exposure for high margin items • customer satisfaction by suggesting related items to enhance or augment the product and user experience • awareness about the depth of your product offering

28. There are many places on your website where you can cross-sell, the most common being the product page and on the view cart page – right before checkout, and right after checkout! • Cross-Selling Dos • Make sure the up/cross sell is relevant • Use words like special offers, you might like instead if we suggest • Create urgency – limited time only • Offer gift cards • Offer combo discounts • Show top rated sellers • Cross-Selling Don’ts • Don’t show random items that are in no way relevant • Do not make your page look like a jumble sale • Make sure the products you are offering are available and in stock!

29. Follow these guidelines and you will have a great ecommerce site that converts browsers into buyers. Remember: The customer is king, make their life as easy as possible… Don’t make me think! Write for the target audience and make navigation super simple! Provide more perceived value by offering up-sells & cross-sells Have clear concise policies Stand out from your competitors!