This post is part of a series of posts about effective Ecommerce Optimization Strategies for SMB Retailers.
The tenth e-commerce optimization strategy for small business retailers is all about the homepage.
You see how we’ve gone reverse here? We started with our highest traffic page and in the end, after we’ve optimized our website as much as we possibly can, after we’ve got through all the quick wins, and you reach your local maximum, now you want to start focusing on your home page. You may have a home page today that’s just completely terrible and it needs to be started over from scratch. That’s what happens sometimes.
In this case, you can look at this particular site, MyTaxCoursesOnline, and you can see it just looks like it was built in the 90s, early 2000s. We simply re-designed it, adding video, guarantee, easy call to actions, testimonials, social proof, a simple re-design could help you, 73%. As I mentioned earlier, there’s going to be a lot of cases where people have re-designed their site and they don’t see improvements. It’s going to be on a case to case basis on how you’re testing appropriately. In the case of this site, this website was actually designed really nice but the client was not happy with it because the design had been around for a while. CEOs can get antsy. They want a newer design, they want to try new things. In their case, we said okay, we’ll set up a new website design for them based on everything we’ve learned from our previous tests.
In this case we improved navigation, added the phone number, maybe clearer, had these seals above the fold. In this case, the home page was all focused around getting more clicks, getting more people interested in reducing the banner area. This actually helped reduce our bounce rate by 77%. Now we knew what’s really working at our home page, we could start applying it to other areas of the website. Now you see how it works. We start with our highest traffic landing page, our biggest revenue potential pages, and we leverage those existing wins onto our product pages, onto our category pages, onto our home pages. Then you start to apply it to all your different devices, all your different segments, your mobile traffic, your tablet audience.
Once you know it’s working you’re going to apply it to your Facebook ads, your Google AdWords, pay-per-click, or your affiliated marketing. It’s all about converting your existing traffic first so you can leverage it to make more money. Increase your profit, find the key words that are not driving traffic, remove those keywords and make them negative. Now you have a home page that’s focused on getting clicks, getting more people to be window shoppers, showing off the variety of products that you really have and telling your story. In the end, the e-commerce optimization strategies, the top 10 here, it’s a wide variety of opportunity for you to really improve your conversion rate this year.
In the end, you should be able to use the marketing optimization system to run through this process. Just thinking about the mindset and having a system that you go through every time can help you get more predictable results. You can increase your profit, you can get bigger results, and cut out all those unnecessary steps. With the Marketing Optimization System, it’s a discovery, hypothesis, execution, review and scaling process. You’re discovering who your customers really are, not who you think they are, but who they really are. Extracting that information and then using qualitative and quantitative data to execute and run a specific test to validate your hypothesis. Once you know what’s working and what’s not, you can review and scale your bottom line. In the end, conversion is a journey, not a destination. Optimization never ever stops. For you to achieve your goals, visitors must first achieve theirs. Questions?
Homepage at a glance:
Goal is clicks then sales
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