November 7th, 2014.
You have built a website and sell product from it. You have entered the wonderful world of e-commerce. The question is, how well is your site performing? How are your e-commerce conversion rates?
There are a number of relatively straightforward ways to improve the conversion rates of your e-Commerce site. Here are forty ideas that you can use to ensure that potential customers find visiting your site a pleasant experience; a place where they find it worth their while spending their hard-earned money.
1. Define your engagement strategy
It is vitally important that you determine exactly how you intend to engage with your potential customers. You want to ensure that these customers perceive that you are giving them value
2. Use social media as a sales channel
There is a considerable amount of marketing done using social media – Facebook, Twitter, Google +, Pinterest etc. Firms use these channels because they work
3. Have a clear, navigable product page
Make it as easy as possible for people to find their way around your site and make a purchase. People are not going to be bothered if it is hard to work their way around your site
4. Make product features prominent
Customers really want to know about your product. Therefore product features should have the highest prominence on your page.
5. Don’t forget about mobile
In mid-2014 mobile internet usage exceeded computer internet usage. It is absolutely vital that your web presence is usable by people on mobile sites. It is a very good idea that your site is fully responsive, and (unless you have a separate mobile-specific site) your site scales down appropriately for mobile usage
6. Think carefully about your online copy – use key words and SEO
Always write with SEO (search engine optimisation) in mind, to ensure that the potential customers have a good chance of finding you in a Google or Bing search.
7. Make certain that your content is original
Your products may be the same as those on many other websites, but you need to ensure that your product descriptions are not a direct copy of those elsewhere. You need to reword each description to ensure that it is different to your competitors’ descriptions. The search engines look for, and penalise duplicate content.
8. Use photos
The internet is a visual medium. Web surfers spend much of their time looking at pictures and graphics. Potential customers want to know what a product looks like, showing the product in use if relevant.
9. Use lots of variety in your product photos
As customers cannot physically feel your product, they expect to be able to have a good view of it. This depends to some extent on your product, but in many cases potential clients are far more likely to buy your product if there are photos of it from different angles, giving an all-round view. A number of the better sites even have 360 degree viewers.
10. Provide tools to zoom in on your product photos
Another way to utilise photos of your products is to give potential customers the ability to zoom in and look at the fine details of your product.
11. Use videos if relevant
Many people browsing your site will be converted when they see a video of your product in action, particularly if it makes it clear that your product is useful and easy to operate.
12. Use a well-designed drop-down menu
If you have well-designed drop-down menus as navigation on your site it makes it easy for potential customers to find their way around your site. Avoid having these menus go more than 2 levels, though, because it can get confusing after that, and you lose the responsiveness for mobile browsers
13. Have a good site search function on your website
Site search makes it easier for customers to find what they want. Surveys show that up to 30% of people visiting a site use the site search function.
14. Offer complementary products on your product pages
Customers thinking of buying a particular product may choose to buy these complementary products, e.g. batteries beside electrical products, or on book sites show other books written by a particular author.
15. Make certain that you appear trustworthy.
There are too many fly-by-night firms on the internet. Customers want some evidence why they should trust you. Include a genuine telephone number. Include genuine reviews. Offer guarantees. If you use a certification brand, like McAfee Secured, make sure their logo is displayed in a prominent position.
16. Display a free phone number
Customers expect to be able to talk to you. Reputable firms use free phone numbers, so it is essential to your firm’s reputation that you do too.
17. Make chat available as a means of communication
It is all very well to offer a Freephone number and a Help or FAQ section on your site, but the easiest way to get interaction with a potential customer (well a reasonably computer-literate one at least), is to have a chat facility. It’s as close as you can get to there being a salesman in person to answer the customer’s questions
18. Consider offering video-chat on your site
This is even better than normal chat – your customer can see and interact with a real person, who could even demonstrate some features of the product
19. Make certain that your prices are clear and obvious
You don’t want disgruntled customers leaving, either because they can’t find the prices amongst all the guff on your page, or because they get to check-out only to find hidden costs added on. Prices need to be totally clear to your customers at a glance
20. Price competitively to your opposition
On-line customers have far more ability to do price comparison than brick and mortar customers. They can, and will, do price comparisons. You do need to be price competitive.
21. Look at offering Price Match
Being prepared to match your competitors’ prices will build up trust in you by potential customers. You may not earn as much from a particular sale, but hopefully you will make up for it with future sales. This is probably one to test over a period of time, because it will not be suitable for everyone.
22. Give limited time discounts
A classic marketing trick. Make your customers think they have to rush their decision and make a choice now, before they lose a discount.
23. Make payment easy for customers
The more payment options you have available the more potential customers will shop at your site.
24. Make a point out of offering free shipping
This is, of course, only viable if your margins can cover the free shipping. If so, then it will often be the deciding factor when a potential customer is trying to decide between you and a competitor –albeit the customer is still paying in a more indirect way
25. Offer quick delivery times
Customers like speedy delivery of products ASAP, and will often be willing to pay a premium for urgent delivery.
26. Show your daily cut-off delivery time on your site
Indeed it is very useful if you show a timer, indicating how long your customers have left to be able to get goods dispatched for delivery today. This probably depends on where you sell stock to – if most of your sales are overseas, it probably makes little difference whether the stock is dispatched today or tomorrow
27. Show your returns policy
It removes potential customers’ doubts if they can clearly see the ease with which they can return goods. If you offer Free Exchange, or a Money Back Guarantee, display it prominently.
28. Have low stock indicators on your site
It helps your customers if they know whether you have a particular stock item on hand (and if you don’t, how long will it take you to get replacement stock?
29. Use product reviews by customers
Customers like to see how others have found using the products they are considering buying. Include product reviews to assist potential buyers.
30. Show your seller ratings if you are operating in a community marketplace
If you are just one seller amongst many, for example a store in the Amazon Marketplace, displaying your seller rating (and other information about yourself) will build up trust.
31. Have clear Call to Action buttons
Make certain your call to action buttons are clear and obvious. Make certain that you test these out before they go live.
32. Use coloured buttons to direct customers through your check-out process
If you want to direct potential customers to take a certain path, highlight the button you want them to push a clear and obvious colour. Conversely, make any buttons that reverse you back through the check-out process, grey.
33. Make certain there are no programming errors visible to your customers
Nothing looks more amateurish to website browsers that when an error message comes up when they try and order from your site. Only the most determined will continue forwards – anyone else will leave your site almost instantly.
34. Use test shoppers before your shop goes live.
You do not want real customers to find flaws in your system. It is far better if you hire a few people to act as test shoppers first, and take good notice of any flaws they find navigating and using your website.
35. Use relevant tools to optimise your site
There are some tools specifically aimed at optimizing your conversions, e.g. Optimizely, Visual Website Optimizer, Qualaroo, The Cart Closer etc. Try them out and keep using the ones that suit you best
36. Ensure your check-out fits on a single page
Multi-page check-outs send potential customers away, and a number pull out of the transaction part-way through the process. Make certain that the plugin or whatever checkout method you are using enables the check-out process to occur on a single page
37. Avoid compulsory registration at the checkout
Customers are often turned away because of the rigmarole of going through a compulsory registration process. It is far better to have an optional registration process once the order is processed
38. Only ask for essential information from customers
Potential customers get put off by having to fill in too much information. The simple rule is that if an item of information is not absolutely necessary, do not ask for it. Have a clean, stream-lined check-out page
39. Use automatic address recognition at your check-out
There are various apps / plug-ins that simplify the process for a customer entering their address. A customer is more likely to go through the purchase process if they do not have to make too much effort to get through the check-out
40. Use one-click process to speed up the check-out
Add an Amazon or PayPal button to your checkout to speed up processing of orders for your customers.
I suggest that you take a close look at your website and see how it rates in relation to these guidelines. If need be, make some changes. They will almost certainly be worth your while and the outcome should be increased sales.
Changes that are made by governing bodies and organisers to complex structures are almost unavoidably likely to have an impact on uninvolved bystanders; such is the nature of any system.
Modern economists make frequent use of the law to explain how decisions at a governmental level have significant unintended consequences further down the food chain.
Examples of the law in practice include wind farms that actually harm the environment by killing birds. Laws used to promote green vehicles which with the help of an enterprising salesman resulted in free golf carts for businessmen, and the Australian law making cycle helmets mandatory that actually resulted in an increase in the risk of death and serious injury to cyclists.
So what does all of this have to do with Google?
In the search engine world, there’s little doubt about who makes the rules; and with its recent Penguin update, Google has left some innocent websites suffering in its campaign for good SEO practices.
Some Early Examples
Now of course there is some history here. There are many early examples of unintended consequences that have arisen from decisions and courses of action that Google have taken,
- Using Pagerank to dictate that links had value resulted in the link economy, blog networks, comment and forum spam and a proliferation of low quality web directorie
- Google AdSense for publishers led to an explosion in content scraping, copyright theft and MFA (Made For Adsense) sites.
- The introduction of rel=nofollow led to Pagerank sculpting and siloing.
So Where Does The Penguin Update Fit In?
The Google Penguin update was introduced in April 2012 as a means of identifying and demoting websites that had previously benefitted from aggressive SEO techniques.
According to Matt Cutts (Head of Google’s WebSpam team), the update targeted ‘all those people who have sort of been doing, for lack of a better word, “over optimization” or “overly” doing their SEO, compared to the people who are just making great content and trying to make a fantastic site.’
To put it bluntly, it was designed to demote websites that appeared to be benefitting from undeserved backlinks.
The principles behind Penguin meant that it was welcomed by most web users. It would ensure that websites that engaged in link-spamming and other underhanded black-hat techniques would drop down the rankings. Google speculated that the first update would only have an impact on 3.1% of English search queries and 3% on searches made in the German, Chinese, and Arabic languages.
The Penguin Update was largely successful, resulting in the demotion of a hundreds of thousands of websites that had been ranking unfairly. Unfortunately it also affected some sites that hadn’t knowingly engaged in shady link-building practices.
For example, the specialist WordPress site WPMU.org was crushed by the update, dropping from 8,580 daily visits to a paltry 1,527 after it was introduced.
Despite the site’s owner, John Farmer claiming that there had been no keyword stuffing, link schemes or had any problems regarding quality. Matt Cutts came forward with the claim that the site had been penalised due to a few bad links pointing to it.
Largely it was felt that due to the nature of the site (a WordPress resource); there were bound to be links to the site indicating authorship and design of blogs often of a lower quality – links that were keyword heavy and in footers, blogrolls and often sitewide.
Even so, the damage had been done and it was left for WPMU to rebuild their rankings.
One major unintended consequence of the Google Panda Update was the ‘bad-by-association’ approach to some sites. If one site was penalised, sites associated with that site were shown to be affected negatively. In an online discussion Michael Martinez of SEO Theory said, ‘what they are seeing is a Cascade Effect where the websites that link to them suddenly lose value. So the real problem lies 1 or 2 tiers back. These are not false positives, although they are collateral damage.’ However we define this problem, it is clear that some websites have experienced a drop in traffic and money-earning potential through no fault of their own.
The Target Changes…
Some leading SEO experts have revealed that some more aggressive (and less-ethical) SEOs have posed as their rivals and petitioned sites with fake requests for the removal of perfectly good links. Such tactics have been adopted as a means of reducing competitor’s website rankings. Thankfully as yet this problem doesn’t seem to be widespread.
When fake emails aren’t enough, there have also been some reports of unscrupulous webmasters building spammy links to rival websites hoping to see them penalised as a result.
Even examples of blackmail threats made to websites with the threat of black-hat SEO and possible penalties.
Members of the specialist SEO Forum Traffic Planet revealed how devastating this tactic could be by test-targeting two websites with ScrapeBox blasts. This involved the creation of thousands of anchor-text based backlinks and resulted in a substantial ranking drop for the sites targeted.
The Traffic Planet case study was just one way of outlining the effects of a wide reaching problem. Danny Sullivan, the Editor in Chief of Search Engine Land pointed out that, ‘As for not accepting there’s no negative SEO, I’ve repeatedly said that it is possible … perhaps it [is] more viable now because it’s cheaper now. That’s exactly the opposite or refusing to accept that links could be cheaply and trivially pointed at any site. What remains unclear is how serious a threat it is to the vast majority of sites out there.’
The cautionary message here appears to be: as much as Google’s addressing of black-hat SEO may make for a quality content-driven user-experience, it’s by no means flawless. When in doubt, leave it out and play it safe.
From cash to credit cards, the way consumers pay for their purchases has significantly evolved over the past few decades. Now, however, the evolution of payment methods is accelerating, thanks mostly to the prevalence of technology in society.
According to statistics, there are currently six billion mobile phones in use throughout the world, and 88% of Europeans own one. Many consumers now browse eCommerce websites from their phones.
In 2012 alone, people spent $25 billion on purchases that they made from their mobile phones. Now, 32% of all purchases online are made from mobile phones. As a result of the growth of mobile platforms, by 2018, according to Goldman Sachs, international e-Commerce will see a growth of $638 billion. By 2020, it is estimated that the majority of people will make purchases using their mobile phone.
The popularity of mobile phones is changing the way consumers shop. Often, people don’t feel that using their credit card or debit card to pay for purchases is safe or secure. The need for a more convenient and secure way to pay for purchases has led to an increase in mobile payment systems.
What is a Mobile Payment System?
Mobile payments require a mobile payment processing platform. Many companies, from PayPal to Amazon now offer such options to their customers. There are four types of mobile payments:
- Contactless Near Field Communication
- Premium SMS Based Transactional Payments
- WAP Billing/Mobile Web Payments
- Direct Mobile Billing
Popular Mobile Payment Systems
All of these mobile payment platforms vary in the models they use. However, they all eliminate the need for registration details, passwords and credit cards or debit cards.
Zong is a mobile payment organisation, which allows its customers to make payments online, via their mobile phones. The company, which was acquired by eBay in 2011, operates in forty countries, including the UK. Zong now has 60 million users in the UK. Customers in the UK can use Zong if they are on the Vodaphone, Orange, O2, T-Mobile, 3 or the Virgin network.
To use Zong, you simply click on the red Zong symbol, and a box will appear. You need to enter your mobile phone number into this box. Then, you will be sent a secure pin code, which you will enter online to make your purchase. With Zong, a consumer’s purchase is charged through their mobile phone bill, by their mobile network.
PayPal Mobile Payments
PayPal is a well-known digital wallet and online payment system, which has been making it easier for consumers to shop online. Now, the company is offering a mobile payments system, called PayPal Mobile Payments. The company first tried the NFC payments model, but found it too complex and limiting. The system now is very simple.
First, you have to activate your mobile phone number and pin number. These will be your mobile login details. Then, either online, or through apps, you can shop using this payment system. You simply select PayPal as your payment option, and then enter your mobile number and pin number to make your purchase. This payment system is compatible with iOS and Android apps, and it allows you to pay via phone, tablet, and many other mobile devices.
Amazon Payments/Amazon Mobile Payments Service
Through the Amazon Payments system, consumers can make purchases online, in a way that is more secure and more convenient. Through the Amazon Payments system, Amazon is offering the Amazon Mobile Payment Service (MPS). With this system, customers can make purchases with their mobile phones.
To make a purchase using the Amazon Mobile Payment Service, first click on the “Pay with Amazon” button. You will then be taken to page hosted by Amazon Payments, where you will use your Amazon login details to sign in. From there, you can select a payment method that you already have on file with Amazon. Once you’ve selected a payment option, you’ll return to the merchant’s site, where you can make your purchase. You can use the Amazon Mobile Payment Service to make purchase from any mobile device.
Netsize is a payment platform, which allows its users to make purchases from their phones and other mobile devices. The company works with over 160 mobile networks in more than 50 countries. Netsize offers many mobile payment models, including WAP billing, in-app billing, and operator billing.
Text2Pay is a mobile payment system, which makes purchasing products online, much easier. The payment system operates in over fifty countries. To make a purchase on Text2Pay, you need to click on the “Pay by Fone” button. Then you will need to enter your mobile phone number. You will then be asked to enter your post code, so that Text2Pay can verify that it matches the details for your mobile phone number. After this, you will be sent a pin number, which you will need to enter to complete the transaction.
One of the largest mobile payment programs, Boku operates in 66 countries, and is partnered with over two hundred mobile phone networks. Boku is a very safe, and convenient mobile payment system, and it offers excellent customer services.
To use Boku to make a purchase, you need to select the “Pay by Mobile” option. You will need to enter your mobile phone number. Then, you need to click “Yes” to confirm your purchase. Purchases that you make using Boku will be charged directly to your mobile phone bill. This means that you don’t need to use credit cards, debit cards or bank accounts to make your purchase.
With the rise in smartphones, apps and tablets, mobile payment systems are becoming an integral part of eCommerce. As the amount of purchases made from mobile devices continues to grow, more and more eCommerce sites are sure to begin offering mobile payments.
Creating a high quality product page requires a combination of many different elements. From the content to the layout, a good product page must combine functionality, optimisation and high quality copy.
Presenting your product pages in a way that is useful for both search engines and customers is incredibly important. Many different elements are involved in creating a website that prompts customer action and increases conversion rates.
Cross selling is a technique that involves suggesting or recommending products that are similar to the one that the customer is already viewing. For example, when a customer on a furniture website is looking at a sofa, the website may recommend an ottoman, by placing a link to that product somewhere on the same page.
Statistics show that cross-selling increases conversion rates by 3%. It also improves the overall ease-of-use of your site, increases the average value of each order, and provides more visibility to your website’s overall range of products.
Example: New Look
Click on any product on fashion retailer New Look’s website and you’ll not only be presented with great high quality imagery for that product, but also other complimentary items. New Look gets cross-selling right in their “You May Like” sidebar. The complimentary products are prominent, but small enough for the main product to still be the primary focus.
Effective content is, arguably, one of the most important aspects of creating a high quality eCommerce site. In fact, 60% of consumers buy a product after they’ve read content about it.
Good copy cannot only increase your conversion rate, but it can also help your site’s search engine ranking. If you want to increase conversion rates, you must have an engaging product description written for every product on your site.
It should not only include the dimensions and specifications of a product, but it should also tell the reader why they should make a purchase. It should let them know what makes this product unique.
Example: William Sonoma Steel Grill Fry Pan
When it comes to product descriptions, William Sonoma gets it right. The product description for their Steel Grill Fry Pan combines all the elements of a good product description. It uses adjectives carefully, and cleverly, and provides the reader with information about the product in an interesting and engaging way.
Subtle Use of Keywords
Search engine optimisation is as important as ever for online businesses. B2B statistics show that SEO leads have a close rate of 14.6%, while traditional leads, such as print advertising, only have a close rate of 1.7%
Implementing effective SEO on-page elements can drive traffic to your website, and place it at the top of the search engine results. Search engine rankings are important for your site. According to statistics, 75% of consumers never scroll past the first page of search engine results. If you can get your site higher up in the search engine results, using SEO, it can have a massive effect on your conversion rates.
Example: John Lewis
Using both generic and brand phrases such as Adidas and football trainers, as well as longer tail descriptive keywords like black, white and mens in a way that reads naturally, and actually adds value to the copy and covers longer tail search phrases, John Lewis is a prime example of how SEO can be used effectively. There is also a good amount of descriptive text on the product page that will help the product rank for a wider range of long-tail phrases.
Product copy is one of the most important aspects of a good eCommerce website, but potential customers often want the opinions of “real” people. Allowing customers to leave reviews on your site can increase your conversion rate. Statistics show that 70% of consumers check with reviews before making a purchase.
Pharmacy, and cosmetic company, Boots allow their customers to leave reviews on products. You can even sort products by customer rating, using the “Top Rated” search criteria.
High Quality Imagery
Photographs are a huge selling point for eCommerce sites. High quality imagery makes the shopping experience for your customers better overall. It gives the customer more information about the product, which words simply can’t convey.
To increase your conversion rate, offer controllable 360 degree views, photos with products on their own and in use, close-ups and views from multiple angles and perspectives. It’s also ideal to use images that are on the larger scale, rather than small images, as these can increase conversion rates by 9%, according to statistics.
Sofa.com is a fantastic example of how high quality imagery can be used to enhance customer experience. Large, high quality photos, and 360 degree product views, make the viewing experience a delight for the consumer.
Utilise Extras Like Video
Video offers a number of benefits. It increases overall user experience, and provides a fresh insight into the product. Most, importantly, however, videos can increase your conversion rate. Statistics show that consumers that watch a video about a product are 64% more likely to make a purchase.
While cross-selling, email capture forms, copy, high quality imagery, and videos are all important for increasing your conversion rates, you don’t want to overcrowd your product pages. You want the focus of each page to be on the product, and on purchasing the said product. So make sure that you have a clear call to action on your site.
Responsive Optimized Web Design
Nowadays, consumers not only shop for goods on a PC, but they also use laptops, smartphones, and tablets. Providing your consumers with a high quality experience on your sites, across multiple devices can improve conversion rates and ROI.
A consumer shopping from their phone doesn’t want to have to scroll across the page. A responsive web design makes a website viewable from multiple devices, without the consumer having to resize the page or scroll across.
Example: Cotswold Outdoor
Whether you are shopping from your laptop, or your phone, the Cotswold Outdoor looks great. A fantastic example of a responsive optimized site, you can view this website on any device, without having to scroll, scale or zoom.
Many businesses may think that page load speeds are not very important, and why would they? Most of us these days have super fast broadband Internet, fibre optic is being rolled out and 4G provides users with speedy mobile Internet. So what does it matter if a webpage takes 0.5 milliseconds longer to load than others? Well for one, Google takes into consideration page loads speeds, and will rank websites with faster load speeds higher in their search rankings. Major ecommerce giant Amazon, reported in 2006 that for each 100 milliseconds they speeded up their page load speeds, directly correlated in a 1% increase in overall sales. Interested now? We thought so, here are 11 ways to improve your websites page load speeds.
1. Use a Content Delivery Network (CDN)
A CDN (such as Cloudflare) works by placing your files across several different servers around the world. For example, when you get a visitor from Brazil, they will download your website files from a sever that’s closest to them. Using a CDN can reduce as much as 60% bandwidth and greatly minimises the number of requests visitors make to your site. Using a CDN also helps your website become less susceptible to DDoS attacks, as files are distributed over several locations
2. Compress your images
Images are a major factor when it comes to page load speeds. There are several ways to compress images without comprising quality, for WordPress users we suggest downloading the Smush.it plugin. This will automatically reduce the size of every image on your site without distorting the visual appearance. Also, before uploading images to your server ensure that they are compressed as much as possible using a free programme like Irfanview
3. Spring clean your database
A problem with website platforms such as WordPress, is the size of your database can become very big in a small amount of time. Once you start making post revisions, adding plugins and extra widgets, your database can become a big drain on your server resources. Depending on the platform you use, there’s several ways to reduce the size of your database, from manually deleting files you don’t need, to downloading plugins that do all the hard work for you.
4. Compress your website
We mentioned the benefits of compressing images, but all your other files eat bandwidth too. Using server compression applications such as Gzip, will speed up page loads speeds by compressing all your website files into smaller compressed files. Hor hosting company should be able to install this very easily.
5. Don’t let others hotlink your images
‘Hot linking’ an image is when another website uses your image on their website, that’s sourced back to your website database. This results in bandwidth being taken for free by other websites for your images. There’s certain plugins you can use to stop this in WordPress, or by adding code to stops others from hot linking your pictures.
6. Sort out your broken links
Going through your website and fixing all 404 errors and broken links not only helps your site save bandwidth, but improves your Google performance and improves your visitor experience. If you site has many broken links, users are much more likely to leave your site, check your Google Webmaster Tools to see if you have any broken links or errors and fix them. Alternatively, download the Broken Link Checker plugin on WordPress. Fix your links and watch not only your bounce rate fall, but your site speed up.
7. Is your code best practice?
If you hired a coder to create your website, did they use the best coding practices? It’s quite possible to have two identical websites that both look and respond the same, while being created from two different blocks of code. Using as little coding as possible is a sure fire way to improve page load speeds and reduce overall file sizes. If you’re not a coding expert, and chances are you’re not, ask someone who is to quickly look over your code and ask them what they think.
8. Ask Google
Google offers many amazing free tools you can use for your website, one of them being PageSpeed Insights. Simply enter the URL of your website and hit analyse. Once complete, Google will give you feedback on how your website loads up on desktop and mobile devices, and what further action you can take to help speed up your site.
9. Enable browser caching
Browser caching is an awesome tool all website owners should use, it work by allowing your previous visitors to save your sites commonly usee files on their local machine. So the next time they visit your site, they can access the files directly from their computer without having to make another HTTP request to your sever. Perfect!
10. Reduce your plugins
Less is more when it comes to installing plugins on your site. The more you have the slower your site becomes, and the more problems and security threats you open yourself up for. Any plugin you don’t require or no longer use, delete them. If you have a feeling a particular plugin is reducing the page load speed of your website, deactivate it and run a speed test to see whether it was slowing down your site. You might be surprised to see how much damage one small plugin can do to the page load speed of websites.
11. Use a faster web host
Not all web hosting companies provide the same quality service, depending on who you use, makes a tremendous impact on your website speed and performance. Popular budget host providers are names to avoid if your website drums up a lot of daily traffic.
Along with using Google PageSpeeds, there are several other free tools to check your website performance, they include:
Pingdom – is a great free tool that allows you to test the speed of your website, and monitor how quickly users can download files from your site.
Which Loads Faster – compares two sites against each other to see which one loads faster. It’s best used to compare your site with your competitors to see where you are falling behind.
WebPageTest –allows you to check the speed of your site from several locations around the world. Users can create simple tests from testing page load speeds to video capture and visual comparisons.
Web Page Analyser – works very much like PageSpeed Insights in that it measures the speed of your website and gives you advice and tips on how to improve performance and efficiency. As it stands today, around 48% of all Internet users come from mobile and tablet devices. The need to reduce file sizes and increase page load speeds is increasingly important. if your site takes too long to load, users will click back and head on over to your competitors.
Follow our 11 tips today and watch your page load speeds become faster than ever before.
Use the free tools listed in this article to test the speed and performance of your website. After making the 11 changes, run the tools again and let us know how your website got on in the comments below.
In 2012, Google launched its Trusted Stores program in the USA. Now, the search engine has opened the program to UK retailers, aimed at creating a better shopping experience for both consumers and eCommerce websites.
What is Google Trusted Stores?
Google Trusted Stores is a program that is beneficial to both consumers and eCommerce sites. With the Google Trusted Stores program, retailers that meet certain criteria get a Trusted Stores badge, which displays on their site, and on paid search engine results. This badge allows stores to show they offer fantastic customer service and consistent, on-time deliveries.
Benefits to Consumers
The Trusted Stores Program benefits consumers in a number of ways. As online stores have to meet strict criteria to join the program, consumers are able to shop with more confidence. Online, there are thousands of stores for consumers to choose from, and often, consumers don’t know which ones are going to provide them with the best shopping experience.
When a consumer sees the trusted stores symbol on a store, it differentiates that site from others. It allows shoppers to more easily identify stores that offer a high quality shopping experience. Merchants with the badge will also offer free purchase protection from Google.
Benefits to Businesses
For retailers, the program can be highly beneficial. It provides merchants with the chance to differentiate themselves from their competitors. The Trusted Stores badge immediately makes a store stand out.
For example, a person searching for a floor lamp on Google will see an abundance of stores. However, if they see one store is displaying a badge, they are most likely to visit that particular store. This increased level of visibility will attract more customers, and therefore, increase sales and conversion rates.
Most importantly, however, the objective data offered to consumers through the program can drastically increase a store’s customer base. When a consumer places an order with a site, they want to know that it offers a good shopping experience. The Trusted Stores Badge provides consumers with more objective information on a store’s quality level.
When a consumer hovers their mouse over the badge, they will see a report card. This card offers information on a store’s customer services and shipping reliability. Also, it will display overall data on the store, such as returns, delivery times, email response times and the overall shopping experience. This data is collected through an independent shopping evaluation company called StellaService. With this symbol, the consumer is given an objective review of the site, and will be more likely to purchase with that store.
Applying: Who should Apply and How to Apply
Stores can apply to the Google Trusted Stores program, only if they meet certain eligibility criteria.
- Process a Certain Number of Orders: Your site must consistently process at least two- hundred orders, over twenty-eight days to be eligible.
- Use Shipping Tracking Numbers: On the majority of the orders your site ships, you must use shipment tracking numbers. This is so Google is able to see how quickly your shipments were delivered, and how many were delivered.
- Cannot Sell Restricted Items: If your website sells any restricted items, such as tobacco, weapons, and certain pharmaceuticals, it won’t be eligible for the Google Trusted Stores Program
- Must Offer Reasons for CancellationsIf your site becomes part of the Trusted Stores program, it must provide reasons for cancellations. When an order status changes to cancelled, you will be taken to a pop-up screen. On this screen, you will have to state the reason for the cancellation. In order to keep your Google cancellation feed up to date, you have to enter this data.
- Deal with Customer Escalations Promptly: If a customer is not happy with one of your employees, and wants to talk to someone in a higher position, this issue must be resolved within one working day.
- Use a Custom Domain and Have an SSL Certificate: Your website must have its own custom domain, and have an SSL certificate to participate in the Google Trusted Stores program.
Launching in the UK, the Google Trusted Stores program is sure to have a big impact on eCommerce and paid search, and may helpincrease conversion rates for many stores.
For many small business owners, online marketing is a vital component of the marketing mix, and thankfully in my experience; this is something that most small business owners will know very well. And while there are a lot of ways to get noticed on the internet, the best way to get online attention has always been Google. Because of Google’s ever-reaching virtual arm, a business owner would be advised take advantage of the local-business focused Google Places.
Google Places is a great tool for any locally focused business, and it’s also free and easy to set up. This post is going to show you exactly how to get your business listed on Google Places and it’s going to take you through the all-important task of getting ranked.
Setting Up Your Account and Getting Listed
Before we get to optimisation, I’m going to take you step by step through getting your business actually listed on Google Places. This process is fairly straightforward and the initial setup should take no more than an hour.
Step 1 – Create a Google Account for Your Business
To start with the very basics, you are going to need a google account for your business. You probably already have a personal google account, but it is advisable to make one specifically for your business. The reason for this is that there is a chance that an employee will manage your listing at some point, and you probably won’t want them on your personal account. This is also convenient if your business does ever switch hands in the future. It’s best to keep your business account easy to remember, and most people will simply put their business name @gmail.com.
Step 2 – Claim Your Business as Yours
If your business Gmail account is good to go then you can now claim your business and get it listed. Now you’ll need to go to the Google Places homepage and click Get Started. Click “Get your business found on Google” and now you’re off to the races. Since this is your first time listing a business under your business account you will have to search for the business by your country and phone number. It is important that you use the businesses landline for this search or google won’t recognise the business (this is because of the integration with google maps).
When you search for your business Google will either find your business and show you basic information (usually pulled from directory sources such as Yell) or it will take you to the next step that we’ll cover. If it does have you listed already then still don’t worry because you will be able to edit and add more information about your business. At this point your business is being claimed as yours and you will now move on to the biggest part of this guide.
Step 3 – Edit Your Listing
Now you are in control of your listing and you can get started on entering all of the details of your business. Google will want you to be very specific and you should prepare yourself because there is quite a lot of information to be entered now. We’re going to touch on each area now and give you a good idea of how to efficiently do each section.
Basic Information is where you’ll input all of the, you guessed it, basics of your business. This section is fairly easy to understand, but it is also very important for your listing. These are the categories that your listing must have, straight from Google:
- Company Name
- City, County, Postcode
- Main Phone Number
While the fields are pretty self-explanatory it is important to note that consistency is key here. Google wants to trust your business and it wants to make things simple for the consumer, so it is very important that you enter everything here consistently with how you’ve used it in the past. Look at other websites that your business is on, such as FreeIndex or Qype, and make sure that every detail is identical. It really helps to nitpick here because even minute things like using St. instead of Street can make a difference to Google.
The business description in Basic Information is also a very important part of your listing. This is your time to shine and make your business look good (all in 200 characters or less), so you should think of it as something that you would feature on your own business website. Use keywords here and make sure to target the description to your ideal consumers.
Service Areas and Location Settings Areas
In this area you will be asked if your business is in one location or if it is in multiple locations. If your business doesn’t do deliveries or outside business of any kind then select that option and you’re done. If your business does operate in multiple locations then you will have to determine an area of service. For this option you can either provide a distance from your location or list the cities/areas that you want to be listed in. Both options have their advantages and it will really depend on your type of business.
Hours of Operation and Payment Options
This section is again pretty straightforward. Google will pull the information from your company website if you don’t enter it, but it is best to be in control of the information and avoid any errors. Completely filling everything out will also help to build on your reputation with Google and make you look more trustworthy.
Photos are a very important part of your listing and they should definitely be included. Pictures will make your business look more attractive to potential customers and it will also make you look more professional and trustworthy to Google. There is a limit of 10 pictures so be sure to use the best pictures possible with you limited slots. It’s also a very good idea to use your most important pictures first, so that customers see the good ones even if they don’t look through all of them. The pictures that you should use include:
- Company logo
- Images of your employees at your business
- Pictures of your products
- Pictures of the business itself
Videos aren’t exactly necessary in your listing, but they definitely won’t hurt. Every little thing still builds credibility and makes you look more trustworthy.
It might be tempting to put keywords and extra marketing in this section, but that would be a very bad idea. The best use of this area is to put additional details only, things similar to the examples that Google offers (brands carried, parking). You can use your keywords in the other sections, but reserve this area only for important details that didn’t fit in the other areas.
Step 4 – Verify Your Google Places Listing
You are almost done now, but you still to verify with google that you do actually own your business before you can take full control of your listing. There are two options for verifying your listing, and these options are phone verification and mail verification. Mail verification can take 2-3 weeks so as long as the option is available to you (which it will be in 99% of cases), you’ll want to use the phone option. Immediately after you choose the phone option your business line will receive an automated call from Google which will give you the 5 digit verification pin. Enter the pin and you will finally be ready to go on your listing.
Optimising Your Google Places Listing
Now you and your business are all set up and verified on Google Places, but there are still some things that you can do to get the highest ranking possible on your listing. Being listed is all well and good, but this isn’t the same thing as being found.
A lot of the little tricks have been mentioned above, but I’m going to go through a few more good practices that will help to get your rankings up.
Maintain Your Google Places Listing
This might seem a bit obvious, but you will definitely want to keep up with your page and change any details if anything in your business changes. It’s also a good idea to check the analytics on your website and play with your listing until you get the optimum traffic from it.
Market Your Google Places Listing
It might seem redundant to market a marketing tool, but giving your listing some love really will make a big difference in the long run. To ensure that your Google Places listing gets the most attention possible you might want to consider these steps:
- Encourage your customers to review your listing – use transactional emails and mailing lists for this.
- Post updates on your Google Places page with things like coupons and discounts
- Build up business reviews on other reviews services
- Optimise your business website for Google
Utilise Citations to Improve Your Google Ranking
The last thing that we’re going to touch on which will really help your ranking is the all important tool of citations. Google loves to see you being mentioned on other websites, and having a good list of third party citations is one of the best things that you can do to improve your local ranking. There are countless services that list local businesses, and getting yours on just a few of these (but especially the right ones) will endlessly help you in your pursuit of getting noticed by customers. LocalVisibilitySystem is a great starting point to see the types of websites that you should be getting your business listed on.
I have also put-together a useful list of the top local citation sources that are used by Google.
The Excel Spreadsheet can be downloaded from here
The above tips will all help your business not only get listed on Google Places, but will also help you actually be seen. If you follow these steps and always keep your Google listing in mind then you will start to find that it is an excellent source of well-targeted local customers.
LASTLY – you can of course ask your SEO agency to do ensure you have your Local SEO done right. Please see how Datadial can help you by clicking here.