Top unconventional tactics for increasing online store sales

Online stores often focus on traditional marketing and SEO tactics at the expense of lesser-known approaches. But in the digital world, where there are thousands of stores, uniqueness, innovation and unconventional approaches can make all the difference, offering unique opportunities to increase traffic and online sales.

In this article, we look at case studies and concrete examples that demonstrate the effectiveness of these tactics. You can discover how other online shops have improved their performance and gained a competitive advantage.

Innovation is the engine of success in the digital world. It’s time to take a risk and try something new, something different. Explore these unconventional e-commerce tactics and improve the performance of your online store!

Latent Semantic Indexing (LSI) optimization to increase organic traffic

Latent Semantic Indexing (LSI) optimization is a technique for increasing organic traffic and improving online visibility. If you have a website or an online shop, using LSI correctly can help you attract more visitors, which can translate into more sales.

What is LSI, and why is it important for SEO?

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If you understand how LSI, or Latent Semantic Indexing, works, you can unlock a new level of SEO optimization for your website. LSI is an algorithm used by search engines to understand the context of a web page by analyzing the relationships between words and phrases used.

According to a recent study, using LSI keywords correctly can improve a page’s ranking in search results by up to 30%. This means that if you’re ranked 10th in Google, using LSI can help you reach 7th position, which can lead to a significant increase in traffic. [1]

Search engines, through LSI, no longer focus only on the main keywords, but also on the semantic terms related to them. For example, if an article contains the words “apple”, “forest” and “blueberry”, the search engine will understand that the article probably discusses nature or fruit, not cosmetics. Therefore, LSI is a valuable tool to help search engines understand the topic of your web page.

The application of LSI in online shops

In the online environment, competition is fierce, and to secure a top spot in search engines, you need to be one step ahead of the competition. Here are some tips to get started with LSI optimization:

• Identify keywords relevant to your business. You can use Google Trends, SEMRush or even Google Search.
• Integrate these LSI keywords into your content in a natural and relevant way. You can add them in titles, subtitles, descriptions, body text and meta descriptions. Remember, the goal is to improve the relevance of your content to search engines, not to make it harder for users to read by forcibly adding keywords.
• Monitor results and adjust your strategy accordingly.

Case study: effect of LSI on organic traffic

An online shop, tamos.ro, had average organic traffic for the page https://www.tamos.ro/paturi-ro/paturi-160×200.htmland was in an average search rank in Google organic search engines. The site was visible on the second page of the SERP, which resulted in low search visibility for potential customers. This is where the need to implement Latent Semantic Indexing (LSI) came in.

Relevant keywords for the products offered by the shop were identified, but similar or synonymous keywords were also considered in order to cover as wide a range of searches as possible. 

After the implementation of LSI keywords in the content of the website, the results were not long in coming. The site’s organic traffic increased by 370.08% in just two months after implementation, and the search engine rankings rose by 3 positions to reach the first page of Google. For the page for which the category description was created, no further SEO efforts were made.

Photo source: Here

As a relatively simple method with tangible results, LSI is proving to be an effective strategy for any online store that wants to attract more organic traffic and improve their search engine rankings. In addition, implementing LSI into the content of your website does not require any additional costs, but only a good understanding of the market and consumer behaviour. 

Discover the best UX practices for product pages!

On-Page SEO Optimization to increase organic traffic

On-Page SEO refers to the practice of optimizing individual elements of the web page to improve its search engine rankings and attract more organic traffic.

Key elements of On-Page SEO

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The most important elements of On-Page SEO are:

• URL: SEO-optimized URLs are short, descriptive and include relevant keywords. They help both users and search engines understand what a page is about.
• Meta title: is displayed in the search engine results (SERP) and in the browser title bar. Search engines use the meta title to understand the content of the page and index it correctly. A meta title that is relevant and optimised for relevant keywords will increase the chances of the page being displayed in search results for those keywords.
• Page title (H1 tag): a relevant H1 tag will clearly indicate to search engines what the page is about. It should include the main keyword.
• Subtitles (H2, H3): page subtitles (H1, H2, H3) are essential for SEO. Search engines use them to understand the structure and content of the page.
• Written content.

Tips for improving On-Page SEO

Keywords are a central element in the SEO strategy of any e-commerce business. They help you communicate with search engines and tell them what your page is all about. Understanding and properly using keywords relevant to your product or service can bring significant organic traffic to your site. Therefore, it is essential to integrate keywords naturally into your page content, including headlines, subheads, product descriptions and homepage text.

Let’s focus now on metadata. Metadata plays an essential role in SEO optimization, as it helps search engines understand what your web page is about. A concise, descriptive title that includes relevant keywords can improve your page’s visibility in search results. Descriptions, on the other hand, give a clear picture of the content of the page and can influence whether a user will click on your page or not.

URL

Example: you want to optimize a category page for yoga clothes. So you add the keyword “yoga clothes”.

• Correct URL: website.com/yoga-clothes.
• Incorrect URL: website.com/yoga-clothes-for-women-wearers-reducts-cheap-romania

If the page ranks well and has other links leading to it, avoid changing the URL!

Meta title

To optimize it, keep in mind the following tips:

• put the keyword at the beginning of the title;
• write naturally and use action verbs, persuasive language to encourage users to click;
• try to include other keywords;
• don’t repeat words;
• the recommended limit is 60 characters (including spaces). Longer titles may be shortened by search engines.

Page title (H1)

It is not recommended to be the same as the meta title. You can change the word order, add new words or synonyms. 

Last but not least is creating quality content. Search engines favor sites that provide useful, relevant and high quality content for users. It is therefore essential to focus on creating content that brings value to your target audience. According to one study, ecommerce companies that publish more than 16 blog posts per month receive 3.5 times more organic traffic than those companies that publish 0-4 posts. [3]

Case study: the impact of On-Page Optimization on traffic

Example: tamos.ro, an online home & deco shop, organic traffic increased by 775% in the last 6 months by optimising product titles and descriptions. The page: https://www.tamos.ro/mobila-bucatarie/bucatarii-moderne-mici-180-200.html, in addition to improving organic traffic, has increased +8.8 positions in the SERP.

Photo source: Here 

This case study examines the impact of On-Page Optimization on organic traffic to an online women’s clothing store. The goal of the optimization was to increase the site’s visibility in search results (SERP) and attract more organic visitors.

Methodology:

The following On-Page optimization measures were implemented:

• optimization of product titles and descriptions: relevant keywords were included and the clarity and attractiveness of texts were improved;
• optimization of meta titles and meta descriptions;
• optimization of page loading speed;
• informative and useful articles were created on the online shop blog.
• optimization of images: descriptive alt text tags were added, and image sizes were optimized.

AB Testing in Paid Media

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AB Testing, or A/B testing, is a method of comparing two versions of the same campaign to see which one performs better. 71% of companies use AB Testing to improve the conversion rate of their landing pages. In this section, you will learn how to introduce AB Testing into your paid media campaigns. We’ll give you a step-by-step guide on how to implement this method and how to interpret the results to improve the performance of your campaigns. [4]

Introduction to AB Testing for Paid Advertising

In paid advertising, AB Testing can be applied to test various elements of ads, such as headlines, descriptions, images or call-to-action buttons. Want to find out which version of your ad attracts more clicks and generates more conversions? AB Testing is the answer! By testing two versions of the same ad, you can identify what works and what doesn’t, allowing you to optimize your advertising strategy.

By optimizing your ads, their performance will increase, which will be reflected in an increase in your return on investment. Testing different versions of an ad can help you discover which elements work best and can be used to maximize results.

Now, to better illustrate how AB Testing can be applied in paid advertising, let’s imagine the following example:

• suppose you own an online clothing store and decide to run an advertising campaign on Google Ads. You create two different versions of the same ad: one with an image of a popular product of your store and another version with a special price offer. You run both versions simultaneously and analyse the results. After a while, you notice that the version with the special price offer attracts more clicks and generates more sales. In this case, AB Testing has helped you understand which version of the ad works better for your target audience.

Implementing AB Testing in paid media campaigns

To implement AB Testing in paid media campaigns, you need a clear and defined strategy.

• Start by setting your campaign goals, whether it’s to increase clicks, conversions or anything else you want to improve.
• Then identify the elements that will be tested: ad title, image, call to action, etc.
• Create two different versions of these elements and monitor the performance of each version.
• Once the AB test has run for a long enough period to collect relevant data, it’s time to analyse the results.
• Compare the performance of each variant and identify the winning variant. Based on this analysis, you can make adjustments to your paid media campaign to improve performance.

Case study: optimizing paid media campaigns through AB Testing

AdEspresso conducted a case study testing two different headlines for a Facebook Ads campaign. They found that the headline that included a number had a 241% higher click-through rate than the other. This example demonstrates the power of AB testing and how it can be used to optimize paid media campaigns. [5]

Improving the Checkout page

Approximately 69% of online shopping carts are abandoned before the checkout process is complete. The reasons vary, from overly complex checkout procedures to unexpected or excessive additional costs. So it’s essential to keep a few things in mind when improving your checkout page. [6]

Importance of checkout flow in conversion

In ecommerce, checkout flow is an element that can significantly influence your conversion rate. Convincing the customer to add products to the shopping cart is only half of the end goal. The other half is convincing them to complete the purchase process.

Essential elements of the checkout page include billing information, multiple delivery options, payment options, order confirmation and the ability to make changes. These should be presented in a clear and easy-to-understand way. It’s also important to give customers the option to save the information for a future purchase, so they don’t have to re-enter it every time they make a purchase.

Security and trust in the checkout process is vital in ecommerce. Many customers abandon the checkout process if they have doubts about the security of their personal data and payment information. It is therefore imperative that your online shop offers clear guarantees on data security and uses a secure payment system.

Finally, it is recommended to use analytics tools to track user behavior during the checkout process and make adjustments where necessary to improve the shopping experience. For example, if you notice that many customers abandon the cart before entering their shipping information, you may want to revise the design or simplify this step.

Strategies for checkout page optimization

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• Design the checkout process so it’s simple and intuitive.
• Avoid unnecessary steps and give customers the ability to make purchases as guests without having to create an account.
• Make sure you offer a range of payment methods to meet the needs of as many customers as possible.
• Clearly communicate your shopping basket totals, including delivery charges or other additional costs.
• Make sure the checkout page is secure and that it is communicated to customers.

Case study: the impact of reducing check-out stages on conversion rates

In a recent case study, an e-commerce company managed to significantly improve its conversion rate by reducing the number of checkout steps from 5 to 3. The process involved eliminating redundant steps, simplifying the forms to be filled out and consolidating several steps into one. 

The change was implemented following a thorough analysis of the checkout flow, which indicated that a significant number of customers were abandoning purchases during this process. And not because they didn’t want the products, but because the process was too complicated and time-consuming. 

The result? A 15% increase in conversion rate. In real numbers, this means a significant increase in sales and therefore profit. Not only are more customers now completing the purchase process, but the time it takes to complete a purchase has been significantly reduced, directly improving the customer experience.

Using Artificial Intelligence to interpret commands

In the digital world of the 21st century, Artificial Intelligence (AI) has become an indispensable tool in a multitude of fields, including online business. With efficiency and speed at a premium, using AI for order interpretation can bring numerous benefits, from streamlining business processes to improving the user experience.

How to communicate effectively with AI for command interpretation

Artificial Intelligence (AI) has evolved considerably in recent years to become an effective tool for interpreting and processing orders. However, to make the most of this technology, it is essential to understand how it works.

AI relies on algorithms, machine learning and deep learning to understand and interpret commands. Algorithms are the set of rules that guide the learning process, while machine learning and deep learning are the ways AI learns from data and improves its performance. 

An important aspect of communicating with AI is the use of natural language. Natural language, in the context of AI, refers to a machine’s ability to understand and process human language as it is used in everyday conversations. By using natural language, you can communicate with AI as you would with another person, making interaction simpler and more efficient.

On top of that, it avoids ambiguity and provides specific commands. It’s useful to provide context when necessary, as this can help the AI better understand the command. Discover some AI tools that can take your eCommerce business to the next level!

Examples of AI commands and their interpretation

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AI commands can range from simple customer data analysis to predicting buying behavior, optimizing inventory or managing customer relationships. 

1. “Create a personalized marketing campaign based on customer purchase history”

AI will analyse customer purchase history and create personalised marketing campaigns with recommended products, offering dedicated promotions and messages tailored to each customer’s interests.

The result: increased conversion rate and average order value.

2. “Develop a loyalty program that rewards loyal customers”

AI will create a personalised loyalty programme that rewards loyal customers with points, exclusive promotions and other benefits, encouraging them to continue shopping from your online store.

Result: Increased customer loyalty and lifetime customer value.

3. “Run an online contest with attractive prizes to increase engagement”

AI will design and organize an online contest with attractive prizes, such as gift vouchers or free products, to increase the visibility of the online store and attract new customers. 

Outcome: Increased website traffic and customer database.

Benefits of using AI to automate and streamline business processes

Using artificial intelligence (AI) to automate and streamline business processes is a strategy that can transform the way you run your business, with the potential to bring significant benefits.

We live in a world where operational costs are a constant pressure for all businesses. The best solution to tackle this is to use AI to automate processes, reducing the need for considerable human effort.

In addition, efficiency can be significantly improved by using AI. With its ability to analyse complex data much faster than a human, AI can lead to more efficient decision-making. A concrete example might be an online shop using AI to analyse customer behaviour and personalise the shopping experience, which can lead to a higher conversion rate.

Another major benefit of using AI is improved customer service. AI can power chatbots or virtual assistants, which can answer customer questions 24/7 without requiring human intervention. This can lead to an improved customer experience and increase customer loyalty.

Finally, AI can make more accurate forecasts by analysing historical data. This can help companies better prepare for the future and make more informed strategic decisions.

Humanizer: the plug-in that transforms content writing

We’ve already talked about SEO, AB Testing and checkout page optimization. But, did you know there’s a tool that can transform your content writing, making it more human, more engaging and more relevant to your audience? That tool is called Humanizer, a plugin that will revolutionize the way you create content.

What is Humanizer and how does it work

Humanizer is a plug-in that, through AI technology, helps your content sound more human, more natural and have more engagement. It’s no secret that search algorithms prefer content that is easy for people to read and understand. Therefore, by using Humanizer, you will not only create more engaging content for your readers, but you will also improve your site’s ranking in search engine results.

Initially, it may seem complicated, but the process of using this plugin is actually extremely simple and intuitive. You simply enter the text you want into Humanizer, then in just a few seconds the plugin analyses the content and offers suggestions for improvement. This process is based on advanced machine learning algorithms that “understand” how people express themselves and communicate. 

Also read: NPS: An Essential Tool for Measuring and Improving Customer Satisfaction!

How Humanizer helps you write more human and engaging content

With Humanizer, you’re no longer constrained to generating standard text. It allows you to tailor your messages to your target audience. The result? A higher level of reader engagement.

Here’s how Humanizer can help you:

• humanize content: this plugin can turn technical or monotonous text into text that sounds like it was written by a human. This way, your readers will feel more attracted to what you write, you’ll have higher engagement and you’ll be able to get your message across better;
• improves SEO: using Humanizer, your content will be easier for people to read and understand, which is very important for search algorithms. This will help you improve your position in search engine results and you will get more organic traffic;
• increase engagement: content that sounds more human is more attractive to readers. This means they will spend more time on your site, read more and interact more with your content.

Highlights

Unconventional tactics that can help you increase your online sales and organic traffic:

• LSI optimization;
• On-Page SEO optimization;
• AB Testing in Paid Media;
• check-out page improvement;
• using artificial intelligence.

Innovation and adaptability are essential in this ever-changing environment. Whether we’re talking about evolving search algorithms or changing consumer preferences, you need to constantly adjust your approach. 

Start by implementing one of the strategies we’ve discussed here today. It may be On-Page SEO optimization or you may be more attracted to the idea of using artificial intelligence. Whatever you choose, remember that failure is just an opportunity to learn and improve.

And because we know how important it is to stay up to date with the latest trends and strategies in online marketing, we invite you to subscribe to our newsletter. Fill in your email address, and we’ll send you valuable information, tips and resources on a regular basis to help you increase your online sales and optimize your online store!

Sources

[1] Eric. “Unlock Your Content’s Potential with LSI Keywords: A Step-By-Step Guide – On-Page.” On-Page, 16 June 2023, blog.on-page.ai/how-to-use-lsi-keywords-in-content/. Accessed 28 Feb. 2024.
[2] Sams, Chris. “How Can Businesses Leverage LSI to Improve Their SEO Results in 2024?” JEMSU, 14 Dec. 2023, jemsu.com/how-can-businesses-leverage-lsi-to-improve-their-seo-results-in-2024/. Accessed 28 Feb. 2024.
[3] Russell, Katie. “The More Often You Publish Blog Content, the More Leads You’ll Get.” Fronetics, 18 Jan. 2018, www.fronetics.com/often-publish-blog-content-leads-youll-get/ Accessed 28 Feb. 2024.
[4] Sakshi Chandwani. “28 A/B Testing Statistics for Informed Decision-Making.” Mailmodo, Mailmodo, 14 Jan. 2024, www.mailmodo.com/guides/ab-testing-statistics/= Accessed 28 Feb. 2024.
[5] https://adespresso.com/blog/how-to-use-emojis-in-facebook-ads-complete-guide/
[6] BigCommerce. “Abandoned Cart: Common Reasons + Techniques to Reduce Lost Sales.” BigCommerce, BigCommerce, 24 Aug. 2022, www.bigcommerce.com/articles/ecommerce/abandoned-carts/. Accessed 28 Feb. 2024.