So your shop is now live! Now what? We’ve put together this handy guide for ecommerce stores to help you on your way to a successful and profitable online business.
The most successful online shops are those that combine both online and offline marketing to draw people to their site. Bricks and mortar stores can rely on a bit of foot traffic, but the internet doesn’t offer that luxury. Over time you may generate traffic from search engines such as Google (read on for how to help this along) but to get started you will be relying on more direct methods, such as past customers, word of mouth, social networking and traditional advertising. Here are a bunch of ideas to kick-start your marketing and develop a long-term plan that works.
Landing pages are pages on your website used strategically to align to specific keywords you (the retailer) want to be visible for in Google. Your goal is to have traffic “landing” on specific pages throughout your website, completely bypassing the home page.
In ecommerce, the most effective landing pages are the main and sub category pages within your navigation structure. However, there is also a need to build landing pages to sit outside of your navigation set up.
The use of landing pages is a critical part of any Google AdWords campaign
Landing pages allow campaigns to be relevant, delivering relevant content specifically for keyword groups (or themes). Many retailers create an AdWords campaign for various keywords and send all the traffic to the home page. Do you have a high bounce rate on your home page? That will be why. (more…)