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Graphics Heavy Home Pages
All the big winners had very graphic intensive home pages. The text explained large graphics highlighting featured products. Outside of that, very little text. Its all about the visual and pushing product. Be assured that the featured items are most likely proven sellers.
Unique Page Titles
Every page has a unique title. Product pages were titled with their respective product names. They do this because page title holds a high priority in page rankings. Make sure your eCommerce application allows you to use product names as page titles.
Keyword Ads Link to Product Pages
The right keyword text, linking to the right landing page. When the user clicks on keyword text that says 'luxurious lingerie' , they don't land in the soap section of victoriassecret.com. They don't land at the home page either. If the visitor searches for potatoes, they want potatoes.
Ramping Up
You've got almost a full year until the next Christmas shopping season. Start implementing changes now. Starting now gives you the opportunity to test what works best. It also allows you to evaluate your eCommerce application. Make sure it automates things like page titles and alt tags. If not Pittsburgh Pirates Hats, check the upgrades or another vendor.
Products to the Left, Checkout to the Right
All the product pages held true to form-- product image on the left, description, size charts, colors and checkout on the right. Visitor attention tends to gravitate towards the visual first. Marketing research suggests that users have a harder time moving from right to left, than left to right. Looks like our top ten retailers saw the same study.
Since imitation is the sincerest form of flattery, let's look at some things you can replicate in your site, that may help increase your conversion rate.
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By the time the heavy shopping traffic begins, you'll be in prime position to convert visitors into revenue.
Take a look at the Top 10 Online Retailers for December. You can find the info at Marketing Charts.com. First thing to notice- the list relies on conversion statistics not total sales. That measure of success, reiterates the importance of conversion rate optimization (CRO).
The Conversion Lynch Pin: Understanding Search Habits
All these retailers understand the search habits of online buyers. They search based upon specifics, not generalities. A web buyer looking for shoes, generally will search for a specific shoe type-- 'xj7 running shoe', 'rockport men's dress shoes'. Knowing this, its better to focus your eCommerce SEO efforts on your product and category pages, not just the home page.
Alt tags for Every Image
All images posses 'alt' text. Another SEO strategy, alt text influences search engine page ranking.
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Also notice the conversion percentages ranging from 19 to 31%. That's pretty good, especially when research from Fireclick tells us the average conversion rate hovers between 2 and 3%. Imagine the impact of a 10% conversion rate increase for your small business's revenue.