All posts in "Marketing"

7 Strategies to Improve Your Ecommerce UX

Starting an online store is a lot more than just creating a site that sells things. Just like a brick and mortar shop, there are many functional and aesthetic considerations that make purchasing an attractive idea.

When creating your ecommerce storefront, it is important to think about how your ideal customers will be interacting with it. Enter UX (or user experience, if you’re not into the whole brevity thing). As the name suggests, it is all about thinking of the user’s experience of your site.

So, let’s just get into it. These are the top UX tips for improving your eCommerce store.

Make Your Product Easy to Find and Easy to Buy

The number one rule of selling things—make purchasing easy.

From searching for a particular product to perusing a category, removing obstacles from the process is key to driving users to conversion.

Search

For shoppers that know exactly what they want, a robust site search function is a must. While a lot of eCommerce platforms come with this functionality built-in, you want to make sure that it doesn’t get hung up on little syntactical variations and misspellings.

Find a great site search plugin or have a great development company customize a solution. It will be worth the investment. Visitors can then easily find exactly what they want and buy it.

Navigation

The navigation menu is one of the first things that a user looks at to get acquainted with a website. When someone knows generally what they want, they can shop around by category to narrow their search to the specific.

Clear navigation menus can deliver users from the homepage to exactly where they need to be in the least number of clicks possible. Fewer clicks mean less frustration and more sales. Include the most important things in the navigation menu for easy locating. Leave the less important links to the footer.

Categorization

The structure and naming of categories are also important. Again, clarity reigns. Too many categories will confuse your audience. Too few will have them digging through page after page of somewhat related products.

Create clear hierarchies that can push shoppers closer to the products they want. Breadcrumbs help keep this hierarchical system easy to navigate too. Just as a brick and mortar store will have clear signs and sections for each type of product, so should your store.

For example—Men > Tops > Button-ups. See? Easy.

Know Your Audience

If you don’t know who you are selling to, how can you be effective? Taking the time to identify who your ideal customer is can help drive the rest of your UX strategy. Enter personas.

Personas

These are your archetypal customers. By laying out each sort of person you expect to frequent your brand, you can understand how best to target them. Who makes up your audience decides how you construct your site to serve them.

Persona breakdowns include gender, age, economics, device preference, etc. With a clear understanding of these audience factors, your site can serve your customers in the best way possible.

Function Above All Else

Fancy and fun are nice, but if it isn’t functional, forget it. While great design is important for grabbing attention, superfluous features like parallax scrolling and image carousels only serve as distractions to the shopping experience.

What a shopper wants above all else when they have found a site is that the site is easy to use. The thing they are interested in is the product, and the product is not your site. The site exists to highlight the awesome things you sell.

Form without function is art, not ecommerce.

Product Photos Matter

What do your customers want to see? Your products. Don’t skimp on making them look great.

The rest of a site can be beautiful but if the product isn’t looking its best, customers won’t be engaged to buy. As was mentioned in the last section, great design is important as long as it serves to highlight the product.

If possible, have multiple photos available so the customer has the opportunity to really visualize it in their home, at the office, or on their person. We are visual creatures and decisions are often made, in part, with our eyes.

Mobile On The Rise

As our phones have gotten more and more advanced, an ever-expanding percentage of sales have occurred on them. On buses and trains and runways and at home, people are increasingly using their mobile phones to make purchases.

Google has gone as far as to consider a site’s mobile version as its main site with regard to search indexing and visibility.

So, obviously, your site should be properly optimized to best serve this ever-rising contingent of customer. Make your site mobile-friendly and mobile responsive ASAP or else lose a significant revenue source. This is most important in menu navigation and easy checkout.

Be Consistent

A brand has a unitary voice and style. This develops a unique and consistent experience for the customer. Every brand should create a style guide and abide by it.

When visiting a site, shoppers expect a consistent experience from page to page, from homepage to product pages to cart and eventually check-out. Be certain that you are providing an experience that is clean and consistent throughout.

Be Yourself

The reason that you enjoy running your shop is that it reflects your own passion and personality. Create a brand and experience that follows through with who you are and who you aim to serve.

Your passion will extend out to the user’s overall experience of your site, engaging them to continue a relationship with your brand. Because, ultimately, you are fostering a relationship.

Obviously, UX is a big deal for your business. No time like the present to start improving your users’ experiences. Make them want to come back!

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How does advertising work on Amazon

a couple of weeks ago

Advertising on Amazon is a continually evolving process. You may have tried advertising for a few different items, but you’re not seeing the results you want. Now you’re looking for more information on how the system runs so you can use it to its fullest potential for your products.

 

Pay-Per-Click

Amazon is not the only platform to use Pay-Per-Click (PPC). However, it is the one which will have the most immediate benefits. Other PPC sites are useful, but they don’t help you quite as much in the beginning.

PPC is based on the idea of paying every time someone clicks your ad. This is different than impression-based advertising, where you pay for people to view the ad.

With Amazon advertising, you tell the algorithm how much you want to spend to show up for a keyword. The system then compares it to what everyone else is willing to pay and selects the highest bids.

Keywords

Keywords are what your customers type into the search bar when they decide to buy something. What your customers search for matches to the words in your ad or on your product page. From there it’s up to the customer whether they buy or not.

You have options for finding usable keywords. One of the best ways to get new keywords is to partially fill your own Amazon search box. The suggestion list that pops up are keywords people have searched before. While this takes a little time, it provides real insight into Amazon customers.

Another possibility for Amazon keywords is Amazon specific keyword tools. There are free and paid tools available. Fortunately, these tools typically offer relevant category searches. This refines the keywords you get to make sure they’re suitable for your product categories.

A third option involves using generic keyword websites. These generic keyword sites yield long lists. Not all the words will be relevant, but there will be a couple that you wouldn’t have had otherwise.

While you’re looking up keywords, keep lists. These should appear in your product pages for organic reach. The words will also be necessary while you set up your advertising.

 

Campaign Numbers

Every Amazon advertising campaign you set up will ask you for two critical numbers. These are your daily budget and default bid. These control how much money is spent on a given day. You’ll also need to know about the advertising cost of sale (ACoS), which turns up once you start campaigns.

The daily budget is the maximum you pay Amazon per day. Once your campaign hits this limit, your bids stop until the midnight reset. How far into the day your budget lasts depends on where you set your bid rate. Each keyword can have its own bid rate.

Advertising cost of sale is a figure you can use to determine your bid numbers. Roughly 1 in 10 people who click an ad actually buy something. Your bid price must reflect this, as well as your pricing. To find the ACoS, divide the amount of money spent on advertising by the number of product sales. You can then apply this number with your other costs to ensure you’re making a profit.

Automatic Targeting

Amazon advertising offers a solution if you do not want to spend a ton of time researching. With automatic targeting, the advertising algorithm looks at your product page. It then determines what keywords your product works for and will bid on those. The price for this ease is control though since the only numbers these campaigns take are default bid and daily budget.

Manual Targeting

Manual targeting allows you significantly more control. You’ll start with a daily budget and average bid figure, and then fine tune exactly what you would like to bid on. To start, you’ll need your lists of keywords and numbers.

Once you get through the initial setup of default bids and picking the product to advertise, you’ll be able to add your keywords. You can add them in groups, each with its own specific level. Broad will bid on anything containing the words. A phrase will bid on anything with the words in it in the same order. Exact means that word or phrase alone will be bid on.

The next consideration is the bid number for each individual keyword. The general advice is to bid lower on broad searches since more of those will be irrelevant. On the other hand, the bid on exact keywords may be a little higher, because you want to be in the top space for those keywords.

Once you have all your items set up, it’s time to let the campaign run. For manual campaigns, you’ll need to come back in at least once a week to tweak your bid numbers and keywords. This process is called optimization.

Summary

Advertising on Amazon needs research to succeed. You’ll need to put in the work up front to ensure you’re using the right keywords and budgets to make a profit. While the options may seem overwhelming, the system gives you precise feedback. Over time, you’ll master the ins and outs of Amazon advertising.

Lastly, if you want a tool that automates Amazon Sponsored Products best practices and allows you to manage your Campaigns in an unprecedented way, you can check zon.tools

Their Smart Engines are extremely flexible and can adapt to any Amazon Advertising strategy or goal.

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6 Social Media Marketing Innovations To Take Advantage Of In 2019

3 weeks ago

There’s no doubt that social media is continuously evolving. That’s why you need to know how to use these platforms for your benefit.

If you’re starting your own business, being active on social media is essential, and is an absolute necessity especially if you’re making your first sale.

But keep in mind that alone isn’t enough. You have to continually stay in track with the latest marketing trends so that you can effectively apply them to your business.

Social media and marketing will always go hand in hand. So as 2019 rolled in, we’ve gone out of our way to identify the top social media marketing innovations that you need to take advantage.

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