eCommerce Shopping Cart Optimisation
How many of your visitors leave their shopping carts abandoned and without purchases? There is a lot of analytical work going into shopping cart abandonment but often experts miss the mark on what is wrong.
Yes, prices, payment methods, shipping costs, and product features may be significant problems costing you sales. More often though, visitors are not sufficiently motivated to buy your products. The visitor may not be sufficiently qualified and just lost interest. Many missed sales are due to unqualified prospects. What if you improved the quality of the shopper coming to your site and shaped ecommerce shopping cart page content to maintain their interest and intent to buy?
With search engine visitors, the rule is "don't mess it up and they're sure to buy something." The truth is, they know what they want and so do you because they typed it into the search box at Google. A simple, straightforward sales funnel will get them through the process without frustration and distraction. If you've shopped at web sites, you know how confusing and frustrating it can be.
Product Pages Optimisation
Are your product pages using the right keywords in the right positions? Are your product pages interlinked strategically or do you just rely on your breadcrumb navigation? Do your pages all have title tags, meta description tags, copy, links, and headings? Do you have links from other sites pointing directly to key product pages? Do you rank well for product id searches? NO! Then you need professional UK search engine optimisation.
The Sales Funnel
Search Engine >> Landing Page >> Info Page >> Shopping Cart >> Payment Processing >> Done.
Interest and enthusiasm for your brand, product or service begins at the visitor's first view of your web page in the search engine listings. Given that most find it at Google UK, Yahoo UK or MSN UK, you're getting a little bit of an endorsement. Google's presenting your page as being highly relevant to their search. Take a look at how your search engine listings appear and what expectations they are creating. Then look at your landing pages. Are they making it simple for searchers to get to the product pictures, demo videos, and product info they're looking for? Are the pictures clear and is the product info near the picture and purchase button relevant to the visitor? Is it relevant to search engines?
There's a lot to consider from both the vantage point of the consumer and your need for good search engine visibility. Shopping cart pages may or may not be accessible to search engines. If they are accessible they could be a benefit or a liability depending on how they're optimized. We can go a long way to helping you make your shopping cart pages an asset and improve conversions. For ecommerce sites, product pages are big assets. |