Many times, with the day to day task of managing your Ecommerce website, you end up cutting corners. Compounded over months or years, things like unoptimized product pages, outdated information missing SEO meta data and old (still active) coupon codes might become a serious problem causing lost traffic, revenue and sales opportunities.
In this article, you will learn an easy 5-step plan to get your store updated and in tip-top shape.
Step 1 – Store Health Overview
A great place to start for your store checkup is by using the Shopify Ecommerce Store Grader. This tool can be used even if your store isn’t on Shopify. At a high level, this tool will give you some direction as to elements of your business that may need your attention.
The Store Grader tool will inspect four critical elements including SEO, usability, content & social and technical (code), providing helpful feedback on what can be improved.
Step #2 – Review Store Policies
Before you jump into all your pages and products, it’s a good idea to review your various store policies. If you’re like most ecommerce business owners, your policies were a ‘set it and forget it’ affair when you first launched your shop. Right now is prime time to review your policies and make sure they are friendly to your customers and in-line with conversion goals.
Take some time to review each of the following and make sure they are current:
- Shipping policy
- Refund policy
- Return policy
- Exchange policy
Step #3 – Optimize Pages
The core pages of your site are a logical place to begin reviewing your content. Pages like your ‘About’, ‘FAQ’ and ‘Contact’ page are especially important since they tend to be popular pages for ecommerce businesses and can assist in conversions heavily.
On these pages you’ll want to look for several things:
Clarity & Copy
Each page should have a clear and specific focus.
SEO (Search Engine Optimization)
If you’re like most people, your online business likely has many missing titles and meta tag information. Page titles, URL and meta descriptions play an important role in your search engine visibility. Completing these field will help Google in better understanding of what your Ecommerce website is all about as well as increase the chances of shoppers clicking on your links from the search results page.
Double check to make sure all information is accounted for.
Step 4 – Optimize Product Pages
With your main site pages optimized, it’s now time to look at the most important content on your site, your product listings (pages). These pages are extremely important for not only the SEO value of generating traffic but also converting that traffic. Your product pages must be optimized and reviewed for not only your customers, but Google as well.
Step 5 – Review Coupon/Discount Codes
Part of your website checkup should also include reviewing all of your discount codes that you never set an expiry date on. These coupon codes can sometimes end up on deal sites like RetailMeNot allowing anyone to use them, long time after the promotion has taken place. Check each code and delete the ones that are no longer valid.
Here’s some of the most popular articles that you can check: Your e-Commerce Website Can’t Exist without these Three Pages
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