Your Business With James Caan 2017 - 157
Optimise your online offerings to take advantage
of the increasing number of people shopping online
elling products or services online
can be an extremely effective
way to grow your business, but in
a crowded marketplace it can be
difficult to rise above the competition.
Whether you're starting out in the
world of e-commerce or are an
established brand, these tips can
help your company to stand out.
FOCUS YOUR APPEAL
It may seem obvious, but many
businesses make the mistake of being
too broad in their appeal in an attempt
to increase their customer base. More
often than not, you'll be aligning
yourself with commercial rivals and
your customers may see you as
interchangeable or disposable.
By narrowing your focus you attract
clientele with specific needs, and
fulfilling those needs can inspire
loyalty and repeat business. In the
same vein, time spent developing the
personality of your brand is never
wasted, but make sure to use creative,
memorable language, peppered with as
many keywords as possible.
KNOW YOUR SEO
In the digital sphere, visibility is
everything. And as 44% of online
shoppers start with a Google search,
it is important to appear as high up
in the search results as possible.
First you should research the most
searched-for words in your field, and
isolate those that take the consumer to
your competitors. Tools such as Google
AdWords Keyword can assist you in
providing the appropriate metrics.
Once you have these phrases, you
can start optimisation by distributing
them across your website. Additionally,
the URLs in your site can be modified
to include SEO-friendly words.
Lightspeed's eCommerce platform has
built-in SEO tools to help you increase
your search engine ranking.
If you favour a cleaner website with
less text, use alt-text on your images,
which search engines also read.
RESEARCH YOUR LEADS
Finding the areas of the web that
your customers typically frequent
can be invaluable, as it allows you
to market to those who might not
be familiar with your product.
Consider subscribing to a web
analytics program, such as Clicky or
SimilarWeb, to receive detailed reports
on the sites your users come from and
where they go afterwards. If they're
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