I recently spoke with a friend that started an online store last year. They soberly admitted that it was a lot harder than they expected. However, they were able to change things around by optimizing the pages for individual product listings. They turned a once floundering online business into a steady stream of income.
This is something that other e-commerce entrepreneurs need to take into consideration. They can increase sales and net profit margins considerably by optimizing deep links and sales pages.
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Many people are surprised to find out how difficult it is to create a successful e-commerce store. They are also surprised to find out that the profit margins are so much lower than they expected. Although the gross margin on e-commerce sales is around 40%, the net profit margin is closer to 10%. Small cost overruns can easily push an online store to the brink of bankruptcy.
It seems that creating a profitable e-commerce business would be so much easier since the industry is growing so rapidly. It is estimated that there are now over 2.05 billion e-commerce shoppers in the world. Unfortunately, the rapid growth in the commerce sector has not made it easier for new stores to thrive.
There are a lot of reasons that e-commerce stores struggle. It is easy to shift the blame towards external factors, such as massive competitors and changing market forces. However, the problem usually stems from poorly formulated executive decisions.
One of the biggest mistakes that online stores make is failing to optimize deep links appropriately. You need to make sure that every potential customer can easily find the products that they are most interested in. Here are some tips to do this.
If you have more than five or six products on your e-commerce site, then you are going to need an internal search engine. One company found that 50% of their website visitors immediately go to the internal search engine. Although having a good navigation structure is important, very few people are willing to spend time sifting through multiple webpages to find the product that they are looking for. An instant search engine will work even better.
Some e-commerce stores use numbers to denote product listings. This is often because they use a content management system that automatically assigns random URLs to new pages.
Although this approach makes it easier to set up new pages, it is terrible from an optimization perspective. Here are some reasons that you should have the product keywords in the URL instead:
You might find that sales are going to increase significantly after you start adding keywords in your URLs.
You need to optimize your online store carefully to maximize conversions. The steps listed above can make a huge difference.
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