One common mistake is not knowing or understanding the importance of average visitor value. This term refers to how much clicks are worth on a website, and the maximum amount you can afford to pay per visit in order to break even.
It has become apparent that start up e-commerce owners have one item on their agenda: driving more traffic to their site. Experts will know that although this is important, a traffic worthy site is the key to success, where traffic can be monetized and valued. Essentially, if you do not know your average visitor value, an e-commerce owner will not know how much they can spend on traffic to profit.
Many other common misconceptions e-commerce owners make is the structure of their sites. Research has shown that e-commerce sites are vast, compromising of thousands of pages which can easily become disorganised and irrelevant. An SEO expert would structure these pages into categories and further subcategories, so browsers can identify what they are searching for quickly on the site.
A strong structure will also lead to a better navigation of a site from the search engine’s perspective. Having a poorly structured site could affect your ranking capability and therefore cause your online marketing to struggle.
From an optimisation point of view, it is not just the main pages which matter. According to the experts, all product pages should be correctly optimised so that the site has the best chances of ranking for keywords in search engines. Many e-commerce site’s were found to neglect the product pages meta data therefore decreasing the ranking potential of the page.
Additionally, the content of the pages is also of vital importance to your site. Product pages must contain more than a few lines, should not be repetitive and should be relevant to the page URL. Duplicating content is a costly mistake, as Google is looking for natural links with unique content and will simply disregard anything else. A large percentage of e-commerce site product pages were found to contain little content.
Avoiding these common mistakes will allow an e-commerce owner to experience a better ranking website, with quality links that attract the right kind of traffic.
These findings were reported by Up Search Digital, a leading Manchester based digital marketing agency.