You see – choosing one toothpaste out of three is straight forward. But picking it out of 12? Now that is more of a challenge. The whole process is difficult and makes people uncomfortable – what if they choose wrong? By the end of the day, they are sat on the sofa with their iPad, watching TV and relaxing after day’s work. And what are they asked to do? Even more work – that’s the last thing they want!
You need to solve their problem
And that means helping them pick the best toothpaste EFFORTLESSLY.
Online customers hesitate when given too many options. They feel trapped and lose confidence in their choices. Some feel like not making a decision at all or even leave the website to shop somewhere else.
Now, it doesn’t mean you have to limit the number of products in your shop. But the way you display them makes a whole lot of difference. Let’s see why it matters.
Barry Schwartz, American psychologist, claims in his book ‘Paradox of Choice – Why Less is More’ that having too many options makes us unhappy and may even lead to misery. According to Dr. Schwartz, “eliminating consumer choices can greatly reduce anxiety for shoppers.”
That also translates to online shopping.
Ecommerce websites have hundreds of products for sale. Then there are shipping options, discount codes, social sharing – one page gets very busy indeed. How does a shop owner give online customers what they need without cluttering the page? According to our Ecommerce Expert, he secret is in good navigation and excellent content strategy.
Now compare Google to Yahoo.
There’s a reason why Google is no.1 search engine and most visited webpage in the world. It has a simple design and one small function: search. In contrast, Yahoo gives us a lot of choice: should we see what’s trending, click on the video feature or check an email account? The search bar is pushed to the side and kind of swamped with too much clutter.
There are many things fighting for our attention, which may cause stress and confusion. With today’s busy online marketplace that’s something we tend to avoid, so the rule ‘less is more’ is more important than ever.
You see, growing number of subscribers doesn’t mean you are going to achieve your financial goals. If it’s a numbers game, keep the form as simple as possible. But if you are looking for quality leads and dedicated members, ask for more information. People will make the effort to share their details if they are serious about your offer.
The order of the fields plays a major role too.
In a recent study, MECLABS Institute discovered that by moving a telephone number field from the first step to the second, the conversion rates of their online form increased by 68%.
That proves that you should keep testing to find what’s working for you and your customers.
Just take a look at the example below.
Finnish hardware store Taloon.com has recently removed all the sharing buttons from their product pages. They realized they were only distracting from main purpose of the page: to make online customers buy.
Did they worry about ‘negative social proof’? Probably, but after a trial period they discovered their conversion rate increased by 11.9%. It turns out the button options were only cluttering the pages and hurting their business.
Ecommerce Expert Conclusion: always test what’s working for your website and monitor the changes until you find the best results.
Now check Forbes website.
They have only two options: Facebook and Twitter. These are also two major social media sites. If someone wanted to share their content on a different platform, they can just click on the ‘Share+’ button – simple and straightforward – resulting in hundreds of clicks.
Which social platform is best?
If you’re not sure which platform to feature, just focus on the ones you’re monitoring, or the ones that bring the most amount of traffic. B2B website will get more shares on Twitter and LinkedIn, while image oriented businesses, like wedding photography or bakery will find more popularity of Instagram and Pinterest. Key is to be brave and always run A/B testing when making the changes.
Remember – stick to a simple rule: have one objective for each page. Anything that distracts from that goal should be removed or muted.
Now it’s your turn
Take a look at your website – is it clean and simple? Or are there too many options that confuse the buyers?
I know you want to tell your online customers of all that you offer, but remember – less is more. The most popular ecommerce websites right now have the simplest designs.
It is often hard to make objective decisions yourself as a business owner, so it’s worth consulting with a friend or hire freelance content writers to make the changes in order to improve your conversion rates.
Remember, be brave and bold with your choices and always run A/B testing to find the best results working for your niche and online customers.
It seems like there is no way to escape it, as Ecommerce experts actively encourage website owners to install them. Articles advocating using popups to gain subscribers are not helping either. This is a growing trend, and I am on the verge of considering stopping using Internet altogether. The only thing that gives me sanity is a consolidation that people will come to their senses at some point and these popups will get some kind of regulatory treatment. Should I start a petition to stop popups directed to the… err, boss of the Internet?
They are important, so don’t ignore them.
Since the Penguin update in April 2012 freelance content writers became dubious about keywords. After all, that’s when Google started penalizing sites stuffed with keywords. But we need to understand it’s the ‘keyword stuffing’ that gets frowned upon. That’s inserting the same phrase over and over again in order to rank better. In fact, your keyword density should not exceed 2%.
I still remember how frustrating it used to be back in 2009 to search for information. The sites that got top placement were full of keywords but delivered no valuable content. It took ages to find anything relevant. To change that Google developed more sophisticated search algorithms. It started using a mathematical formula called singular value decomposition to establish the relationship between the phrase and the websites content.
LSI Latent Semantic Indexing can also help you develop a natural, easy to read content – written for humans and preferred by search engines. Do you remember essay writing in school? Your teacher used to say: ‘don’t use the same word over and over, swap it for synonym’ – well, Google is a bit like that too. It prefers variety and natural writing style.
But how do LSI keywords improve your SEO?
According to Ecommerce experts, if you have been previously penalized for keyword stuffing, semantic search can help you avoid crossing that red line again. You will improve your ranking while targeting the main term with related words. Your content will be easier to read and visitors more likely to stay longer, which adds value to your website. Content will be shared on social media and effectively attract even more traffic.
Moving to Google Trends – one of my favorite online tools. This free keyword generator not only shows you the popularity of a particular word and suggests related phrases but also indicates what people are likely to search for in the future. Pretty valuable insight.
Other LSI tools:
Ubersuggest – this free keyword generation tool gives you a comprehend list of related words in an alphabetical order. It collects the data from Google’s Autocomplete, related searches and a keyword planner. You can select all that you want and download for a future use.
LSI Graph – is a favorite of many Ecommerce experts, and I can see why. It is plain and simple, doesn’t overwhelm with tons of information and is completely free to use. Simply type your phrase in a search box and you’ll get a list of around 50 related words.
Soovle - great online keyword generator showing most popular search terms from seven major sites: Google, Bing, Yahoo, YouTube, Answers.com, Amazon and Wikipedia. It gives you comprehensive findings and adjusts the results as you type.
SEMrush – a premium site, but offers most thorough info. You can pick the target country (36 to choose from) and based on that you’ll be presented with terms searched in that region. The price per click is a great insight if you plan AdWords campaign. Related and phrase-match keywords show most prominent synonyms. It’s worth to note that a free account only gives you about 10 terms, while paid accounts consist of a full info.
Make sure that the text flows naturally and is written for people, not robots. The best way to test it? Read it aloud – does it sound like a casual speech? If not, change it – or ask freelance content writers to edit it for you for a small fee. This investment will pay for itself sooner than you think.
Use relevant keywords
Certain words work better than others on social media. We have tested hundreds of posts to reveal the best performing keywords on each site. Below are few most likely to attract clicks:
Go straight to the point
Twitter has got 140 character limit for a reason. Short updates have more impact! But this works for other platforms too. Freelance content writers are often told: kill your darlings. It means get rid of the words that don’t add anything – your writing will get more punch. Some social sites, like Facebook and Instagram favor less text. Online visitors have short attention spans – so make a point quickly. Check statistics below:
Paint the Picture
Social media are highly visual - and with more and more content fighting for our attention, it’s a little surprise we scan instead of reading. Hence infographics and image quotes are so popular right now – we get instant results with minimum effort. Here’s how visuals can improve your posts:
Make your site shareable
The structure of your website has a great impact on how many shares you get. Your visitors are likely to find you through social media, so your content needs to encourage further engagement, repeat visits, shares and follows. Here’s how to do it:
Getting the most of your social media traffic takes few tweaks. But, it pays off ten folds in the future. Also don’t forget to monitor your performance – sites like Buffer and HootSuite let you schedule your posts as well as track the engagement. See what times of day work better and which days bring more clicks on each platform. After a while you are going to find your way through the jungle and increase your social impact.
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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