When it comes to creating and maintaining a profitable website, there are many areas that need attention and care. Usability, Mobile Experience, SEO, Trust, Fresh Content, and accurate Analytics are just some of them. But one area I’ve seen getting more attention lately is the Site Speed, often referred to as Site Performance.
Site speed is an important area to keep your eye on. It has been shown to have a direct correlation to your Conversion Rate and your Search Ranking. As far back as 2010, Google publicly stated that site speed is a ranking factor in their algorithm. And there have been many case studies showing a direct correlation between improvements in load times and conversion rates. Here are just a few:
It’s August, and as any seasoned Ecommerce manager knows, time is running out to get your online store in ship shape for the upcoming Holiday Season. But where do you start? What areas are most important to look at first in preparation for the Holidays?
We reached out to several of the leading minds in Ecommerce Conversion Optimization to ask them, “What is one thing you’d recommend Ecommerce sites do or focus on now to enable themselves to drive more sales this Holiday Season?” The answers we received were phenomenal and covered a wide range of areas including Pay Per Click, Usability, Prioritization, and more.
Here is what the experts had to say, in their own words:
These days, it seems that TVs and restaurants go hand in hand. In the past week, I’ve counted nine restaurants that I’ve eaten in (okay, my family eats out way too much!), and all but one of them has had at least one TV outside any bar area. (That one that didn’t was the restaurant inside a hotel.) All of them were turned on, and there was always at least one visible from whatever seat we were sitting in—even at a McDonalds.
This post isn’t about whether TVs in restaurants are good or bad. I imagine they do something toward earning extra revenue for the restaurant in some way or another. But it’s true that I don’t like them and try to sit in a seat that does not look at a TV, and here’s why.
When it comes to loyalty and referrals, good customer service that exceeds expectations rules. Most of you probably think you know that, but how many of you really implement it in your business? Top-notch customer service is not just something that you hope makes your company superior to your competitors. It’s truly a table stake for success.
Nowhere is this more true than when you have made a mistake or inconvenienced a customer, and how you handle that. Maybe you shipped to the wrong address or delivered the wrong product. Perhaps there was a bug in your system that prevented a customer from being able to log in. Maybe it wasn’t even your fault, but if you can’t turn that negative experience into a positive one, the customer probably won’t be coming back.
Your web analytics are important. It’s critical that you are able to measure the activity on your website accurately. I’ve said it from the very beginning: your analytics package is your most valuable marketing tool. That’s one reason I’ve been urging people to upgrade to Universal Analytics from their old Google Analytics implementation. There is a great deal of added functionality with UA.
But there’s an unexpected issue that comes along with Universal Analytics: Referral Spam. This isn’t a reason not to upgrade to Universal Analytics (I’ll talk about how to eliminate most referral spam in a minute), but referral spam can seriously affect the usefulness of your analytics—especially for small and medium sized sites.