Monthly Archives: May 2017

5 ways to get more sales on your

5 ways to get more sales on your ecommerce website

Let’s get going with 5 simple ways to increase your conversion rate, and get more sales from your website:

1. Keep it Simple

This is the number one rule of all e-commerce websites and cannot be stressed enough. Complicated or confusing checkout processes with lots of options or lack of clear navigation put off more customers than anything else. You should try your checkout yourself, or better still watch someone who has never used your site try it out. How do they get on? Is it always clear to them what to do next?

2. Clear Pricing & Costs

The second biggest loss of customers comes about when a checkout starts to add on costs. Of course dellivery costs are often added on during a checkout. Keep these costs as low and as SIMPLE as possible. Don’t try to hide your delivery costs, the later on in the process the customer becomes aware of them the more likely they are to drop out. The best way of handling delivery costs is to integrate them into the cost of the product and then offer apparently “free delivery”.

3. Don’t Oversell

Some sites lose business because they try too hard to up-sell or cross-sell. In many ways this goes back to point 1, keeping the entire process simple. But to some visitors aggressive cross-selling is an even bigger put-off. Sometimes you can lose a visitor simply because they move away from the checkout to look at something else you are offering them – and then lose interest and don’t buy at all. Always remember you want to get your customer from product page to payment page as quickly and with as little distraction as possible.

4. Be Careful With Offers

I know we said use discount codes to get customers to visit your website! And yes, we stand by that! But it’s important to present the opportunity to use a discount code carefully and discretely in the checkout. If a customer has a code chances are they are going to be looking for where to use it, so you don’t need to push the fact you accept codes in every visitor’s face. The problem is if a customer doesn’t have a discount code they may feel they are getting a poor deal. They may try going to Google to search for a discount code, and then they are gone, off your site – probably never to return.

5. Offer a Guest Checkout

We all have far too many accounts nowadays. Don’t force your customer to register and setup yet another password just to buy something. Of course offer the feature for those that want it – but every site needs to have a guest checkout route – or you’re just throwing business away.

pop-imap

The difference between POP and IMAP

When you download your email to your local devices (desktop/mobile phone) you will almost always be using one of two ancient email protocols. Either POP (aka POP3) or IMAP. The way you choose to download your email, which protocol you pick, has important consequences for how your email works.

POP

In simple terms when you connect with POP you are downloading a copy of all your email to your local device. Every device you connect to your email server will get its own copy of the email. So for example if you delete an email on your desktop it is deleted only on the desktop, it is not also deleted on your mobile phone.

Similarly if you create a folder on your PC and move emails into it, this move is happening on your PC only, not across all devices. This is because all the emails, and folders, just exist on your local device.

It’s important when downloading emails via POP that you leave a copy of the email on the server for some time (e.g. 10 days). You can ask the server to delete emails immediately after download but if you do this then you will not be able to download emails to more than one device. For example if you download the email on your PC first it will then be deleted on the server and your mobile phone will never get a chance to download it.

It’s also important that you do delete emails on the server eventually rather than leave them on the server forever – as otherwise your email server will eventually fill up all available space and you won’t be able to receive new emails. Even though Webfuel email accounts offer a very generous 25GB of storage, this will eventually fill up given the volume and size of modern email.

IMAP

When you connect to an email server via IMAP your local device is showing you what is on the server, rather than downloading the emails locally. So any changes you make are happening on the server. If you delete an email it is deleting it on the server. If you move an email into a folder this is happening on the server.

Because of this all your devices always see the same emails, and the same folders. Also the act of keeping your mailbox clean on your device (e.g. deleting old / irrelevant emails) should also keep the amount of storage you are using on the server under control.

POP or IMAP?

So which protocol should you use? Well really it depends on how you want to work, and what you are used to. The important thing is to understand there is a distinction, and what the implications of each option are.

POP in general is simpler to understand because you will only every see changes on the device you make those changes on. But for people who regularly use multiple devices IMAP can be less work to maintain, for example you only ever need to delete an irrelevant email once.

One of the common issues we see with email is customers not understanding there is a difference in these protocols, and often using both across different devices. It is possible to mix protocols but doing so makes it even harder to reason about what your mailbox is doing, and harder to keep mailbox sizes under control. Unless you really understand what you are doing connecting one device with POP and another with IMAP is almost always a mistake.

content-king

What Great SEO Content Looks Like

We are always being told that ‘content is king’, but what qualifies as good SEO content? How can you create content that is good for your website, good for users, and good for search engines? Here are some key characteristics of great SEO content –  use these guidelines to help you ignite your site’s content.

Why do you need content?

We can all agree that content has now become part of the SEO basics, but what makes it so compelling for your business?

  • Content increases on-site engagement metrics by getting people to stick around on your website for longer, as well as click around more whilst they are there. An engaging website that fares well with users is more likely to rank (and convert).
  • Content can be used for lead-generation as part of your sales funnel. Downloadable PDFs and guides have become a popular (and perhaps an overdone) content marketing tactic. Here is how to integrate your content strategy with your sales funnel.
  • Great content that spans your niche will increase your search engine relevancy. Publishing frequent content that is filled with diverse keywords will keep your site fresh and relevant.
  • Content can also help increase your domain authority. Content is the cornerstone of many SEO link building tactics like the Skyscraper Method – without great content you will struggle to establish yourself as a viable player in your vertical.

Don’t fall into the SEO trap of chasing after volume and neglecting quality – the SEO gains achieved by an in-depth piece are better than those made from lower quality content.

Audience-led & targeted

Content is made for consumption and must be based on audience & market research.

Good content comes from your audience. It uses their language, answers their questions; and speaks to their hopes, fears, and desires.

  • Audience led content relies on an intimate relationship with your readership. You need a thorough understanding of who you are talking to – don’t start typing until you’ve done researching. Spend time on social media, online forums, and talking to people to get a real feel for your audience. Capture your research insights to help you align your content with your audience.
  • The next stage is developing fleshed-out buyer personas that will help you target your content at a real human being. Buyer personas stop your content from being stale and generic – you’ve got someone real to talk to.
  • Interviewing experts is a fantastic way to share valuable data with your audience without having to spend loads of time and money on research. Just make sure you get the right experts in (and use incentives like free promotion to entice interviewees).
Intelligently keyword-led

You need to intimately know your keywords. Keyword research in 2017 is not about two or three letter phrases, but about broadening your search out to wider content themes, semantic SEO variants, and user questions.

  • Use a keyword research tool like Ubersuggest to find out what searchers are looking for when they are in the market for your products or services. Plan out editorial content that addresses these key concerns.
  • Make sure that you have covered all bases, and that you’ve been genuine and specific in your sales copy – bland sales copy won’t impress anyone.
  • Use your keywords intelligently and incorporate a wide vocabulary of synonyms into your website copy.
Purposeful

Great content doesn’t stop and meander aimlessly – it flows. That’s why it’s good for SEO – it has a clear purpose. Trying to do too many things at once will make your content messy and unclear.

  • Don’t just panic and throw up content without a proper strategy – be clear on what you are trying to achieve with each piece you publish. It’s worth spending more time on content planning to make sure your content is meeting its target.
  • Set out a detailed optimisation and promotional strategy for each bit of content that you create, so that you can be sure that it will find a broad search audience.
  • Don’t target more than one keyword theme on one page – try to separate content out into discrete pieces to avoid overlap or confusion.
Integrated

Good content sits at the heart of an organisation and is aligned with its goals and internal resources. Don’t make the mistake of assigning content to just the SEO team – it needs to be everyone’s responsibility.

Get all the different departments involved when creating flagship content. Your content will be much more authentic and successful if experts have been consulted. Here is how to create a culture of content within your organisation.

Be clever about how you use internal resources – integrate SEO and content activities with the wider marketing calendar.

Goes above and beyond

What is the point of rehashing the same old topics that have already been covered by your search competitors? Go above and beyond by finding new content avenues to explore.

  • Research your search competitors to see what’s already been done. Find new angles and ways to cover the same topics – try to offer more value and insight than they did. Focus on improving subject matter as well as formatting.
  • Focus your efforts on super long mega lists and guides – they get referred to and shared more, and are more likely to rank. Find illuminating images (not stock photos), and focus on quality writing and analysis.
Shareable

You need content that is going to get people talking and sharing. This takes a lot more than just adding a “share now” button – you need factor in shareability from day one.

  • Research tools like Buzzsumo can help you gauge what content topics and titles have been popular recently.
  • Observe how big news sites like Buzzfeed break down complex topics into shareable sound bites and photo stories – can you do the same? Include audience questions and opinions as much as you can – reddit roundup posts are a great formula to emulate.
  • Making shareable content isn’t just about being funny – serious and helpful stuff gets shared too. Focus on creating tools and guides rather than opinion pieces.
Diverse

Use different formats, new angles, and multiple author voices. Don’t keep pushing out the same stuff over and over again.

  • Got a great content idea? Publish it in different formats and see how they fare. Think outside the traditional blog post format to a series of live tweets, a live video, an interactive microsite and any other formats you think your audience would like! Here are some interesting branded content examples to get your creative juices flowing.
  • Focus your content efforts on the channels where you get the most return. Experiment with content length and format until you get the right balance between investment and engagement.