So you have the right products at attractive prices, yet your sales don’t seem to be growing. Maybe it’s time to check if your website is doing its job – bringing in the right traffic and influencing sales.
In the digital age, a website is the company’s door to the world. If it fails to attract the right traffic, you miss the opportunity of converting them into future customers. To help determine if your website needs a facelift, we’ve listed the five signs of an underperforming website, along with simple and cost-effective fixes to help overcome them.
1. Stale product content
Product content that has not been refreshed in a long time can lower the website’s organic search performance and can drive down sales.
Fix: It can be expensive to rewrite the content for all your products. A cost-effective approach is to rephrase sentences and insert relevant keywords for key-value items. Keywords must reflect customer sentiment to improve the product’s performance on search engines. For example, lightweight iron, easy-to-clean mixer, and so on.
2. A low click-through rate (CTR) and a poor search engine results page (SERP) performance
Search engines direct traffic to your e-commerce website by crawling for relevant keywords. If you notice that your site is not performing too well on search engines, and product pages don’t get clicked on, you’ll need to address the low click-through rate (CTR).
Fix: Refreshing keywords and meta-data (meta-titles and descriptions) and switching from dynamic URLs to static ones can help your product pages appear higher up in search engine results, thereby increasing the CTR.
For example; this dynamic URL says little about the product on the page.
On the other hand, a static URL such as this one includes relevant keywords:
3. Your product pages don’t rank on search engines, despite optimization
If you have optimized your ecommerce website with keywords, but find that they don’t rank higher up in relevant search results, you should invest in better backlinks. Backlinks are an off-page optimization exercise that is done by posting links to your page from an external site, which leads back to your site.
Fix: Create a blog on your website. As the blog will be hosted on the website’s domain, it will also serve as a platform to propel the site’s overall search engine ranking.
4. Webpages are slow to load
Most internet users have short attention spans and your site may not be performing well simply because your pages take a long time to load. This problem can be identified using simple third-party tools.
Fix: Improve your site’s text-to-code ratio, which means ensuring that there’s more content than code on your pages. Flash applications and embedded videos can increase page load times considerably. You can fix this by placing an image for visitors to click, which takes them to the videos.
5. A high bounce rate
A high bounce rate is a sign that customers cannot find what they are looking for on your website. To fix this, you’ll need to reduce the number of layers (or web pages) your customer needs to through to get to the conversion page.
Fix: Ensure that your products are classified correctly, as most people search by category. A search path analysis will help determine the details of a typical customer journey -- where the search began, the intent of the search, and finally, where customers landed on your site. It can help identify the opportunities to improve internal search keywords and find the number of irrelevant searches that have been leading to customers leaving your website.
Providing a smooth customer journey is an indispensable part of a profitable ecommerce website. What’s more, you can deliver it to your customers by implementing simple and cost-effective product content practices.
Get more comprehensive insights on improving the shopping experience for your customers in our free eBook 24 Quick and Easy Product Content Hacks.
Smita Kumar is Assistant Manager Editorial and SEO Services at Ugam. She manages a team of copywriters and editors with special category awareness, who are engaged in providing unique SEO content that helps leading retailers perform better online.