About four months back one of my clients consulted me on how best they could boost online sales on their ecommerce website for a big-ticket, much awaited electronic gadget. They said they were looking to boost their organic rankings and given the fast approaching product launch date, needed an Ecommerce web site solutions campaign as quickly as possible that would deliver their desired results.

Your content needs to be unique

When I looked at the content they had put up and compared it with content put up by their nearest competitor, I found there was virtually no difference between the two. Next, I looked at the brochure provided by the manufacturer of the new gizmo. The content was the same i.e. my client and the competitor had simply reproduced content from the brochure. Of course both the online ecommerce sites were different in appearance, graphics, animation etc. but to be enticed by the site graphics, or boost online sales, the customer has to first arrive at the site and therein lay the crux of the problem.

When the customer searches for the product, both ecommerce sites are listed and both are more or less identically ranked. So obviously, to attract the customer’s attention, the search results needed to display something that would help catch the prospective customer’s eye and induce him to visit my client’s website. The battle for online sales therefore, begins even before the customer reaches your ecommerce website.

I conducted an audit of my client’s website content and determined that if the new product is to catch the prospective customer’s attention, then product specific keywords were going to be required. Also, the product description needed to be different and unique. For this, I recommended the E-commerce search engine optimization services of a sales copywriter who specializes in creating unique content that induces the customer to click on the ‘buy’ button.

Each page on my client’s ecommerce site dealing with the new product was therefore re-written to be not only unique and attractive by Social media campaigns, but also contain targeted keywords. The keywords themselves were selected after an exhaustive study of search patterns and keywords used by target customers. While at it I also recommended some minor alternations to the site navigation so that the customers could quickly find the products and information they were looking for.

Apart from the above changes, I also created a new blog and forum section. The blog section added further content to the site and the forum section enabled the customers to discuss product related issues and exchange notes on product apps and so on i.e. more content.

Results

In less than a month all the major search engines had picked up the new content. Based on the results and the way it was generating online traffic, I further fine-tuned the content and navigation of the ecommerce site.

With less than 40 days to go before product launch, my client’s ecommerce website was already generating far more traffic than his nearest rivals. At this stage we introduced pre-booking online sales campaign, online brand marketing and brand development services that offered a whole bunch of free goodies. More online traffic, more hits and we were generating online sales even before the actual product launch date. That’s exactly what you want isn’t it?

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