DIGITAL – EXCLUSIVE SERIALISATION
ULTIMATE GUIDE TO SCALABLE eCOMMERCE PART 9
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TRAFFIC GROWTH You cannot get around the fact that sites that consistently grow do increase their traffic over time. However, growing traffic can be expensive. First, you’ll need to increase other KPIs like ‘add-to-basket rate’ and ‘lifetime customer value.’ Ten you’ll be able to afford to pay more for traffic than you could previously. Tis opens up traffic resources to you and allows you to scale. If your other KPIs are not in shape, then you simply cannot afford the costs of the traffic as your costs per acquisition will be too prohibitive.
Quite simply the competitor that can pay the most for the customer wins. To do this you need to have the highest converting store with the highest average order value. If you can pay more than your competitors for the same customer and still make the same amount of profit, then you are ultimately going to win the race.
One way to increase traffic is to increase SEO traffic. We know we said SEO was dead earlier, but it was only dead in its previous form—done well with a good content marketing strategy and
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great e-commerce structural SEO and you can still get good natural traffic from Google . However, an e-commerce setup implemented badly can be very slow and slow sites hurt SEO.
SPEED AND SEO How your website operates can definitely affect your bottom line. For one of our clients, an increase in speed of 25% led to a 10% increase in conversion, or about £1 million additional revenue each year. Speed offers a great increase on investment. It took a few weeks of planning and coding, but the result was well worth it.
Speed tests, like YSlow or Google Page Speed, can help you keep track of the loading speed of your site, but some are better than others. Google Analytics, for instance, can test the speed of your website, but may not provide you with an accurate answer every time. Tis is because Analytics often confuses tracking code on your website and page load times. So, if you’re trying everything possible to speed up your website, but Google is still saying that it’s running slow, it may not be true. Google Analytics may simply not see the load times.
homeofdirectcommerce.com | Direct Commerce
BY IAN & MARK HAMMERSLEY
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