"Research online, purchase offline" is a phenomenon often faced by online stores. Customers search for a product on the Internet, read about it, compare prices, get acquainted with opinions, but ultimately purchase this product in a stationery store.

According to The Gemius Report for e-Commerce Poland for 2019, the strongest ROPO effect concerns food products, home equipment, clothing, footwear, as well as cosmetics and perfumes.

If the seller has both an online and a traditional offline store, then he or she already knows the benefits of ROPO.

Though, what if your store only works on the internet? How do you retain customers and use the ROPO effect to your own advantage?

 

The Internet is a source of information. Here are a few tips on encouraging consumers to choose online shopping:

 

When customers need detailed information about a product, they usually turn to the Internet search engine first. Let's make sure that your store appears in the search results. 

 

Whether if at all your store appears in the search results and how high its visibility is, that depends on the search engine algorithm. There are about 200 factors that affect the operation of the algorithm. They can be divided into two main groups:

 

- the popularity of the site on the Internet

- the page content and functionality

 

When looking for a way to improve your search engine results, consider Google AdWords advertising and positioning.

 

Take care of opinions

 

A good idea is to allow customers to leave reviews on the product page. This means not only product reviews, but also about the quality of your service. Recommendations will not only help you build your image, increase credibility, but also have a big impact on your store's position in search results. 

As a result, you build trust with a potential customer. There are also portals which are collecting consumer opinions. It is worth ensuring to be present in those, where your target audience will be looking for information on products and services.

 

Be comparable

 

Potential customers often visit online stores to see the price range of a given product. So it's worth being competitive and having some insight on the market. Consider the form of promotion through online price comparison websites. It allows you to reach a wider range of customers and ultimately, make your brand more popular.

 

Be unique

 

Make sure your product is presented in the most original form possible. Avoid copying descriptions from the manufacturer's website. Unique content that stands out from the competition can convince the customer to choose your store. Also, do not forget about good quality product photos.

 

Take advantage of being online

 

Focus on what are the advantages of an online store over a traditional offline one. 

Lower prices, the comfort of shopping in pajamas on the sofa, a large selection of products and variants, access to the store around the clock and during non-working days, and fast delivery anywhere. If the customer has visited your store - encourage them to remain on your site. Remember to make your store responsive and intuitive, so that the customer feels comfortable while navigating through it.

 

It is always a nice touch to provide the customer with the option of returning or exchanging the purchased product. Also, place clear product warranty information. Make sure you can provide possibly the cheapest and fastest delivery. Moreover, you can offer a discount for newly registered customers, a lower price when multi-buying or a loyalty program.

 

Reverse ROPO

 

There is also a phenomenon quite opposite to the one described above. Reverse ROPO is a situation when a customer obtains information about a product in a traditional store, to later make an online purchase. 

This is a great opportunity for online marketers. In this case, the most important factor is a competitive price. The Gemius Report for e-Commerce Poland for 2019 indicates the occurrence of inverted ROPO for clothing, footwear, and home equipment.

 

Posted in Online Marketing Best Practices By: Brygida Kesler

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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
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