Simple E-commerce Enhancements for Better Search Click-Through Rate and Conversions
Posted on July 11, 2019 by
Instant access, 24/7 accessibility, and quick turnaround – these are the three main requisites of the E-commerce world. Consumers are craving constant improvements in their shopping experience. If you don’t have it, it’s easy to jump to a competitor. They don’t even need to search for one, Google provides all the answers.
So in such a competitive world, how do you keep up? How does your business survive?
You might’ve created an awesome website, listed great products – you’re doing everything right, but you’re just not getting enough visitors. Fewer visitors means a lesser number of purchases.
But nevertheless, many E-commerce retailers do so well, so there must be something they’re doing right. The best way to find this out is data!
Data from past experiences will show you that there are plenty of ways to not just survive but thrive. You just need to know the tricks of the trade. Here, we focus on increasing organic click-through rate (CTR) as it plays a pivotal role in increasing conversions, and ultimately, increasing revenue.
What you need to know about click-through rate?
Click-through-rates are simply the number of times people click on your website’s link compared to the number of times it appeared in search results or in advertising impressions. Though you may appear in SERPs (Search Engine Page Results), you still need to entice the consumer into clicking on the link to visit your page.
Even if you’re ranking high on Google’s search results, it’s no good if you have a low CTR. But when you look at it the other way around, a greater CTR leads to a higher quality or relevance score. This helps increase your SEO ranking and save on cost-per-click rates.
So now that we know a little more about CTRs, let’s get to making it work to your advantage. We’ve got a few simple enhancements you could incorporate to increase your click-through rate.
1. Improve your titles
Seems like such a simple uninteresting ‘been there done that’ idea but titles have a huge impact on readers! Whether or not the user clicks on the link largely depends on what they see first. Unfortunately, now many of the titles are just rehashed SEO optimized titles with a keyword stuffed in. These boring titles won’t get you far.
How do you write a click-worthy title and still optimize it? It’s a tough job but it isn’t complicated. Using statistics, pulling on emotional strings, and striking home works way better than generic titles.
So find out what your user really wants, or what problems they truly are facing, and design your title around that.
“10 things you need to know about click-through rate”
wouldn’t work as well as
“How to increase your click-through rate by 20%”.
In the second title, you’ve recognized the fact that the user is looking for ways to increase CTR rather than just telling them 10 things about CTR. You’ve also added “20%” giving them an estimate of how much they can drive up their CTR. This also solidifies the fact that you are basing your article on data and facts.
2. Make your URLs descriptive
Always ensure your URLs are SEO friendly, but you also need to ensure their readability. Ugly URLs don’t do well when it comes to click-through rates. We recommend using a URL that’s easy to read by the user and search engines! Simply match your URL to the title and remove any unnecessary words and keep it short.
can be optimized to
Other than hyphens that are used to break up the words, all other punctuation can also be considered unnecessary characters and can be left out.
Keep your URLs relevant, clean, short and easy to read to ensure your users know what the page is about.
3. Meta descriptions
Meta descriptions are the snippets that appear under the title in SERPs. You need to give the reader everything important they need to know about what they just searched for. Highlight the best parts of your content or your product.
You need to fix meta descriptions that are too short, too long or if there are duplicates. There are tools that can help you keep track of the length of your title. If you have a WordPress site, you could use the Yoast SEO plugin to make your meta descriptions perfect. Apart from meta descriptions, Yoast SEO plugin also suggests other optimizations to gives your site or content a boost to rank higher on Google using an SEO best practices checklist.
But at the end of the day, remember to give the reader just enough of the answer they’re looking for. If you give it all away, they might get the answer to what they’re looking for in the meta description and never need to click on your link. A well-crafted meta description can improve your CTR.
4. Using rich snippets
Google’s rich snippets enable web marketers to display their reviews and ratings that will give the customer a good sense of what others think of their business. These snippets help draw the user’s eye to the result and give them a clear idea of what they can expect from the site. This makes a great difference to CTR.
Following CTR through by optimizing your conversion rate
Now that the customer clicked on the link, the job is definitely not over. It continues on into getting the customer to make a purchase. A high CTR doesn’t always correlate to a high conversion rate.
When a person lands on your eCommerce store, if relevant products aren’t displayed, if your page isn’t categorized well – basically they don’t see what they want – then you’d only see an increase in bounce rate and not in your conversion rate. Remember, if you presented a title and description in the search results that didn’t match the contents of the page, your potential customers are sure to leave without a second thought.
You might realize that when a customer comes to your site, they might be seeing the latest products you updated, rather than seeing what’s the best or most relevant products. For example, you know a particular dress sells really well, but when a customer looks for dresses, your bestseller isn’t showing up in the top results.
74% of online shoppers say product selection is important during the online search process.
In order to cater to this statistic, you can narrow your target audience by categorizing your pages. So instead of a page displaying a wide variety of products, every page can carry specific products that are closely related or would be liked by a particular kind of customer.
Apart from this, descriptions and titles for every page and product can greatly influence the customer’s choice. 88% of shoppers felt product details were extremely important to their purchase decision.
So once the customer is in, you need to ensure these things are in place:
- Display relevant products. If a user searched for a mahogany dining table, the products displayed should fall under that category. Displaying items that closely match the search would be acceptable. For instance, since mahogany is on the darker side and is more expensive, your search results can display other items that fall under a similar color, quality, and price range.
- Give them all the details of the product that would help them figure out the right one for them. Taking the same dining table search, it would be helpful to the customer to know the exact dimensions, color, weight, the primary material used, and how many people it can seat.
- Use great high-quality images from all angles. Since the visitor can’t walk around the store and see it in person, nor can they try it out, the alternative would be to give them a good view of the product. A great tactic used here is to measure it against an average human silhouette. This gives the visitor a good sense of how large the product is. You can also include a zoomed in photo to see the material up close. This can also inculcate the fact that you have confidence in your products!
- You could also give the user the option to do a site search for specific queries they might have. This helps potential customers to narrow down the products displayed to only the ones they want to see.
To get complete control of your visitor’s experience, right from clicks to conversions, you could use eCommerce solutions like Tagalys that help sort your products and curate category & collection pages. Tagalys helps improve conversion rates by enhancing user experience. Through meticulous curation in site search and category pages of online stores, it displays relevant products that capture the customer’s attention and are most likely to convert to a purchase.
So, there you have it. Simple ways in which you can increase your click-through rate and follow up with getting them to purchase your products. eCommerce may be a tough game to play in a market so wide, but if you have the right tools and tricks of the trade, you’re bound to be a cut above the rest!