Amy EKM

Top Tips for Spring Cleaning on Your Ecommerce Website

Discover the best ways to spring clean your e-commerce website with tips from our experts to help your site succeed.

With a new year and a new decade ahead, now is a better time than ever to spring clean your website. And we’re not just talking about lightly dusting and polishing. If you haven’t updated or optimized your e-commerce website for a while, you should definitely read these important tips from EKM’s e-commerce experts.

Mobile compatible | Amy, EKM Web Designer
Last year, Google announced that they would be working towards a “mobile first” approach in their work; This means that Google now crawls and indexes the mobile version of a page instead of the desktop version.

This means that Google will predominantly use the mobile version of the content for indexing and ranking. If your site is still unresponsive, Google will continue to monitor and evaluate pages based on best practices, which you can read here.

For example, if the desktop version of the same page has different content and structure than the mobile version, your SERP (Search Engine Result Page) rankings may be affected. And with more than half of all search results indexed via mobile first, it’s only a matter of time before Google migrates your search results to your mobile view if your mobile version isn’t up-to-date from the ground up.

Clean and optimize your images | Olivia, EKM Web Designer
The loading speed of your site also affects your rankings. One way to increase your site speed and, accordingly, further optimize your site is to review the images you use.

If your site contains a lot of heavy images, be sure to use formats like JPEG whenever possible. By making sure you use the correct format, you are already helping to reduce the size of the images that need to be uploaded to your site.

You should also consider the size of your images as it can also affect the loading speed of your site. The resolution of the image should be suitable for the placement of the image on the site. You should also remember to compress images larger than necessary as this will also help with load times.

You should also remember to add alt text to your image so that when Google crawls your site, it has a reference to what that image is showing.

Review your SEO | Rehan, EKM Digital Marketing Manager
Your SEO strategy as a whole should be reviewed because best practice for SEO is constantly changing. Your SEO is an important part of your business strategy, especially if you’re an e-commerce site.

If you’re an online-only business, you’ll have lots of competitors trying to rank organically if not similar products to you. This can get even harder if you’re up against e-commerce giants like Amazon.

However, there is one thing that not all e-retailers do to improve your SEO efforts is creating engaging and educational content. While this won’t immediately impact your sales, creating an SEO content strategy is a longer term game.

When trying to create content for the sole purpose of ranking for different search terms, you should consider the customer journey. From awareness to assessment and education to final decision. Each of these stages requires different types of content.

For example, at the top of the funnel content that makes someone aware of who you are and what you do should be on topics that help answer specific questions. For example, if you sell hops, research which long-tail keywords are searched for related to the types of hops you sell.

You can use tools like ahrefs.com to start your research. When typing ‘bounce’, the tool pulls back a list of related questions and phrases containing your keyword, which can help inform you about what content to write. Search terms like “what is hops” and “where to buy hops” can turn into educational content like “What is the Largest Distribution of Hops” or “Why buy hops in the UK”.

Then you can repeat the process for other parts of the customer journey and increase your websites ranking, increase brand awareness, visibility and ultimately more sales in the long run.

Improve your user experience | Michael, EKM Lead UI/UX Designer
The way your site looks and how a customer interacts with it will have a significant impact on your sales. Imagine a website that looks outdated, is very complex, and is difficult to navigate. Such sites are likely to provide a bad user experience and therefore low sales.

As mentioned earlier, at least your site needs to be fully optimized to help your SEO, but making improvements to your sites usability will help your user experience and therefore conversions.

You can start by looking at a user’s journey to buy something from you. Maybe ask friends and family to test this out and ask them if they’ve found anything particularly difficult, in a strange place, or hard to find. Ask them what they like about the site and any suggestions they might have for improving the site – even ask your current customers.

The purpose of this is to understand what will help your site visitors find what they are looking for as quickly and easily as possible. To start improving the usability of your site, you should have some good feedback, whether it’s improving the category, updating images and making your site look simpler and easier to digest.

Review your ad | Connor, EKM Senior PPC Account Manager
If you have already set up PPC (Pay Per Click) for your e-commerce site, you should frequently review your advertising campaigns, for example Google Ads or Facebook Ads. Today we’re going to look at doing a quick PPC audit on Google Ads.

First, you’ll want to make sure you’ve set up conversion tracking in your Google Ads account to track your goal, whether it’s a sale or a phone call. This will help you measure the success of your ads and monitor how you spend money without seeing the results of the spend visibly.

Whether you are running a Search or Shopping Campaign for your e-commerce business, you should remove any irrelevant terms linked to your keywords or product titles if you are running a shopping campaign. This means you will only spend money on relevant searches.

Finally, be sure to optimize your bids effectively to avoid over- or under-bidding on your keywords or products. The idea should be to get a profitable return on ad spend. If you don’t optimize bids effectively, you’ll either reduce profitability by overbidding, or you’ll reduce the visibility of your products by bidding low.

Note from Tapfiliate: If you’re looking for more information on how to optimize spend and meet your planned budget by the end of a fiscal period, feel free to read more about budget pacing in this article on Shape.io. .

You should try to provide concise and relevant titles, descriptive descriptions, easy site navigation, and multiple product images on what to do on your website to increase your PPC success. The more information you provide about your products, the more likely customers are to purchase your products when they land on your site. Otherwise, visitors will leave without all the information they need.

If you don’t have any ads yet or want to set them up but aren’t sure where to start, our expert ppc team can talk to you about some options to get the most out of your marketing budget. Find out more here.

Key Actions

  • Make sure you have a responsive theme
  • Optimize your images and make sure they are fit for purpose
  • Review or create a long-term content strategy to support your SEO
  • Audit your ad content, keywords and audience to help your conversion rate

If you don’t have an e-commerce site yet, try EKM for free for 14 days and start getting paid immediately. I will start today.

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