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Posted 13 July 2009 |
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Use science to improve your customer's experience...
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Ok, so we’ve reviewed
the 'Insights' keyword research tool, but what about the “Agility” of
your website. What does that even mean? Well, you’ve got to be
quick and responsive, that’s for sure. Making changes straight
away so you’re constantly refreshing your online content
beneficial both for users and search engine position.
Adapting to consumers needs is essential if you’re running an
online shop. The internet allows us to react quickly to changing
customer behaviours by adapting your store to individual customers
based on their preferences. |
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Google’s Website Optimiser is free and allows you to increase your
existing website’s traffic without spending a penny. This eliminates
guesswork, gains direct feedback from the visitors and improves site
conversion rates.
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You can make daily changes to your products and
promotions based on what the customers are asking for, or at least
hoping to see. You can change your pricing in real-time, increase
your marketing spend, improve messaging and focus targeting. These
changes can be tested and measured so that you know up to the
minute what’s working.
In the UK the latest figures
show that 17p in every £1 is spent online. This is roughly
equivalent to half of all supermarket sales and larger than the
rest of all retail sales for clothing and footwear.
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Around 50% of shopping carts online are abandoned (i.e.
never reach “checkout”), so think how how many more sales you could be
making if that percentage dropped dramatically.
Finally, see how you're doing at the moment by trying a customer survey.
This information about
your own online shop or brand gives you the opportunity to turn that
feedback into positive changes.
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