In order to optimize your storefront landing pages, you need to know something about the behavior of your visitors. You can take potshots and hope to hit something, or you can arm yourself with the right data and hit for sure. Bad analogies aside, you need analytics.
Google Analytics is free, and provides as much information (probably more) than you'll need. You'll get some script to put into your various pages, and then you log in to your Analytics account to check out your data.
The steps to set it up:
1. Head to Google Analytics' home page and sign on up for an account.
2. Once you've gone through the sign-up process, copy the script they give you.
3. Log in to your Shopster account.
4. Click the "Edit RShop" tab > Click "RShop Settings" > Click "General Settings".
5. In the "Visitor Tracking Script" field, paste the Analytics script.
6. Click the "Save Settings" button.
Now you have the script in place. It'll take a while for the traffic and associated data to start rolling in. But, you can monitor that over the next few days. What the data is going to tell you is where traffic is going and what it's doing there. Use that data to construct your feature pages to match visitor behavior.
Three things to think about:
1. Focus content and product placement on what visitors are looking for. Make your content relevant.
2. If you see you're getting a lot of drop-off on certain pages, look around those pages for indicators of why traffic isn't stopping there.
3. It also gives you the chance to improve your PPC or SEO campaigns. You'll see how traffic is getting to certain pages. Then, it's up to you to make those pages convert visitors into customers.
Don't get me wrong: This isn't a hands-off tactic for improving your storefront marketing. Work is definitely involved... but then again, you knew that. Analytics gives you the data you need to make that work worthwhile and useful.
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