The obsession of anyone starting an e-commerce on the web is often to arrive at the first position in the search results. So, yes, it's bound to impress! But it's not possible overnight. What if you thought about conversion before trying to boost your SEO ?
Think quality before you want to reach the first position in Google.
SEO takes time and if you come across someone who tells you "tomorrow, I'll make your site go to the top of Google" , run away! They will use ugly techniques to get your site to the top.
It will work. For a while. But as with any illicit substance thailand whatsapp buse, the experience is accompanied by a brutal comedown.
Google is keeping an eye on things and severely penalizes sites that try to break the rules. So avoid techniques called black hat SEO . Instead, focus on quality content using white hat SEO techniques . (If you are not familiar with these concepts, click on the links
It will take longer but your SEO will improve and you won't be pinned down by the web police.
Need help managing your SEO?
Analyze your results to increase your conversion rate
On the internet, the law of the jungle reigns. The conversion rate is 2.3% for the 40 largest sites (Amazon, Ebay and company, you know them as well as I do). But for your humble e-commerce site that is trying to make a place for itself, it is more like 1% according to a study by Fevad. This means that for 100 visitors to your site, only one will make a purchase on average.
For comparison, in stores, the conversion rate would be 55%.
We agree, it's totally different: in a store, the customer goes there more easily with an intention to buy. He can touch the product, try it, compare, ask a salesperson for advice...
On the internet, you have to go all out to get the customer to make a purchase (compensating for the fact that they can't touch or try the product) and that's why your conversion rate should be more important to you than your position in Google's SERPs (search results).
This is the best way to increase your turnover whether you sell in BtoC or BtoB. Guillaume Eouzan, web marketing specialist, explains that if the conversion rate goes from 1% to 1.2%, this corresponds to 20% more turnover.
To improve your conversion rate, it is necessary to study several variables such as turnover per visit. Here again, Guillaume Eouzan estimates that at €1 turnover per visit, we are not too bad!
You may be interested in: How to use UberSuggest?
We are mainly talking about e-commerce here, but it also works with the sale of services online.
Above all, analyze the behavior of your visitors
Cold prospect: how many left the site directly? What could be the problem?
Warm prospect: how many stayed on the site but did not buy?
Hot lead: how many put a product in their cart but didn’t buy? Do you send a follow-up email for abandoned carts? Does it work?
Hot prospect: how many bought?
You will be able to see the number of pages that each type of visitor has viewed. Normally, the more pages a visitor views, the more likely they are to ultimately purchase. This already gives you a lot of information on which pages to highlight and improve.
Read also: My free tips for finding relevant keywords
Conversion rate by channel
The other very important variable to analyze is the conversion rate according to the channel : email, direct, social network, display (advertising banner), paid (paid search engine results), organic (from search results), referral (coming from another site).
If one of the levers gets a 5% conversion rate, bet everything on it, you'll take care of the rest later!
Cross-reference the data!
You can cross-reference the data by comparing channels based on customer typology (cold, warm, hot, boiling): which page did they enter on, are they men or women, how old are they…rnrnThis data says a lot about the improvements you need to make to increase your conversion rate and therefore earn more money !
Read also: What data to monitor on Google Analytics?
The basis of conversion is marketing
More than SEO, you need to take great care of your marketing to increase your conversion rate.
Adapt your products and services to digital
Define your personas in advance or through analysis of your site
Take care of your positioning and your value proposition
Analyze your visitors' purchasing behavior and develop content that allows you to capture buyers throughout your sales funnel.
Don't hesitate to display customer reviews on your site . They can increase the conversion rate by 18%. Don't be afraid that people will say bad things about you. Many leave positive reviews, influencing the behavior of future buyers.
Deliver the right message to the right person at the right time in the right way. Don't just rely on a sales page, feed a blog with advice articles, product comparisons or fun videos.
To go further, I invite you to watch this 30-minute conference by Guillaume Eouzan, director of the agency and training firm Mind Fruits:
