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It’s no secret that more consumers are buying online than ever before, with global e-commerce sales expected to surpass $5 trillion in 2022. However, this increased spending has simultaneously led to increased competition. .
In this new reality for brands, the average conversion rate for e-commerce sites is less than 3%, and designing content that converts while driving more relevant traffic to your product listings is more important than ever.
Yes, you need a good web design with fast loading speed, mobile optimization and a strong call to action. However, whether you’re trying to attract your first customer or your thousandth, fixing these issues won’t generate revenue unless you use three critical and often overlooked levers that drive quality traffic to your product detail pages. products.
Related: What is a money page and how to optimize one?
1. An inherently excellent product
All brands should start with a quality product. Why? Because poor quality products (no matter how smartly packaged) won’t convert in the long run.
Consumers are smart and savvy with their hard-earned money. You need a high quality product that resonates with them to get them to open their wallet and reward your great design with their money. While it might seem obvious, brands often focus so much on e-commerce strategies that they forget to consider whether they even have a product that meets or exceeds customer expectations for quality.
Brand resonance is the relationship customers develop with a brand and its product and the intensity of their emotional connection with them. The more a product resonates, the stronger customer engagement and loyalty will be.
Here are some factors that help a product resonate:
Your product should solve a problem or improve the status of your target market. It cannot be a solution looking for a problem. Find out what your ideal customer wants or needs, and give it to them.
Communicate the purpose and mission of your brand. In one study, 82% of consumers said they make buying decisions based on a brand’s purpose and mission. As a result, consumers dig deep into your brand — they know what causes you support, who your founders are, and how diverse your brand is.
The appearance of a product should appeal to customers. I have a Tesla in my garage and my kids will often touch the car and its charger because they think it’s cool. Frankly, I like going with them because the product is so compelling. Your product should tap into that same emotion and appeal to consumers in the same way.
Consumers trust product recommendations and reviews from friends and family more than advertising and marketing. The more customers recommend your product to others because they find it of high quality, the more your brand will resonate with more consumers.
Bottom line: Having a quality product wins the day. If you have a poor product, nothing else you do will matter.
Related: How to Create a User Intent SEO Strategy
2. High product destiny
You can have a good product at a reasonable price, but so can your competitors. How your brand stands out and performs is mathematical, determined by what I call the “calculation of fate”.
Your product’s fate is how it’s most likely to perform based on how it stacks up against your competition on the digital shelf, which looks a lot like the shelves of a physical store. The Digital Shelf helps brands understand their true competition by seeing which products appear next to theirs in searches on marketplaces and other digital channels.
Search Engine Optimization (SEO) improves your brand destiny by increasing organic traffic to your retail pages with unpaid and relevant search engine results. The higher your product appears in search results, the more likely a buyer will visit your pages. Consumers typically only interact with the first 10 Google results and rarely go beyond the first page.
Calculating Fate begins with selecting keywords and phrases that you can realistically earn through paid and organic means. If you have two different keywords, winning one might bring in two million visitors a month, and another might bring in 400,000, but if the low-volume keyword has a higher fate score, that’s the one you should research first. This is often a more efficient use of resources and will bring you more visitors in the end. Once you have captured the top position in this low volume keyword, you may find that the keywords above it have become easier to win, and you can repeat the process with the keyword next online.
Related: 6 Easy Ways to Attract More Website Traffic
Once you’ve done all the work to drive quality traffic to your brand’s site, you need to convert those visitors into customers. It’s free money. However, I’ve found that conversion is the hardest part of the sales process. While some people have a knack for it, conversion is a science.
In my experience, A/B testing, or split testing, is the most effective method for determining content with the highest conversion rate. I’ve seen several studies trying to determine what will draw consumers’ attention to a product by looking at their eye patterns. They present two images and see how the target audience reacts to each. For example, one study used a baby to show what people looked at more in different ads – the product or the baby – and why. The changes may be subtle, but there’s a science behind why specific content rates are higher than others.
Start by creating two versions of content, modifying a single variable like a title, image, or call to action. Then show each version to a similar sized audience and see which one performs the best. Once you find the version with one variable that works better, you make that your new baseline and start testing against another variable. Over time and at scale, this process will help you discover how to design the content on your detail pages that converts best.
Gather the three levers
Think for a moment about your product portfolio. Is there anything in there that might need to be replaced with a higher quality product? Have you thought about the position of your products on the digital shelf and how you can use keywords to place your product in the right place? Do you deploy large-scale A/B tests to optimize the conversion of your product pages?
If not, it’s time to get to work. Each of these three levers is a powerful way to generate more income. And, while you can pull one at a time, the most successful brands will pull all three in concert. If your quality product ranks well on the digital shelf and its product page is optimized for conversion, you’ll likely find the top performing product in your portfolio.