3 STRATEGIES TO OPTIMIZE THE PERFORMANCE OF YOUR E-COMMERCE
Platforms structured and powerful as Magento or Prestashop may be intimidated by the large amount of choices to be made. We try to draw three possible strategies to make the most of and increase conversions of our e-commerce.
FIRST STRATEGY: THE CATEGORY OF PAGES
Perhaps, with the exception of the home page, category pages are the most important of an e-commerce site. As the exhibitors and the shelves of a physical store, category pages should be well ordered, challenging from a visual standpoint and clear to navigate. Imagine you go into a supermarket without indications of departments, nor a clear classification of products … find something in an acceptable time would be difficult and probably very tedious!
Place descriptive content also exhaustive within the category pages.
Designed category pages as landing page individual. Each category must be independent and at the same time, related to the context of the entire site.
Do not go overboard with excessive fragmentation of the catalog into subcategories. Categories sparsely populated give you an idea of scarcity of supply and reduce the chances that you run into some product of his interest to whom he had not thought of.
Use search-friendly URL type
Page category: dominio.com/categoria
Sub Category: dominio.com/categoria/sottocategoria
Product page: dominio.com/categoria/sottocategoria/nomeprodotto
SECOND STRATEGY: PRODUCTS OBSOLETE OR OUT OF STOCK
Users are many ( million million … ) and no doubt someone will happen on your site in search of a product no longer available because obsolete or out of stock. How to capitalize even better these visitors?
Enter whenever possible, planned dates of the availability of the product. Always if possible, enable email notification function of availability.
Do not take away from publishing the pages of products not available; hopefully you can resort to the permanent 301 redirect to pages of new versions of old products.
Reuse URL of products no longer available, if sufficiently generic that it can be used again. This tactic can be used to preserve the ‘ authority acquired over time from these pages.
Do not forget to offer alternatives in the form of related products or other products displayed to users visitors of the page.
THIRD STRATEGY: INTEGRATE THE SOCIAL NETWORKS
Recent statistics indicate that users share more content than they create. For this we must think of our content as possible posts shared on social networks.
The old “Tell a friend” e-mail is no longer enough: we have to integrate all of the company that are relevant for our target area, whether Facebook, Twitter, Instagram, Linkedin …
We give our users the ability to create content on our site. Profiles user , wishlist , reviews are all useful elements to populate our site relevant and interesting content at very low cost (not zero, because a minimum of control by administrators there must be).
Use the company to communicate with your users, not simply to expose content.
In conclusion, do not forget that the power of e-commerce is in its flexibility. To experiment, measure the results and seek improvements are the three steps that will drive more and a responsive e-commerce to the behavior of its members.