Do you want to improve your website and get a higher conversion rate? Then Search Engine Optimization (SEO) should be high on your to-do-list. Good quality content with the right keywords is a very important aspect of your website. SEO is not about putting an overload of keywords into one text. This only makes the text weird and unreadable.
There is a lot to know about good SEO and not everyone can do it. SEO is not an art, but a science. It is about putting the right keywords in the right places, inserting links into the text and using the right amount of words, so that search engines like Google will consider it to be a good text. And of course you don’t only want Google to like the content on your website. It should also be attractive to your visitors. Long story short, in case you are not an SEO expert, it is a good idea to hire an SEO specialist to optimize the content on your website.
You don’t have to reinvent the wheel. Just make use of things that are happening in the world and get a lot of media attention. For example, the social media team of Oreo did a good job during the Superbowl power outage in 2013. The power was out for 34 minutes, and during that time Oreo threw out the following ad on Twitter:
Power out? No Problem
What design makes people want to stay on your website and buy your products? What images, texts and colors make the conversion rate go up? The only way to get an answer to these questions, is by running an A/B test. This makes it possible to compare the results of one design with a design that is slightly different. The results are very unpredictable. Stuff that you think will work, might not have the effect you were hoping for. So never change anything on your website without running an A/B test first.
The factor that makes your conversion rates go up, can be as simple as an image or a color. There is a lot you can change on your website, but when you want to run an A/B test, it is important to change just one aspect at a time. If you make multiple changes and you run the test, you will never know what aspect caused a certain outcome.
A great example of an A/B test is this one from DHL. The only aspect that was changed, was the image of the box. What image do you think causes people to buy more?
The answer is B. This one resulted in a significantly higher conversion rate. Who had thought that? If you think that you can predict the outcome of an A/B test, take this Quiz!
Do you get customers on your website that put products in their shopping cart, but don’t get to the point of actually purchasing it? There are different techniques to make customers come back to their shopping cart to complete the purchase.
In the case of shopping cart abandonment, you can send the customer a retargeting email. With this you let him or her know that they have products in their cart that they didn’t buy yet. In this email, it is important to show the customer what he is missing out on if the purchase will not be completed. You can show an image of the particular product, or let the customer know that there is only a certain time left to profit from the discount.