6 Critical Factors that Influence people’s decision when buying online

You cannot just build a website and expect consumers to buy from you. In many cases people will come to your website and simply abandon their purchase and this could be for a number of critical reasons.

Knowing why they leave your site without making a purchase, sending you an email or making an inquiry is really helpful in improving your websites conversion rates. Following are the main reasons why people are not buying from you. If you have noticed that sales are slacking off then these points are going to make a huge difference. Implementing these could be the difference between making that sale or handing it over to your competition.

#1 Offer free delivery. This is going to seriously boost sales. 75% of customers will be more inclined to buy if there is free home or office deliver.

Online retailers and eCommerce website owners need to look art ways at boosting sales, especially when massive department stores like Westfield offer such an amazing shopping experience. Free delivery in most cases will get your online browser over the line. Basically having the word FREE on your website is very alluring and adding home delivery to this is too good to refuse. Having to pay a hefty delivery fee with a courier adds to the cost of the purchase and makes bricks and mortar shopping more attractive. It’s far too competitive online to be loosing sales to retail outlets.
If the free shipping component dilutes your profit margin, then offer it only if they spend a minimum amount.

# 2  Offer discounts online. 50% of shoppers online will buy from you if they feel they are getting a good deal.

This makes sense. Gone are the days of the Xmas or end of financial year sales. Consumers now want sales 24/7 and expect to be given the best possible price for their products. Highlight these specials on your home page. make them front and centre so they are not over looked. This will radically improve sales if your customers feel as though they are getting a good deal.
Perhaps even offer them a discount on an item if they sign up to your newsletter. It’s these types of freebies that keeps consumers very happy. It’s a win win. You get their details to market to them when they sign up and they get a generous discount off their purchase.

# 3 48% of consumers will buy from your site if there are reviews.

Let’s face it, we all love reading what other people have to say and if your product or service is good then you want people to be raving about this online. Not all people are going to want to leave a review but if you offer them an incentive such as a free gift or discount, they will be more inclined to write something positive about your business. Good reviews will sell products, it’s as simple as that. Even if your not selling a product it’s a good idea to get testimonials from past clients and post them on your website. Reviews add credibility and trust to your brand. harness the power of the internet and get as many good reviews as you possibly can. It will pay dividends.

# 4 Hold all current credit cards and payment systems.

Make sure you hold all the right credit cards: Amex, Visa and Mastercard. 4.5 out of every 5 shoppers will buy from you if you have there card. If you don’t this presents a massive hurdle and they will end up going elsewhere.

# 5 Do not make them have to sign up

20% of users will abandon the shopping cart if they have to go through the hassle of creating an account and the rigmarole of verifying the account. It’s a pain in the ass and people hate doing this. Allow them to check out as a guest. This is so much more straightforward and allows the customer to make the purchase and be on their way. Sign up’s are a huge road block and will hurt your sales.

# 6 Create a loyalty program

This is a great idea and if you have a lot of repeat customers reward them for coming back. Say 1 in every 10 purchases get a discount of say 20%, or along those lines. It creates a sense of belonging and will keep your customer base, that can be very fickle loyal.

I want to add one more point here. Please make sure that the user interface is easy to navigate. Never over complicate the site with too many graphics. Make the buying funnels simple and easy to follow.

Also make sure that the customer is able to find the your website online and for that you need a top agency like ours at SEO Sydney Experts. SEO is critical for eCommerce Google rankings and without it you might as well close down – Call 02 9360 8514 and we will show you how to radically improve sales and customer conversion rates.

9 must do’s for your eCommerce website for better SEO

All eCommerce websites live and die by their Google rankings. Because they are selling products online the position of their Google ranking is critical. This is why all eCommerce websites need to be audited regularly to help with their SEO rankings. Google is on the look out for any invalid or non compliant ‘on page’ SEO and will deliver punishment through website penalties for those sites that do not adhere to their strict guidelines.

Following are 9 things you should be regularly checking on your eCommerce website and if you follow these you will be on the way to better SEO rankings.

1) Get rid of thin or duplicate content.

There is no two ways about it; Google loves content and the more you have for it to crawl the better off the sites overall rankings. We tell our clients that the more content you can post the better off you will be. What website owners need to be on the look out, especially for eCommerce websites is where product descriptions can be duplicated. You might be selling the same product as someone else and the description you provide can be the same over many sites. This is going to affect how Google ranks your site as it prefers unique copy and will reward sites for this. If you are a reseller and have been provided the product descriptions from a parent company, then you need to look at rewording the product content site wide. Duplicate copy just devalues your sites authority and in turn will harm your SEO efforts – perhaps even get you what is known as a Google penalty. Get on top of this quickly. As soon as you make these amends submit your site for rei-ndexing and you will see a difference.

You also need to look at your pages throughout the site. Google algorithmic updates now look at thin pages with little or no content as something to flag. Make sure that all your pages are descriptive with unique well worded copy.

How can you avoid duplicate content?

  • Make sure that what ever you do, the product descriptions are written by you for your website. Never copy and paste descriptions from the suppliers website – THIS IS A KILLER!
  • You have to get your web developer to use robots.txt to seal off any duplicate areas of a web page. This is essential for all headers and footers.
  • Use canonical tags to deter against any future duplication. Speak to your SEO agency about this important point.

2) Try using Canonical Tags

Canonical tags will let Google know which part of the ecommerce site is permanent. If many users are coming to the site through different paths, Google sees this as multiple pages and will divide your page authority. This is really bad for SEO purposes. To avoid this you need to insert Canonical tags so Google will not index these pages. This will avoid duplicate content issues in the future.

3) You have to look at balancing your link equity

If you have pages that you do not want to get indexed for whatever reason you will insert a ‘no index’ or ‘no follow’ into the code. This will stop Google trawling through these pages. The issue here is that these pages may have some authority and if there are internal links here they will not pass any of this on. You have to tread carefully and understand the nuances and affects site wide of telling Google not to follow certain pages.

4) Use correct URL structures

All eCommerce sites face the same issues of URL structures. This is thanks to the product pages that need to be correctly worded and have the best URL structure possible. If the consumer is to find their way around the site and if Google is going to be able to easily index all pages and rank them, then the URL structure which describes the page has to clearly reflect the product. This has got to be done site wide in a uniform manner. When doing a site audit for SEO purposes, you have to make sure your URL’s are pristine. There are issues with older sites that may be using old content management systems that do not automatically format the URL structure. This is the main reason why we use WordPress as our preferred CMS as it doers this automatically and if you don’t like the way it displays you can always adjust this manually.

5) When was the last time you updates your sitemap?

If you have a massive eCommerce site and Google has to trawl through all these pages just to get to the new ones added, this will delay the ranking process. Not ideal in the highly competitive online market. You want to be indexed and ranked as soon as possible. For better efficiency, update your site map with the new pages. This will get your product to market a lot quicker via better SEO rankings.

6) Add Schema Markup to the site.

This doesn’t have a direct correlation with rankings but will not hurt them either. It just gives users/customers a better experience by allowing prices and reviews to come up in the SERP’s. This puts you in the drivers seat when it comes to what data you want Google to index.

7) Have better taxonomy for easier customer navigation.

OK, so what do I mean by this. It means that its easier for customers to navigate their way around the site if there is a broad navigation structure with fewer drop downs as opposed to a thinning structure with long complicated drop down menus. Simplifying this will keep users on the site creating a better user experience, they stay longer on the site and this in turn, helps with the revenues and rankings. Knowing this is vital – your web designers and developers should have taken this into account when presenting initial wireframes. Remember a wider more open taxonomy is far better for Google to crawl and will help in your SEO.

8) Speed up page load times.

This is a no brainer and you should always be on the look out for increasing your websites load speed. The standard e-Commerce website takes 5.5 seconds to load – with a 1-second delay equaling a 8% drop in shopping cart abandonment. The Australian Bureau of Statistics has shown that website load speed are slowing by 25% per year (which is hard to believe given all the new technologies available), so there is a gap in the market for super quick websites.

9) Ditch any bad SEO companies

Lastly, if you are using a SEO company to help boost your eCommerce websites rank9ings for gods sake make sure they are performing and never use an agency that has had to pay to be on page 1 for any SEO related keywords. You can be as compliant as you want and have the brightest and shiniest website ever, but if you are with the wrong SEO agency nothing can help improve your rankings, because what you do ‘off page’ is as important as what you do ‘on page’.