eCommerce Website Best Practices & Trends

Author Angela
by Angela Hilty
Updated June 23, 2017

eCommerce is growing at a fast rate of nearly 20% per year, and it's not slowing down anytime soon. According to Fortune Magazine, on Cyber Monday Internet shoppers spent a record-breaking $3.45 billion in one single day. With that kind of advertising medium, it is crucial that retailers brush up on their practices to ensure their websites are operating efficiently to maximize profits. We anticipate that eCommerce sales will continue to rise steadily, putting pressure on sites to deliver fast-loading content, intuitive user experiences, and straightforward navigation for users. As a business owner, you'll need to keep a close eye on the ever-changing trends that are serving the eCommerce industry. Discover what's in store this year so far, with a general list of best practices for eCommerce.

eCommerce Keyword Research

Kick things off with keyword research if you want to run an efficient eCommerce marketing campaign. By researching your market's top keywords, you can learn more about your customers as a whole. Keyword research for eCommerce websites reaches far beyond competition analysis, and search volume. To reach your consumers, you must start with a targeted keyword list. If you can master the art of getting the right relevant keywords for your eCommerce business, you'll not only notice an upward trend in more search engine traffic, but you should start to know your customers better than the competition.

eCommerce User Experience (UX)

Looking to take your site's user experience to the next level? It's time to start creating great user experiences tailored to your targeted customers. It's essential to remain up-to-date with your current industries latest techniques to deliver a better user experience for your visitors.The idea of encouraging users to post something about your brand is called user generated content (UGC). User generated content is becoming more valuable as customers expect more out of companies. Google is also paying closer attention to a site's user experience. UX is becoming a huge marketing trend for eCommerce owners to increase their conversions.

Stay Relevant and Stay Stocked Year 'Round

It is tremendously important to remain relevant to the seasons and the cultural fads. One of the biggest keys to visibility is to be applicable to everyday life. To keep products or services consistent with trends, it is necessary to have limited time promotions or sales. An easy way to showcase new inventory is with images and the use of internal links. Internal links are shortcuts that send users directly to a specific product or category page. A seasonal product can be showcased near an everyday product to encourage browsing and possibly upsell additional items to the customer. For example, if products have a summer discount, feature them on a sales page. They can also internally link to a full product list and vice versa for easy cross-promotion. Internal links within your site give it more authority with Google and other search engines, and it creates easy navigation for the user.

Additionally, it is crucial to keep inventory stocked. However, if you ever run out of a product, do not take the page featuring it down or hide it. Let the user know that you usually do sell this item but are currently sold out. Display an alternative product in place of the out-of-stock item that is slightly related. Doing so may prompt an unplanned sale.

Write, Write, Write

The best way to spread visibility and increase your eCommerce site's rankings is to write content for your site that is rich with SEO. Optimizing category pages and product lists are great places to start. Instead of writing content for every product on your page, start with lists or category pages and optimize those with SEO first. That way you can group products within these optimized pages to increase visibility to multiple products.

Other noteworthy opportunities for SEO are user reviews. Using comments and suggestions from social media platforms such as Facebook and YouTube will not only give your audience a chance to voice their opinion, it will be another unique perspective of your services and products. User-generated content keeps your website fresh and is an excellent way to gain insight into what consumers are looking for and what products are most popular.

eCommerce Mobile-Friendly Websites

Is your eCommerce site mobile friendly? A responsive, mobile-friendly website is a must have for SEO success. If your site is not mobile friendly now, you might be losing approximately 70% of the users coming to your site. Getting mobile optimization right is crucial for getting high positions in the SERPs. Google's ranking algorithm demotes non-responsive websites in mobile search results if they are not up to code, and places mobile responsive eCommerce sites at the top of the search results. As mobile continues its onward course towards more users over desktop users, having a mobile friendly site is imperative to success.

Influencer Marketing For eCommerce Companies

Supercharge your campaign this year with influencer marketing if you haven't already. Influencer marketing is an excellent way to propel your business forward. Influencers get your content in front of the right audience, and can improve your discoverability. Start your course by finding influencers who share the same values, and interests. Once you've found the right influencers for your brand, you'll be set up to reel in the sales, metrics, and responses you're hoping for in your marketing campaign.

SEO Best Practices Summary

We highly recommend search engine optimization for all eCommerce business owners, regardless of how successful they may be, or long their e-commerce platform has been online. Without taking advantage of our list of recommended marketing tactics, and search engine optimization, there is virtually no way to compete with other eCommerce companies in your target market effectively.


Have Any Questions?

If you're trying to wrap your head around the basics of eCommerce and search engine optimization marketing, then OuterBox would love to talk to you. Our expert team deliveries strategies that work.