Ecommerce sales can have several sources. There are those who earn a lot thanks to the newsletter, those who do an excellent job of social media marketing, and those who focus on AdWords and Facebook Advertising. Ah, then there is the professional who works on all the points listed.
Reason? To obtain a homogeneous result and take advantage of all the branches of online promotion to bring traffic to the site and increase profits. This is the basic rule for improving e-commerce sales. And a lot of the traffic could come from an unexpected source.
I’m talking about image searches. One of the traffic sources for many websites is this. People search in different ways, they tailor the search according to their needs and requirements.
You can express a query through voice search, type, and search for links to click. But sometimes the results have to be visual. And this is where e-commerce can make a difference.
The Topic Of This Post
- 1 Understand how people look and what they want
- 2 Do keyword analysis, even long tail
- 3 Optimize images for search engines
- 4 Don’t forget the speed of the resource
- 5 Bringing images to the advertising circuit
- 6 User experience, always satisfies the public
- 7 The importance of testing the online shop
- 8 eCommerce sales with images: what do you do?
Understanding how people search and what they want
The first point to emphasize is this: to increase e-commerce sales with a good visual-based content marketing job, you need to understand what the person on the other side of the screen wants. In part this answer comes from your personal experience, you know what you do when you go to a store to buy: you want to see the product.
But the web goes further. It increases our abilities, and when it does it well we are happy. Tackling the issue of the customer journey, the path that your customer takes to reach the purchase is decisive in these cases. How many times has it happened to you to look for a product that you have seen but you don’t know what it’s called or what brand is it? What do you do in these cases? Go to Google Image and describe it.
Here is the image search for e-commerce.
As you can see, Google Image is able to meet the needs of those with unclear ideas and looking for suggestions regarding a product starting from keywords related to the asset itself. To do this you need a number of decisive elements. Let’s begin?
Do keyword analysis, even long tail
If you want to work in these terms you have to understand what people are looking for. But not only with the dry transactional keyword (red price coat ) or with the navigational keyword (red Zalando coat). Tackle the keyword research in order to optimize each product sheet starting from title tags, meta description and continuing towards the text that introduces the good.
Trying to help the search engine contextualize. Not by forcing their hand with unnecessary keyword stuffing but by trying to help people discover and understand something more.
Without forcing and SEO copywriting jobs based on inflating tab text and alt tags with a lot of keywords. If in a photo there is a red coat with a hood you will do nothing but make it clear that that is the topic of the page. Avoiding repetitions and working on what related requests could be: sizes, measurements, shipping prices.
Optimize images for search engines
This is an impossible necessity to overlook. If e-commerce wants to be found through images, it must focus on SEO optimization for photos, and make sure that the visual meets the needs of the search engine. In reality, everything is very simple, here’s what Big G suggests:
Use short but descriptive file names and alt text (…). Not Recommended Practices: Use generic filenames like “image1.jpg”, “fig.gif”, “1.jpg” (…). Don’t put keywords in alt text or copy and paste entire sentences.
According to Google’s SEO guide, the image must be treated in such a way as to tell through those few strings of text available what is in the photo. The essential fields: filename, alternative text, title attribute, context. That is to say, all the content that is around. The starting point is simple, but applying all of this to e-commerce can be a problem.
Working on every single photo becomes a full-time job, but you can use Screaming Frog to get a crucial fact: all the visual material that lacks the alternative text, which is the most important step to make Google understand what the content is. of that shot.
Don’t forget the speed of the resource
If the photo has been optimized for search engines, you have a good chance of increasing e-commerce sales, but remember the intermediate step: don’t sacrifice page load speed.
You have to find the right balance and always remember that the upload of the product sheet is a decisive factor, it affects the permanence of the potential customer on the site. And therefore on SEO.
Bringing images to the advertising circuit
This is a crucial step that can be seen in the screenshot above: Google allows you to create specific advertising for images, in different forms. For example, in the e-commerce sector, one of the most common and used is the carousel. You can appreciate this result in the basic SERP.
Here is the image carousel on Google.
In the Google Images section, however, the sponsored results are at the top, they have the price highlighted and a description that appears with the mouse hover. In short, you can work well with sponsorships and on the official Google resource, you will find all the details.
User experience always satisfies the public
True, to increase eCommerce sales through images you need to get people to find your shots. But you have to take care of everything related to the user experience.
In part I have already talked about it, mentioning the speed of loading pages, I have drawn attention to one of the classic points that see an overlap between what Google wants and what the user is looking for.
Many passages go on like this. The usability of the product sheet influences the behavior of the public and the satisfaction of your audience is recorded by the search engine.
So how do you improve a product sheet?
Organizing the contents on the page and choosing carefully what to put and how. The photos must enlarge and lead to discovering every detail of what you want to buy. The idea is to nullify the differences between what you can do in a physical store.
Here is an example of an eCommerce product sheet.
Or at least you can try: you don’t wear the red coat through e-commerce but you can find out all the details. See how Zalando does it: frontline visuals and everything else afterward.
The importance of testing the online shop
Does it always work like this? To increase e-commerce sales, just put lots of quality photos on the card and let Google do the rest? No, you need a lot of tests and attempts.
When you run an online shop you can never think that you have solved and finished the job. The next step: understand what the audience does on your product sheet if they are interested in the visual, and how they use it. To cash in on this milestone you can and must use heat maps.
Stock tracking is important
Do you want to find out the user’s habits? You need advanced programs, paid tools that allow you to record what people are doing on the web page. Without this step it is useless to make decisions: it is like working blindly, by simple idea or intuition.
Instead of this data you can do A / B tests and figure out which version of the card works best for a particular product. Maybe with coats, it is okay to put the photos first but for a computer, it is better to add the datasheet at the top. Who can tell? Just the tests.
Ecommerce sales with images: what do you do?
These are the basic rules for pushing images as a vehicle to increase the visits of e-commerce on search engines. The same goes for social media: having a good visual storytelling project on Facebook, Twitter and Instagram can make the difference when you decide to increase the turnover and sales of your saving bond store. Are you moving in this direction?