IvyCat, Inc. https://ivycat.com Web Hosting, Design & Development Wed, 29 Mar 2017 20:11:26 +0000 en-US hourly 1 22793343 About Pages – The Most Underused Tool on Your Website? https://ivycat.com/about-pages-most-underused-tool/ https://ivycat.com/about-pages-most-underused-tool/#respond Thu, 16 Mar 2017 18:33:46 +0000 https://ivycat.com/?p=6359 About Pages. Every e-commerce company website has them, and very few companies use them well. Often, companies seem to view … Continued

About Pages – The Most Underused Tool on Your Website? was originally published by Jessie Kwak on IvyCat, Inc.

]]>
About Pages. Every e-commerce company website has them, and very few companies use them well.

Often, companies seem to view their About Pages as an afterthought, a place to jot down a couple of facts, a note from the founder, and maybe a photo of the office kitty. But your About Page can be a powerful tool to build a deeper connection with your customers.

Here are 11 quick tips to make your About Page work for you.

1. Focus on the customer…

The biggest mistake companies make on their About Pages is talking too much about themselves. That sounds counterintuitive, right? After all, aren’t customers there to learn about you?

Not quite. Actually they’re there to learn about what you can do for them. Talk about your company, but try to tie every anecdote and factoid back into why it adds value to customers.

2. …But don’t forget to talk about your company

On the opposite end of the spectrum are About Pages that are so customer-focused they could represent almost any company. What makes your brand unique? What aspects of your company’s history help set you apart?

Wondering what a good balance looks like? Check out our page, which combines our value proposition, history, and a dash of humor.

3. Be authentic

Ditch the industry jargon on your About Page, and speak to your customer with an authentic voice. That doesn’t mean you need to be casual or snarky if that’s not your style — you can take a serious tone and still be friendly and approachable.

4. Dial down the superlatives

Following on the idea of authenticity, keep an eye out for words like outstanding, amazing, tremendous, and any other phrases that are over-the-top. Stick to the facts, and let other people do the editorializing about your company.

5. Provide social proof

Speaking of other people, if you shouldn’t blow your own horn on your About Page, you should definitely let others do it for you. Bust out your awards, testimonials, and great reviews like men’s skincare company Bulldog does on their page.

about pages

6. Provide a glimpse behind the curtains

Use your About Page to give customers a little VIP tour. This could be a short video introducing the team in the office, some photos of the factory, or just a deeper look at why you do the work you do.

7. Tell us a story

What brought your brand to where it is today? The story could be tied up in your founder’s journey, like Grand Rapids restaurant Marie Catrib’s, or in your company’s commitment to quality and employees, like outdoors brand Pacific Trail. Here are some great tips on creating a story for your About page.

8. Spruce up your timeline

The company history timeline is a time-honored About Page tradition. The problem is that most are pretty boring — and there’s no reason a customer should care unless they are doing a report for their high school local history class.

Check out how SEO company Moz spiffs up their timeline with graphics and a bit of humor. But most importantly, notice how the timeline tells a story of growth, innovation, and a focus on customers.

about pages

9. Talk about your mission

What drives your company to do what it does? Is it a commitment to environmentally-friendly practices? The desire to excite girls about STEM jobs, like GoldieBlox? Use your About Page to clue your customers in.

10. But cut the fluff

One way you can be sure that a company doesn’t know what its mission is is when you have to wade through About Page copy so fluffy is practically meaningless. Dig into specifics so that your mission doesn’t come across as bland and lifeless.

One ultra-fluffy word to avoid? “Passionate.” I’ll let comedian David Mitchell explain.

11. Use photos. Real photos.

Words are great, but don’t turn your About Page into one massive block of text. (Don’t do that to any page, for that matter.) Use a good WordPress theme that breaks things up visually, and don’t be afraid to intersperse graphics and photographs. Check out this great example from construction supply company Fastenal.

One last note: Take it easy on the stock photography. If you want to show your team hard at work, take a snapshot in the office rather than pasting up a generic image of a young business professionals smiling while gathered around a computer screen.

About Pages – The Most Underused Tool on Your Website? was originally published by Jessie Kwak on IvyCat, Inc.

]]>
https://ivycat.com/about-pages-most-underused-tool/feed/ 0 About Pages - The Most Underused Tool on Your Website? Often, companies seem to view their About Pages as an afterthought, a place to jot down a couple of facts, a note from the founder... about page,copywriting,e-commerce,e-commerce website,wordpress,about pages Screenshot 2017-03-15 15.22.44 Screenshot 2017-03-15 14.11.41 6359
Future-Proof Your Business: 4 E-Commerce Trends You Need To Know https://ivycat.com/future-proof-your-business-4-e-commerce-trends-you-need-to-know/ https://ivycat.com/future-proof-your-business-4-e-commerce-trends-you-need-to-know/#respond Thu, 23 Feb 2017 18:11:30 +0000 https://ivycat.com/?p=6343 It seems like every time you turn around, there are new e-commerce trends everyone is talking about — a new platform you need to be on, a new marketing tool you need to learn, a confusing new Google algorithm, a shiny new WordPress plug-in. Read more...

Future-Proof Your Business: 4 E-Commerce Trends You Need To Know was originally published by Jessie Kwak on IvyCat, Inc.

]]>
It seems like every time you turn around, there are new e-commerce trends everyone is talking about — a new platform you need to be on, a new marketing tool you need to learn, a confusing new Google algorithm, a shiny new WordPress plug-in.

It’s enough to make your head spin.

The good news is that while it’s good to stay on top of trends in the market, long-term growth is a matter of implementing solid strategies, not jumping from tactic to tactic.

If you’ve been struggling to figure out where to spend your time and energy, just keep these evergreen e-commerce trends front and center.

1. Enhanced Customer Service

Chat bots, artificial intelligence, and other automated customer service options are creating quite the buzz. The’ve even sparked questions about whether humans will continue to have jobs in customer service in the next few years.

But before you run off and install every customer service gimmick you can get your hands on, keep in mind that the most effective customer service solutions are built around the customer’s needs. What customer service automation tools do well is allow customers to take care of smaller problems themselves, so that your customer service team can spend their time dealing with more complicated issues.

Businesses that thrive using automated customer service won’t be completely replacing their own customer service staff — instead, they’ll be using technology to automate the simple tasks, and training their customer service team to deal with the tougher questions in a way only a human can. (For now.)

Take steps now to integrate automated customer service options with live chat WordPress plugins like Zendesk Chat and WP Live Chat Support. But don’t forget that your most important customer service asset is your humans.

2. Mobile! Yeah!

E-Commerce Trends

When will mobile stop being a trend? Once we all have virtual reality devices embedded in our brains.

Seriously, though, the market share of mobile is increasing every year — but many e-commerce sites still aren’t optimized for mobile. In the past few years many customers just griped and using the site anyway. But be warned: consumer patience with using non-mobile sites on their smartphones and tablets is dwindling fast.

Even if you have a mobile website, you need to make sure it’s optimized. Use a plug-in like EWWW Image Optimizer to reduce load times, and WP Mobile Edition to serve up your mobile site based on the visitor’s device.

Related reading: Optimizing WordPress to Increase Your Website Speed (Infographic)

3. Personalization

Online shoppers increasingly want a more personalized shopping experience. Most of us are becoming comfortable with the idea that stores are using our data to tailor their content and suggestions to us. In fact, 40% of online shoppers actually prefer that kind of experience.

After all, the big brands like Amazon and Netflix are already serving up suggestions based on our browsing history and demographics. What may have once felt creepy now feels like VIP service, where a personal shopper is helping us cull through the myriad options online to find the gems.

We’ve written before about ways to personalized the shopping experience. Make 2017 the year you get on board.

4. Social Selling

E-Commerce Trends

Are you one of the 419 million people who have some form of ad blocker installed on your computer? Then you understand the challenge e-commerce retailers are facing when it comes to reaching online customers the traditional way — through intrusive pop-ups and flashy sidebar ads.

Rather than rail about people skirting the “system,” savvy etailers are changing their tactic to meet their customers where they’re actually hanging out. At this point, nearly every social media platform has some sort of advertising engine built into it — powered by incredibly granular data about demographics and preferences.

This allows e-commerce companies to go to where their customers are and serve up ads to them based around things they actually want to buy. After all, if I’m continuously interrupted by a noisy video ad while trying to do research for a client, I’m just to be irritated. If I spot an interesting video about laptop use and posture when I’m bumming around on Facebook in play mode, I’m in a better mindset to click and then spend $80 on a schmancy laptop stand. (Guilty!)

Plus, since I’m already chatting with people, I’m also more likely to share an interesting product with friends.

Related reading: The Key to a Seamless Omnichannel Strategy? Focus on the Humans

The key to weathering e-commerce trends?

Keep an eye on the technology, but don’t lose sight of your customer. If you have a great product, build a great website, and offer a great experience you’ll be set up for success.

Let us know how we can help.

Future-Proof Your Business: 4 E-Commerce Trends You Need To Know was originally published by Jessie Kwak on IvyCat, Inc.

]]>
https://ivycat.com/future-proof-your-business-4-e-commerce-trends-you-need-to-know/feed/ 0 E-Commerce Trends E-Commerce Trends 6343
The Key to a Seamless Omnichannel Strategy? Focus on the Humans https://ivycat.com/the-key-to-seamless-omnichannel-strategy/ https://ivycat.com/the-key-to-seamless-omnichannel-strategy/#respond Mon, 13 Feb 2017 18:49:34 +0000 https://ivycat.com/?p=6314 Omnichannel strategy has been a growing buzzword over the past several years, and it’s not likely to go away anytime soon. Read more...

The Key to a Seamless Omnichannel Strategy? Focus on the Humans was originally published by Jessie Kwak on IvyCat, Inc.

]]>
Omnichannel strategy has been a growing buzzword over the past several years, and it’s not likely to go away anytime soon.

Traditionally brick-and-mortar retail stores have been moving into the e-commerce space for years, but the real sign that omnichannel is here to stay is that online-only giants like Amazon and Alibaba have both recently opened physical locations.

If you sell from both brick-and-mortar and online retail locations — or even sell online through multiple channels — it’s time to sit up and start paying attention.

Embracing an omnichannel strategy isn’t as easy as setting up multiple shops. If you aren’t working to integrate your customer experience across all of your locations — whether physical or digital — you risk turning off more customers than you would if you didn’t offer the option in the first place.

Consider this:

Poor omnichannel a trap many companies fall into. Why? Because too many are focusing on the technology, rather than the humans. That’s understandable — automation software, big data, click-and-collect, and other big technology buzzwords get the spotlight. And yes, companies who do omnichannel well are using these tools to the best of advantage.

But they’re not using them because they’re trendy — they’re using them to help create a more frictionless human experience for the customers.

Earning your customers’ trust is all about creating a smooth experience:

…Between all of your customer service channels.

We’ve all been passed from one customer service rep to the next, forced to explain the same problem over and over — you don’t need me to tell you how frustrating this experience can be! Self-service customer service portals and other technology can help, but you also need to make sure the handoff from technology to a customer service rep is smooth.

…Between all your retail channels.

Can a customer get all of your products in all of the places you sell them? Or, do they get stuck calling around? Using smart inventory management will save you — and your customers – lots of stress.

…Across all devices.

If someone visits your website on their desk top, will they be just as pleased with the experience as if they visit it on their smartphone? And vice versa?

…Across your entire web presence.

In the old days, your storefront used to stop at your front door. Now, with social media and third-party fulfillment sites like Amazon expanding your brand’s footprint, it’s more important than ever to make sure customers are getting the right experience everywhere they encounter your brand. This is key to a successful omnichannel strategy.

This is especially important on third-party vendor sites, where you may not have as much control over logistics. Choose your third-party vendors that care. If they don’t meet the same level of customer service standards you would provide on your own website, don’t dilute your brand by using them.

Optimizing for a human omnichannel strategy

ominchannel strategy

How do you achieve seamless experience?

By keeping your customers in mind as you design it.

Put yourself in your customer’s shoes:

  • How does the experience of shopping on your website, walking into your store, and interacting with your social media compare?
  • Are your values evident in every channel?
  • Is your branding consistent?
  • Are your features equally easy to use?
  • Is the experience personalized?
  • Where are the main points of friction?
  • If you were a customer on someone else’s website, at what point would you have thrown up your hands and quit? (Be honest here!)

Focus groups and customer surveys are an excellent way to identify friction points — nothing beats hearing it from the horse’s mouth. But you customers are probably already speaking volumes, if you just know how to listen.

Talk to your sales team, your customer service team, and comb through your social media and customer service emails. What questions keep coming up? Keep in mind that for every person who is asking you for help with your website’s shopping cart, there are another 20 — or more — who just abandon their cart and walk away.

Do whatever it takes to address these questions.

It could be a matter of giving them more information — like updating your FAQ page, or changing your website copy. Maybe a few tweaks to your automated email will do the trick, or maybe an explainer video is in order.

It could be a technical problem that can be solved with a little help from your friendly website developing team.

Wherever the friction is, take the time now to smooth it out — and you’ll be miles ahead of your competition. Let us know what your approach is to creating a successful omnichannel marketing strategy.

The Key to a Seamless Omnichannel Strategy? Focus on the Humans was originally published by Jessie Kwak on IvyCat, Inc.

]]>
https://ivycat.com/the-key-to-seamless-omnichannel-strategy/feed/ 0 ominchannel strategy 6314
How to Create a Customer Loyalty Program that Gets Results https://ivycat.com/customer-loyalty-program/ Thu, 17 Nov 2016 20:49:58 +0000 https://ivycat.com/?p=6263 It’s widely known that it takes less money to retain a customer than to procure a new one, which is why it’s so critical to find tangible ways to build a customer loyalty program. Read more...

How to Create a Customer Loyalty Program that Gets Results was originally published by Jessie Kwak on IvyCat, Inc.

]]>
It’s widely known that it takes less money to retain a customer than to procure a new one, which is why it’s so critical to find tangible ways to build a customer loyalty program.

Enter the venerable customer loyalty program. Chances are you’re a member of a dozen or so — from the espresso punch card at your local coffee shop to a paid membership program like Sam’s Club or Costco.

Some of these may add value to your life as a consumer, but just think about how many unused cards you have languishing in the back of your wallet or kitchen junk drawer.

The truth is that customer loyalty programs are a dime a dozen, and your customers are dealing with the same dilemma as you are.

How do you prove to customers that your program is worth joining?

Brand your customer loyalty program

Branding your loyalty program is an often-overlooked step. By branding your program — and even dubbing your followers with a catchy tribe name — you can help create a sense of identity to connect your customers with your company.

Think about Sephora’s three-tier program: Beauty Insider, VIB (Very Important Beauty Insider) and VIB Rouge. Or Cathay Pacific Airways’ frequent flier program, the Marco Polo Club. Both companies’ programs evoke a sense of community.

customer loyalty program

Celebrate birthdays — with a twist

Who doesn’t love a gift on their birthday? Giving customers a discount or freebie on their birthdays is a popular way of saying thank you. So popular, however, that some customers are inundated with promotional emails on the Big Day.

Try giving customers a twist on the usual birthday offer. For example, why not celebrate their half-birthday with a special gift? Or, send them an email coupon a week after the date wishing a happy belated birthday (and maybe taking advantage of the birthday money they may have received).

Read more: Does Your Site Make Every Customer Feel Special?

Reward referrals & social sharing

Word of mouth is a valuable way to gain new loyal customers — why not encourage referrals and social sharing by building rewards into your customer loyalty program?

You could set this up in a few ways: either reward customers with a small amount of points per share or referral, or offer a larger bonus every time a customer’s referral makes a purchase.

By doing the latter, you can set up the reward based on how much you’re willing to pay to acquire a customer.

Double the fun with bonus points days

Need a boost in the slow season, or looking to attract customers during highly competitive days like Cyber Monday or Black Friday? Give loyalty club members an extra incentive to shop by offering double points.

It’s an effective way to stand out against the competition and create a spike in sales.

Seek strategic partnerships

Partnering with another brand to offer complementary rewards can be a great way to both cross-promote your products to their audience — and to spice up your loyalty program.

Try connecting with other companies who share a mission, a geographic location, or compatible product.

Make social responsibility the reward

You don’t necessarily need to give the reward to the customer themselves: Consumers love a chance to give back.

Returning a small financial amount (say, 1-2% of the purchase) to your customer may not add up to much of an incentive. But that same amount from every customer can add up to a substantial donation to a worthy organization.

Match the charity with the values that your customers care about, then reward your loyalty club members by keeping them updated with stories about the good their money is doing out in the world.

customer loyalty program

Give customers a head start

Professors Joseph Nunes and Xavier Dreze came up with a fascinating finding about successful customer loyalty programs, which they entitled “The Endowed Progress Effect.” Basically, they set up two different loyalty punch cards.

The first was a standard “buy 8 car washes, get 1 free” offer. The second was styled as “buy 10 car washes, get 1 free,” but two slots were already stamped.

Both groups had to purchase the same amount to get a reward, but because the second group had a psychological head start in finishing the card, they had nearly double the amount of completion rate.

(Read about the study on HelpScout.)

Consider giving a customer a “signing bonus” when they join your loyalty program. (Think about airlines’ offers — if you sign up before we land, you get an extra bonus.)

Read more: 5 Ways to Create a Personalized Shopping Experience

How to Create a Customer Loyalty Program that Gets Results was originally published by Jessie Kwak on IvyCat, Inc.

]]>
screenshot-2016-10-26-16-34-03 screenshot-2016-10-31-10-39-35 6263
5 WordPress Plugins for E-commerce to Make the Holidays a Breeze https://ivycat.com/5-wordpress-plugins-for-e-commerce/ Tue, 25 Oct 2016 16:02:03 +0000 https://ivycat.com/?p=6239 E-commerce companies around the web are gearing up for a special, magical time of year: the holiday shopping season. It’s a season filled with joy…. But also with stress as you try to manage site your website, marketing, shipping, and all the other little details that pop up this time of year. Read more...

5 WordPress Plugins for E-commerce to Make the Holidays a Breeze was originally published by Jessie Kwak on IvyCat, Inc.

]]>
E-commerce companies around the web are gearing up for a special, magical time of year: the holiday shopping season. It’s a season filled with joy…. But also with stress as you try to manage site your website, marketing, shipping, and all the other little details that pop up this time of year.

A little prep work right now can help make your holiday season run more smoothly. We’ve gathered up five of our favorite WordPress plugins for e-commerce sites to help you optimize your site, advertise your products, convert sales, and connect with your customers.

You know you’ll already have too much on your plate once the holidays roll around — take some of the pressure off by installing these five WordPress plugins for e-commerce site optimization ahead of time.

Your future self will thank you.

Our 5 Favorite WordPress Plugins for E-commerce

W3 Total Cache

wordpress plugins for e-commerce

At IvyCat, we talk a lot about how important your site speed is to making sales. Consumers have begun to expect near-instant results, particularly during the busy holiday shopping season.

Caching improves user experience on your WordPress site by improving site speed and reducing download times. W3 Total Cache offers features like optimized progressive render (so pages can be interacted with more quickly), reduced page load times, and minification of post, pages, JavaScript, and more.

Autoptimize

wordpress plugins for e-commerce

Another great way to speed up your site is to use Autoptimize to aggregate and minimizing JS, CSS and HTML.

Autoptimize makes your page super speedy by concatenating all scripts and styles, minifying and compressing them, then organizing the code on the page to run at its most optimal. Advanced users can even take advantage of the plugin’s API to customize it.

Perfect Audience Retargeting

wordpress plugins for e-commerce

Shoppers have a lot on their minds this time of year, and it just because they see the perfect gift on your site doesn’t mean they’ll buy it immediately – or remember to write it down. Studies have shown that it takes multiple impressions of your brand or product before a consumer decides to buy, which is why retargeting ads can be so powerful.

When a visitor comes to your site, a plug-in like Perfect Audience places a cookie in their browser that serves up ads on Facebook and other places around the web. With this plug-in, setting up retargeting campaigns is simple. You can even track impressions, clicks, and results on your personalized dashboard.

WordPress Landing Pages

wordpress plugins for e-commerce

If you’re ramping up your advertising and email marketing, you need to have stellar landing pages when people click back to your site. WordPress Landing Pages lets you create eye-catching landing pages based on your current WordPress theme, or chosen from their library of templates.

Getting your landing page perfectly dialed in can take a bit of experimentation. WordPress Landing Pages tracks conversions and lets you clone pages to do A/B testing on your layout, CTAs, images, and more. It even has the ability to pre-populate forms with your visitor’s information, removing yet another step to conversion.

Editorial Calendar

wordpress plugins for e-commerce

The holidays provide tons of opportunities for unique content marketing — but it can be tough to keep track of all the sales, shipping cutoffs, and dates. Editorial Calendar is a great free app that helps you plan your editorial schedule. It helps you check for gaps in your content, and makes sure you don’t miss any important dates.

Schedule gift guides, sale reminders and other announcements ahead of time, then just drag and drop within the calendar to change post dates. Editorial Calendar has the ability to manage posts from multiple authors, as well.

Are you ready for the holidays? You can get a great head start by installing these five WordPress plugins for e-commerce site optimization. If you want recommendations specific to your site, get in touch with IvyCat today.

5 WordPress Plugins for E-commerce to Make the Holidays a Breeze was originally published by Jessie Kwak on IvyCat, Inc.

]]>
screenshot-2016-10-14-12-30-05 screenshot-2016-10-14-12-29-46 screenshot-2016-10-14-12-30-21 screenshot-2016-10-14-12-30-45 screenshot-2016-10-14-12-47-01 6239
Do These 9 Things NOW to Prep Your E-Commerce Site for the Holidays https://ivycat.com/do-these-9-things-now-to-prep-your-e-commerce-site-for-the-holidays/ https://ivycat.com/do-these-9-things-now-to-prep-your-e-commerce-site-for-the-holidays/#comments Thu, 06 Oct 2016 14:45:27 +0000 https://ivycat.com/?p=6218 The leaves are turning, and the biggest shopping season of the year is just around the corner. If you’re in the e-commerce business (and my bet is you are if you’re reading this!), forecasts are looking great for 2016. Holiday e-commerce sales are expected to grow for yet another year as more consumers trade fighting for parking at the mall for shopping in their pajamas. Read more...

Do These 9 Things NOW to Prep Your E-Commerce Site for the Holidays was originally published by Jessie Kwak on IvyCat, Inc.

]]>
The leaves are turning, and the biggest shopping season of the year is just around the corner. If you’re in the e-commerce business (and my bet is you are if you’re reading this!), forecasts are looking great for 2016. Holiday e-commerce sales are expected to grow for yet another year as more consumers trade fighting for parking at the mall for shopping in their pajamas.

Do yourself a favor and prep your e-commerce early, or you may miss out on valuable holiday sales. Here’s our list of can’t-skip areas to check.

1. Mobile Responsiveness

Your site’s already set up for mobile shopping….right? In 2016, BI Intelligence predicts mobile commerce will make up 20.6 percent of overall holiday e-commerce sales — and they project it will only continue to grow.

Making sure your WordPress e-commerce site is responsive is a great first step, but you also need to optimize your checkout for mobile. Conversion rates for mobile still lag behind desktop, which means retailers are missing out on valuable mobile sales as customers grow frustrated with tiny forms and poorly-designed user experiences.

2. Increased Site Traffic

Can your site handle a surge in visitors? Are you sure? Stress test your e-commerce site now to avoid learning the hard way when one of your awesome products goes viral, and you miss out on all those valuable sales.

holiday e-commerce sales

3. Site Speed

You have three seconds or less before nearly half of web users will simply abandon your site. Three seconds! If your site is slow to load, now’s the time to fix it. Start by running your site through a tool like Google PageSpeed Insights or Pingdom Website Speed Test to test the speed and pinpoint culprits.

Want to learn more? Start with our post: Why Your Slow Website is Losing You Sales – And How To Fix It [Infographic]

4. Optimize Conversions

Make it as simple as possible for your customers to get from “That’s perfect” to “Bought it!” by optimizing your checkout process. Can you streamline the process and un-complicate forms? Is the next step always ridiculously clear?

Here’s a test: Can a working mom who’s just realized she needs a last-minute gift for her son’s new girlfriend order your product while cooking dinner and arbitrating a fight between her toddlers? Then you nailed it.

Get started here: Top 5 Ways to Increase E-commerce Conversions

5. Increase Average Order Value

Don’t just rely on an increase in site traffic to increase your holiday e-commerce sales. Prep your site to cross-sell, upsell, bundle, and otherwise increase your average order value per customer.

6. Holiday Graphics

Whether you’re planning to roll out an entire holiday-themed feel or just want a few banners to advertise various sales, it pays to plan your holiday graphics ahead of time. Not only will this be less stress for you, you’ll also stay in the good graces of your graphic designer. Think about social media ads, backgrounds, email graphics, and more.

While you’re at it, you may want to take a look at your product photography. Is it as attractive as it could be? If not, now’s the time to spruce it up.

7. SEO & SEM

OK, to be fair, even if you started on a SEO campaign today, you’ll be behind the curve when it comes to the 2016 holiday season. But now is still a great time to start a SEO content strategy to attract human customers, and prime the robots to raise your page rank for 2017.

To get keyword ranking results right now, think about adding some search engine marketing (SEM) into the mix, and starting up a pay-per-click (PPC) campaign through Google AdWords.

holiday e-commerce sales

8. Abandoned Cart Emails

Abandoned shopping carts may seem like a pain, but they’re actually becoming part of the purchase cycle for many consumers. Customers may still be considering a purchase, or shopping around to compare price while your product sits so tantalizingly close to sale in their shopping cart.

Many of these consumers do still intend to buy your product — they just need a little nudge. That’s why it pays to get automatic abandoned shopping cart emails set up, using a plugin like WooCommerce Recover Abandoned Cart.

9. Double-Check Security

You know who else loves the e-commerce holiday shopping season? Cybercrooks! There are more data breaches during the next few months than any other time of the year. Don’t let these hackers ruin your holiday e-commerce sales.

Digital security is especially crucial for small and mid-sized businesses, who cybercrooks see as easy targets. Protect your site from both data breaches and attacks that can cause costly downtime by using SSL (secure sockets layer) authentication, and running security audits to patch holes. If you need a hand, get in touch to see how we can help.

Do These 9 Things NOW to Prep Your E-Commerce Site for the Holidays was originally published by Jessie Kwak on IvyCat, Inc.

]]>
https://ivycat.com/do-these-9-things-now-to-prep-your-e-commerce-site-for-the-holidays/feed/ 1 holiday e-commerce sales holiday e-commerce sales 6218
The Beginner’s Guide to E-Commerce Keyword Research https://ivycat.com/the-beginners-guide-to-e-commerce-keyword-research/ https://ivycat.com/the-beginners-guide-to-e-commerce-keyword-research/#comments Mon, 03 Oct 2016 17:02:44 +0000 https://ivycat.com/?p=6204 You probably already know that getting found in search rankings is a critical part of running a successful e-commerce company. Powerful, targeted keywords are the foundation of a successful SEO content strategy, but choosing the best ones can be a mystifying process. Read more...

The Beginner’s Guide to E-Commerce Keyword Research was originally published by Jessie Kwak on IvyCat, Inc.

]]>
You probably already know that getting found in search rankings is a critical part of running a successful e-commerce company. Powerful, targeted keywords are the foundation of a successful SEO content strategy, but choosing the best ones can be a mystifying process. We’ll help you understand and get started with your e-commerce keyword research.

6 Steps to Successful E-commerce Keyword Research

Step 1: Get organized

Set up a spreadsheet in Microsoft Excel or Google Docs in order to track your keyword research. You’ll need columns for:

  • Keyword
  • Volume
  • Competition
  • Keyword difficulty
  • Notes

This will keep track of the basic information you need to choose the best keywords. As you start taking your keyword research to a more advanced level, you can start to include things like global or local searches and keyword analysis information from tools like SEOmoz. Check out this post from Kissmetrics for a more advanced keyword organization strategy.

Step 2: Brainstorm keywords

You probably already have an idea of some good keywords for your e-commerce business. For example, if you run a cat supply store, you know you want to get found for the products you sell, like cat food and toys. You may also want to target a particular geographic market, or attract people searching for specific brands.

Products, locations, services, and brands are a great starting point for your keyword research. Go ahead and jot down everything you can think of in your spreadsheet.

When you’re coming up with keywords, it’s important to understand the difference between broad keywords and long-tail keywords.

  • Broad keywords are general things like catnip, scratching posts, and collars. These keywords tend to have a high search volume, with lots of competition. Because they’re so generic, visitors who find your site while searching for them may not to be very good leads.
  • Long-tail keywords are specific phrases, such as “organic fair trade catnip,” “Eiffel Tower scratching post,” and “personalized Wonder Woman kitty collar.” Fewer people are searching for these specific things, but the ones that are are your target customers.

When coming up with keywords, focus on discovering long-tail keywords, and getting creative with permutations of those.

Step 3: Discover new keywords

Now, let’s dig deeper to flesh out the list. Here are some tools you can use:

  • SEMrush: This tool gives you an idea of what keywords your competitors are using. Enter your competitor’s domain in the search bar to see the top organic and paid keywords they’re using to get traffic.
  • Search engine suggestions: Google’s search bar automatically tries to guess what you’re typing by filling in suggestions of the most popular searches. This is a great way to discover related search terms. You’ll also see related keyword searches at the bottom of the results page. (Try Yahoo, Bing, and other search sites to get other results.)
  • Google AdWords Keyword Tool: AdWords is a powerful tool for getting a sense of keyword popularity and competition. AdWords will also give you suggestions for keywords similar to the thing that you are searching for.
  • Thesaurus.com: Looking for another way to say it? Try plugging words into Thesaurus.com to find synonyms.

e-commerce keyword research

Want more tools? Check out our post on four free keyword tools, or this ultimate list from Evolving SEO.

Add all the relevant keywords you find into your spreadsheet. Don’t worry about how popular they might be at this point – we’ll deal with that further on.

Step 4: Research search volume

Now, it’s time to read through your list and see what kind of gold you’ve found. Copy and paste the entire list into Google Keyword Planner, then download the results as a spreadsheet. This will give you a ton of data about each keyword. What were looking for at this point, however, is just the volume and competition data. Once you have the spreadsheet, you can then paste the keywords along with volume and competition numbers back in your original spreadsheet.

e-commerce keyword research

Sort through the results by volume. This will order your keywords in terms of popularity, and help you know where to focus your efforts.

Step 5: Make sure your keywords are relevant

By now you should have a list of 50-100 keywords, ranked by order of search volume. But just because a keyword has a high search volume doesn’t mean it’s perfect for your business – it’s time to refine your list.

Some questions to ask yourself:

  • Is this keyword really relevant to my business?
  • Does it accurately describe my store, and the products I sell?
  • If someone searches for this term and lands on my site, will they find exactly what they’re looking for?

These are important questions. Ranking well for an unrelated keyword may get you a lot of search traffic, but unless searchers land on a high-quality page that gives them exactly what they’re looking for, they’ll bounce instantly. A high bounce rate can cause you to slip in the rankings, and, worse, it can turn potential customers off to your business.

Step 6: Search for your keywords

The last step is to plug your keywords into the popular search engines like Google and Bing. This will give you an idea of what your organic search competition is like, and let you see how hard it will be to rank for a certain keyword. If the top results are all major established brands, for example, it’ll be harder to shoulder your way onto the first page.

Googling your keywords will also tip you off if for some reason your innocuous-sounding keyword is actually wildly inappropriate, or associated with something completely separate from the audience you’re targeting. (It happens!)

Congratulations!

Once you’ve gone through these steps, you’ll have a short list of keyword gold. You’ll hopefully have identified about 5 really good focus keywords, with another 5-10 less potent ones to keep as backup.

SEO strategy is a long-term game. With each new piece of targeted content you introduce on your site, your rankings will continue to improve.

What are your favorite ways to generate powerful keywords for your e-commerce business? Let us know in the comments.

The Beginner’s Guide to E-Commerce Keyword Research was originally published by Jessie Kwak on IvyCat, Inc.

]]>
https://ivycat.com/the-beginners-guide-to-e-commerce-keyword-research/feed/ 1 screenshot-2016-09-08-13-50-00 screenshot-2016-09-09-10-50-19 6204
Hosted vs Self Hosted E-Commerce Sites: What You Need to Know https://ivycat.com/hosted-vs-self-hosted-e-commerce-sites-what-you-need-to-know/ Thu, 15 Sep 2016 16:16:02 +0000 https://ivycat.com/?p=6173 Whether you sell cat toys, information products, or custom-printed tote bags you’ll have to make a big decision before you launch your e-commerce website: Should you go with a hosted solution (like Shopify) or manage your own e-commerce platform with a software like WordPress?

Hosted vs Self Hosted E-Commerce Sites: What You Need to Know was originally published by Jessie Kwak on IvyCat, Inc.

]]>
Whether you sell cat toys, information products, or custom-printed tote bags you’ll have to make a big decision before you launch your e-commerce website:

Should you go with a hosted solution (like Shopify) or manage your own e-commerce platform with a software like WordPress?

While both options can offer powerful solutions for your specific needs, they both have different strengths and benefits.

What’s the best choice for your business?

Hosted vs Self Hosted E-Commerce Sites

What exactly is hosting?

Well, think about your e-commerce website like a house – hosting is the property that house sits on. It’s the server where all of the files that make up your e-commerce website live, and where they are accessed by anyone who visits your site. Everything that you see on the Internet is hosted somewhere.

The difference between hosted and self hosted has to do with who owns the software that runs your site.

With hosted e-commerce sites, the software and hosting are provided by the company. Generally, this gives you access to powerful tools to build your site, although you do not have access to the code your site is built on. Some examples of this are: Shopify, BigCommerce, PrestaShop, and Volusion.

With self hosted e-commerce sites, you pay a company to host software on their sites, but you then install and run the software. An example of this is installing and configuring WordPress as an e-commerce site on SiteGround (our partner), Magento, WooCommerce, or BlueHost. You have access to the code your site is built on, giving you greater control.

There are many pros and cons, but here’s the crux of the issue:

When choosing between hosted vs self hosted e-commerce sites, you’re basically choosing what level of control you want to have over your site, versus having someone else manage the details for you.

Should you choose hosted or self hosted?

Hosted vs Self Hosted E-Commerce Sites

Customizability

Customizability is the biggest differentiator between hosted and self hosted e-commerce sites.

Self hosted: If you’re a technically minded person or are willing to pay for someone to build and manage your site, you can have much finer control with a self hosted e-commerce site.

All aspects of the storefront and the back end can be customized, giving you total control over the customer experience. It’s often much easier to optimize your site, too, using A/B testing to get bigger and better conversions on all aspects of the site.

Hosted: On the other hand, choosing to go with a hosted e-commerce option allows you to get your site started without a huge learning curve. Often, you can get a powerful website right out of the box with only a small amount of initial setup.

This can be a great option if you lack the technical expertise to set up your on-site – but keep in mind that the ability of your site to provide a unique customer experience will be constrained to the limits of the platform.

Cost

When comparing costs between the two options, it’s important to understand that each has its own pros and cons.

Self hosted: With a self hosted site, the majority of your expenses will be upfront, incurred in the set up and build time. Learning to set up your site yourself will save money, but often isn’t the wisest use of your time as a business owner.

Maintenance costs can also be higher with a self hosted site, as you will be responsible to keep on top of software updates and security patches yourself. Once you have your store configured, however, there are fewer recurring monthly costs.

Hosted: Most hosted sites operate on a software-as-a-service (SaaS) model, where you pay a monthly fee to the provider. You’ll avoid the large initial costs involved in developing your site, and the majority of site maintenance will be outsourced to the host platform provider.

This can allow you to launch your site with a smaller amount of initial capital, but be sure to consider that those monthly costs do add up over time. Plus, you may find yourself locked in a contract with certain self hosted sites.

Technical support

As an e-commerce business, your site’s reliability is hard currency. You need to ensure you’ve earned your customers’ trust by providing a safe and secure place to do business – and that means getting top-notch technical support for your site.

Self-hosted: With a self hosted site, the hosting provider will usually provide technical support when it comes to server issues – but when it comes to issues with the software itself, you’ll need to be ready to DIY your own solution or turn to your web developer or other expert.

Hosted: With a hosted solution, assistance with the software will be included in your monthly fee. This can give you peace of mind when it comes to all the technical maintenance aspects of your site – everything from unexpected server outages to mystery bugs in the checkout system.

Making your decision

Hosted vs Self Hosted E-Commerce Sites

In the end, choosing a self hosted e-commerce site gives you more control and customization, but it doesn’t have to be a bigger headache.

That’s because open-source software like WordPress is a powerful basis for e-commerce, and the number of customizations and integrations available make it relatively intuitive to set up. Plus, a good self hosting company, like our partner SiteGround, will also offer reliability and technical support to give you peace of mind.

And, of course, if you don’t want to do the work of building your WordPress e-commerce at yourself, you can always turn to experts like the folks at IvyCat!

Hosted vs Self Hosted E-Commerce Sites: What You Need to Know was originally published by Jessie Kwak on IvyCat, Inc.

]]>
Hosted vs Self Hosted E-Commerce Sites Hosted vs Self Hosted E-Commerce Sites 6173
4 Smart Ways to Increase the Average Order Value in Your Store https://ivycat.com/4-smart-ways-to-increase-the-average-order-value/ Wed, 07 Sep 2016 14:42:47 +0000 https://ivycat.com/?p=6181 If you can increase the average order value in your e-commerce store, it can be a powerful way to raise revenues without a lot of investment. After all, you’ve already spent the money on marketing to attract these customers – getting them to spend even just a few dollars more every visit can drastically boost your bottom line. Read more...

4 Smart Ways to Increase the Average Order Value in Your Store was originally published by Jessie Kwak on IvyCat, Inc.

]]>
If you can increase the average order value in your e-commerce store, it can be a powerful way to raise revenues without a lot of investment. After all, you’ve already spent the money on marketing to attract these customers – getting them to spend even just a few dollars more every visit can drastically boost your bottom line.

Often, all it takes is a little strategic thinking and experimentation. Consider these four techniques – or any combination of them – in order to help drive additional sales. With WordPress, a variety of plug-ins make implementing these tactics a breeze.

Let’s get started!

How to Increase the Average Order Value

Upselling

Back when I waitressed in a brewpub, I had a rockstar coworker who was insanely good at upselling. It wasn’t because she was pushy or sneaky, it was because she was consistent at offering customers choices they may not have thought about. Do you want to add bacon or avocado to your burger? Would you prefer sweet potato fries? How about some grilled chicken or blackened tofu for the salad? Our nachos are amazing with pulled pork – wanna give it a try?

The result, of course, was increased ticket amounts – which led to a bigger tip for her. There was a reason she was able to buy a house on a waitress’s salary.

How does upselling work in e-commerce? Well, take a look at Vistaprint. As soon as you add business cards to your shopping cart, they offer a whole slew of upgrades, including paper choices and “brilliant finishes.”

increase the average order value

Beeketing is one app that lets you upsell – and cross sell – to customers as soon as they add items to their shopping carts.

Cross Selling

Cross selling works by introducing customers to other products that go with what they have just purchased – or are considering purchasing. A great example might be pointing out the earrings that match the necklace in a customer’s cart, or displaying a set of colored pencils alongside an adult coloring book.

Instead of just letting algorithms do the work of recommending products, however, consider that cross selling works best when it adds real value to a customer’s purchase. It’s not just a matter of trying to get them to buy something else on a whim, it’s about recommending products that go along with their existing interests, or would enhance their use of the product they’re already buying.

Take a look at Nest for example. If you’re already interested in home automation and considering their smart thermostat, you may also be interested in their home security products like the smart camera.

increase the average order value

There are a couple plugins that make cross-selling on your WordPress site a breeze. CM Product Recommendations lets you display recommended products throughout your site, based on content from your pages or posts. WooCommerce Product Slider lets you add a products carousel, filtered by different categories (newest, featured, related, and more).

P.S. If you want to use this technique to its fullest potential, check out this survey from Marketing Sherpa on the most effective types of personalized product recommendations.

Bundling

Bundling products together is essentially taking cross selling to a new level. It allows you to create custom packages of items that go together, enticing customers to pay more for added value.

Bundling is also a great way to help move slow-moving products by pairing them with bestsellers. Got a stash of custom printed pocket squares that no one seems to love? Slip them into a boxed set with two other more popular patterns and offer the whole thing at a discount.

Forty Acres Coffee Company, for example, offers a tempting bundle that includes two bags of their coffee along with an AeroPress coffee maker.

increase the average order value

Free Shipping or Discount Threshold

Another great way to increase the average order value is by offering an incentive to hit a certain price point. Normally this done through offers of free shipping or scale to discount – for example, get 10% off if you spend $50, or 15% off if you spend $75.

This works best if you set the threshold just higher than your current average order value. If your customers are routinely checking out with around $35 in their shopping carts, setting the free shipping threshold at $40 provides a good incentive for people to hunt through your site for another small price take items they might want. If you set it at $60, however, it may be too much of a gap to get many people to take advantage of it.

As with anything, play around with the numbers to find out what works best for you.

Unfortunately for my bank account, as I was searching for a good example for this post I realized that Fabric Mart Fabrics is using just such a tactic to hold the pyramid sale right this very minute.

(Be right back.)

increase the average order value

Several plugins have the ability to set a free shipping or discount threshold, such as WooCommerce and Shopp. To alert customers, you can use a service like Hello Bar. You simply set up an account, create your message, and use the Hello Bar plug-in to add the banner to your WordPress site.

What ways have you found to increase the average order value on your e-commerce site? Let us know in the comments.

4 Smart Ways to Increase the Average Order Value in Your Store was originally published by Jessie Kwak on IvyCat, Inc.

]]>
Screenshot 2016-08-25 08.37.46 Screenshot 2016-08-26 08.56.39 Screenshot 2016-08-26 09.29.17 Screenshot 2016-08-26 09.35.30 6181
Use This SEO Content Strategy to Boost Your Rankings https://ivycat.com/seo-content-strategy-to-boost-your-rankings/ https://ivycat.com/seo-content-strategy-to-boost-your-rankings/#comments Wed, 10 Aug 2016 16:00:45 +0000 https://ivycat.com/?p=6153 In the digital marketing world, there are many areas which can help to boost rankings, but one area that many don’t focus on but brings the best results is a SEO content strategy.

Use This SEO Content Strategy to Boost Your Rankings was originally published by Jenny Bones on IvyCat, Inc.

]]>

This is a guest post from Aaron Gray. Aaron is the co-founder of Studio 56 and is a passionate digital marketing expert who has worked with some of the largest digital marketing agencies in Australia. He is dedicated to helping others reach their online marketing goals.

In the digital marketing world, there are many areas which can help to boost rankings, but one area that many don’t focus on but brings the best results is an SEO content strategy.

To be successful online, your business needs to be ranked high in search engines for everyone to see. Without ranking on the first page of Google you’ll find it hard to maintain the amount of visitors and new customers that come through your website.

Creating a powerful SEO content strategy is important to hold, maintain, or boost your rankings in popular search engines such as Google, Bing and Yahoo. But how do you create a powerful SEO content strategy you ask? The following are the top tips on how you can make a SEO content strategy that will boost your rankings.

Top Ways To Boost Your Rankings Via A SEO Content Strategy

Publishing Quality, Compelling And Relevant Content

In order to boost your website rankings with popular search engines you need to focus part of your efforts on creating compelling, relevant, and quality content. Publishing well researched, informative and relevant content that your audience is looking for will help to drive more traffic to your website and blog.

The more traffic you receive the more Google and other search engines see your site as an authority figure, thus boosting your website up in ranking results. In order to publish quality, compelling, and relevant content it’s important to follow a few things. These include:

  • Researching your audience thoroughly to see what they’re looking for and what they don’t want.
  • Use relevant keywords that are directly related to your content and industry, but don’t keyword stuff.
  • Write content that answers exactly, and in detail what your audience wants to know. If they want to know ‘How to start up a website’ make sure all areas are covered right down to how to choose a hosting company and domain name. If the post is too big you can break it down into sections or a series of posts which can be released over a few weeks. This will also create anticipation for your audience while they look forward to the next post.
  • Use plagiarism tools to make sure your content isn’t duplicated. Duplicated content can really hurt your overall website rankings. Copyscape.com is a great program to check whether duplicate content is evident.

Along with writing compelling and quality articles, continually posting content that’s fresh and new on a weekly or monthly basis can also help to improve your overall website rankings.

seo content strategy

Use Appropriate Keywords

Keywords are defined as just that, key words which are used by your visitors to search for something they’re looking for. To help create a powerful content marketing strategy it needs to be SEO optimized with keywords. Without being optimized properly Google won’t be able to rank your website accordingly when certain keywords are searched.

In order to work out the best keywords to use, using tools such as Google Keyword Planner can give you a great start. Google Keyword Planner is capable of suggesting a list of keywords that are relevant to your website and that you want your pages to rank for. There are 3 basic keywords which can be used. These include:

Generic – These keywords are generic and can be used widely. They also make it harder for your pages to rank. Generic keywords can be anything like cameras, books, and clothing.

Broad Match – Broad match keywords are a little more specific than generic keywords. These are more popular amongst website owners because they have the ability to produce better results overall. Examples of broad match keywords include Cannon camera, history books, black clothing etc.

Long Tail Keywords – Long tail keywords can help to boost your website ranking greatly. Not only do they offer specific searching parameters, but they also provide you with a way to give your audience what they’re specifically looking for. Examples of long tail keywords include:

  • Cannon Camera x50 under $200
  • World War II History Books
  • Double layered black shirt and short clothing

The more specific the keyword, the better rankings you will receive from Google and other search engines.

seo content strategy

Good Content Formatting

Writing good content isn’t going to help if you haven’t formatted it properly when published. In order to gain the best reviews, views, and visitors to your pages you need to make sure every post is formatted correctly. This can be done by:

  • Making sure there’s sufficient white space and paragraphs between content. The key here is to have just as much white space as there is text.
  • Use images which are of high quality and that are relevant to your post. The visual appeal of your page is just as important as the text.
  • Make sure the content doesn’t touch the edge of the border when uploaded. There should be even spacing between the text and the border.
  • The content should be in a font that’s easy to read. The best fonts include Times Roman Numerals and Arial. Generally, a 12pt size is the best.
  • Use colors that contrast each other like black and white. Having a similar background color to the text color can make it hard to read.
  • To help break up large blocks of text use bullet points.

Formatting your text correctly and making sure there are no grammatical mistakes will help Google and your audience see you as an informative, professional, and authority website. This in turn will help to boost your overall website ranking for the better.

seo content strategy

Overall

Creating a powerful content marketing strategy is all about researching and writing SEO optimized content that is popular to read by your visitors. By taking the time with your content strategy you may just see positive results in a very short amount of time.

So have you made any changes to your content strategy? What did you improve? Did it help your website rankings? Leave a comment and let us know.

Use This SEO Content Strategy to Boost Your Rankings was originally published by Jenny Bones on IvyCat, Inc.

]]>
https://ivycat.com/seo-content-strategy-to-boost-your-rankings/feed/ 1 seo content strategy seo content strategy seo content strategy 6153