Online Sales are Essential for Your Business
Many products are a sensory experience, you use your eyes to look, and your hands to touch. Conventional wisdom has been that shopping and buying is something to be done in person, either in a store. So why are more and more products being sold online? The answer is simple: that’s where shoppers are doing their browsing and buying. Therefore, it is important that your firm takes the necessary steps to fully optimize your website and strive for the best possible position on the search results page. As your position on the search results page improves so will your online sales and visits to your brick and mortar store.
Search Engine Optimization – SEO – for eCommerce
You can’t go a day without hearing something about how to improve your SEO for your website. However, what does SEO mean for eCommerce? In the simplest of terms, it means that the results for relevant keyword searches fall high up on the search results page. And more importantly results for your store fall high on the page for the relevant keyword terms that bring valuable traffic to your website. Something to think about is this: would you rather have your search result show 100,000 times for keyword terms that don’t mean much to your store or would you rather have your result show 1,000 times for highly relevant terms that turn into online purchases?
Why Search Results Matter
What does improving the SEO for your winery’s website mean for site traffic? First, by improving your search results you increase the exposure to your brand. Through the use of the right page titles, meta descriptions and URLs, searchers learn more about your brand and the brand’s website. Second, it is one of the hard truths about SEO that 68% of searchers select a result which is on the first page, and a disproportionate number of those clicks fall to the number one organic result. Third, the higher your store result falls on the page the lower your competitor’s result falls on the page. So, to keep your website ahead of the competition, and get the click before they do, it pays to fully optimize your search results.
Mobile, Mobile, Mobile
The fact that more and more searchers are using their mobile devices to find wineries and tasting rooms isn’t a big surprise. Once a searcher has found a search result which suits their needs there is a 50% probability that they will visit that business within 24 hours. Therefore, it becomes important that your winery’s mobile strategy should answer search questions such as: “tasting rooms near me” and “what is the best winery in the area.” Through strategic use of a number of Google products your mobile results will provide relevant information to searchers and drive traffic to your tasting room.
Online sales for eCommerce stores continue to grow every year, and during the first half of 2019 revenue generated from online sales took a sharp jump. A typical online store will generate approximately 11% of its revenue through the ecommerce channel, but that number is growing. Additionally, the average ticket price for an online store is increasing each quarter and each year. Therefore, with high average ticket prices and low barriers to entry online sales represent a growing opportunity for eCommerce.
In conclusion, Online sales continue to grow, visits to brick and mortar stores via smart phone apps are increasing and subscriptions to online buyers’ clubs are moving upwards. Therefore, marketing managers at eCommerce stores must be willing to embrace the efficacy of search as it pertains to the online industry. Year over year the number of website visits driven by search continues to increase and most importantly sales from ecommerce continues to grow. At the same time customer visits to brick and mortar stores, found through mobile search, are increasing as well. What was once strictly an in-person, hands-on shopping experience has become part of the digital world as an ecommerce transaction.