Best Practices for Increasing Conversions on Your eCommerce Site - Home Page Best Practices

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Slingshot SEO and iGoDigital have teamed up for the first of our 5-Part Series: Best Practices for Increasing Conversions On Your E-Commerce Site

User Experience and Conversion Rate Optimization

Through the end of 2012, we’re once again teaming up with iGoDigital, a leading provider of personalization services that guide smarter retail, to present a 5-part webinar series.

In each of these 30-minute webinars, we’ll explore five aspects of the online shopping experience in order to enhance user-experience and increase conversions. We’ll also leave time for questions at the end of each session.

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Best Practices for Increasing Conversions on Your eCommerce Site - Home Page Best Practices

  1. 1. @SlingshotSEO | www.SlingshotSEO.com
  2. 2. INTRODUCTIONS MITCHELL CAUSEY Slingshot SEO @MitchellCausey John Deines @JMDeines STEVEN SHATTUCK Slingshot SEO @StevenShattuck @SlingshotSEO | www.SlingshotSEO.com
  3. 3. Part 1:Homepage @SlingshotSEO | www.SlingshotSEO.com
  4. 4. Clean is Allowed» Feature only the most important pages visually on your homepage.» Create an HTML sitemap to allow better crawlability. @SlingshotSEO | www.SlingshotSEO.com
  5. 5. Clean is Allowed @SlingshotSEO | www.SlingshotSEO.com
  6. 6. Clean is Allowed @SlingshotSEO | www.SlingshotSEO.com
  7. 7. Optimize Navigation» Menu anchor text should reflect primary keywords» Track click path and reorder based on most clicked. @SlingshotSEO | www.SlingshotSEO.com
  8. 8. 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 shop3. Place actionable and important items above the fold4. Goal: To get the customer to the product detail page from the home page in the least amount of clicks5. Know where shopper is coming from when she arrives on the site6. Could your mom quickly find what she is looking for?7. Make search navigation easy to find @SlingshotSEO | www.SlingshotSEO.com
  9. 9. Personalizing for First Time Visitors Shoppers 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 @SlingshotSEO | www.SlingshotSEO.com
  10. 10. 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… @SlingshotSEO | www.SlingshotSEO.com
  11. 11. How To Engage With a Returning Shopper1. Recently Viewed Products – Simple and powerful way to reconnect2. 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 sees4. Layer on merchandising business rules5. Send that customer to a personalized home page6. Make the recommendations interactive @SlingshotSEO | www.SlingshotSEO.com
  12. 12. @SlingshotSEO | www.SlingshotSEO.com
  13. 13. Upcoming Webinars» September 18: Landing/Category Page» October 23: Product Page» November 13: Shopping Cart» December 11: Post-Purchase PageSlingshotSEO.com/resources/webcasts @SlingshotSEO | www.SlingshotSEO.com
  14. 14. OUR TOOLBOX OF SERVICES:Guiding Smarter Retail Personalized and Predictive Product Recommendations iGoDigital observes behavior, asks questions, leverages social profiles Guided Selling Tools and analyzes “wisdom of the crowds” to help retailers and consumer Guided Search brands deliver the right product to the right customer at the right time. Segment Builder Visit iGoDigital.com or email TellMeMore@iGoDigital.com for more information
  15. 15. WE STAY ON TOP OF BESTPRACTICES, EMERGING TRENDS,PEER REPORTING, & CHANGESIN THE SCIENCE OF THE INDUSTRYSO WE CAN RESPOND TO THEREALITIES WE ENCOUNTER.Visit SlingshotSEO.com/Resources for more information @SlingshotSEO | www.SlingshotSEO.com

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