While Search engine optimisation and Conversion rate optimisation are certainly the two best, and well known techniques for increasing return on investment from your ecommerce site one often overlooked method of maximising revenue is increasing the average value of the orders customers place through your website. By increasing your average order value you can quickly increase your revenue streams without a reliance on the time investments required by traffic generation and improved conversions.
Here are a few ideas you can use on your website.
Conversion rate experts agree that free delivery is a great method of turning browsers of your ecommerce store into buyers but you don’t have to offer that as an option from the get go. One technique you can employ is to add a free delivery threshold and advertise that fact on your basket and checkout. By using this method you can encourage customers to add more items to their basket in order to “save” money on the delivery. Please don’t see this and other techniques as underhanded or tricking customers. This is simply a way of giving them extra value while encouraging additional purchases.
You might also think about offering free delivery on certain products. This is an especially good idea for seasonal or time limited products.
If you have the ability to cross sell items on your website you should use this opportunity to target higher-end products. Related items are often selected when you add your products for the first time and are rarely updated. While you should review and refresh these cross selling items as often as possible there is an opportunity here to use Google Analytics to your advantage. By looking at the various paths take through the website and which categories and products they view most often you can tie products which customers do look at in concert together. Say for example you sell clothing and accessories, through Google Analytics you notice that customers who purchase a certain dress then quite frequently look at shoes. Here is an opportunity to tie those items together as you know they are actually related. This helps customers by giving them genuine items they might want to purchase together without requiring them to browse about the site and not getting the sale.
Instead of selling single items you might try to offer product bundles instead. By creating a product that is actually a set of complimentary items you can offer your customers a bargain when they purchase these multiple items together. By bundling items that total £100 for £90 you can increase your average order value where a customer might previously have bought one of the items in the pack for say £30. You might want to label these items “Gift Packs” especially during a seasonal period.
The same idea can be used for multi-packs whereby you offer several of the same product for a reduced price. This might be an easier method to call upon when your ecommerce software does not actively support volume discounts.
Clearly some of these techniques are dependent upon what your ecommerce software can provide but if you need help with expanding upon those facilities or if you are even thinking of updating to a new package eSterling is here to help.
While we have been running the eSterling website and blog for some time we thought it would be handy for new readers and anyone looking at the services we offer to have a short overview of the company.
eSterling is a Birmingham web design agency made up of a team of 20 people covering all aspects of development, support and SEO. We operate as a full service web agency offering web design, web development and search engine optimisation.
We mainly build websites for companies based in the West Midlands. We pride ourselves on producing a bespoke solution that meets the needs of businesses rather than foist a website template solution on them. We won’t hand you a basic template website or an older design with a new logo placed on top. Our team carefully researches your brief, requirements and market you are in and from that creates a tailored web solution just for you. We have over 14 years of experience in the web development industry and guarantee a fresh, jargon free and professional approach to developing your website.
We have provided many hundreds of companies in the Midlands with various categories of web solutions from brochure websites to ecommerce websites. If you are looking to sell products online eSterling have many years of experiencing producing bespoke ecommerce sites. We can provide you with a secure platform with easy to use CMS software that puts you in control of selling goods through your website. Integration with payment services such as SagePay, Worldpay, PayPoint and Worldpay is no issue and we’ll even advise on ways we can help with building support for CRM or Sage accounts into your website.
For a free, no obligation meeting and quote contact eSterling on 0121 766 8087 today.
Penguin is the latest algorithm update from Google designed to eradicate spammy websites from appearing in the search results. Essentially another step forward from 2011’s Panda, Penguin’s main targets are out-of-date content and backlinks from bad neighbourhoods.
In the past, a website could get good rankings from using ‘black hat’ SEO techniques, such as spammy content, keyword stuffing and buying poor quality links from questionable sources. This resulted in a bad experience for Google users, who often found that sites using unreasonable SEO techniques were filling up the search engine results pages with nothing but spam.
Since these early days subsequent algorithm updates such asFloridaand Panda have attempted to root out these bad practices. The changes in Penguin aim to penalise any remaining offenders that are still lurking in web space.
In my previous blog post; ‘Why does Google update its algorithm?’ I discussed how Google updates are ‘for the greater good’ when it comes to improving the quality of search engine results. Penguin isn’t anything to fear as long as you are prepared to make any necessary changes.
No update is perfect and like its predecessor Panda, Penguin has had its fair share of criticism over the last few weeks. The teething problems have included complaints from legitimate companies that had been removed from search rankings. However, these issues have already been addressed by Google and the majority of eSterling clients have had no major problems with Penguin.
So what can you do to avoid your search engine results dropping as a result of Penguin?
- Update your content. Re-write old or keyword-stuffed content on as many pages as possible. You can read some guidelines for this here.
- Get a blog. This really is the easiest method to add fresh content to your site on a regular basis and is also a great way for your visitors to find out more about you.
- Source links from reputable websites. Build your own links by submitting to online directories, or signing up for quality online advertising. Link building services from eSterling have shown no adverse reaction from Penguin as we source only quality links.
- Remove anything that could be regarded as spammy – invisible text or keywords stuffing has been a huge no-no for a while now.
These points will come as no surprise to regular readers of the eSterling blog. A successful website is about providing fresh, relevant content to the user and adhering to Google’s guidelines on links. As long as you focus your attention on this, you will survive the Penguin update and many more to come. Who knows, you may even benefit from the next update…
‘It’s not fair!’ is a familiar phrase that many people utter when Google dares to update its algorithm. Their website had been ranking well and has now suddenly disappeared after the unleashing of the Google update. But is it really so unfair?
Chances are, if a website is penalised it’s for a good reason. The latest cutely named Google update is Penguin and it has been designed to root out bad SEO practices such as spammy content and poor quality links. In punishing one set of sites that have gotten seriously out-of-date or have flouted Google guidelines, Penguin rewards another set of sites that have been providing a good experience to the user and sticking to the rules.
The only reason Google updates their algorithm is to bring benefit to the billions of people that search every day. Remember the days when searches brought you irrelevant websites that used ‘black-hat’ SEO techniques such as invisible text and keyword stuffing? This has largely gone away as search has got better – and that’s thanks to Google continuously updating its algorithms to root out bad practice. So has Penguin achieved this? In the words of Google’s Matt Cutts; “It’s been a success from our standpoint”.
The Penguin update is just another step along the road to more accurate, relevant search results. There will be many more updates along the way, so how do you avoid getting penalised? The answer is simple. Ask yourself ‘Does my site provide fresh, relevant content to the user and stick to the rules?’ If you can answer positively, I’m sure you will survive a good few updates to come…
For more details on the Penguin algorithm update, see ‘How does Google Penguin affect my website?‘
Optimising the images on your website helps the tiny robots crawling your site to understand what an image is about, as obviously they are unable to ‘see’ it. Properly labelling your images can help to improve your rankings as the pictures can be indexed and added to Google Images, which can bring more traffic to your site.
One of our most successful SEO clients gets a lot of traffic through Google Images because they have successfully labelled each image on their site and these regularly appear in searches. Optimising images is especially effective for websites selling visual products or services, for example furniture stores (our client mentioned above), clothes stores or photography or art websites.
Using proper alternative text tags on your images will also make your site user friendly. If your image doesn’t appear for whatever reason (for example if a user is using an unsupported browser), the alternative text for the image will also show visitors to your site what the picture is about. In short, optimising your images is best practice for improving your rankings and making your site more user friendly.
It’s relatively easy to optimise your images for SEO purposes and therefore there’s no excuse not to do it! Here are some top tips for getting those photos in order…
- Save your images in the correct format. Most browsers support JPEG, GIF, PNG, and BMP image formats.
- Never save images as numbers e.g ‘Image_001.jpg’.
- On your product pages, save your pictures as the product name or description – e.g ‘Beaded-Green-Maxi-Dress.jpg’. Think about what a user would type into Google to find your product and use that phrase.
- If your website is service based, save your pictures as your keywords. For example, if you’ve got a picture of your equipment on your homepage, don’t save the file as ‘Our-CNC-milling-machine.jpg’ – call it ‘CNC-milling-Birmingham’.
- Use ‘alt’ tags (alternative text tags) where possible. If you have a CMS for your website, you may be able to do this yourself. Simply use the same keyword/description as the filename for your alternative text.
- If you’re unsure where to begin with re-naming your images, start with your homepage. Choose the first picture at the top of your site – which will normally be your logo and rename this as your top keyword as this is the first image the Google robots will find.
Many people forget about images when it comes to SEO (Search Engine Optimisation). Don’t be one of them – get the edge over your competition and start optimising your pictures! You could find that it really helps your rankings and brings more traffic to your site.
eSterling have a full-time vacancy for an SEO Administrator to support the provision of service to our large customer base. Based in Digbeth, the company is well-established within the Web Design and Development industry and looking for the right person to join our team.
We are looking for a friendly and motivated person who wants to carve out a career in this fast-paced industry. The right candidate will be ready and willing to learn, with a good aptitude for administration and customer service and will be punctual and smart in appearance.
We welcome applications from those with or without relevant experience, but do require a good standard of written and spoken English and a basic knowledge of HTML.
The role will include:
- Basic HTML work
- Onsite and offsite search engine optimisation
- Customer service and support
- General and technical administration
- Email support
Candidates will attend an initial interview and will be required to undertake a basic HTML test. Second interviews may be required.
Monday to Friday, 37.5 hours per week and flexible working hours.
Salary range: £12,000-£15,000.
To be considered for this role please email your CV to: firstname.lastname@example.org.
Sorry to sound bossy, but if the content hasn’t been updated on your website for a while, make sure you do it now!
The reason for my urgency is the latest update from Google. This mini amendment to the search engine’s algorithm is rooting out out-of date or spammy content. This means that if you haven’t updated the content on your website for a long time, you may see your keyword rankings drop, or even disappear altogether.
Before you panic at this news, it’s important to remember that Google (usually) makes updates that benefit the user – i.e your customers. No customer wants to read outdated content on your site, so why should Google rate your site if your copy is old?
The most successful websites add fresh content regularly, so you should therefore get into the habit of updating your content often. The easiest way to do this is to start a blog and write posts regularly. This doesn’t have to be a huge job – just a couple of paragraphs weekly would be a good place to start. You can talk about anything you like – industry opinions, company news, new orders, business trips etc – just make sure it’s relevant and well written.
As part of your content overhaul you should also re-write the text on your homepage and about page (plus any other pages that have text present). I have lost count of the number of websites I have seen that display the names of long-gone members of staff, old addresses; or information about an event that happened years ago! Make sure you amend these details as soon as they happen to keep your website fresh and relevant for your customers – and Google will be happy too.
Last month, I shared my thoughts about paying for search engine results with you. We established that the answer to the question ‘Is everyone paying for search engine rankings?’ was yes, yes and thrice YES.
So how on earth is Google currently using its great algorithmic capability to work out search engine results?
I am not going to list every factor for three reasons:
1) I want to concentrate on a big factor here, rather than fill 135 pages and bore you readers rigid!
2) I probably would run out of breath (and brain power!!) to list them all.
3) I don’t every single factor of the algorithm and it’s weighting – nobody does, not even the team at Google!
One thing is for sure, I don’t always agree with the way that the Google algorithm works when it comes to one particular element – links. Google’s official guidelines mention that links should not be bought, or sourced from spammy sites.
However, in practice the opposite often applies…
- The website with the greatest number of links is ranked highest – IMO this is WRONG
- The links do not have to be from a relevant site – IMO this is EVEN MORE WRONG!
This shows that links can be bought easily and utilized to help rankings, despite Google saying that they should not be bought. So does Google have any real way of finding out? – I DON’T THINK SO
I can’t stress the importance of using correct spelling and grammar on your website enough. Poor spelling creates a bad first impression that can leave a lasting effect when customers choose to shop with your competitors rather than you.
It may surprise you that poor spelling can also harm your SEO efforts. If you repeatedly spell one of your keywords incorrectly, it could have a negative impact on your search engine results because Google won’t be able to find that keyword in the text. If your text is littered with errors it could also lead Google to the conclusion that your site doesn’t have anything useful to say!
It really does pay to get little details right on your website as it creates a good first impression and pleases the search engines. Take some time today to read through your website text and make any corrections that are needed.
Follow these top tips for getting your content right every time:
- Write your content in Word and copy and paste this into your CMS – this will help you to spot spelling and grammar mistakes.
- Read what you have written out loud – it’s the best way to check how your content ‘reads’.
- If in doubt, print your content out. This way you can edit it with your red pen, or give it to a friend or colleague to read.
- Beware of American spelling. Americanisms can lead your customers to the conclusion that you are based in theUSA, which could put them off buying from your site. American spellings can also be confusing toUKsearch engines.