What is SXO?
To get a better understanding of SXO you need to get familiar with SEO I UX first. And this is where we start. Everyone in e-commerce heard about SEO, it’s something about search engine and keywords. But it’s much more.
Search Engine Optimization
SEO, that stands for Search Engine Optimization, it’s a long-term, endless, and tedious process. To make a long story short it’s the improvement of your website’s quality, that will help you get more visibility and organic traffic.
But you should ask yourself now – what do we optimize? What do we improve? What is important for the Googles’ bots?
The content here is critical – titles, descriptions, headlines, external linking, alt attributes, and last but not least, correctness of our code. It’s also essential to come up with some proper keywords that concern our branch. All those factors are assessed and analyzed by Google, that gives us the final mark and put our website on the given place in the search tool.
UX (User Experience) is the amount of all effects that users experience while visiting our page, using our products or service. You should not take it for granted in case of website, as customers don’t only interact with your products here, but also with your whole purchase process. And what is it exactly?
Most of us once had some issues with page navigation or with purchasing some products in an easy way. There are a lot of mistakes that you have to avoid – unintuitive interface, lack of basic information, or unesthetic design, just to name a few. You should also keep in mind, that a lot of users abound their will to purchase due to the lack of comfort. UX take care of the availability, intuitiveness, and clarity of our webpage.
Going back to SXO, it’s a kind of hybrid of SEO and UX, and it focus on the user experience optimization. The main goal here is to increase conversion, by generate more traffic from Google, and to keep them interested by content. The endpoint for this process is the purchase decision made by customer. Combination of the two given technics turned out to be extremely successful, that focus on keeping users interested with our services.
What is involved in SXO?
Apart from SEO and UX, you should also pay attention to:
- Content marketing – all the content we share on our page. But you have to keep it unique, valuable. Don’t forget about keywords as well. Pick the ones that are attractive and interested in your target audience. You should also remember about using language of benefits, so customers will be confident that they make the right choice. Add some visuals, e.g. Engagement graphics, videos, or animations.
- Code optimization – all the technical aspect of your page, including correctiveness of HTML and CSS, loading speed, files optimization and so on. To sum up, all the things that Google sees and assess.
- CRO (Conversion Rate Optimization) – it’s the optimization of conversion rate. To make a long story short, these are all actions that increase your chance for conversion, which in most cases in the purchase. The most common practices here are providing some testimonials or limited time offers, just to name a few. You should run some test to check, what will work best for your website.
- Analytics – this is the absolute basis. It helps us check if our process work. All the tests, surveys, and stats contain a lot of valuable data about our customers. You have analyzed all the decisions made by users, and optimize your processes, so they are most suitable for your potential buyers.
What can you achieve?
In the broad perspective, SXO helps you through complex and constant processes. It not only generates more traffic, but helps you engage your users for longer. It also builds a positive experience concerning your brand, which lead to higher number of conversion and bigger sales. And it’s proven that those customers will come back to your website more often. Last but not least, thanks to SXO we increase our CTR metric, number of page views, and we canvass new customers.
Building the right and complex SXO strategy is critical in e-commerce. Only consistent and long-term actions will pay off in this branch. Let’s not forget about persistence – all changes need time to work, and all processes should work in long-term.
We know how difficult and time-consuming it is to build a successful strategy. Contact us and let’s work on this together.