We share our top 10 CTA examples for writing stronger, more enticing call-to-actions.
We share our top 10 CTA examples for writing stronger, more enticing call-to-actions.Read MoreMarketingSemrush blog
We share our top 10 CTA examples for writing stronger, more enticing call-to-actions.
We share our top 10 CTA examples for writing stronger, more enticing call-to-actions.Read MoreMarketingSemrush blog
In this episode of our SEO Reality Show, see how to perform a technical SEO audit for a real US bakery and how to follow the same process for your business.
In this episode of our SEO Reality Show, see how to perform a technical SEO audit for a real US bakery and how to follow the same process for your business.Read MoreTechnical SEOSemrush blog
Usability essentially boils down to your visitor’s on-site shopping experience. How easy they can navigate your pages, find the information they’re looking for and buy the product they want. Providing people with a great experience keeps them on your website and it plays a big role in whether they will come back. Optimizing usability is essential for any website, but even more so when you have an online store. This guide on ecommerce usability helps you take the right steps towards a great on-site experience for your visitors!
Pro tip: We’ve just launched an Ecommerce SEO training course! Learn what ecommerce SEO entails, how to optimize your site and boost your online presence. Get started or check out the free trial lesson!
We consider usability an integral part of holistic SEO, which comes down to working on all aspects of your website to optimize it for search engines and visitors. Poor usability can lead to low conversion rates, high bounce rates, and people spending a short amount of time on your pages. This can cost you customers and it also affects your website’s SEO.
One way to optimize your ecommerce shop is with user testing, but a lot can be done just by looking at best practices, comparing that with your site, and making improvements. This ultimate guide to ecommerce websites takes you through that testing process and looks at everything you need to address to give your visitors the best experience possible. Let’s get started!
Have you ever looked closely at the homepage of your online shop? Chances are you went with the WooCommerce theme that your designer presented and you just implemented the available options. While most of these themes are nicely designed and set up with the user in mind, they might not be the best fit for your particular target audience.
Out of the box, a stock WooCommerce theme is hardly ever a good fit for your site
The first step in ecommerce usability, even before setting up a design, is understanding the needs of your target audience. You need to investigate the user journey and search intent. Are your potential customers looking for the best price, or do they want to read a dozen reviews before buying? Are there cultural differences you need to take into account? These things determine the setup and layout of your shop’s homepage. Do you need to highlight sale items? Are you addressing a particular niche? If so, you’ll need to make that clear from the start.
If one of the pillars of your mission is to provide the best price possible, the sale banner should probably be the most prominent item on your homepage. But, if you are selling high-quality products that people are willing to pay a bit more for, sentiment and emotion should be your focus. You could use larger images and focus on core product features and benefits.
The job of your homepage is to guide the visitor to your products. Your homepage shouldn’t necessarily be set up with SEO in mind but should focus on the user instead. That also means you’ll have to create a killer call-to-action on that homepage. Not having a great CTA is one of the most common SEO mistakes we see happening. Here are some useful tips for setting up that call-to-action:
Make sure it stands out from the design. Use a different color or button shape.Make sure it looks like a button. Don’t use so-called ghost buttons.Write active text, so your button shouldn’t say ‘Submit’ but rather a variation of ‘buy our stuff’.Use plenty of whitespace around it, or reduce clutter.Using a hero image is popular these days and for good reason: it sets a mood.Try to stay away from sliders.
After welcoming the visitor to your website, you can guide them to where you make your money: the product pages. Before we address these, let’s look at how to optimize your internal search and category/landing pages.
Internal search is the most important navigational option for your online store, and you should optimize it to the max. You’ll notice that larger brands and online stores focus on their internal search a lot. The reason is simple: if someone can easily find the product they’re looking for, they can buy it!
As well as optimizing that internal search option, you need to make sure that your search result pages look focused and give a great overview. You need to show the price and even an ‘Add to Cart’ button next to the product’s name and image. In addition, a comparison option will come in handy if, for example, you have a shop selling Bluetooth speakers.
Target has a great internal search option, plus awesome landing pages
After the search query, online clothing shops will allow for filtering by size, occasion, color – the lot. Filtering options like these, or sorting by price or availability, helps your visitor find the product they want as quickly as possible. To read more about this and see some examples, please read our post about enhancing online shopping with ecommerce filters.
Your category pages could be even more important than your product pages because these are the main entry points for customers. In addition, they give customers the option to choose and compare, much like your internal search result pages. Your category page should be considered a regular page for SEO but is so much more important when it comes to shop usability.
Lego.com doesn’t just have a theme-based product category page, but also an About page featuring in-depth content about the chosen theme
Here are some of the things you need to keep in mind:
Make sure the page has a valuable piece of content — preferrably at the top of the page, but make sure it doesn’t push the products down too much. This content is the glue that holds your products together and one of the reasons the potential buyer ended up here. Even if they scroll right to the product listings, they’ll appreciate the extra information (and Google certainly does).List all other categories as well, or at least make them accessible via a drop-down, especially when you have a lot of categories. It makes more sense to make them available with the click of a button, rather than listing them all. But if your shop only has ten categories, list them, for example in a sidebar or footer menu.Product listings need a proper call-to-action, so don’t hide it. Add a button.The product image in the listing will help convince the visitor to click, buy or compare an item. Use good quality images that display the product well.Optimize the product title, for example by including the SKU as well. As well as having SEO benefits, people searching for specific products – like that one particular Lego set they want to get – will thank you for it.State whether a product is available. Nothing is more disappointing than finally finding the product you want only to find out it’s sold out when you get to the shopping cart. Add a notice to the category page listing instead.
Another important factor in ecommerce usability is the optimization of your landing pages.
A landing page is a page where your visitors end up when they follow a link from outside your site, for example, search engines or social media. Landing pages on your online shop should be optimized to evoke a particular reaction from the visitor, such as buying a specific product.
Focus on one product or product bundle and optimize that page to guide your visitor to the purchase — in other words, welcome them. Make sure the visitor feels safe paying by setting up HTTPS on your site and adding enough trust signals. Add social proof in the form of testimonials, so your visitor will understand why your product is so good, and why they need it.
We strongly recommend using headings and images to deliver your message as this helps a lot, particularly for buyers scanning your landing page. Make sure these deliver the right message to your visitors.
When you’ve created, tested, and optimized a landing page, reap the benefits of that time investment. You can clone the landing page with Yoast Duplicate Post and use the same format for similar landing pages.
To find out more about landing pages, see our article What is a landing page?
Hats off to Apple for their epic Airpods Pro storytelling landing page
And because we’re discussing ecommerce usability, we can’t forget product pages.
Generally speaking, make your product page as useful as possible. Product pages need to be optimized for SEO, by using Schema.org product data, for instance. If your shop runs on WooCommerce, our WooCommerce SEO plugin helps with a lot of these things. Read more about product pages in our article on product page SEO. Because when your visitor arrives on that page, you need to convince them to buy.
Let’s go over some best practices for product pages:
Create scarcity: if you have only a limited number of products available, that will encourage visitors to buy. But be honest about the numbers.Add ratings and reviews. Social proof helps in comparisons and builds trust.In stock or not? Be clear about that, as it will help manage visitor expectations.Add to cart AND add to wish list. People might not want to purchase right away for budgetary or other reasons.Use multiple product images. Make up for the fact that the customer can’t pick up the product and look at it from all angles by adding more than one high-quality image.Offer product bundles. Buy this and that, as these products belong together. You might offer a discount for that bundle as a sales promotion.Free shipping, or free shipping on any orders over a certain amount. It’s a nice gesture and yet another reason to buy from you.Related products, people who bought this product also bought that product, etc. If you show customers more products, they might spend more money.Show people using the product (as a part of your product images). People will find it easier to relate to and see why they need your product.
Just like your homepage, your product page needs a strong call to action. In most cases that will be the Add to Cart button. Limit all distractions, make the text actionable, and use the right color. And if possible, add a review somewhere near that button as this reinforces that feeling of trust. Read more on calls-to-action here, and more on button design here.
Can’t miss that Add to cart button, right?
There are more details and real-life examples in our product page UX article, and there are more insights on creating trust in this article: 7 ways to increase sales by creating trust. Our post on testimonials and reviews offers some great insights, and you should also read our post on The psychology of discounts.
After your product page, customers proceed to your shopping cart, which is part of your checkout process.
You are about to close the deal: the customer wants to buy your product, so let’s gently guide them to your payment page. The first thing we need is to tell them where we are in the checkout process, so be sure to add a progress bar.
Quickly see where you are in the payment process
At the start of the checkout process, you should make sure to give the customer an overview of the products they are going to buy. This is, of course, the same as the cart overview. There are a couple of elements that are required here:
Product image, even a small one will confirm to the soon-to-be customer that the right product is in the cart.Prices, not just the price of one item, but also the number of items and the total price.Additional costs, like shipping costs. There should be no extra surprise costs after the cart overview.Payment options, just to let the customer know how they can pay.Security signs, like the green padlock and address bar for SSL sites, plus perhaps extra logos like Trustpilot right below the cart overview.
You should also make sure a guest purchase is possible. Having to register for a one-time sale is a deal-breaker for many.
If you need to ask for more than just an email address, make the form as short as possible. Think about useful things like a checkbox to confirm that the delivery and invoice address are the same, instead of making customers fill in their details twice.
Make payment easy by choosing a trusted payment provider and offering convenient payment options. These will vary depending on the shop and its customer base.
There are many reasons why people might leave your website without buying anything. They might even put products into their cart, only to abandon it. In our post on shopping cart abandonment, we go over what might lead to this, like:
“I wanted to do more research.”“Found it cheaper elsewhere.”“I wanted to wait for it to go on sale.”
For mobile carts, there are even more reasons, like loading speed and poor design that makes it hard to navigate a website. Investigating this will make your online shop better and can increase your sales.
Finally, after that optimized shopping process, a happy customer will leave your online shop. Now make sure you keep that customer happy. There are some extra things you can do to make that happen and you’ll find more tips in our article on checkout page UX!
Lastly, you shouldn’t underestimate the importance of site speed when it comes to ecommerce usability. Nowadays, every shopper expects sites to load quickly. It doesn’t make sense to wait for ages for one site to load while the competitor loads in just a couple of seconds. Seconds truly count here. Google hasn’t deemed site speed a ranking factor for nothing, you know. Do everything you can to speed up those pages! We have several posts on site speed, with site speed tools and more on how to check site speed.
Don’t trust your theme or ecommerce platform to fill in the blanks for you. Put some real effort into optimizing the usability of your ecommerce website. You’ll find that a better user experience will bring the SEO and conversion of your online store to the next level. If you want to get even more serious about your rankings, check out our definitive guide on WordPress SEO.
Everything on how to give your webshop visitors the warmest possible welcome. Read about eCommerce usability and UX in our ultimate guide!
The post Ecommerce usability: the ultimate guide appeared first on Yoast.Read MoreEcommerce SEO, User eXperience (UX), WooCommerceYoast
SEO pros know that a comprehensive search marketing strategy should include periodic audits of a website’s technical health and its opportunities for improvement. But as you uncover these opportunities, how do you know which ones are most important?
SEO pros know that a comprehensive search marketing strategy should include periodic audits of a website’s technical health and its opportunities for improvement. But as you uncover these opportunities, how do you know which ones are most important?Read MoreThe Moz Blog
The problem is that without a clear vision of what a win is, we’re unlikely to achieve results at all. The same is true if we set vague and arbitrary goals. In this guide, you’ll learn how to set the…
The problem is that without a clear vision of what a win is, we’re unlikely to achieve results at all. The same is true if we set vague and arbitrary goals. In this guide, you’ll learn how to set the…Read more ›Read MoreGeneral SEOSEO Blog by Ahrefs
In this article, we compare two of the most popular content management systems, including their features and technical requirements.
In this article, we compare two of the most popular content management systems, including their features and technical requirements.Read MoreTechnical SEOSemrush blog
We’ve run an extensive research, studying many different variables, to unwrap YouTube’s ranking algo and arm you with key takeaways and actionable tips to potentially get your videos ranking at position one!
We’ve run an extensive research, studying many different variables, to unwrap YouTube’s ranking algo and arm you with key takeaways and actionable tips to potentially get your videos ranking at position one!Read MoreData StudiesSemrush blog
Do you want to know how to stand out in Google’s search results? Do you want to brush up on your copywriting skills? Or do you want to know more about email and social media marketing? Then you’ve come to the right place! This August, we’re hosting four different online workshops on marketing and SEO that you can attend for free. So let’s find out more about these workshops and how you can register to attend one or several of them!
Working on your SEO and marketing can be challenging, especially in an online world that keeps on changing. But it is important to keep working on them to attract people to your website and to turn these people into customers. That’s why we’re hosting a few (free!) online workshops on SEO marketing this summer. To give you insight into the topic of your choice and discuss practical tips to master your marketing and SEO skills.
Sign up for our Summer School and you’ll also get free access to exclusive content and the Facebook group where you can ask any SEO and marketing-related questions that you have!
The answer to that question is everyone! I do have to say that these workshops are meant for beginners in the field of SEO and marketing. So if you’re new to the world of SEO, copywriting, email marketing or social media, these workshops will help you get started. But if you’re experienced in one of these fields, you’re also very welcome! These workshops can help you freshen up your knowledge.
If you want to join in on one or more of our workshops, there are only two requirements we’ll ask of you:
You need to have access to the backend of a WordPress websiteYou need to have Yoast SEO free or Premium installed on this website
This summer, we’re hosting four workshops on different topics, with different hosts that have expertise in these areas. Check out which workshops we’re hosting and don’t forget to register right away!
Workshop: Getting started with email and social media marketing
During this workshop, you’ll learn everything you’ll need to know to optimize your efforts on social media and in email marketing! This workshop takes place on Thursday, August 5, 2021, at 4 pm CEST/ 10 am EDT.
Sign up and read more about this workshop on email and social media marketing.
Workshop: How to create quality content (with Yoast SEO)
This workshop hands you the tools you need to create quality content that helps you climb those rankings. It takes place on Tuesday, August 10, 2021, at 4 pm CEST/ 10 am EDT.
Sign up and read more about this workshop on writing quality content.
Workshop: How to use internal linking to rank higher with the right content
Our third workshop is all about internal linking and how it can help you rank with the right content. This workshop takes place on Thursday, August 12, 2021, at 4 pm CEST/ 10 am EDT.
Sign up and read more about this workshop on internal linking and SEO.
Workshop: How to stand out in Google’s search results?
Our fourth workshop dives into the topic of standing out in the search results by getting your very own rich results. Trust us, getting those isn’t as hard as you might think. This workshop takes place on Tuesday, August 17, 2021, at 4 pm CEST/ 10 am EDT.
Sign up and read more about this workshop on how to stand out in the search results.
Want to sign up for one or more of our free workshops on SEO and marketing? That’s great, we can’t wait to see you there! Because we do want to have an idea of how many people we can expect, registration is mandatory. So make sure to sign up right away and you’ll be able to join which workshop(s) you’re interested in!
The post Summer School: Free workshops on SEO and marketing! appeared first on Yoast.
Do you want to know how to stand out in Google’s search results? Do you want to brush up on your copywriting skills? Or do you want to know more about email and social media marketing? Then you’ve come to the right place! This August, we’re hosting four different online workshops on marketing and SEO
The post Summer School: Free workshops on SEO and marketing! appeared first on Yoast.Read MoreContent SEO, Internal linking, Schema.org, WordPressYoast
Many writing tools are English-focused and don’t work properly with other languages. At Yoast, we’ve been making our innovative readability tools available in many languages from the beginning. Our team of linguists tailors our analyses to every language, making sure that it makes sense and delivers proper results. In Yoast SEO 16.8, we add language support for Slovak and Norwegian.
Making your content readable and understandable for a large audience is one of the best things you can do for SEO. Hard to read texts simply tend to scare away people. In addition, search engines might have more trouble understanding what you mean when you write complex, incredibly long sentences.
At Yoast, we aim to fix this problem. Our readability tools can analyze your text and give suggestions based on proven best practices. While some of the checks work independent of language, there are many we tailor specifically for your language. At the moment, we have almost twenty languages we support – from English to Spanish and French to Russian.
In Yoast SEO 16.8, we’re adding two additional European languages: Norwegian and Slovak. For Norwegian, this means that the readability analysis fully works, since we’ve added support for transition words, sentence beginnings, and passive voice assessments.
The second language we’re adding is Slovak. Slovak doesn’t just get full readability support but also support for our word forms feature. This state-of-the-art language feature helps you improve your content in a much more natural way. It makes the Yoast SEO readability analysis smarter and its recommendations easier to apply.
With word forms, you get a more flexible analysis. You can target more variations of your focus keyphrase, as it recognizes many different grammatical forms of your keyphrases. This makes it easier to see if a text is over or under-optimized. You get an analysis that is more in tune with the real world as it considers many more factors, just like a human would.
What’s more, if you have Yoast SEO Premium, you can combine the word forms feature with the related keyphrase and synonyms features to take your content to a whole new level!
In Yoast SEO 16.6, we introduced a new concept: SEO workouts. The first workout helps you rank your cornerstone content articles by improving the internal linking of them. It’s a handy, step-by-step tool that gives an easy workout that’ll surely improve your SEO.
We have more SEO workouts on the way, but be sure to check out this first one!
In Yoast SEO 16.7 we’ve made working on SEO easier for people using WordPress as a headless CMS. Unfortunately, in our WooCommerce SEO plugin, this caused some product identifier replacement variables not to work in the meta description when retrieving posts using REST requests. In WooCommerce SEO 14.3, we’ve fixed this bug by caching the product identifier replacement variables to make sure they’re always available. If your site is running on headless WordPress, make sure to update to the latest version of WooCommerce SEO.
Yoast SEO 16.8 is out today! This release comes with an updated readability analysis with support for two new languages: Norwegian and Slovak. We are nearing the twenty languages — a great feat — and we have many more languages planned.
The post Yoast SEO 16.8: Supporting new languages with Slovak and Norwegian appeared first on Yoast.
Many writing tools are English-focused and don’t work properly with other languages. At Yoast, we’ve been making our innovative readability tools available in many languages from the beginning. Our team of linguists tailors our analyses to every language, making sure that it makes sense and delivers proper results. In Yoast SEO 16.8, we add language
The post Yoast SEO 16.8: Supporting new languages with Slovak and Norwegian appeared first on Yoast.Read MoreSoftware releases and updates, Yoast SEO, Yoast SEO PremiumYoast
It’s not easy to write content that ranks in Google and drives conversions, but if you follow a few simple steps, you’ll be well on your way to ranking, and to engaging customers on all types of devices.
It’s not easy to write content that ranks in Google and drives conversions, but if you follow a few simple steps, you’ll be well on your way to ranking, and to engaging customers on all types of devices.Read MoreThe Moz Blog