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How to avoid duplicate content issues in ecommerce. Duplicate content has been causing major issues for online retailers for many years, primarily due to the negative impact it has on search engine rankings.

How to avoid duplicate content issues in ecommerce

Due to the size and complexity of online retail websites, there are far more areas that need to be addressed and monitored in order to eliminate duplicate content issues. Here are nine potential causes of duplicate content, along with resolutions to help you overcome them. 1. Duplicate content caused by faceted navigation This issue is very common for ecommerce sites and is likely to be the worst from this list for SEO. Here is an example of how a duplicate content issue caused by faceted navigation could arise: Top version = unfiltered category page | Bottom version = filtered version of the same page. The example above illustrates how a query string is appended onto the existing URL to filter the results, however the content on the page will remain the same, resulting in duplicate content.

Preventing these pages from being indexed 2. 3. How video can improve ecommerce results. Videos are a powerful way to showcase products on an ecommerce website, and savvy online retailers are discovering ways to get the best return on their investment in video.

How video can improve ecommerce results

For example, videos can help improve SEO campaign results, and user-generated videos can help boost conversion rates. Almost every type of website you visit these days features video prominently, since website visitors and shoppers have a growing appetite for video. It’s more engaging for website visitors, and tells a brand or product story in a more immersive way than text and images do. For ecommerce businesses, video has provided a powerful new way to showcase products and online merchants are creating increasingly sophisticated videos to take advantage of viewer engagement. Initially, videos were treated more like glorified photos, but today, they’re seen as valuable marketing tools for SEO and social media programs, as well as hugely beneficial for mobile commerce. Videos drive “curated commerce” Six retailers that used product videos to improve conversion rates.

Product videos are a great way to improve conversion rates online as they reassure the customer by helping them make an informed purchase decision.

Six retailers that used product videos to improve conversion rates

One of the main problem with ecommerce is that you can’t hold the product in your hands before you buy it, which is why offering free returns is such a great selling point. But video is also a great way to limit the impact of returns, as it gives customers a full view 360 degree of the product. We've previously blogged best practice tips for ecommerce product videos, and recently looked at the rise of video in 2013. With this in mind, here’s a round up of some stats showing how product videos have improved conversion rates for six online retailers... Ariat In a presentation last year equestrian sport supplier Ariat said that visits where a product video had been viewed had a conversion rate that was 160% higher than visits where no video was viewed. Fitness business Zappos Anonymous case study For retailer A, the conversion rates were as follows:

6 ways to improve your product pages. If you review the analytics for an ecommerce site using the content drill down in Google Analytics you will often see that product pages have the greatest “footfall” measured by total number of pages viewed by page type. This shows the importance of making the design, copy and calls-to-action on product pages as good as you possibly can. You can really reap the rewards of small changes across page templates for all product pages. To give you ideas of what you can test and improve, here are my 6 recommendations on how you can improve sales by improving your product pages. 1.

Split testing Split testing, for me is a fundamental element of ecommerce, as it allows you to accurately reflect on multiple pieces of content or designs. From experience, I would recommend testing the following parts of your product pages using split testing: Here are some other split testing tools that you can use: 2. Automatic scrolling 3. 4. What kind of people are going to buy the product? 5. 6. Mod_Pagespeed.