Optimising your eCommerce site is essential to ensure a positive shopping experience for your users and, consequently, to increase your conversion rate.
In fact, when we talk about optimising an eCommerce channel, we mean a series of activities that allow you to transform simple users who have landed on a sales channel, sometimes even randomly, into customers ready to complete a purchase.
We have already provided 10 useful tips to improve the customer experience, but with a few additional tricks, you can make your online sales channel more accessible while also improving its performance and indexing.
Let’s see how.
1. Work on the home page
The home page of your eCommerce shop is comparable to the shop window of a physical shop: it is how you present yourself to your customers or potential customers. For this reason, it is essential that it is as comprehensive as possible and that it does not lack links to internal product pages.
The links between the different pages that make up your site and between the different products on sale are in fact essential to ensure cross-selling (purchase of related products), up-selling (purchase of similar but qualitatively superior products) and add-on-selling (purchase of additional products) logics that can thus increase the value of your sales.
2.Use keywords and an SEO strategy
The choice of text appearing on your site and product pages is crucial to ensure better positioning of your sales channel on search engines and thus improve its indexation.
Keywords should be as consistent and precise as possible with respect to the products sold or services offered. URLs, titles, descriptions and images must all be tailored to the needs of the end user, who must not only be able to find the right products online, but also be convinced that they are the ones best suited to his needs and standards.
There are also several tools that allow you to analyse your website and its positioning, enabling you to understand how to take action to optimise your channel its online positioning.
3.Offer your customers freedom and flexibility
If the previous steps have been successfully completed, it will not be difficult for a user to find your eCommerce site. Now, however, the most difficult step is the one mentioned at the beginning of this article: turning a simple user into a customer. How?
In addition to the five useful tips for reducing the shopping cart abandonment rate that we have provided here, another element that is becoming increasingly important to consumers is logistics. Attention to the quality, reliability and sustainability of shipping are in fact no longer secondary aspects and this is demonstrated by data from the Netcomm Report “Sustainable Logistics and Packaging for eCommerce 2021” according to which today 34% of consumers would choose where to buy precisely on the basis of the delivery and collection options offered, while among the main reasons for abandoning a purchase in the final stages is the risk of not receiving delivery due to unavailability (58% of cases), followed by the risk of inconvenience in the event of returns or delivery slots being too vague (41% of cases).
Fortunately, there is a solution.
GEL Proximity: the solution at your fingertips
GEL Proximity allows you to optimise your eCommerce by integrating thousands of proximity logistics solutions throughout the country. Thanks to Pick-up Points and Lockers, your customers can enjoy all the flexibility and security they need, choosing how, where and when to pick up their orders or make their returns according to their needs. All with an eye on environmental sustainability as well.
Thanks to GEL Proximity you can therefore improve the customer experience, optimise your sales channel and increase your turnover.
Find out more about our services now! Contact us.
