3 Search Marketing Tactics To Boost Last Minute Ecommerce Sales

Whether it’s managing inventory or making the most of seasonal sales, there are always opportunities to maximize your search marketing approach to drive last minute sales.

I’ve worked on hundreds of short-lived digital campaigns with the goal of increasing income online, and I’m sharing some of my most effective tactics in this article.

There will always be best practice advice to incorporate into your marketing, along with forward planning for recurring trends for websites and eCommerce industries.

However, you can narrow the distance between interest and buying for quick wins with these three tactics.

1. Target free product listings on Google

Many businesses are missing out on a substantial volume of product listing opportunities in Search Engine Results Pages (SERPs) by only targeting paid product placements, or not targeting them at all.

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Even if you haven’t set up paid product listings with Google, you can still maximize organic advertising opportunities.

In 2020, Google announced that businesses can start appearing in a number of Google search properties, including Google Search, Shopping, Maps, and Lens, if your business has physical (brick-and-mortar) locations.

As is often the case, this rollout began in the United States in April, and since then has grown to an international rollout for qualifying e-commerce businesses.

As indicated in the Google Merchant Center help, to benefit from it, you must:

  1. Follow the rules set out by Google for listing your products for free on Google as well as for in-store product ads.
  2. Submit your product feed as well as your in-store product inventory feed through the standard Google Merchant Center.
  3. Make sure you’ve chosen to list your local products on Google for free; To do this, choose the corresponding article in Google Merchant Center.

For online retailers, whether or not you have paid purchase product listings, you can take the necessary steps to gain free exposure by targeting people who are willing to buy.

I would also extend this tactic to other structured data (SEO quick tech updates) that can also be used to target other rich Google results and help you with your webpage and total website visibility. in research.

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There are many ways to use schema markup to improve search engine rankings and results; find out more about:

2. Focus more on your main ROI and business impact pages

It might seem obvious, but there are always quick wins in getting your highest business intent pages to perform at a higher level in a shorter time frame, and often the updates are already in your data.

If you haven’t already, now is the time to integrate conversion rate optimization (CRO) with SEO and other search marketing activities.

It’s important to look at the CRO at both the page level (post-click) and the SERP level (pre-click) to get the most out of it in a short period of time.

While CRO should be seen as a permanent part of your marketing activity, it can certainly accelerate results when introduced into existing approaches and allow businesses to see results sooner.

There are many proven CRO experiments to run that can often lead to repeated gains. And while your data should always be the first place to prioritize which to run with, here are a few more examples to get you started:

Incorporate best term / phrase from Google Search Console (GSC) in title tags and meta descriptions, where applicable. This can help with the relevance of the user’s query and help increase the click-through rates of the SERPs and attract more people to the key pages of your site, thus increasing the volume of people entering the conversion funnel. .

Systematically test advertising creation on organic and paid ads and recombine datasets from both channels for shared learnings.

Include a clear call to action (CTA) in ads to prompt the user to click. Also make sure that on the page, each main page segment has a CTA that you are testing and refining using the latest sets of data.

Test persistent CTAs include other conversion elements like using short forms, and making sure mobile and desktop users have set up CTA variations based on the data sets most applicable to each.

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Refresh content. Update it and include new data, stats, etc.

Include visual CTAs as well as CTAs in the text, targeting a variety of user engagement levels. A social sharing CTA, for example, has much less user engagement than a shopping CTA.

3. Leverage the value of your homepage

This is one of the most overlooked tactics by businesses looking to have a positive impact on short-term website sales.

The homepage, in most cases, sees the greatest volume of landing page entries in a website from organic search and other marketing channels except paid channels.

This means that minor improvements to the homepage can result in dramatic increases in the value derived from higher volumes of visitors to your existing and new website.

Try these updates to quickly improve homepage performance:

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  • Prioritize content coverage and display of high ROI product and service lines.
  • Add a clear primary call to action and declutter conflicting messages that can distract the user and prevent them from taking the desired action.
  • Improve page speed, load time, and associated web essentials, which are both ranking factors and usability improvements directly related to conversion gains.
  • Including clear trust signals and other content that removes barriers to user conversion without having to display other content.
  • Make sure the page (and site) is HTTPS (secure), mobile-friendly, and responsive in its entirety.

A home page should perform many functions and should be subject to continuous and iterative improvement every quarter.

This is how you are constantly refining, improving, and maximizing the value derived from this high impact part of your website.

When you need results fast, need to manage inventory levels, or want to drive users to specific, new, or changing results at different times of the year, the home page can be your main focus. “go-to”, underlying other activities to increase wins.

More resources:

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Image credits

Screenshot taken by author, December 2020

Brandon D. James