Brilliant case study by Seer Interactive using SEO to attract consumers looking for promo codes (typically bargain hunters) but a landing page that explained how the e-commerce company don’t typically offer discount and coupon codes, as well as the brand’s value proposition and key selling points. This was enough to build the consumers’ trust (so that they would not leave the site to look for deals from competitors) and in fact make a purchase.
What they did
- Called out right away that it is out of the norm they run discount codes, and explained how manufacturers control most of the promotional opportunities related to sales.
- Pointed out the fact that they offer a price match policy and that it is prominent on every page of the site.
- Reminded visitors of the everyday benefits of shopping with them.
- Already low prices
- Free shipping on purchases that meet a specific sales criteria
- Excellent customer service with a nearly 10/10 reputation & rating
- Rewards programs for cash toward future purchases
- More HD videos of product reviews than any competitor
In the first year after the discount page’s launch it saw 21,000 visits and earned $1.58M in revenue.
At that time it was the 38th most visited page and the 5th most profitable page on an e-commerce website with over 550K pages. The conversion rate was 1,384% higher than site average.
By ranking organically for discount queries, companies can avoid paying affiliate fees to coupon/deals sites that can charge up to 6%. In the above case, that would result in a $96,000 loss.
Source: eCommerce | Seer Interactive
The Google-backed Physical Web is now operating in the physical world. UK-based mobile commerce provider Proxama, in partnership with out-of-home advertising firm Exterion Media, launched this month in London what they describe as “the world’s first deployment of a Physical Web consumer engagement experience.” Called MyStop, the project delivers up-to-date bus information and notifications to passengers […]
Poor technical SEO is a sign of sloppy or inexperienced web design and reduces the credibility of your business. But most of that stuff is fixable. One can always add missing titles or meta descriptions or fix W3C canonical errors.
However, the most important thing to get right is to build good URLs that are search engine friendly when building or redesigning a website. This is not that easy to fix once it has been published.
A good URL structure has:
- the keyword in the URL
- clearly describes the content of the page
- has 3-6 words, separated with hyphens, not underscores
- URLs that have http://www.yoursite.com/#?content (Ajax URL that search engines cannot read)
- does not use _ or ? or other odd symbols (hard to read by search engines)
Code-free or WYSIWYG website builders could be a reason why – Wix for example is the most popular code-free website builder, but uses Ajax URLs and has been subject to a lot of criticism for it’s poor SEO (Ajax URLs are one of many SEO weaknesses.)*
Content Marketing Institute cites a good example of clear URL naming structures is Leo Babauta’s popular ZenHabits.net
In an exercise to test out all the different code-free website buidlers, I personally built websites on as many WYSIWYG websites builders (including Wix, Weebly, Strikingly, Squarespace, Jimdo, Moonfruit, Drupal Gardens). Wix was, in my experience, the worst code-free website builder. From constantly hanging, to not being mobile responsive, to not allowing you to choose the URL structure, not allowing access to custom code)
A full review of all the website builders will be posted soon. I strongly recommend that anyone considering using a drag and drop to use Strikingly or Squarespace instead.