E-commerce Link: Search and Rescue
Their primary disadvantage is that they can create downward pressure on prices. If you can’t compete on price, you can still compete using other differentiators as mentioned above.
10. Tracking, Testing and Tuning
Tracking and measurement enable you to execute effectively on anything in this list.
Modern analytics tools let you track and measure an incredible volume of data, but this can be overwhelming. Focus on the following data first:
- conversion as determined by specific keyword, category and landing page;
- traffic, sales and conversion rates from each search engine; and
- search engine rankings.
Test your keywords, landing pages and written copy to see what works best. If your analytics application allows it, set up A/B tests for your most important products and categories. Consolidate your lead in your strongest areas, then work on improving the response in other important areas.
Fine-tune your site, your keyword list and your paid listings. Sometimes you will discover an enormous improvement by making small changes, but even incremental improvements in conversion, average number of items per order and click-through rate can lead to significant improvements in your bottom line. Use all the tools at your disposal to identify where you need a boost, and work for continual improvement.
Ken Burke is founder and CEO of MarketLive (www.marketlive.com), an e-commerce technology and services provider based in Petaluma, Calif. He can be reached by e-mail at firstname.lastname@example.org.