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Online Store promotion: how not to harm seo if the product is over
The development of the website of the online store and its further promotion is always accompanied by changes in the product catalog. It often happens that a product or a whole category of products no longer brings the desired results, and you do not want to contain an extra page on the resource. How can I change the product page so as not to affect the optimization results?
The online store's product catalog is based on the items that you distribute. All products sooner or later lose their relevance and relevance, but as a rule, by this time you have already indexed the page, and optimized content continues to lead potential buyers to the resource. What to do with an unused page and how not to lose the effect of successful optimization? This question is probably asked by every entrepreneur involved in online trading.
Today we have prepared a checklist of actions that will allow you not only not to lose the effectiveness of optimization, but also to shift the focus of a potential buyer's view on the products in stock, thereby making him interested in buying the position you are promoting. In order to attract a buyer, you will need to focus as much as possible on creating an environment in which the user will not leave your resource. You should also take care of loyalty, because the lack of goods can negatively affect both its indicator and the overall promotion of the online store site.
"The product is no more” - how not to lose the optimization results and sell another product to the client
The product may be missing for various reasons. It can simply end, or become unprofitable due to the growth of purchase prices and the unprofitability of this enterprise. Anyway, on the website of the online store you are promoting, there is already a card of this product and most likely it is indexed. If the product card has not been indexed, you should check all the product cards in your catalog for indexing. If history repeats itself, this is a huge problem for the promotion of the resource. If the card is indexed, but the product depicted on it has long been out of stock — this may affect the trust of customers in your resource and as a result lead to a decrease in the number of sales and turnover of your online store site.
Next, we will look at a checklist of actions that will help you maintain the indexing of the product card page and at the same time you will be able to attract customers to buy another position, but how to do this — read in the next block.
Checklist: How to continue receiving traffic from the product card if the item is out of stock
You will need to show remarkable perseverance and take a responsible approach to this issue. If you change the product card too much or delete it altogether — you may lose some of the traffic that it brought to your site, and as a result, the number of potential customers may decrease. This is unacceptable for the effective promotion of an online store's website. Next, we will look at several steps that can help you avoid such a result, while allowing you to save the result obtained from this card. In order for the card of the finished product to continue to attract users, while not spoiling the indicator of loyalty and interest in the online store site, it is necessary:
1. Change the status from "Out of stock" to "Expected”
Such a simple trick will allow you to further interest a potential client. If the product is out of stock — it is not known whether it will ever appear in the catalog. If you use the phrase " the product is expected”, the potential customer will be sure that the product he needs will arrive soon. Such a trick will not only delay the user on the site of the online store you are promoting, but also allow you to get into the user's bookmarks, which will have an extremely positive effect on the quality of promotion due to the impact on the search algorithms of the system.
2. Add the column "similar products”
The fact that the user was on your site and at the same time clicked on a link to a specific product card-indicates that he was interested in purchasing. The situation with " the product is out of stock” can have an extremely negative impact on the opinion of our potential client and cause him to want to visit the resources of competitors, which must be avoided by all means.
Adding the “similar products " icon” you can show the consumer that the product that he needs is not produced by one company. Thus, when the customer sees that the required model is not available, they will most likely go to your store's catalog to search for something similar. In such a situation, the presence of the “similar products " column can help you out a lot. Taking advantage of the user's interest and making an effort, you can sell the user a product that was not originally part of his plans, and often this is exactly what happens.
In order for the client not to be disappointed in your company, and the promotion of the website of the online store and then went successfully — you need to prepare the resource in advance to abandon a particular position. In its place, you should place a more relevant and in-demand product that can bring profit to your business.
3. Price reduction
You can very profitably use one trick and use it to sell another product, instead of what interested the potential buyer. First of all, you will need to reduce the price of a product that is no longer in stock, thereby attracting the attention of a potential buyer. After the user has clicked on the link and read the inscription " the product is over” - you should offer the client an alternative. Create a table of similar products next to the cost of the item that the customer is interested in. Thus, the buyer will be able to get acquainted with the prices for the products of other companies, which belong to the same category as the product for which the client went to your site, without leaving the page.
If you do everything correctly and pay attention to the design of the resource-with a high probability, customers who came to the site to buy a certain product will begin to get acquainted with the catalog of the promoted online store in search of analogues and more favorable offers. Using such a strategy will allow you not to lose the results obtained during the promotion of the card of an already irrelevant product while selling those positions in the sale of which you are interested.
4. Replace "out of stock "with" sold out"
Thus, you will not be able to alienate the user by the lack of the necessary product and will achieve an increase in the level of loyalty to your resource. The fact is that users who see the inscription " out of stock” are likely to decide that this product will not be available at least in the near future. After seeing " sold out”, the potential buyer will conclude that the product is so popular and high-quality that it was instantly sold out. This will motivate the user to wait for the desired position to appear. And if you correctly add a column with similar products offered, it is possible that the user will notice the analogues, while bringing you a profit.
5. Notify the user before visiting the product card
If your potential buyer found your store with the help of a contextual advertising company and decided to find the product he needs in the catalog — make sure that he can find out about the availability of the product position without going directly to the product card itself. Users nowadays are extremely scrupulous about their personal time, and spending it on searching for goods in stock can cause them irritation and negative associations with your resource. In order to avoid such a situation, select the items in the catalog that are not available, using the die with the corresponding information.
Thus, you will save your client time and give him the opportunity to learn more about the analogues of the product he needs in the catalog of the online store you are promoting.
6. Focus on the situation and indicators
Despite the fact that this method is effective, it affects only the middle between the two extremes, deleting the product card and setting up a redirect to the current positions. The fact is that the actions described above have the least impact on the behavioral factors and traffic indicators of the product card, which you may have been trying to achieve for a long time with the help of optimization. By using alerts for the customer and allowing the user to choose from similar products in the same category, you save the customer time, so that the level of their loyalty to your site will rise rapidly.
If none of the above helps your resource and the product card without products pulls the resource to the bottom — take care of a competent redirect. By setting up a high-quality redirect from an outdated page to an up — to-date one, you can continue to enjoy all the benefits of a SEO-optimized page, while not presenting products that are not available to potential customers. When promoting the website of an online store, consider this factor, it has a tangible impact on the success of the promotion and can help you achieve the desired results much faster. But what if warnings about the absence of the product do not help?
Setting up a redirect for the current site pages
It is not always about the absence of a product and placing a die with similar products helps to keep the user on the page. If the above method is not suitable for promoting the site of an online store or the indicators after using it significantly decreased — it makes sense to try redirects.
By using redirects, you can simplify site navigation for your potential customers and at the same time give them the opportunity to get acquainted exclusively with the products that are available. Remember, not every user wants to wait until the product they are interested in is available in your online store. Such a buyer is more likely to turn to your competitors, and you will not only lose in the frequency of visits and conversions, but also in the turnover of the product. In order to avoid such a situation, use redirects exclusively to relevant pages, and then the optimization of the site, which you have been engaged in for so long, can bear the fruits of your efforts.
How can I edit product cards or make a redirect if you have no experience
Despite the fact that this idea sounds extremely simple, in fact, you will need to slightly modify the product cards, their design, in order to make it clear to the client that the product he needs is not available. Using panels with similar products, you can renew the user's interest in your resource, which can ultimately lead to the execution of the target action. But what if you have no experience in successfully promoting online store sites? In this case, the best solution is to contact the professionals.
The team of the web studio Gloss will help you to develop the website of the online store and with its further promotion. For all the time that we have been working in the Ukrainian market, we have achieved certain heights and are leaders in the development of corporate websites and the creation of online stores. If your resource needs urgent optimization, or you plan to create high-quality advertising content-contact our specialists and they will help you with your problem. In order to order the creation of a website, or the development of an online store, it is enough to fill out the appropriate form on the website and send it to our mailing address. After confirming the application, our specialists will start creating a new ideal online store — which will help your business not only become more successful, but also open up new horizons for you.
Create and promote websites of online stores together with stylists of digital studio Gloss.
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How a website audit can transform your business
A website audit is not a simple check, it is a necessity that allows you to deeply understand both the technical and marketing aspects of your site. Is your website optimized for search engines? Does it communicate effectively with your potential customers? The answers to these questions can radically change your approaches and strategies. Ordering a website analysis can reveal hidden issues that are holding back your site's lead generation and customer acquisition potential. Whether you're looking to improve your site's search engine rankings or increase user satisfaction, an audit can provide you with the tools and guidance you need.
We will look at how a carefully prepared audit can significantly improve your website and make it more competitive. We will discuss what aspects of a website are checked during an audit, what benefits it can bring to your business, and how you can order a website audit from professionals to ensure the best results.
Why does your business need a website audit?
Excellent website usability is not just a nice bonus, but a critical condition for ensuring online success. A website audit allows you to analyze in detail how conveniently and efficiently users interact with your site, and how this affects your business's ability to achieve its goals. Here are some reasons why it is important:
- Increase user satisfaction: An audit reveals navigation and interface issues that may prevent users from easily and intuitively finding the information they need or performing the actions they want on your site. Improving these aspects can significantly increase your visitors' satisfaction.
- Reduce bounce rate: When users find it difficult to navigate the site or perform the necessary actions, they are more likely to leave the site without converting. An audit helps to identify and fix design elements that can lead to a high bounce rate.
- Increase conversions: Website optimization can have a direct impact on your conversions. For example, simplifying the checkout process or improving the visibility of a call-to-action button can significantly increase the number of successful transactions.
- Search engine optimization: SEO audit and optimization is part of the overall website audit and focuses on aspects that affect your website's visibility in search engines. Analyzing keywords, meta tags, URL structure, and other SEO practices will help to push your website higher in search results.
- Improving accessibility: The audit also assesses how accessible your site is to people with disabilities. Ensuring accessibility not only expands your target audience, but also emphasizes your responsibility as a business.
- Optimization for mobile devices: Nowadays, it's important that your website is optimized for mobile users. An audit will help ensure that your website works efficiently on all types of devices, improving the overall user experience.
Ensuring a high quality website is an investment in customer satisfaction and the efficiency of your online space. Ordering a professional audit can help you identify critical issues and resolve them before they negatively affect your business. You can read more about SEO promotion in the article "Features of SEO optimization of an online store"
How the audit is conducted and what we offer
Website audit is a complex process that includes several key stages. Each stage has its own specifics and requires a detailed approach. Our team of specialists uses advanced technologies and techniques to ensure the highest quality of services. This is how we work:
- Audit planning: First of all, we identify your business goals and website features. This helps us to prepare a personalized audit plan that takes into account all the necessary aspects: from technical analysis to user experience assessment.
- Technical audit: At this stage, we check the technical component of the website: coding, information architecture, compliance with SEO and web accessibility standards. We identify technical errors that may prevent the site from being indexed by search engines or impair overall performance.
- User experience (UX) audit: We analyze how visitors interact with your website and evaluate the usability of the interface. In this context, we can also put a heatmap on the site. Heatmaps allow you to visualize where users click most often, how long they stay on certain segments of the page, and how they scroll through the page. This is very useful for improving page structure and content.
- Report and recommendations: At the final stage, we compile a detailed report that includes all the issues we found and specific recommendations for fixing them. We provide practical advice that can be implemented quickly to improve your website.
- Support and optimization: After the audit, we also offer website maintenance and optimization services. This can include regular updates, monitoring of website performance, and additional checks for compliance with changed requirements or technologies.
Our goal is not just to identify problems, but to provide you with the tools and knowledge to solve them effectively, so that your website not only works at full capacity, but also helps you grow your business.
Glyanec provides professional website audit services that include technical audit, usability testing, SEO optimization, and analysis of your website's accessibility and security. We use advanced tools, such as heatmaps, to analyze user behavior in depth, allowing us to offer targeted and effective solutions for each client.
If you want to ensure that your website functions at the highest level, meets all modern requirements, and works as a powerful tool for your business, contact us. Order a website audit in Glyanec today and take the first step towards improving your online space. We guarantee a professional approach and dedication to achieving your business goals.
What are the advantages of websites over mobile apps?
Different companies are faced with the choice between developing mobile apps and websites every day. While mobile apps may seem convenient and innovative, it's important not to ignore the numerous advantages of websites. Ordering a website is not just an investment in an online presence, but a strategic decision that can significantly reduce development and maintenance costs, provide a wider audience reach, and improve search engine rankings.
We'll take a closer look at why websites compare favorably to mobile apps, analyzing their functionality, accessibility, and maintenance costs. The importance of websites in today's digitalized landscape cannot be underestimated, as they play a key role in attracting customers, expanding the market, and optimizing the user experience.
What is a website and a mobile application?
Websites and mobile apps play vital roles in promoting a business, but they have significant differences. A mobile app is a program downloaded and installed on a mobile device that can use the phone's system capabilities, such as a camera, GPS, or gyroscope. They can offer a more personalized experience, but they require significant investment to develop and maintain.
Therefore, choosing between website development and in-house development usually turns out to be a more profitable and effective solution.
Main advantages of websites
Websites offer a number of benefits that make them an attractive choice for businesses of all sizes. Let's take a look at a few of the key benefits you should consider when considering a website for your business.
- Universal access: One of the main advantages of websites is their accessibility. Visitors can access your site from any device that has an Internet connection, regardless of the operating system. This provides a wide audience reach and the ability to attract more potential customers.
- Cost-effectiveness: Ordering a website is often much cheaper than developing a mobile app. The cost of developing and maintaining a website is lower because you don't need to create separate versions for different platforms, such as iOS and Android. In addition, updates and changes to the site can be implemented faster and easier, which reduces overall maintenance costs.
- SEO and marketing benefits: Websites provide better opportunities for search engine optimization (SEO). This means that your website can rank higher in search engines, increasing the chances of being discovered by potential customers. Optimizing your website for search engines helps to increase its visibility and attract more organic traffic.
- Improving the user experience: Websites can offer a rich and user-friendly user interface that is adapted for different devices, including mobile phones, tablets, and desktops. With a responsive design, users can easily navigate the site, which improves the overall user experience and can increase conversion rates.
With these benefits in mind, building a website is a rational choice for businesses looking to maximize the benefits of their online presence. Not only do websites save money and resources, but they also provide ample opportunities to scale and grow your business.
Why do users abandon mobile apps?
Despite the significant development of mobile technology and the increase in the number of available apps, many users still prefer websites. This is due to a number of reasons that point to certain disadvantages of mobile apps and limitations that can affect the user experience.
Most users do not see the need to install mobile applications when they can easily access the same services or information through a website on their laptop or smartphone via a browser. This is especially true for those services that users use infrequently or sporadically.
Additionally, users emphasize that mobile apps often take up too much space on their devices, which can be critical for those with limited storage space. There are also concerns about battery and mobile data consumption, especially when apps are running in the background or transferring large amounts of data.
Privacy and security issues
One of the biggest concerns that pushes users away from mobile apps is the issue of privacy and security. Many apps require extensive permissions to access personal information such as contacts, location, social media data, and even personal files, which raises concerns among users about how this data is collected, stored, and used. There is also a fear that mobile apps may be vulnerable to hacking, especially those that store sensitive financial data or personal information. Data breaches at large companies that have made headlines only reinforce these concerns.
These factors contribute to the fact that many users prefer to use websites that do not require a download and provide quick access to services without the need to install resource-consuming applications. This confirms that websites can be a more convenient and secure solution for many users. However, for many companies, creating a website will prove to be the most optimal solution to effectively attract customers and provide high quality service with minimal costs and complexity.
To summarize, a careful choice between website and mobile app development should be based on the specific needs of the business, its target audience, and available resources. However, for many companies, ordering a website will prove to be the most optimal solution that allows them to effectively attract customers and provide high quality service with minimal costs and complexity.
What are progressive web applications and what are their advantages
Progressive Web Applications (PWAs) are changing the way we think about what websites can do. This technology combines the best of the web and mobile applications, offering speed and usability that was previously only possible in apps. In this article, we'll take a closer look at what progressive web apps are, what technologies are behind them, their benefits, and key implementation considerations. We will pay special attention to how progressive web applications can transform your business by providing a better user experience and increasing productivity.
What are progressive web applications?
Progressive web applications are a type of software that is split into a website and a mobile application. This allows users to install web applications on their devices and use them in a similar way to regular mobile applications. An important feature of PWAs is that they use web browser technologies but offer functionality that is usually associated only with mobile applications.
The PWA concept was first introduced by Google in 2015. The goal was to make the web experience as convenient and fast as possible. Since then, the technology has gained significant development and support, especially from companies seeking to improve the mobile user experience without losing the versatility and accessibility of the web.
Technologies used in advanced web applications
Progressive web applications use a number of modern web technologies to provide users with an experience that is as close as possible to mobile applications. The most important of these technologies are:
- Service Workers - scripts that run in the background, independently of the web page, and allow you to manage network requests, cache resources, and use push notifications.
- Manifest file - a JSON file that allows developers to install a web application on the home screen, set the icon and the start screen.
- Using HTTPS - ensuring the security of user data and the reliable operation of web applications.
Why progressive web applications are better than traditional sites
Improving the user experience
Progressive web applications are characterized by extremely fast loading speeds and high responsiveness, which is ensured by data caching and intelligent management of network requests. This means that users are able to access content instantly, regardless of the quality of their Internet connection, which significantly improves the overall user experience.
Offline access and support for push notifications
One of the defining features of PWA is the ability to work offline. This is achieved thanks to Service Workers technology, which allows web applications to cache important content and provide access to it without the need for an Internet connection. In addition, PWAs can use push notifications to inform users about news, updates, or special offers even when they are not using the web application.
Increase engagement and conversion rates
Thanks to better user experience and offline capabilities, PWAs demonstrate high rates of user engagement and increased conversions. The ability to load quickly and run smoothly on any device ensures higher customer loyalty and a higher likelihood of completing targeted actions, such as making a purchase or filling out a contact form.
Steps to implement progressive web applications in your business
Implementing progressive web applications may seem daunting, but with the right approach, the process can be efficient and smooth. Here are the basic steps to integrate PWA into your business:
- Audit the current state of the website - check if your site is ready for conversion to PWA. This includes ensuring HTTPS compatibility, site responsiveness on different devices, and the availability of all necessary technical aspects.
- Developing and configuring Service Workers is a key component of PWA that allows the website to work offline and use push notifications.
- Creating a web app manifest - a manifest allows users to add your app to the home screen of their devices, providing easier access and a more native experience.
- PWA testing - ensure that your PWA works properly across all devices and browsers, with special attention to offline mode and loading speed.
- Monitoring and updating - once your PWA is up and running, it's important to keep it up to date and make updates to resolve any issues or improve functionality.
To illustrate how easily and quickly users can install a progressive web application on their devices, we have prepared an animated GIF. This GIF shows the process from the moment a user visits a website to the moment they install the web application on the home screen of their mobile device. This demonstrates the simplicity and ease of use of PWAs, as well as their ability to offer a native experience through a web browser.
Progressive web apps are a powerful tool for business development, offering speed, convenience, and an enhanced user experience comparable to native mobile apps. They allow you to achieve a high level of customer engagement, provide the ability to work offline and send push notifications, which is critical in today's dynamic market. Thanks to their ease of installation and efficiency, PWAs can significantly increase conversion rates and improve the overall user experience.
If you're looking for a way to make your web experience more efficient and engaging, progressive web applications can be a great solution. Remember that proper implementation and ongoing updates are essential to the success of any technology solution. Don't hesitate to bring in professionals to help you optimize your website to turn it into a responsive web app and take full advantage of its capabilities.
Virtual fitting rooms in online stores: how artificial intelligence is changing shopping
In a world where technology is changing every aspect of our lives, online shopping has become one of the fastest growing areas. However, despite all the convenience that shopping from home offers, there is one problem that still makes many shoppers hesitate before clicking the "buy" button: the inability to try on clothes before buying. This is where innovative technologies, such as virtual fitting rooms, come into play, promising to revolutionize the way we buy clothes online.
Virtual fitting room is a cutting-edge technology that uses artificial intelligence and machine learning to allow customers to try on clothes virtually before making a purchase. This innovation has the potential not only to provide a better online shopping experience, but also to fundamentally change the entire retail sector.
Our company is closely monitoring this area of technology and expects its rapid development in the near future. We believe that the integration of such innovations will not only increase customer satisfaction, but will also significantly improve the efficiency of online stores by reducing the number of returns due to mismatched sizes or appearance of goods.
Evolution of virtual fitting rooms
From early experiments to today's advanced systems, virtual fitting rooms have come a long way. Initial attempts to implement digital solutions for trying on clothes were criticized due to poor visualization quality and limited functionality. However, with the advent of advanced artificial intelligence technologies and improved image processing algorithms, virtual fitting rooms are becoming much more accurate and useful for the end user.
The key to the success of virtual fitting rooms lies in the use of a range of technologies. This includes computer vision, artificial intelligence, machine learning, and image processing algorithms. These technologies allow to analyze users' photos in real time, adapting clothes to their body parameters. In addition, advanced interfaces ensure that these systems are intuitive and easy to use.
Benefits for consumers and businesses
Virtual fitting rooms offer significant benefits for both customers and store owners. For consumers, it is an opportunity to visually assess how the clothes will fit them without having to visit a physical store or wait for the goods to be delivered. This significantly increases customer satisfaction and reduces the number of returns. On the other hand, retailers are able to attract more customers by offering a unique shopping experience and reduce the costs associated with handling returns. As a result, virtual fitting rooms not only boost sales but also improve business sustainability.
Online fitting - how does it work?
Integrating a virtual fitting room into a website requires a comprehensive approach that includes the development or implementation of specialized software. This software uses artificial intelligence algorithms to analyze user-entered data, such as body measurements, or even real-time photos or videos to create an accurate virtual image on which to "try on" clothes.
Artificial intelligence plays a key role in the functioning of virtual fitting rooms, as it analyzes and processes user data to create an accurate three-dimensional model. Such systems can recommend the most suitable size of clothing, taking into account not only the size but also the personal preferences of users regarding the fit of clothing. The introduction of virtual fitting rooms is changing not only the way people buy clothes, but also the overall online shopping experience. Customers are able not only to visually see how the clothes will look on them, but also to experiment with different styles and colors without the need to physically visit the store. This interactive approach can greatly enhance the user experience, increasing shopping satisfaction while reducing the likelihood of returning an item due to a failure to meet expectations.
Advantages of online clothing fitting
The use of online clothing fitting technologies brings significant benefits that affect both the consumer experience and the efficiency and sustainability of retail business models. Let's look at the key aspects of these benefits:
Reducing the number of product returns
One of the biggest challenges for online retailers is the high number of returns, which is often due to mismatches in sizing or customer expectations of how the product looks. Online clothing fitting can significantly reduce this risk by giving customers a better understanding of how the clothes will fit them, which in turn leads to more confident purchases and fewer returns.
Increasing customer satisfaction and loyalty
Enhancing the online shopping experience through a virtual fitting room helps to increase overall customer satisfaction. Interactivity and personalization of purchases strengthen the relationship between brands and their customers, encouraging repeat purchases and increasing loyalty.
Impact on environmental friendliness and business sustainability
Reducing the number of returns not only improves economic efficiency for businesses, but also has a positive impact on the environment. Reducing the need to transport returned goods helps to reduce the carbon footprint of companies, making them more sustainable and environmentally responsible.
The future of the fitting room for an online store
One of the main trends is to improve the accuracy and interactivity of virtual fitting rooms through the expanded use of artificial intelligence and machine learning. This includes the development of algorithms that can analyze the more subtle nuances of users' figures, as well as integration with virtual and augmented reality to create a more immersive fitting experience.
Artificial intelligence not only improves virtual fitting rooms, but also opens up new opportunities for personalizing fashion offers. This can include automatic clothing recommendations based on previous purchases, lifestyle, and personal preferences, which will significantly improve the user experience and shopping efficiency.
By closely following these trends and actively experimenting with virtual fitting rooms, our company strives not only to optimize our customers' experience, but also to act as an integration leader in the market. Recognizing the importance of these innovations, we are confident that the further introduction and development of virtual fitting rooms will not only contribute to the growth of our company, but will also play an important role in shaping the future of online retail by making shopping more convenient, personalized and sustainable.
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