Magento Imagine is an event that you don’t want to miss if you’re an eCommerce professional. That is why a couple of members of Zento’s team, namely Sandu Babasan, CEO, and Vlad Stanescu, CTO, attended Magento Imagine 2018 with a few of goals in mind:

  • Connect with the global eCommerce community;
  • Learn the latest updates and innovations in the industry;
  • Get inspired by some of the brightest commerce experts.
Read More
Posted in Ecommerce By: Blugento Admin

There are two options when a visitor lands on your product page: you either win them as a customer or you lose them.

This means that how you present and structure your product pages is not important only for search engines, but it can also impact your conversion rates.

Read More
Posted in Ecommerce By: Zento

Opening an online business is costly, so that it is necessary to look for the best ways of optimising this investment.

For achieving this, we offer you 5 simple tips that will be key in getting higher-quality clients.

Read More
Posted in Best Practices By: Blugento Admin

Find out the benefits Design Thinking can bring to your B2B and B2C strategies:

Read More
Posted in Best Practices By: Blugento Admin

Most online shoppers will get disappointed if they land on a product page and notice that the item they’ve wanted to purchase is no longer available. Luckily, you can turn their disappointment around and not lose them as customers.

Here’s how to approach sold-out product pages.

Read More
Posted in Online Marketing Best Practices Ecommerce By: Blugento Admin

For the emails to be effective, it’s essential to have a plan and know what and when to send them something.

Here are five tried and tested ideas you can start using right away.

Read More
Posted in Email Marketing By: Blugento Admin

If you want to become a leader in your industry and make more informed decisions, you need to start relying on data-driven facts.

Here are some of the best tips you can use to boost your online store’s growth this year.

Read More
Posted in Online Marketing Best Practices Ecommerce By: Blugento Admin

Acquiring new customers is more expensive than retaining the ones you already have.

As a result, successful customer retention programs have excellent ROI and successful businesses concentrate on extending customers' lifetime value .

Then, the question is: What does a successful customer retention strategy look like in the eCommerce industry?

Read More
Posted in Best Practices Ecommerce By: shop manager

When you search for something on Google, you probably noticed that each result has a small description. Sometimes it’s short, sometimes it’s long, and sometimes it just looks bad. That is the meta description.

If you want to improve your click-through rate from search results and rank your product pages higher, then you need...

Read More
Posted in Online Marketing Best Practices SEO By: shop manager

Search engine optimization (SEO) is the process of attracting more organic/free traffic from search engines such as Google, Bing, or Yahoo.

Do you want more traffic for your online store? Sure you do!

To achieve this, you need to start getting the hang of SEO and know how to master it to achieve higher rankings in search results.

In this article, we want to talk about three main concepts that will help you understand eCommerce SEO much easier.

Let’s get started.

1. Keyword Research

Finding the best keywords you can use for your pages is key to appearing in search engine results. When it comes to keyword research, it’s all about finding the terms that your potential customers might be using.

You might be asking yourself: how do I choose the best keywords for my site? Well, you can make the selection based on these four characteristics:

  • Volume. The higher the search volume a keyword has, the more traffic you could potentially bring to your site. But this often means there’s a lot of competition as well.
  • Competition. The lower the competition for a keyword, the higher the chances for you to rank for that term. Bottom line, the ideal keyword should have high volume and low competition.
  • Relevancy. The keyword you’re choosing needs to fit the content that’s on the page.
  • Intent. In eCommerce, it’s all about the buyer’s intent, meaning that you need to use keywords that people would use when they are interested in buying something, such as “sexy black cocktail dress.”

Here are the best tools you can use to do keyword research:

  • Google is the most popular search engine in the world, which means that it can be a goldmine for ideas. Just type in any word or combination of words you want, and you’ll notice how many suggestions you can get thanks to Google’s autocompleting feature.
  • Amazon is the largest marketplace in the world, and the difference between this giant and Google is that it’s product-focused, whereas Google might give you suggestions that don’t match the intent characteristic.
  • Keyword research tools such as Moz, SEMrush, Keyword Planner.

2. Site Structure

SEO it’s also about user experience and how your site organized can affect this. What this means is that you want to make it easy for people to find the information and the products they’re looking for.

A good site structure meets these two essential qualities:

  • It’s simple and easy to scale as your online store grows;
  • Visitors don’t have to click tens of times to find what they’re looking for.

Because eCommerce sites don’t have that much content on their pages compared to other sites, you need to identify which internal levels of the site structure (such as categories, attributes, filters, or brands) it makes sense to let Google index. Some pages might list only one product which can hurt your rankings due to thin content.

3. On-page SEO

After you’ve done the keyword research, you can start working on on-page SEO.

Here are the main aspects you need to optimize:

  • The meta title and the meta descriptions. Ideally, these should include the keyword you used the optimize the page, and they should convince people to follow the link.
  • The alternative text for the images. Google can’t read images, which is why you need to add the keyword in the alternative text as well.
  • The URL. The perfect URL should be short, it needs to contain the keyword, and it should not have stop words, such as “a,” “the,” “and.”
  • The product descriptions. We mentioned earlier how ecommerce sites have thin content compared to other websites. If you can, try to make the product descriptions longer, because the more you write, the more accurate Google can rank your pages for other similar keywords.

Conclusion

This was just a small fraction of what ecommerce SEO represents. Nevertheless, we hope it helped you understand better its main concepts.

SEO is an ongoing battle so once you start, you should not give up until you’re on the first page of Google.

Posted in Online Marketing SEO By: shop manager

Creating a content marketing strategy for your eCommerce business is one of the most important investments you can make.

Just think about how many times you’ve discovered certain products or an online store through content and not the product pages themselves.

Additionally, more than 50% of online buyers will research a product after reading about it. And 90% of these consumers think that custom content is useful which means that having a content strategy will meet your audience’s needs.

Let’s find out what are the advantages of investing in a content marketing strategy.

1. Brand Awareness

Consumers tend to feel more close and associate positive feelings with brands that create custom content. Depending on the type of content you create, you can also become an expert in your niche which means that more people will find out about you and trust your opinion.

2. SEO

The more content you publish, the more it will benefit your rankings, especially if you’re using keywords that you know people are searching for.

Content marketing is a long-term strategy which means that an article you publish today can bring lots of traffic years from now, especially if it’s evergreen content (eg. What to wear to a cocktail party).

3. Build Loyalty

The idea of having a content marketing strategy is not to make sales. It’s more of a consequence of your efforts. Your primary goal should be to create content that’s useful to your audience so they will come back to your site. Some of them will ultimately become repeat customers which will increase their lifetime value.

4. Product Research

Did you know that 81% of consumers do online research before they make a purchase and the majority of people start the research starts on search engines?

This means that if consumers can’t find content that matches their search intent, you’ve lost the battle. The point of having a content marketing strategy is to also attract the potential buyers as early as possible in the buying process.

5. Effectiveness

Done right, content is all about educating your audience. “Teach, don’t sell” is the mantra of any content marketing strategy. Customers like to stay away from reading salesy content so don’t go for that approach.

6. Informational

Even though your content doesn’t have to be salesy, that doesn’t mean you can’t talk about your products. On the contrary, you should use them to inform consumers about their features and how to use them. You can probably share a few tricks and tips that your audience might not know about them yet.

7. Sales Funnel

The sales funnel goes like this: awareness, intention, desire, action. For every stage, there’s a particular type of content you can create so that consumers that may not have heard about your brand yesterday will turn into loyal customers over time.

Conclusion

If you are serious about growth, want to attract more traffic to your online store and increase your conversion rates, then you need to invest in a content marketing strategy.

Moreover, the costs will be less than what you would pay for traditional marketing. Start investing in content right away so you can reap the benefits as soon as possible.

Posted in Online Marketing By: shop manager

Customer lifetime value is an essential metric for eCommerce businesses. Why? Because this metric will have a low value if your customers shop only once on your online store and will never return.

This is why you should focus on creating a relationship with one-time buyers and turn them into repeat customers. You won’t be able to turn all your one-time customers into loyal buyers, but this tactic is more cost-effective than trying to get new people to purchase from your site.

Here are the best ways you can use to keep new customers interested in your company.

Nurture Them With Emails

Lead nurturing emails get up to ten times more responses than sales emails. So if you want to keep them engaged with your brand, don’t be pushy by sending promotional emails right from the start.

You can use these ideas for the emails:

  • Customer stories. You should take advantage of user-generated content and send an email where customers share stories about their experience with the products you’re selling. Chances are that some of them will relate to those stories.
  • Educational content. Here you can send some of your best and most helpful blog posts to educate your new customers either about your products or your niche.
  • Entertaining content. Everyone loves entertainment, so if the educational content doesn’t suit your niche, then you can send some funny videos with cats for example if you’re selling cat toys or cat food.
  • Content curation. You don’t need to send your customers emails with links to your blog posts every single time. You can also do a content curation of the best articles in your niche. Make sure that the selection you’ll be making is interesting and helpful for them.

Exceed New Customer Expectations

In order to turn one-time customers into loyal buyers, you need to be different and stand out. How? By using these ideas:

  • Send a thank you email/note. After your customer received the order, we recommend sending them a personalized thank you note and let them know that you are grateful to have them as a customer. If you have too many customers and simply don’t have the time to handwrite the notes, then send them a personalized email. Even though automation may be way easier and quicker, the effect will not be the same.
  • Be proactive. Being proactive shows that you care. Reach out to your new customers and ask them if they need help with the product they bought. This will help you be aware of any potential issues that may have occurred and even avoid negative reviews online.
  • Provide fast customer service. First impressions matter a lot. In eCommerce, they can determine whether a one-time customer will purchase from you again or not. Providing fast customer service, whether on email or social media is one sure way to exceed your customers’ expectations.

Use Retargeting

By using Facebook retargeting pixel, you can retarget all the visitors that have reached the checkout page. That way, you will be able to build a relationship with them outside of email.

Here are some ideas you can use for the ads:

  • Tell them about new products that you’re launching;
  • Promote the new sale you’re having;
  • Create a special “comeback” discount just for them.

Conclusion

Seasonal shoppers are very common around Christmas, Black Friday, Cyber Monday, or during any other periods when you’re having a major sale.

Even though you won’t be able to turn all of your one-time buyers into loyal customers, these tactics will pay off in the long run by helping you build a relationship with them. Some of them will buy from you again, and some will probably tell their friends about you. Either way, it’s a win-win.

Posted in Best Practices Ecommerce By: shop manager
Page:
  1. 1
  2. 2
  3. 3