If you’re running an eCommerce store, you most likely use Google Analytics to track your website’s sessions, visitor data, organic traffic, and a range of other important data points. If you’re unfamiliar with certain terminology, you might be wondering what ‘conversions’ mean in the context of an eCommerce site.
In this guide, we’re going to go over everything you need to know about your eCommerce store’s conversion rate: what it is, why it’s important, and how you can improve your own conversion rate with the help of expert SEO marketing. Let’s take a look!
In the context of an eCommerce store, your ‘conversion rate’ in Google analytics refers to the number of visitors who end up buying a product or service from your shop after clicking on an advertisement. According to Google, your conversion rate is calculated by:
For example, if you had 70 conversions from 1,000 interactions, this would mean a conversion rate of 7%. (70 ÷ 1,000 = 7%.)
Your conversion rate is important as it determines how successfully your website is at converting browsers into making a transaction. If you have a poor conversion rate, it usually means that you’re not optimising your website efficiently – it can also mean that your site is laden with functionality errors: slow loading times, poorly written marketing copy, and a poor UX are all reasons why your conversion rate might be low.
Having a poor conversion rate can also mean significant financial loss if you’re paying for PPC advertising with Google or other social media advertising platforms. If customers are going to be clicking through to your site (and in turn hiking up your advertising costs) it’s in your interest to ensure that you achieve the maximum number of conversions possible.
A good conversion rate is considered anywhere between 2.5% and 5%.
You can improve your eCommerce conversion rate with on-site optimisation, and the best way to do this is by hiring SEO experts to do it for you. Here are just a number of ways an SEO agency for eCommerce will help you increase your conversions and bring down your marketing costs:
As mentioned above, your user experience (UX) is incredibly important if you’re running an eCommerce store. Potential customers aren’t going to feel compelled to make a transaction if your site has excessively long loading times, missing information, and lots of 404 error pages. Customers want to feel confident about buying your products or using your services, so it’s important to instil confidence by offering a user-friendly experience. An SEO expert will be able to identify and fix any UX issues, resulting in a seamless browsing experience for your customers.
Customers are as receptive to poorly written content as they are to expert marketing; that’s why having high quality written content on your website is key to a high conversion rate. An SEO expert will be able to optimise landing pages, product listings, blog pages, FAQ pages and more with expert-written content, so customers can feel confident when shopping on your site.
PPC advertising costs have increased significantly in the last few years, as new companies aim to make quick gains using the Google Ads platform. However, a PPC advertising model isn’t the most sustainable if you’re looking for long-term success – especially if your site currently has a poor conversion rate.
To avoid wasting unnecessary money on PPC advertising, an SEO expert will also encourage you to look towards prioritising organic traffic and search engine optimisation. This means using targeted keywords to improve your Google ranking within your business niche: this can be achieved by offering high-value blog content, optimising your landing pages, and increasing your domain authority with link building.
When you have a high search engine ranking, you’ll be able to increase your online presence within your business niche, gain new customers, and increase impressions to your site – without the sky-high costs of PPC advertising.
If you’re using WordPress for business or eCommerce purposes, you’ll know that the platform comes with a wide range of themes and design options for customising your home page and other web pages. While some themes are free to use, others are only accessible via a premium or business wordpress subscription, or a direct purchase.
If you’re scaling your business – or simply want to change your look – changing your WordPress themes is one of the simplest ways to access more features, change your website’s aesthetic appearance, and re-organise your site’s design.
But does changing WordPress themes affect SEO? In this article, we’re going to take a look at whether or not you can change your website’s theme without disrupting your SEO performance or ruining your SEO campaign. Let’s take a look.
A WordPress theme is a ready-made website template that allows you to easily set up your new website with simple navigation features. Most free themes are fairly basic, while premium themes can be impressively comprehensive and sophisticated, and can even be used for large enterprises.
So, what factors can impact your SEO ranking when you switch to a different WordPress theme? Here are just a few things that can change:
One key factor in determining your website’s SEO performance is your site speed. If you end up changing to a new theme with greedier resources and increased functionality, it can end up making your site loading speed slower. This can result in two negative outcomes: one, regular visitors to your site no longer visit due to long loading waits, and Google ends up penalising your ranking due to both your site slowness and the decrease in traffic.
That being said, there are instances in which your site’s SEO ranking can end up being positively impacted by a change of theme: this can occur if your former theme was slow, out-of-date and not regularly updated.
Changing your WordPress theme can also negatively impact the user experience for site users, especially if they’re regular visitors. Certain images or features might find themselves poorly displayed within the structure of your new theme, while loyal readers or users might dislike the new theme or find it difficult to navigate.
Another SEO problem that can occur following the installation of a new WordPress theme is duplicate metadata: if your new theme comes with in-built SEO functionalities, it could end up creating duplicate metadata for all your published pages. This can create empty pages on your site, which isn’t good for SEO – especially when they’re associated with metadata from your already-existing pages.
Duplicates can wreak havoc with your SEO ranking, as it can end up confusing Google’s algorithm. If Google’s crawlers find two web pages with exactly the same metadata, it could end up displaying the empty page rather than your SEO-optimised content. Don’t forget that Google is also strict when it comes to duplicate content, so you want to avoid duplicate tags and metadata as much as possible.
If you have a search bar integrated into your website, your new theme could end up impacting its functionality, making it more difficult for users to explore and navigate your website freely. While this doesn’t necessarily impact the technical SEO, it can still impact your ranking: if visitors decide to click off immediately because they can’t find what they’re looking for, it’s going to give you a high bounce rate and possibly a negative SEO ranking.
When installing a new theme, you need to think really carefully about the UX and make sure the theme isn’t going to deactivate important functions on your website.
Headings are key when it comes to SEO. Usually, the header function is built into the WordPress dashboard interface, making it easy to SEO-optimise your written content. Some custom themes may come with their own interface designs or modifications, and these can end up impacting your headers.
If your headers disappear or get integrated into the body of your text, this can impact your SEO both on a technical level and when it comes to the overall UX. While it can be easily fixed, it can be a logistical nightmare having to go through each post individually to make corrections.
In general, a WordPress theme is no better or worse for SEO than any other theme – so long as it’s regularly updated and not entirely out-of-date.
Ideally, if you want to build a site with SEO potential, you should try to purchase one with in-built SEO features. This reduces the need for you to install plugin after plugin in order to optimise your website content; plugins can slow down your site, impacting both your SEO performance and your user experience.
Despite the fact that changing your theme can impact your SEO ranking, that doesn’t mean changing your theme isn’t sometimes entirely necessary. In fact, some people even change their themes to support a better SEO performance! Here is a non-exhaustive list of just a few reasons why you might end up trying to switch WordPress themes:
If you’re looking to scale your business and want to switch to a more supported and fully-functional design, changing your theme might be unavoidable.
If you’re using an old theme that hasn’t been regularly updated, it can pose a security risk when it comes to malicious software and badly-intentioned hackers. If you think your site’s theme poses a security risk to you or its users, it’s a good idea to change it.
As previously mentioned, you may even want to change your theme to help your SEO ranking, rather than harm it. If your theme is old, outdated, and never updated, it’s a good idea to change to something that offers enhanced functionality, including SEO features.
So, how can you change your WordPress theme without having a negative impact on your SEO and UX? Here are just a couple of tips we’d recommend:
If you’ve spent months, years, or even decades building your website, you don’t want to throw away all your SEO results just because you wanted to change your theme. To avoid this, it’s a good idea to hire a WordPress SEO expert, who will be able to guide you through the process and ensure that you don’t inadvertently modify any content.
One of the easiest ways to minimise impacting your rendering speed is to opt for a function theme with lots of features built into the design. Not only can this make it easier for you to use via the dashboard, but it can also end up speeding up your loading times without impacting your SEO. Just make sure to go through your site and test everything carefully before making any changes.
While it can be tempting to change the look of your website from time to time, it’s really not a good idea to do so regularly. Unless you’re dealing with consistent UX problems, SEO problems, or security concerns, you should try your best to avoid changing your theme when it isn’t strictly necessary.
If you’re running a chiropractic clinic, you might wonder why SEO services could be beneficial for your business. The truth is, all service-based businesses can benefit from incorporating a strong SEO campaign into their marketing strategy, and in this quick guide, we’re going to explain why.
Search engine optimisation, known as SEO, refers to the process of increasing your organic ranking on Google, without relying on paid advertising. There are a number of ways you can increase your SEO performance, most of which will rely on the help of trained, professional SEO experts:
Onsite content. In order for both Google and visitors to understand your website and services, it’s important for you to optimise on-site content (such as blogs, landing pages, and more) with relevant keywords and written content. The more organic traffic you receive from Google, the higher your ranking is going to be.
Domain authority. If you want Google to consider your business trustworthy and reliable, you need to have a lot of backlinks that refer to your website. Without the help of professional SEO services, this can be complicated to achieve.
Positive UX. Your user experience is directly linked to both your SEO performance and your bounce rate. If you offer a poor UX experience (such as slow loading times and lots of error pages) your website’s ranking is going to suffer, and customers are going to quickly click off (aka ‘bounce’) from your site and head to a competitor.
An SEO service is a team of SEO experts who will be able to optimise your website in the following ways:
Creating high-quality on-site content This increases organic traffic and better helps Google’s ‘crawling’ system understand where to rank your website.
Improving UX issues (loading times, redirecting error 404 pages)
Building a quality link-building campaign Finding trusted, high-domain-authority websites to refer back to your site.
Steadily increasing your visibility on Google and other search engines.
Improving your SERP.
Increasing your enquiries, conversions, and sales Within 90 days, you should be able to see a tangible increase in engagement, traffic, and visibility on Google.
So, why hire an SEO team to help you improve your ranking? Here are just a few reasons why SEO for chiropractors can help your business grow, help you build traffic, and help you establish yourself as an authority within your industry:
So, why hire an SEO team to help you improve your ranking? Here are just a few reasons why SEO for chiropractors can help your business grow, help you build traffic, and help you establish yourself as an authority within your industry:
In the pre-internet past, customers looking for chiropractor services would typically use the Yellow Pages, or even take recommendations from friends to help them find the right clinic. Nowadays, Google is the most frequently used search tool for customers looking for service-based businesses: if you’re not present on Google, it’s almost as if your business is non-existent for your widest pool of potential customers.
And don’t forget that around 70-75% of Google users never click onto the second page of search results – if you’re not at least visible on the first page of Google, you could be losing out on thousands of pounds worth of revenue per year.
Another great reason to use an SEO strategy is that it allows you to offer free, high-value content for your customers and visitors to your website.
Whether you want to create helpful blogs on new techniques for chiropractors, or even provide guides on becoming a chiropractor for those who aspire to join the industry, having a body of high-value content is a massive plus for any business. Your customers will feel as if they’re getting more from their investment, and your website will become a trustworthy source for those working in your industry.
While traditional advertising methods offer quick results for a sky-high sum, SEO services help you build your website for long-term visibility. Your SEO performance isn’t something that goes away as soon as you stop paying your agency: the results you create together can last for years at a time, making it one of the most cost-effective forms of digital marketing.
If you’re currently using PPC ads or another form of paid digital advertising, you’ll already know how expensive it can be. PPC advertising is probably the most difficult form of advertising when it comes to getting a good ROI (return on investment.) With an SEO strategy, you’re not just paying for quick results and a quick rush of traffic, you’re paying for long-term visibility and continued, increasing traffic for years to come. Overall, SEO offers a much better ROI than paid advertising, with the bonus of creating a more comprehensive, valuable, fast and effective website.
Even if you’re still set on using PPC advertising for your business, hiring SEO services can actually improve your conversion rate from any advertising platform. How? It’s simple – SEO experts will optimise every inch of your website, from on-site content to its overall speed and functionality. If users click on paid advertising and immediately click off due to slow loading times or poorly organised content, the campaign isn’t going to offer you a positive ROI, and you may even end up losing money.
On the other hand, if you combine an SEO strategy with your PPC campaign, customers are much more likely to remain on your newly-optimised, fast, and easy-to-navigate website. This means that you’re much more likely to recoup your advertising budget, and make those all-important conversions.
One of the best things about SEO is that you’re able to target customers who are looking for your exact services or business. Unlike certain forms of digital advertising – which can be unreliable and expensive – SEO optimises common search queries made by your potential customers. And if you’re able to successfully optimise your target search terms, Google will send users looking for chiropractor services directly to your website. Not only does this allow you to refine your marketing strategy by targeting only those searching for your specific service, it also allows you to reach new customer bases from all across the UK.
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