EKM Dominik

Expert Interview with Dominic Foran

Dominic is a Senior E-Commerce Specialist for Advanced and Professional Plans at EKM. He’s been with the company for over 5 years and with his team, he proactively helps businesses with everything e-commerce – ultimately how to drive traffic and increase conversions. This can be anything from analyzing content in tools like Google Analytics and Google Search Console to giving advice on design and functionality/user experience, organic content/SEO, marketing, social media engagement, and paid advertising.

How do startups choose the right platform for their store? What should they look for?
When looking for a platform for your ecommerce business, be sure to do your research and, if possible, try a platform for free before making your decision.

There are a few important things to consider during your free trial, and the first is to make sure the platform is user-friendly for you, which means it’s easy for you to use. You’ll also want to note if the platform has good support, including guides, phone, email, and live chat support to help you get started.

It’s also important to look at reviews on platforms like Trustpilot, as reviews left by customers will give you a better idea of ​​what the platform and its service are really like; not only for that, but also how they handle customers’ disputes.

You should also know before you sign up whether this platform has all the features you need to run your e-commerce business. Make a list of everything you think you might need, from assortments to payment gateways and other features and functionality (integration) and see if they’re a good fit.

Also, double check if they have additional charges for any of these features and take that into account if they do. Speaking of extra costs, for example, additional platform transaction fees, any design tweaks or changes, etc. You should check if there are any additional fees for your monthly rental, such as

What are the challenges faced by most new and growing e-commerce businesses?

Hands down, competition.

In the world of e-commerce, dog eating dog and everyone is clamoring to rank high on Google. That’s why you have to work hard to make sure your business and website are the best in their industry.

You can do this by improving your site’s design and functionality, writing content for organic SEO rankings, using paid ads to remarket to your existing website visitors, and marketing your product to new visitors (if you’re on a budget), protecting all your channels. Updated, including all social media platforms.

You need to be caring and patient – ​​you can’t just open a website and expect sales to arrive on the same day – it takes hard work to attract visitors and convert them into paying customers.

Which brings me to the next point where there are no unrealistic expectations. It’s fine to set yourself small goals, but keep them realistic.

Are there any solutions for these difficulties?
If you encounter any difficulties, you can contact your e-commerce platform provider for help and support. Their expertise in e-commerce means they’ve likely tackled similar challenges and can offer advice.

A red flag is when a provider charges you for helping with these challenges. Most good providers offer expert advice and only ask you for Google Ads, Facebook Ads etc. You are expected to pay an additional fee for it.

It’s important to choose the right platform for you and your business, so make sure you do your research and make sure you have a good support network.

Here at EKM we have our EKM Community Facebook group where our customers can ask questions to other business owners and EKM’s experts who monitor the group.

You are an expert at what you do, but your e-commerce provider should be an expert in all aspects of e-commerce and help you make your new e-commerce site a success. Make sure you leverage their expertise to help you succeed; they can advise you on how to drive more traffic to your site and increase conversions.

What are your best recommendations for ecommerce sites struggling to convert?
First, always try to keep your content updated regularly, this includes product descriptions, category descriptions and all your social media channels.

Most importantly, remember not to copy and paste descriptions, perhaps from your wholesaler, as this creates duplicate content and Google doesn’t like it and ultimately hurts your SERP (Search Engine Results Page) ranking. Instead, make sure your content is new, unique, and relevant.

Note that you cannot physically touch the product when purchasing online; so be as descriptive as possible so the client can imagine what it’s like without touching it. Describe a product textually as you would describe it to someone standing in front of you. Crystal-clear, professional-looking product images are essential and can be easily achieved with a few low-cost additions such as a smartphone and a lightbox.

It’s important for SEO to make sure your page titles and title tags (product names) are relevant, and that meta descriptions and alt tags are in place as well. Google is also now working on a ‘mobile first’ approach which means your site must be responsive.

You need to offer the right user experience in terms of design and functionality, with mobile devices first and foremost, like desktop. All your images need to be optimized (compressed) so that your pages don’t take long to load – you have less than 3 seconds to grab a visitor’s attention and keep them on your site.

Another way to rank your site for a variety of relevant keywords is to have your own blog. Creating blog content can actually help your business in several ways.

First, the type of content you create should be relevant to your business and educate your audience to help position you as experts in the field. If your content is written to rank for a particular keyword, this will also help your website be found by people looking for relevant search terms and drive more traffic to your site.

I mentioned keeping your social channels up to date, but increasing your social following and engagement helps not only your online presence but also your SERP ranking. For example, you can test different ways to build engagement by holding a contest and participating by liking, following, and retweeting or sharing. This not only engages your current audience, but also allows your brand to be extended to other people’s streams.

If you haven’t submitted your sitemap to Google Search Console and Bing Webmaster Tools, it will be really hard to find you online. Doing so will allow your website to be crawled and indexed in search engines – that’s how people find you.

If you haven’t already, I highly recommend using free tools like Google Analytics. Who visits your site and who they are, where they came from, on what device, where they left/returned etc. can help you see – you can spend every day analyzing statistics – that’s great!

My final suggestion is to build trust and trust, to have web pages like “About Us”, “Contact Us”, “Delivery/Returns”, “FAQ”. “About Us” may be one of the most visited pages. website – if you gain a visitor’s trust, you will encourage them to interact with the website.
Other trust signals include customer reviews of your business and products, so try to add some Trustpilot ratings to your website and ask customers to review their purchases to help other customers buy.

Are there any marketing strategies you see working specifically for e-commerce businesses?
Remarketing is probably one of the most powerful tools for an e-commerce business.

Most of your website traffic will not become customers on their first visit to your site. This is where remarketing comes into play.

Installing a Facebook Pixel on your site allows you to advertise on Facebook and Instagram with products that your site viewer has previously viewed. Getting a customer to buy from you takes much more than once, so the more your products are put in front of them, the more likely they are to buy.

What trends do you really see rising this year?
With the introduction of Instagram Shopping, social selling is becoming a more popular form of online shopping, making it much easier to buy products directly from your feed than to go to your website and find the product. I think this has already become an accepted selling trend and should be used by all online retailers.

AR, or Augmented Reality, is already embedded in the e-commerce world, with big brands like IKEA using it to help provide a better shopping experience with IKEA Place, and clothing brands like Gucci giving customers a virtual try-on experience with their shoes. e-commerce. However, we believe that AR will be used in conjunction with other technologies in the near future to provide customers with a seamless shopping experience both in-store and online.

Voice search technology is growing rapidly and its applications for the e-commerce industry are being studied. You can already add items to a shopping list via your smart home speakers, and this technology will evolve in the near future to allow you to shop using your voice.

Flexible payment options are also starting to emerge with services such as PayPal Credit, Klarna buy now pay later and Klarna Slice It (at 3), customers want more choices when purchasing products and this need will increase in the future. .

Finally, shoppable live streams are currently being tested and could prove to be a successful new path to market. Shoppers can purchase products spoken in the stream without having to leave and be directed to buy the product elsewhere. This can also open up valuable marketing opportunities, increase traffic, and engage with limited-time offers that are available “in-stream only”.

About EKM:

EKM was founded in 2002 by CEO Antony Chesworth and has since helped more than 80,000 businesses sell online and do what they love. EKM is the UK’s top rated e-commerce platform and our unique Evolution Mode means our clients’ websites are constantly optimized and updated so they never get old.

Contact us on 0333 004 0333 or chat with us at www.ekm.com to start your own e-commerce business.

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