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Ecommerce SEO Checklist for 2018

5. Usability tests and conversion optimization

The first task is to do a conversion on desktop, tablet, and mobile to make sure everything is working properly on your website. This allows major problems that need to be fixed to be identified quickly.

Review user interaction

One of the most basic reasons websites get stuck on page 2 or page 1 is their user metrics. Hence, this should be a key area that you will want to tweak over time.

Good user metrics include:

  • A bounce rate of less than 40%
  • Multiple pages per session
  • Long on-site time (depending on the industry)
  • Scroll depth (if necessary)

You can keep track of all of these metrics with Google Analytics.

However, as Google moves to mobile indexing first and uses other devices more frequently, it becomes more and more difficult to identify problem pages quickly.

This is where the custom report in Google Analytics comes in.

You want a report that includes device-specific landing page data, i.e. Devices -> Landing Pages in your account.

Then filter for the highest bounce rate for sessions over 20.

This allows you to quickly identify problem pages that have a high bounce rate on certain devices. Visit these pages on those specific devices to identify and fix the issue that is causing users to leave.

Checks to optimize key conversion

Generic tips for optimizing conversions should be avoided for the most part as they are not always industry or situation specific. However, there are a few important areas to ensure that conversions aren't lost right away:

Delivery information

This has to be in a tab or section of the product page as that is when people will decide to buy.

Make it clear when the estimated time of arrival (estimated live dates are best), what they are receiving, and what the packages are.

And do you have to sign for it? Can you guarantee an appointment? Any question without an answer is a lost conversion.

Additional product information

  • Does it have to be assembled?
  • What are the dimensions?
  • Does it come packaged or does it lose?
  • Is this the official product?
  • What brand is that?

Adding these to your product pages will increase your conversions.

Multiple payment options

Everyone is different and nobody wants to be forced out of their comfort zone. So by providing payment options for people to use, you can increase the chances of them checking out.

The best way to do this is to have one option for a credit card and one for Paypal as these are the most popular.

Fill in the address automatically and tick the same delivery address

Anything that speeds up the process of filling out forms should be done. An autofill address is the fastest way to do this.

Also, make sure users can tick to make the billing address the same. Nobody wants to enter the same information twice.

HTTPS - Secure website and payments

Your website must have an SSL certificate. No one is going to shop online without one, and as a bonus, this should improve your rankings on Google.

Confidence signals - reviews, logos, etc.

Real customer ratings on your product pages increase your conversions. Make it your duty to purchase these from previous customers.

If a product has 0 reviews, It is better to remove the "0 Stars" and "Rating" tabs and replace them with a selection of your reviews of similar products.

Confidence signals can also help. People associate certain things with security, trust and security. So if you can take advantage of this visual association, you can increase your conversions with very little effort.

If your business has even been loosely associated with a well-known brand, include that logo all over your website. If you have an independent review that is well known, add the logo + stars above your website.

If you have an antivirus that is protecting your website, add this logo to your website. Add the logos for all types of credit cards you use.

Everything to get the associations working in your favor.

Contact details - especially telephone

One of the most important signals of trust is the ability to get in touch. When there's a problem, it's important to have a large phone number in the header and footer of your website.

You should also provide an address, email address, and company number information.

Conversion tracking

Finding out where your sales are coming from is important, and making sure that Google Analytics tracks ecommerce conversions is very important.

You can then search for the main sources of your current sales and see their progress as they continue to grow.