by Corey Hinde
Your e-commerce business is up and running, but you want more.
More freedom too!
Here are 6 steps I recommend you take, to enhance your ecommerce store / website, so that you can achieve what you want.
Search Engine Optimisation is THE number 1 thing that ecommerce store owners ask digital marketers about.
With good reason too.
We all know that people simply Google pretty much everything these days, so ranking up the top of Google makes sense.
The issue is…. SEO is hard, can take a long time, and in reality, the time and resources required to win can overwhelm small business owners.
The good news is though, that SEO can be simplified, systemised, and if worked on consistently, anyone can rank higher on Google given time.
Here are some resources that can help with ranking higher on Google:
This blog article has plenty of free SEO resources: https://goodoil.marketing/blog/seo-for-beginners/
My YouTube channel has plenty of videos that can assist as well: https://www.youtube.com/c/CoreyHindeTheGoodOil
Lastly, this short course, with a very small fee, is the 80/20 of SEO – what tasks to do that take the least time, and get the biggest results: https://coreyhinde.gumroad.com/l/vnbwx
The short summary of SEO is this:
- Know exactly what words your customers are searching for on Google, so you can aim to rank on Google for them.
- Ensure your website is technically sound. If you use a robust product like Shopify, you’ll be fine in this regard. Be sure to explore the plug-ins and add ons that each web builder provides.
- Build “content”, eg blog articles, consistently that are related to your keywords.
- Links to your website, and within your website, are important.
In my opinion, every ecommerce store owner should have an SEO plan, that involves weekly work, to ensure they are slowly but surely moving up the Google “scoreboard” for their chosen words.
If you want to use some tools to go higher level on your own SEO, here are some recommendations:
Mangools. This will help you track your keywords and rankings, get more links, and learn more about how to rank higher on Google. I cannot recommend this tool highly enough, and would not be able to run my business without it. Click here to get Mangools.
(please note that link is an affiliate link – if you do take up a paid version of Mangools, I’ll get a small commission at no extra cost to you. This helps me run my business, so I can keep providing free information – thank you!)
Google Search Console (GSC). Connecting your website up to GSC is a must so you can see where and how your business is appearing on Google Search Results.
Google Analytics. Another must, however some website builders will have their own analytics built in, which can also give you good information about who comes to your website, where from, and what they do when there. Understanding this information is important.
Summary – work on your SEO consistently, and know what you are trying to rank on Google for.
Yes, I know.
These can be annoying.
But… They work.
Here is my take on it….
Its hard to get people to your website, and you want to capture them in some way.
Pop-ups do work, when done well.
My thinking is that customer lifetime value is the key here.
Forget the first spend.
Focus on lifetime value.
With your pop-up, give away a voucher or discount that is almost an uncomfortable amount in your eyes.
This will get people to take action, and join that email list, that updates list, make that first purchase.
Then you have a customer.
Make zero or even lose money on the first transaction, but then work your magic on growing a long term customer.
Small business owners struggle with this, whereas bigger companies understand the real “cost” of buying that first customer.
Think big. Go big, get that first time website visitor ONTO your customer list!
Summary: Pop ups on your website can help you turn first time visitors into lifetime customers if done well.
Email | Newsletter
Updates, deals, newsletters, emails… these are how we build longer term business relationships.
Work your tail off to get that first time customer, then stay in touch with them and put great information AND great offers in front of them regularly.
Here is an article about “updates and deals” email, as a great way to start your email marketing life for ecommerce:
I highly recommend you read the article above.
We’ve adapted that strategy for many businesses, and it simply works.
Somehow, you need to develop a formula for your customers. It’s a must if you want continued ecommerce success.
Summary: staying in touch with customers via email will help you build lifetime customers instead of one-off buyers.
Okay, this is kind of repeating the previous point.
However, it’s THE biggest mistake I see in business growth consulting for ecommerce businesses.
Repeat customers are what should keep you awake at night.
How can you sell again, to previous buyers.
Existing customers are way cheaper to “acquire”, than new customers.
The trust is there.
Summary: Always be thinking… “how can I build more business around my existing customers?”
Well actually, this step doesn’t have to be HotJar as such.
HotJar is a cool software product that allows you learn more about what people do once they visit your website.
This is done via heat maps, and screen recordings of actual website visitors.
The goal is – learn more about what people do on your website, so you can make changes to ensure people are doing what you want them to do.
Learn more about HotJar here: https://www.hotjar.com/
There are other products that achieve the same goal, you could Google “Hotjar alternatives” and find similar solutions.
Summary: learn more about what people do on your website, and optimize.
12 Year Old Website Test
This is a test we developed that builds on the previous point.
Here is the video on YouTube that explains it:
Essentially, the 12 year old website test is a method for finding out more about what people do on your website as well by getting people to look at your website in real time, and asking them questions like:
- What do we sell?
- What did you mostly look at on the website?
- Where did you think you needed to click next?
This will help you to ensure that, again, people are doing what you want them to do on your website.
Often, you might find you need to take elements and content off your website, to help your business grow, help people understand your business more, and simply keep things clear so you don’t confuse, and lose people.
Summary: learn more about what people do on your website, and optimize. (yes, that’s the same as the last summary point!)
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