Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.
Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.
This is only part one and mixes tag-based optimization
issues with general best-practice tips dealing with on and off-site activity.
We’re discussing the list in full at the Econsultancy Peer
Summit in New York on June 2 and we’ll publish part two
after the event.
1. Don’t be the tortoise
When it comes to page loading times, lack of speed
kills. Our own study suggested that
every 100 milliseconds of extra load time can cost 1% of your potential sales,
while the Aberdeen
Group found that every 1-second delay costs 7% of conversions.
lots of rich media content can slow you down, so too can all the tags you’re
using to track performance. Some analysts are now recommending tag management systems to mitigate the page weight related
issues created by all your tags.
2. Start at the top
Since we’ve already established the importance of a fast
loading page, you now have some decisions to make as to what should load
The answer is surprisingly
basic. Work your way from the top down,
loading items above the fold first, demonstrating to your visitor that you
value his/her time. It is a simple truth that if a site looks fast on first
glance, people are more likely to hang around long enough to complete the page
load, and eventually, a transaction.
3. Serve no tag before its
Without a tag management system in place, sites simply
load all their tags at once, even when they’re irrelevant to the visitor.
This slows down the page and ignores all the
data you probably have on your visitor.
For example, why load the re-targeting tag if the user has already been
cookied? Or if a visitor has come in
search of a low-margin product why load Live Chat?
Aligning the tags you serve with visitor data
improves results all the way round.
4. Not also but only…
Just like in the real world, a messy storefront will cost
you customers, a loss that will be compounded if the mess carries over to the
inside of the store.
Both your landing
page and subsequent pages need to be more than broom clean, carefully organized
with idiot-proof navigational paths. Avoid the “and another thing” syndrome after the initial site launch or
makeover, substitute new for old rather than trying to cram in more.
5. Get the band back
a cleanly designed site won’t make the cash register sing if all the marketing
contributors aren’t marching to the same drum.
Whether you do all your marketing in-house or with a myriad partners, e-commerce
won’t be optimized until email, display, social, re-targeting, SEM and SEO
activities are all working in concert. Orchestrating monthly/quarterly meetings of the whole “band” is crucial.