Even with the possibility of reaching a huge audience with the help of relatively cheap ad space – in Poland as well as the whole world – an unchanging challenge is increasing the conversion rate above the investment return bar. There are no ideal models or strategies which will always sell, but there are tools which will help in setting up the right path from acquiring a new client to receiving payment for your business.
We’ve prepared a rundown of tools which will aid you in constructing a more satisfactory conversion estimate – each with a brief specification and distinguishing benefits. Employing most of these tools is free and you can handle them without programmer’s support – at least when it comes to the most important, basic functionalities.
1. Monitor search visibility
Google is a crucial source of traffic for businesses that place on the first page of search results for important terms. No one looks at results further than the third page – just as not many sites end up there without good SEO. If you’re working on site placement, acquiring valuable links and adhering to standards set up by Google – you should also verify the effectiveness of actions taken with the help of tools like SEMSTORM, Ahrefs or Google Search Console.
- SEMSTORM analyzes the visibility of a page in searches. ou will learn what position your site is for specific key terms and you can compare your results with the competition. SEMSTORM is an external tool so the results should be treated as approximates, not 1:1 as with information that comes straight from Google.
- Ahrefs allows you to monitor the current links that lead to your service. The more valuable links point to your site – the higher the position in searches. Thanks to Ahrefs you will get to know the number (as well as information about increases and decreases), the type and source of incoming links.
Both tools have a fee, but they allow you to analyze any website. You can monitor not only yours, but also your competition’s sites.
t’s worthwhile to also check results generated through the Google Search Console – above all else it’s a general analysis of visibility and information about manual actions (like punishments or filters).
A huge influence on visibility in searches comes from internal site optimization – if it is in congruence with Google’s standards, it will be judged more favorably (and positioned). One example – as an answer to the rise in popularity of mobile devices – is that it’s important to increase the “mobile-friendliness” of sites. A mobile optimization test will give you the basic suggestions in this regard..
2. Collect information about visitors
Making decisions in the case of an e-commerce is much simpler thanks to advanced analytical possibilities. The basic source of information about users is Google Analytics. However, if you want to see every movement and understand the user – adopt Hotjar.
Hotjar you can create questionnaires, record mouse movement and generate heat maps, thanks to which you will learn where users click and what interests them. It also analyzes reasons for leaving your site and points to the least filled out form fields. The tool allows you to analyze 2000 sessions daily for free.
3. Test alternative solutions
Sometimes it’s hard to believe that changing the color of the button with a key call to action can increase the conversion rate. Especially when it changes it by a few percent points.
Thanks to Google Optimize you can experiment in search of the optimal solution completely for free.
Google Optimize allows you to create A/B, multifactor and linking tests. It’s worth it to link it with Google Analytics.
If your first experiment is still ahead of you – start with A/B tests. The balance between gains (conclusions, with which you’ll increase the conversion rate) and losses (time spent on preparing the experiment) will surprise you at least positively.
4. Use the traffic
If you’ve managed to establish a solid position in searches and introduce changes thanks to A/B tests, you should use the acquired traffic to build strong contact with the visitors with the help of PushAd.
PushAd makes use of those visiting your site to establish stable contact with users even after they’ve left your site. This tool employs push notifications which turn one click of the user into the possibility to display to them clickable messages. PushAd allows you to segment your audience and personalize the content (by for example aiming them at people who have abandoned their carts).
The tool is available in free and payed versions. It can be used to create internal A/B tests and analyze their effectiveness.
The popularity of online shopping is still growing. If you want to attract new clients – you should look for effective marketing solutions. The ones presented above will allow you to personally utilize the valuable e-commerce possibilities and will increase your sales, if only you don’t forget to analyze and test the actions you take.
