While your holiday preparations are most likely long underway, a last-minute checklist will help cover any overlooked ground and give you peace of mind.
Before you initiate these last-minute checks, however, it’s important to be realistic. You don’t have enough time to draw up a new site, reevaluate your strategy on SEO, or start any meaningful multivariate testing. Let’s talk about what you do have time for PPC optimizations, conversion optimization, and strategies for ramping up product reviews.
Cyber Monday is Monday, November 26th. Let’s get it!!
REVAMPING YOUR PRODUCT CATALOG
If your product feed is an Excel, .txt, or .xml file that contains all of your products information. This can be sent to shopping channels like Google Shopping to communicate all the information your product listings will contain. An optimized product feed can equate to huge returns in revenue and a more favorable ROAS (return on ad spend).
CREATE A PRODUCT CATALOG
You won’t be able to publish or distribute your feed without creating it first. Creating a product catalog in WordPress is fairly straightforward-just use a plugin! The Woo Products Table plugin displays all products as a table or by shortcode. Post Tables Pro represents a more dynamic WordPress table plugin. Once you’ve done that, you can upload your catalog to Google Merchant Center, making it searchable via Google Shopping and other Google Services. (Depending on the type of products you sell IE: CBD, Vape or E-Cig have restrictions.)
MANUALLY UPDATE THE FEED
Most likely, your feed is not going to be auto-optimized from your product sources. There are a few different ways to optimize your feed manually. The Google Product Taxonomy is super important for the product ads as it helps Google to identify quickly if the products in a given feed are a good match for a given shopper query. It’s also necessary to include the GTIN (Global Trade Item Number) for each product in your product catalog. This process is tedious but can be done in a reasonable timeframe depending on the number of products you have. I’m also available to help with this process as well.
SEEK AN EXPERT (IF OVERWHELMED)
This process can be complex. Even with the best intentions, you can run into unexpected obstacles. Self-sufficiency is great but only if you’re not working efficiently with a manageable amount of confusion and frustration. Seek out an expert for consultancy if you’re overwhelmed. For additional help, I can assist you in this just contact me HERE and I’ll be happy to help!
MOBILE FOCUSED PPC CAMPAIGNS
You’ve heard it before but I’ll say it again, mobile is important! There are more product searches on mobile devices than anything else. A recent study by WP Engine found that 3.47 seconds is the average load time on a mobile site but Akamai reported that 2 seconds is the threshold for e-commerce acceptability. Long load times are the equivalent of long times at the grocery store-infuriating!
Jump on your device and buy something from your own store. Take note of the pain points and send them to your developer. Specifically, notice any inconveniences in the purchase process and do what you can to reduce shopping cart abandonment.
Three simple ways and straightforward ways to optimize for mobile:
- Mobile-friendly websites. Do your research, optimize, and test. The WordPress plugin directory is chock-full of plugins that will help you make your site mobile friendly. Remember that mobile optimization is pointless if performance isn’t top of mind. A simple migration to WP Engine can help you improve mobile performance.
- Mobile ad extensions. Google offers advertisers a variety of built-in ad extensions to help increase ad rank and click-through rate.
- Mobile bid adjustments. Mobile bid adjustments allow you to adjust what, when, and where of your ads.
If you have new, hot, or seasonal items chances are you don’t have any reviews on them. This could be affecting your business. Trust of brands and corporations is a huge concern among consumers. This is particularly true of younger consumers; studies revealed that guaranteed authenticity is the top feature that Gen Z absolutely wants from a retail or shopping website. You can build this authenticity through reviews.
Other studies discover similar findings among older age groups. One study found that 88% of consumers trust online reviews as much as personal recommendations and 72% of consumers say positive reviews make them trust businesses more. Millennials, in particular, trust user-generated content 50% more than other media.
- Follow-up with buyers. There are many WordPress plugins (I recommend Yotpo) that can help you follow up with people who have purchased your product.
- Reward those who review. Provide an incentive, like a 10% off coupon, to buyers willing to leave honest feedback.
- Outreach to negative feedback. Some reviews are not constructive, but addressing constructive negative feedback shows your committed to your customer’s happiness.
Frequently Asked Questions
Do you put a ton of effort into the product and your website itself? Then who cares about the content in the FAQ section? Providing easily accessible support gives customers a good feeling, could save a sale and saves your team valuable time by not having to answer support calls. It’s not something you want to overlook; FAQs and sales conversions are directly related!
- Categorize and group similar faqs. Make it readable and simple for the user to get what to what they were looking for.
- Simplify the answer vs. excessive descriptions. Keep the important information and simplify the answer.
- Staff for more questions during the holidays. More questions are inevitable during peak times, why not be ready?!