So what keywords do you need to be on to get that order through the door? Well, it would be suggested that the nearer to completion of the purchase the better however, you still need to be out there whilst initial searches take place.
The whole paid vs. natural search solution can be looked at here in terms of getting high positions naturally for the big hitting keywords and getting traffic to the site (it might not convert) and then ensuring you get the purchase by being on the more tail keywords (and likely converters) for the paid terms. This is all well and good but it is obviously difficult to get up there on the big terms on the natural side of search. Also, budget must be considered – with a small budget it is vital just to appear on those long tail words but with a bigger budget a bit more trial and error can be looked into until you find the keywords that work for you. Clearly the more the campaign is tracked using all the tools Google gives you (analytics, conversion tracking etc.) the quicker you will find out what is working and what is not.
The second question posed was, is the site competitive enough to secure the purchase? When you go to finally buy online or establish contact with a company there can be several reasons purchase/contact may be abandoned – overall buying process needs to be friendly and quick. If you have to register, confirm a registration email, log in then fill the basket, then checkout and then confirm you want to checkout it is highly likely a site might not secure the purchase. It would be like going to a supermarket and having five different checkouts. The quicker you can get someone through the checkout the less chance they have of not completing the purchase. The site therefore needs to be designed to get people to the conclusion as soon as possible, whether it is filling a form in, going to a checkout or anything else. For every page visited the top right button can be clicked and browser shut down. Every negative step along the way can cause someone to leave the site. So how do you monitor this? Analytics is obviously key, however, one other thing to do is every so often test the buying/completion process on the website. So many businesses don’t go on to their website and see how it looks and performs from a user’s perspective.
Every so often pretend you were a customer and see how the website actually performs – is the right information on the site, how is the overall navigation, how many pages do you visit before you can buy something or contact the company, is there a clear way to contact the company. Simple things such as high price of post and packaging, no address or phone number on the site and lack of pricing can be very off-putting. Remember, people are going online because they are familiar with the internet and websites otherwise they would go to the shop or get on the phone so in general make sure that there is some kind of actions they can do online to contact the company even if it is just an email form.