Choosing a Design Theme for your eCommerce Site

The web design theme you use for your eCommerce site can have a major impact on your business. Whether this is positive or negative depends on how much research you put into your decision.

Consider your users: The number one criteria when choosing a theme is your user base. Many businesses that are trying to appeal to a young and trendy audience will have the most success with modern minimal templates. This style is currently in vogue and does not provide an abundance of distractions from your call to action. Flat themes typically feature light backgrounds and darker text, making your content really pop off the page.

A full-width template is a great option to achieve a very contemporary look. For a more traditional design, a boxed width design is another great choice. These templates include a border around your content and tend to be perfect for websites marketing to other businesses.

No matter what theme option you choose, you will have some empty space on your page. While it might be tempting to fill that negative space, it’s important to avoid over-saturating the user. If you have a lot to say, consider a simple link to another page where you can go more in-depth.

Choose the right header: A strong header sends a strong message. As soon as a user lands on your page, the header should be the first thing that draws their eye. A bold, bright image is truly worth a thousand words. You can tell an entire story about your brand with the right combination of graphics and text at the top of your page. If that story appeals to your user base, it will leave them hungry for more information.

You also want to be sure that your header leaves enough space for users to want to continue their journey through your site. A header that takes up half of your page might make your website appear underdeveloped.

Instead of extending your header vertically, you might want to extend its width beyond the rest of your content, guiding users from the literal big picture to the important details about your business. The right balance between the “curb appeal” of your header and the substance to back it up will be what keeps users interacting with your website.

Check out your competition: If your business has competitors with a successful website, take some time to navigate them. It’s never a great idea to use the exact page template as a competitor, noting their successful layout features will help you improve your own site.

Does your lead competitor place their menu above or below the header? How do they lay out their links or organize their products? All of these factors can contribute to their success and might be a huge help when deciding what your customers want to see for your business.

You should also consider the inverse, what does their site lack? Are there clunky or unnecessary features on the competition’s website? Avoiding their mistakes is a great way to give your site a superior layout.

Menu designs: Your menus are your user’s travel guide to the rest of your website. You need menus to point users towards your products and more information on what you offer as a brand. Whether you feature a simple dropdown menu or what a custom designed mega menu, making your site easy to navigate is key to retaining users and increasing visit durations.

Factors like whether you want to include subcategories to your menu can affect the ease of use for your website. A challenging menu will lead to increased bounce rates, but having too many subcategories can be confusing to users. Be sure to test your own menus and make sure they serve as an efficient gateway for visitors to understand you and your product line.

Branding: What is more important to you, your brand or your products? The idea of your brand is important, and how you feature it on your site will send a message to users. You definitely want your pages to prominently feature your brand logo so visitors will see and remember it.

If your brand is the focal point of your business, you will want that logo front and center. This works well for businesses that are selling a “lifestyle” that goes with their products. For markets like footwear, sometimes having a popular brand of shoes is more important than having shoes in general to consumers. These businesses will want to display that brand first and the products second.

If you want your products to speak for your brand, placing your logo off to the side or in a corner might be a better choice. This placement will give visitors an idea of who you are, while still maintaining your site design’s focal point to display your products. For businesses that want customers to display their product’s utility, or do not have powerful brand recognition, this product fronted design will focus visitors’ interest on what you have to offer.

 

Keep your business up to date with Genius eCommerce. Our experts compile news and tips on every facet of eCommerce so you can always find new ways to improve your site and your business.

How You Can Use SEO for Lead Generation

Good SEO practices lead to more traffic and more traffic can turn into more leads. SEO is not a strategy for lead generation on its own, but as with eCommerce stores, SEO is the foundation of a lead generation plan.

Your inbound lead generation campaign can be fueled by SEO. As many as 59% of consumers search for a local business with Google. This makes SEO an asset for any business because generating quality leads creates opportunities to close.

There are many different SEO practices. Here are just a few that you can use to generate better leads through search engines.

Understand User Intent

Having an understanding of user intent is very important to your SEO efforts. There are five basic types of user intent: gain an understanding of a topic, product or service, execute an activity online, purchase a product, visit a website, and visit a local establishment. The actions at the beginning of the previous phrases are the user’s intent, the task they are looking to complete. Take these actions into consideration when preparing keywords and do your research, this way you can optimize pages and content for each type of visitor to your website.

Long-Tail Keywords

When you complete a search on Google, do you enter one or two words or do you type out an entire phrase? This is where long-tail keywords come into your lead generation SEO strategy. People seldom search for one or two terms anymore. In fact, as many as 70 percent of all searches use long-tail keywords. Using long-tail keywords can bring in more quality traffic and leads because the terms are more specific to your business. Using these terms can help you find people who are ready to make a purchase by searching for specific products or services rather than generating traffic on high-volume keywords that will have numerous results.

Mobile Optimization

The importance of being optimized for mobile devices has increased in recent years and search engines have changed algorithms to put more of an emphasis on mobile optimization. SEO has shifted from focusing on desktop search to mobile search. More and more people continue to use their mobile devices to conduct searches and complete purchases. Make sure your website is mobile friendly. Search engines will take notice of this and it will increase your chances of bringing in more meaningful traffic.

Meta Descriptions

Meta descriptions can have a significant impact on your click-through rate. This is your chance to get descriptive and really influence people to click to your website. The length of the meta description is one of the most important factors, but keeping things in the right context and using keywords and other language that prompts customers to take action can help your lead generation efforts improve on search engines.

Landing Pages

Your landing pages can be optimized as well. Many landing pages serve as a place that prompts an action. For businesses that rely on lead generation, a prompt to fill out a form, a questionnaire, or a place to leave your contact information can be a way to get some prospective leads. A landing page that is optimized for search engines is the best channel for generating leads because they can specifically cater to a customer’s search term.

Now that you know some of the areas you should focus on as you build your lead generation SEO, it’s time to start putting that into action.

With Genius eCommerce, we focus on SEO in the eCommerce space for businesses of all kinds. This is who we are and what we do.

For more tips, tricks, techniques, and advice on how to approach your eCommerce SEO efforts, continue reading the Genius eCommerce blog.

How To Make Your Landing Pages Stand Out

A landing page to a website is like walking through the door of a brick and mortar location. It is the first place you see when you enter an eCommerce website. Landing pages are different than the homepage in that they are a more targeted location to place customers in the right spot for the products they want.

Landing pages can have a 5 to 15 percent higher conversion rate and are great for lead generation. Many landing pages get overshadowed by the homepage or product pages when it comes to preparing these pages and designing them.

At Genius eCommerce, we focus on all aspects of eCommerce websites from design to development to content and more. This is who we are and what we do, keeping you informed and updated on tips, trends and more in eCommerce.

Today, we will look at some tips for landing pages and ways that you can make yours stand out.

Avoid the Homepage – Your homepage should never serve as a landing page. There can be too much wording and visitors can easily get lost in their search. Having a dedicated landing page will perform better at generating leads and creating conversions, which is the primary focus of the page.

Include Specific Elements – Each landing page you create should have several different elements, among them a headline and sub-headline, a description of the offer, an image or video that supports the content, and any supporting elements such as testimonials, logos or security badges. Perhaps the most important element is to include a form on the landing page that allows you to get information. At the very least, if a form is not possible, include a call to action button to get visitors to the next step.

Limit Navigation – Unlike your homepage and product pages, the goal of a landing page is to give the visitor what they are looking for immediately. With this in mind, keep the navigation options on these pages to a minimum or not even present at all. This way, there is no possibility that they can wander off the landing page to a different page that does not pertain to their interests.

Clear and Simple Objective – Landing pages are also designed to give a clear and concise definition of what the page is about. A landing page should not be too wordy or hold too much information. Limit the amount of copy and additional media on the page to the necessities and keep the content organized. The most important thing is that the call to action is clear to the visitor.

Match Content – Consider the conversion path when creating landing pages. If a visitor comes to a landing page through a PPC ad, consider the language of the PPC ad. By echoing the same message as the previous ad, the customer feels like they are where they need to be and more likely to process. Give different information from the ad and they are more likely to click the back button.

Create Multiple Landing Pages – Every time you have an offer or new campaign, create a new landing page. The more landing pages you create, the more opportunity you have to connect with customers, generate leads and convert.

Using these tips can help you create landing pages that can be successful with the right message and products.

At Genius eCommerce, our goal is to keep you informed so you can succeed in the eCommerce space. It’s who we are and what we do. Continue reading the Genius eCommerce blog for more.

Make Your PPC Landing Pages Great with These Tips

Many businesses start PPC campaigns looking for a quick way to get effective marketing for their business. But getting improved rankings and having a successful campaign is not as simple as putting more money into building results. For a PPC campaign to be successful, you need to have great landing pages.

At Genius eCommerce, we know the importance of links from your ads and your landing pages. Helping to improve eCommerce websites by providing tips on achieving more success in eCommerce is what we do.

Today, let me give you a few tips on things you can do to make your landing pages great and things you should avoid when creating these pages:

Do’s

  • Align Your Headline, Offer, and CTA – Every PPC landing page is going to have a headline, an offer, and a call to action prompting the customer to click and convert. In order to keep all of this in line and focused on one objective, your copy is everything. Put the focus on the customer instead of the business. People love to make that kind of connection with a business and feel as if the information was meant specifically for them. Emphasize the return the customer will get for taking action and what the outcome will be. Keep it simple, too. You don’t need to get too wordy or go over the top with the words you write to connect with a customer. Simple is always better in this case.

  • Give It a Good Design – Design goes hand in hand with copy, so you want to let the two blend together. Your design and images should go with the copy and support it. You need to include pictures that show exactly what it is you are selling or go with the offer you are featuring. Everything needs to be relevant or people are just going to click away and forget about you in an instant. The design and images of a landing page are where you can make an impact and connect with the customer.

  • Include a Video – Have you ever bought a product like an electronic device or a kitchen appliance and wanted to see what it could do before making your purchase? A lot of people want to see something before they buy it. In eCommerce, you obviously don’t get the tangible quality of being able to hold the product, but you can still see it in action in a video. There are many different types of videos you can create to showcase a product, such as a how-to on setup or usage or just a feature video on a product that is hard to describe.

  • Add Testimonials – When you make a purchase, how likely are you to read a review before you complete it? It seems like common practice to read the reviews on a product or service before making a conversion. The reason for this is because it establishes a trust. You wouldn’t hire a plumber or roofer if you didn’t trust them to make the right repairs to your home, so why would you purchase a product from someone you don’t trust? You don’t need to go overboard with the reviews, but placing one or two positive reviews on a landing page can be enough to sway a potential customer to complete a purchase.

Don’ts

  • Don’t Make the Landing Page Do Multiple Jobs – The goal of having someone click from a PPC ad to a landing page is to get them to convert. Too often, people try to get too much out of a landing page before reaching the conversion. The focus should solely be on getting them to achieve the conversion task, so don’t pile on with more objectives on one landing page like reading your latest blog post or information on how to contact you.

  • Limit Distractions – If you want to achieve the singular task, don’t give the customer the temptation to browse. If there are buttons to other links on the site or other sites to make matters worse, you’re inviting the customer to click away from your website without achieving a conversion. So, don’t even allow them to be tempted and keep distractions in navigation bars, footers, and side bars to an extreme minimum.

Looking for more tips on eCommerce websites, trends, news and more? Let Genius eCommerce be your source! We stay up to date on everything in the eCommerce space because it’s who we are and what we do, all to help you get the most out of your online marketing. Check out the Genius eCommerce blog for more.