SEO 101: The Ecommerce Sales Funnel

SEO 101: The Ecommerce Sales Funnel

For the uninitiated, search engine optimization (SEO) can seem like a foreign language. It’s not necessarily intuitive. Plus, the algorithmic rankings employed by Google and other search engines are constantly in flux. They do this on purpose to make sure the most relevant content makes it to the top of results. So, how can your ecommerce store compete in the world of SEO and online marketing? You need to understand a few basics. Here’s some key information about SEO and the ecommerce sales funnel.

Foster Brand Awareness

Building a brand is arguably the most important aspect of boosting your sales through SEO. Google is now featuring snippets on its search result pages. These can provide consumers with a preview of exactly what they’re looking for in a search query. This is great for brands that are able to exactly meet search terms. However, doing this requires you build a strong presence first.

Additionally, having a strong brand will create customer loyalty for your store. Retaining your customers is essential in the world of online sales. But before you can do so, you need to get them. Over 60 percent of marketers believe getting new customers is the top aim of advertising. There are a few ways ecommerce vendors can go about this.

Use Marketing Tools and KPIs

Data is critical to business success in today’s world. You need to learn a few key performance indicators (KPIs) if you want to stay ahead of the game. Here are a few to consider when running your online store:

  • Sales over a period of time
  • Conversion rate
  • Average margin on individual items and whole inventory
  • Cart abandonment rate
  • Site traffic
  • Bounce rate
  • Affiliate and influencer success rate
  • Customer acquisition cost

You should consider how to capture data on these KPIs before you decide on a cloud ecommerce platform. The best ones have built-in analytics to help you summarize these numbers.

Target a Niche

Narrowing down your pool of potential customers might not seem like a great idea. However, this can actually benefit SEO, which in turn will help you draw better-qualified customers. Think of it this way: How likely is it that a random group of people is going to want to purchase a highly specific item—say an obscure baking utensil? Sure, you’ll reach a few people who are legitimately interested. But your conversion rate will likely be quite low. On the other hand, people who are disproportionately interested in baking will probably at least want to investigate your inventory of odds and ends. Narrowing your target audience will help you reach the people who are actually interested in your products.

This can be accomplished through your SEO and advertising strategies such as employing long-tail keywords in your content. These are searchable phrases that are specific to your goods or services. You will be more likely to rise to the top of search results with more fine-tuned search terms. Also, people looking up long-tail search terms will be much more likely to engage with your content than the average person. Do some keyword research to determine the best options for your ecommerce store.

Don’t Be Afraid of Email

A lot of people tend to think email is outdated in the age of social media. This is a misconception when running an ecommerce store. A study by the Direct Marketing Association found email marketing produces ROI in the ballpark of 4300 percent. The low cost and high reward of email makes it an extremely valuable marketing asset. Always ask for email addresses when people visit your website—or check out.

It can be difficult to get a hold on SEO and marketing for people who have no experience in the field. Considering these SEO 101: Ecommerce Sales Funnel tips before you delve into building your own SEO strategy will improve your odds of success.

When Mobile App Marketers Go Fishing

When Mobile App Marketers Go Fishing

Two app marketers are sitting in a fishing dinghy, which coincidentally has an open office floor plan. They are both trying to catch the greater quantity of fish, which, believe it or not, are strikingly similar to people on their smartphones. The two marketers have radically different approaches to fishing. One of them uses a huge net, and casts it out over a large radius. The other only uses a spear—attempting to harpoon the best fish that pass under the boat.

While this doesn’t sound like something you typically do during your workday, it’s actually a highly valid analogy for individuals in mobile app marketing. There’s a dichotomy in the marketing world. One approach is to cast a wide net, so to speak. The other revolves around taking intentional aim at highly specified target. With millions of apps now available for download, it’s essential that marketers find ways to penetrate the psyches of consumers. Whoever can do this most effectively will bring home a fish worthy of the trophy wall.

New School versus Old School

In the past, mass marketing was forced to take a somewhat general approach. This can be equated to the fisherman with the large net. Media outlets such as TV and radio forced marketers to create someone generic messages. It’s impossible to afford enough air time to create highly targeted messages for specific groups of people. However, the digital age has shown this to be an extremely effective form of marketing.

App marketing is the perfect outlet for this “new school” of advertising. This is largely due to technological advancements and the nature of smartphones. In the past, collecting data was an extremely laborious process. It involved painstaking hours of collection and synthesis. And in the end, it might not even yield any worthwhile results. Modernity has alleviated this struggle through analytics. Now, marketers can easily access real-time and recorded data collected directly from user engagement. While this information isn’t necessarily useful on its own, it’s what marketers can use to fashion their spear. The best app advertising is highly appealing to a well-defined niche.

Downloads Don’t Always Equal Income

The relevance of these two approaches can vary based on the type of app, and how it makes money. One of the most common ways marketers quantify success is through cost per download. This is apparently a simple way to measure the effectiveness of a campaign. This is certainly a method of analytics used by the wide net fisherman. There’s just one problem with putting too much stock in this metric: It doesn’t really tell you anything about revenue.

A lot of people barely engage with apps after they install them. In fact, 25 percent of people give up on an app after using it only one time. This makes the download itself essentially useless, unless the money is made directly from the install. Here’s where targeted app marketing comes into play. If you can create a holistic picture of your true customers—people who will not only download, but consistently use your app—you will be better able to monetize your product.

It makes much more sense for marketers to take stock of costs for purchases, shares, and, of course, subscriptions. These are the things that are ultimately going to drive revenue. High download statistics are a nice thing to brag about to your boss. But at the end of the day, an app marketing strategy needs to have a net positive impact on income. Targeted marketing is the stronger approach to achieve these results.


When mobile app marketers go fishing, they bring different tools and mindsets with them. Don’t be satisfied with the simpler wide-net approach. Narrowing your focus will yield stronger results in the long run.

Image Credit: FirmBee 

Top Ways to Utilize Mobile Marketing and Payment Options Today

top ways to utilize mobile marketing and payment options today

No matter what type of business you currently operate, or plan to open, in this day and age it’s important to keep up with the advances in technology that are changing the way companies interact with, and sell to, consumers.

New technologies haven’t just created whole new industries, products, and services, but also put more information and power in buyers’ hands than ever before. Today, consumers want to be able to pay for goods how, when, and where they choose to, as well as receive information that has been personally customized just for them.

The prevalence of smartphones, in particular, has really led to a variety of new marketing and sales techniques that are beneficial for both customers and businesses. Organizations can now make it easy for consumers to purchase at any location by using the best mobile credit card processing, as well as send customers specifically targeted information, rewards, tips and more.

If you want to get in on the mobile payments action, now is definitely the time. Read on for the lowdown on how you can best use smartphones and related apps in your business today.

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Mobile eCommerce Tips for 2013

mobile ecommerce tips

With the emergence of mobile tablets and smart phones, eCommerce websites need to rethink their overall business strategy to ensure their website is optimized for these devices. Since mobile device usage will only continue to increase in the coming years, it is wise for every eCommerce website to start to think about their mobile eCommerce strategy. By actively seeking ways to improve your eCommerce website in order to generate more sales, your online business will be much more successful.

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