Ecommerce website optimization is about one goal: increasing revenue.<\/p>\n
Luckily, there are many paths to revenue, from high-quality traffic and conversion rate optimization (CRO) to average order value (AOV).<\/p>\n
In this guide, we\u2019ll explore 12 strategies for optimizing your site to\u00a0grow your ecommerce business<\/a>. Combined, these strategies will help you generate more traffic, conversions, revenue, and profit.<\/p>\n Keyword research is the process of uncovering how people search online for the products you offer.<\/p>\n Using this information, you can optimize your website to rank higher in search engines and generate more traffic. (This is called \u201csearch engine optimization\u201d or SEO.)<\/p>\n Whether you\u2019ve just set up your online shop or you\u2019ve been at it for a few years, understanding how to optimize ecommerce website SEO should be take priority.<\/p>\n However, before you can optimize your website for SEO, you need to determine which keywords (search terms and queries) you should target. Then, you can apply best practices to rank higher for those terms.<\/p>\n For example, let\u2019s say you run an ecommerce store that sells tennis rackets. People might search for all kinds of variations of the term, including \u201ctennis rackets,\u201d \u201ckids tennis rackets,\u201d \u201cleft-handed tennis rackets for kids,\u201d etc.<\/p>\n But how do you know which keywords people use most and which ones to target?<\/p>\n Enter: Keyword research tools.<\/p>\n These are specialized tools used in the SEO process to uncover keyword suggestions and information about potential keywords that allow you to evaluate them.<\/p>\n You can begin the process using a tool like\u00a0Google Keyword Planner<\/a>.<\/p>\n It\u2019s free and fairly simple to use.<\/p>\n Open Keyword Planner and click \u201cDiscover new keywords<\/strong>.\u201d<\/p>\n Type a keyword into the box to get started. Click \u201cGet results<\/strong>.\u201d<\/p>\n Next, you\u2019ll see a \u201cKeyword Plan\u201d page. This page recommends keywords based on the original term you provided. It includes options to filter within the suggestions and find keywords that make sense for your business to target.<\/p>\n It also includes data on average monthly search volume and competition.<\/p>\n Note:<\/strong>\u00a0Metrics shown in Google Keyword Planner are based on data for Google Ads and don\u2019t necessarily reflect the organic results.<\/em><\/p>\n If you want a more comprehensive approach, consider the Semrush\u00a0Keyword Magic Tool<\/a>.<\/p>\n Based on a single keyword, you can uncover thousands of keyword suggestions and easily group them into a logical structure.<\/p>\n Let\u2019s continue the example from above.<\/p>\n You run an ecommerce site that sells tennis rackets.<\/p>\n Start by navigating to the \u201cKeyword Magic Tool<\/strong>\u201d from the left-hand menu in the Semrush platform.<\/p>\n Then, type a keyword into the search box. Click \u201cRechercher<\/strong>.\u201d<\/p>\n The Keyword Magic Tool uses your keyword as a starting point. (This is called a \u201cseed keyword.\u201d) From there, it generates a list of thousands of keyword suggestions.<\/p>\n You can review these suggestions to find relevant keywords for your ecommerce business.<\/p>\n But how do you decide which keywords are a good fit?<\/p>\n Great question.<\/p>\n From the Keyword Magic Tool, you\u2019ll see that many data points are provided with each keyword.<\/p>\n You\u2019ll want to focus on three key factors:<\/p>\n Whenever someone types a term into Google, they are expecting a specific type of result. This is called\u00a0search intent<\/a>.<\/p>\n There are four main types of search intent:<\/p>\n For example, if you type \u201cbuy Wilson tennis rackets\u201d into a search engine, the intention of your search is likely to buy a tennis racket. You\u2019re expecting products to appear in the search results. This would fall under \u201ctransactional\u201d search intent.<\/p>\n But if you had searched \u201cbest tennis rackets,\u201d that would be \u201ccommercial\u201d search intent since you wanted to explore options before making a purchase.<\/p>\n Understanding the search intent of any keyword you want to target is an important part of your ecommerce SEO strategy.<\/p>\n This is because you\u2019ll want to match the keyword\u2019s search intent with the content of the page on your site.<\/p>\n For example, \u201cleft-handed tennis rackets\u201d reveals lists of products or product category pages.<\/p>\n This means it has commercial (or \u201ccommercial investigation\u201d) search intent.<\/p>\n Compare that to results for \u201cleft-handed tennis.\u201d<\/p>\n The results here are articles and information about left-handed tennis players. This query has informational intent.<\/p>\n How does this affect your ecommerce website optimization strategy?<\/p>\n In order to capitalize on potential search traffic, it\u2019s crucial for content to match search intent. Put another way, the content should match the expectations of the searcher\u2014are they going to find what they\u2019re looking for?<\/p>\n Let\u2019s say you\u2019re planning to choose a keyword to target for your product category page full of left-handed tennis rackets.<\/p>\n You\u2019d want to choose a keyword with commercial intent. Why? Because a list of products is commercial content.<\/p>\n To help with this task, use\u00a0Keyword Intent Filter<\/a>, a Keyword Magic Tool feature that lets you quickly filter your list of keywords based on search intent.<\/p>\n You\u2019ll see a column for each keyword showing \u201cIntent.\u201d It has letters that represent the categories of search intent for that particular keyword (e.g., \u201cN\u201d = \u201cNavigational\u201d).<\/p>\n Use the filter to find keywords that have search intent that aligns with your ecommerce site and the specific pages you want to optimize.<\/p>\n Click the \u201cIntent<\/strong>\u201d filter drop down at the top of the keyword list. Then check the box next to the intent(s) you want to target. Click \u201cApply<\/strong>.\u201d<\/p>\n Not sure which type of search intent to focus on?<\/p>\n Here is a general guide with specific examples based on this search example:<\/p>\n The other factors you\u2019ll want to consider when choosing a target keyword are keyword difficulty and search volume.<\/p>\n Most likely, you\u2019ll want to focus on what\u2019s known as \u201clong-tail keywords.\u201d<\/p>\n Long-tail keywords<\/a>\u00a0are search terms with lower search volume (less popular). But they also tend to have lower difficulty (they\u2019re less competitive).<\/p>\n But if they\u2019re less popular, why would you want to spend time on them?<\/p>\n This combination means you\u2019ll have a better chance of ranking for these types of keywords.<\/p>\n You may not be able to rank for a keyword like \u201ctennis rackets\u201d because it will be dominated by major brands like Amazon, DICK\u2019s Sporting Goods, and other behemoths.<\/p>\n But if we look at a long-tail keyword like \u201cbeginners tennis rackets,\u201d we see the keyword difficulty is much lower.<\/p>\n This would make this a much better keyword to target. This is especially true if your website is fairly new or does not have a lot of backlinks from other websites. In this situation, choosing lower-difficulty keywords can give you a huge advantage.<\/p>\n Get Keyword Suggestions<\/p>\n with the Keyword Magic Tool, the Biggest Keyword Database on the Market<\/p>\n<\/div>\n If you want to optimize an ecommerce website for SEO, on-page tactics, like using keywords in strategic spots, will be essential.<\/p>\n Identify a primary keyword for each page and use it in the following places:<\/p>\n For example, if you\u2019re targeting \u201cwomen\u2019s tennis rackets,\u201d you\u2019d add this keyword in the places noted above to this page on your site.<\/p>\n If you want to generate converting meta and product descriptions with the help of AI, try the\u00a0Ecommerce Booster app<\/a>. It also helps you identify target keywords, write alt texts, and improve image quality.<\/p>\n But this is just the start.<\/p>\n You\u2019ll also want to implement more advanced on-page and technical SEO best practices. And you\u2019ll need to go beyond optimizing each individual page.<\/p>\n A comprehensive SEO strategy involves many other factors like:<\/p>\n Read our full guide for a comprehensive walkthrough on how to optimize your\u00a0ecommerce website for SEO<\/a>.<\/p>\n Increasing conversion rates will drive additional revenue from customers visiting your website. One critical way to increase conversion rates is to optimize your individual product pages.<\/p>\n Let\u2019s say your product pages currently convert at 10% and receive 1,000 visitors per week. If you\u2019re able to increase that conversion rate to 12%, that\u2019s 20 additional sales every week. Impressive, right?<\/p>\n Follow this guide to implement a structure that follows conventional page layout best practices:<\/p>\n This simple product page layout provides a familiar structure and flow. Plus, it includes all of the relevant details a shopper may want to know, like price, features, and other notable details, before making a purchase.<\/p>\n A\/B testing lets you test two different versions of the same page to see which one performs better.<\/p>\n Implement an A\/B testing strategy to improve your product pages’ flow and conversion rate by testing different text, layouts, and colors.<\/p>\n While there are clear page layout best practices for product pages, which we discussed above, each business is unique. Even small tweaks can have a huge impact on sales, which is where an A\/B test can help.<\/p>\n For example, you might send 50% of your traffic to a page with a call to action that says \u201cBuy Now,\u201d and 50% of your traffic to a page that says \u201cAdd to Cart.\u201d<\/p>\n Which one will perform the best at driving conversions?<\/p>\n Which one will lead to a lower bounce rate?<\/p>\n You won\u2019t know until you test.<\/p>\n To implement A\/B testing, you\u2019ll need a few tools and systems in place. Read our full\u00a0guide on running an A\/B test<\/a>\u00a0from start to finish.<\/p>\n An easy way to supercharge ecommerce website optimization is through urgency.<\/p>\n One case study found a\u00a0400% increase in conversion rate<\/a>\u00a0with a single email meant to induce urgency. It coincided with a Black Friday sale and reminded the shopper the deal would expire in four hours.<\/p>\n So, how can you use this tactic to your advantage?<\/p>\n Add messages that communicate urgency to pages throughout your website. This can include the homepage, product pages, and even your checkout or cart pages.<\/p>\n Urgency can take many forms:<\/p>\n There are a few tools you can implement, depending on the platform you use:<\/p>\n You can also add urgency to your other digital marketing efforts\u2014like emails, ads, or retargeting campaigns.<\/p>\n Use social proof to build trust and convince potential customers to make a purchase.<\/p>\n Social proof includes things like:<\/p>\n These anecdotes help reinforce your marketing messages.<\/p>\n Add these page elements to your homepage, category pages, and product pages to help persuade shoppers that your claims are valid and backed up by your customers.<\/p>\n Improve your site navigation and customer experience by optimizing your product categories or listing pages.<\/p>\n These pages are one of the main ways users browse and find products on your ecommerce site.<\/p>\n They also serve as landing pages. Shoppers looking for a specific type or category of product might discover your website after searching for a general term like \u201cbeginners tennis rackets.\u201d<\/p>\n This means these pages are vital for making a first impression on potential customers. And increasing the conversion rate could drive a big boost in revenue.<\/p>\n Improve the experience with these optimization tips:<\/p>\n Analyze your purchase and checkout process to identify points of friction or confusion that hurt sales. This is a critical part of conversion optimization for ecommerce websites.<\/p>\n Generally, you would assess the checkout flow by analyzing cart abandonment rate. But the cart abandonment metric is actually driven by each step in the checkout process and the drop-off rate between each of those steps.<\/p>\n For example, Let\u2019s say users go through the following four-step checkout flow:<\/p>\n Between each page, there will be a drop-off.<\/p>\n The drop-off is the percentage of potential customers who reach a page but never complete the step in order to move to the next page (e.g., they make it to the shipping page but then drop off before getting to the checkout page).<\/p>\n This can be caused by any number of factors.<\/p>\n Online shoppers may get confused or have technical issues that prevent them from moving forward. The checkout process itself could be too complex and drive them away as well.<\/p>\n So, how do you find (and fix) these problems?<\/p>\n Look at the analytics for your ecommerce store and track how users move from one step to the next.<\/p>\n Here\u2019s how to do this using Google Analytics:<\/p>\n From the Google Analytics 4 (GA4) dashboard, click \u201cReports<\/strong>.\u201d Then click \u201cMonetization<\/strong>\u201d > “User purchase<\/strong>\u00a0journey<\/strong>.\u201d<\/p>\n From this screen, you\u2019ll be able to see each step in the checkout process. In this case, it starts with \u201cView product\u201d and flows through to \u201cPurchase.\u201d<\/p>\n For each step, GA4 automatically calculates an abandonment rate.<\/p>\n Note:<\/strong>\u00a0If you\u2019re not seeing the report as shown above, you may need to configure it within Google Analytics. Refer to our guide,\u00a0Getting Started with GA4<\/a>.<\/em><\/p>\n With the abandonment rate in hand, you can investigate further.<\/p>\n Identify the steps that are creating the biggest drop-off. Then, you\u2019ll need to explore ways to solve the problem.<\/p>\n You could start with A\/B testing the pages to improve your ecommerce website optimization strategy.<\/p>\n Or consider using a session recording software like\u00a0Hotjar<\/a>\u00a0that lets you replay an individual user\u2019s session and see where they may be getting stuck.<\/p>\n Upsells allow you to improve AOV by selling more products to each customer who completes a purchase.<\/p>\n The idea is simple: Based on the customer’s purchase, you can automatically recommend targeted or complementary products they may also be interested in buying.<\/p>\n For example, you could encourage customers who buy protein powder to purchase a shaker for mixing the protein with water.<\/p>\n Depending on the price of the products, this simple nudge could increase the value of each order by a significant amount.<\/p>\n How do you implement upsells?<\/p>\n The most basic version of an upsell is a related products widget.<\/p>\n These widgets automatically show products related to viewed items or those added to cart.<\/p>\n They usually work based on tags or categories applied to items in your store. Or, in some cases, they analyze user shopping behavior to make suggestions programmatically.<\/p>\n Many plugins and modules like the following allow you to easily add this functionality to product pages or key pages during the checkout process:<\/p>\n Optimize the usability and functionality of your website for shoppers on mobile devices.<\/p>\n Depending on the nature of your ecommerce business and your target audience, this change alone could dramatically improve site-wide conversion rates and revenue.<\/p>\n Given that more people are shopping on their phones, knowing how to optimize your ecommerce website for mobile is no longer optional\u2014it\u2019s a necessity.<\/p>\n In fact, one study from SaleCycle found that mobile users make up as much as\u00a075% of visits<\/a>\u00a0to retail and ecommerce websites. The mobile user experience can have a significant impact on your site\u2019s success.<\/p>\n But how do you optimize for mobile? Start by using Google\u2019s\u00a0Mobile-Friendly Test tool<\/a>.<\/p>\n This tool will help you understand how your site looks and functions from the perspective of a mobile shopper.<\/p>\n If your site is not mobile-friendly, you\u2019ll receive a report that says, \u201cPage isn\u2019t usable on mobile,\u201d along with specific issues.<\/p>\n Follow the suggested action items to resolve.<\/p>\n Keep in mind that the easiest way to remedy mobile UX problems is a responsive website design that allows your site to work on all devices.<\/p>\n Product recommendations\u00a0increase conversions by 8%<\/a>, according to a case study from Monetate. Personalize the shopping experience to drive higher conversion rates and increased revenue.<\/p>\n Personalization includes a broad range of tactics, including:<\/p>\n To implement personalization for your ecommerce website optimization strategy, start with the basics:<\/p>\n Once you have the basics in place, you can look into a comprehensive approach.<\/p>\n Website speed (how quickly pages load and display information) is a Google ranking factor.<\/p>\n It\u2019s also a conversion factor.<\/p>\n Digital marketing agency Portent found that a site that loads in 1 second has a 3x higher\u00a0conversion rate<\/a>\u00a0than a site that loads in 5 seconds.<\/p>\n In other words, a slow website site can hurt your rankings, traffic, and conversions.<\/p>\n Many factors impact your page speed.<\/p>\n To test and improve your site performance, start by using the\u00a0PageSpeed Insights<\/a>\u00a0tool from Google.<\/p>\n Simply type your website\u2019s URL into the box and click \u201cAnalyze<\/strong>.\u201d<\/p>\n The tool will analyze your website\u2019s load speed and a variety of performance metrics.<\/p>\n It will recommend specific action items you can complete to reduce load times and improve site performance.<\/p>\n These recommendations will include reducing the file size of your web pages, removing unused code, and adjusting how your page loads to improve performance.<\/p>\n If your site\u2019s performance isn\u2019t great, work your way through the list according to the recommendations.<\/p>\n1. Conduct Keyword Research & Develop a Keyword Strategy<\/h2>\n
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Search Intent<\/h3>\n
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Keyword Difficulty and Search Volume<\/h3>\n
2. Implement On-Page SEO Optimization<\/h2>\n
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3. Optimize Product Page Layout<\/h2>\n
4. A\/B Test Product Pages<\/h2>\n
5. Create Urgency<\/h2>\n
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6. Capitalize on Social Proof<\/h2>\n
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7. Optimize Product Categories or Listing Pages<\/h2>\n
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8. Identify Issues in the Checkout Process<\/h2>\n
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9. Use an Upsell<\/h2>\n
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10. Prioritize the Mobile Shopping Experience<\/h2>\n
11. Personalize the Shopping Experience<\/h2>\n
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12. Improve Site Speed and Page Load Time<\/h2>\n