best practices for increasing conversions on your ecommerce site - home page best practices

@SlingshotSEO | www.SlingshotSEO.com

MITCHELL CAUSEYSlingshot SEO

@MitchellCausey

INTRODUCTIONS

John Deines

@JMDeines

STEVEN SHATTUCKSlingshot SEO

@StevenShattuck



HomepagePart 1:


Clean is Allowed» Feature only the most

important pages visually on your homepage.

» Create an HTML sitemap to allow better crawlability.


Clean is Allowed


Optimize Navigation» Menu anchor

text should reflect primary keywords

» Track click path and reorder based on most clicked.


7 Back-to-Basics Tips1. The home page is not a billboard…

make it interactive and actionable2. Make it easy for shoppers to

understand what you do and how they should shop

3. Place actionable and important items above the fold

4. Goal: To get the customer to the product detail page from the home page in the least amount of clicks

5. Know where shopper is coming from when she arrives on the site

6. Could your mom quickly find what she is looking for?

7. Make search navigation easy to find


Personalizing for First Time VisitorsShoppers that click through to the product detail page from the home page are 20% more likely to convert!

• Introduce trending / popular Items - “wisdom of the crowds”

• Use geo-location to personalize “People who live in New York also bought”

• Match popular seasonal or sales related trends

• Utilize Google Search Terms to bring forward relevant products

• Make your search box interactive and not just a place to enter generic search terms

• Give the customers multiple ways to dig deeper into your site quickly


Make Your Customers Feel Like Norm From Cheers

» Customers want to feel special and remembered, like walking into their favorite store or watering hole.

» Engage customers based on their previous site behavior, past purchases, product views, social interactions, ratings and reviews submissions, etc…


How To Engage With a Returning Shopper

1. Recently Viewed Products – Simple and powerful way to reconnect

2. Promote two scenarios of recommendations on the page instead of just one. *Especially relevant when retailer has multiple different types of shoppers*

3. Use the profile data to personalize what the shoppers sees

4. Layer on merchandising business rules

5. Send that customer to a personalized home page

6. Make the recommendations interactive


» September 18: Landing/Category Page

» October 23: Product Page

» November 13: Shopping Cart

» December 11: Post-Purchase Page

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iGoDigital observes behavior, asks questions, leverages social profiles

and analyzes “wisdom of the crowds” to help

retailers and consumer brands deliver the right

product to the right customer at the right time.

Guiding Smarter Retail

Visit iGoDigital.com or email [email protected] for more information

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best practices for increasing conversions on your ecommerce site - home page best practices

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