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How to Optimize Your Commerce Website
by Erin Duff | January 20, 2015 | eCommerce, Social Commerce, Social Media, Startups | 2 comments

If you’re in the eCommerce business, you know that optimizing your website is not a choice, but a necessity. The pages of your site are your revenue generators, and optimizing them can improve sales regardless of other measures like social media commerce strategies and marketing. Pages that ignore search engine optimization (SEO) or that present your products in less than a flattering light can cause you to miss out on sales unnecessarily.

The content of the pages that make up your eCommerce website can build or damage your brand. Optimizing these pages can make your brand stand out from the competition and directly affect your company’s bottom line. Put the extra effort into your site’s pages and you increase interest from shoppers while boosting your brand. Get to work on optimizing your pages and you should see your pages turning browsers into shoppers more efficiently. Here are some tips on how to do it.

Optimize Product Descriptions

How you word your product descriptions is important to SEO. The keywords relevant to your product should go in the page’s title tags and META description. If you can include keywords in product URL strings, that’s better still. Avoid the temptation to reuse product descriptions from manufacturers, because Google considers this duplicate content, which it penalizes in terms of search engine ranking. Improve content descriptions by appealing to shoppers’ feelings and emotions, bringing your products to life through narratives that avoid being technical or dull.
If you can’t redo all your product descriptions, add unique content in the form of reviews or user comments.

Use Clear Product Images

happy online shopper

Large, clear, high quality product images sell more products, and can increase sales conversions by up to 9%. If possible, you should have multiple images of products, showing it from different angles and highlighting different features. Product images should be consistent throughout your eCommerce store. Using similar image backgrounds, photo sizes, and angles creates a consistent browsing experience and give your site a more professional, polished look.

Make Your FAQs and Policies Easy to Navigate To

Another key to making your site more user friendly and boosting your social commerce stature is making your site easy to navigate. This is an important principle for SEO as well. Users should find it easy to reach your FAQ page and to find out things like your shipping and return policies. The idea is to find a happy balance between cluttered pages with links to everything and too-spare pages where it’s difficult to find your way around. Your web designer or SEO strategist can help you optimize navigation to please customers while boosting SEO.

Make Social Sharing Easy

social media sharing signs

If you’re going to succeed at social commerce, you can’t shy away from content generated by your customers. User-generated content can bring higher conversion rates and increased sales, and the regular addition of unique content keeps your site fresh, which is another property that search engines tend to award with higher rankings. Make sure you put social sharing buttons beside your product images or descriptions so shoppers can easily share what they’re looking at on social platforms like Facebook and Twitter.

Meanwhile, your social commerce strategy should include interacting with customers and potential customers on social media sites. Inviting readers to submit photos of themselves using your products can also be great for your social commerce strategy. The ultimate goal is to build a community of happy customers. You never know when a brief customer video of his dog enjoying a toy purchased from your site will catch on and go viral.

Conclusion

Optimizing your eCommerce site isn’t just a good idea, it’s absolutely essential to success. Built upon a solid SEO strategy with high quality imagery, great product descriptions, and user-generated content, your eCommerce site can serve to strengthen your brand and build a loyal community of shoppers. Though these principles require effort, none is particularly difficult or expensive, so there’s no reason to be left behind while competitors are busy improving their social commerce practices.

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