After choosing a profitable product niche, building an online site with a powerful e-commerce platform, and doing everything you can to attract traffic through search engine optimization, the most important thing you can do for your online store is to undergo the process of conversion rate optimization (CRO). There are a lot of ways to go about this, but they typically involve testing out different tools and strategies to turn more visitors into buyers.
As part of that process, marketers usually try to squeeze the maximum amount of revenue and click-through traffic from every single page. That's a pretty good philosophy, but is it possible to find even more buyers by using a few of your pages not to sell?
The short answer is "yes" – you can actually improve your e-commerce site’s profitability by having a few pages that aren't focused on products or orders. The key to this counterintuitive idea, however, is in using them to increase traffic to your online store.
How could you do this? By including things that are simply fun and entertaining, like candid pictures of your staff, a joke of the day, or anything else that one of your shoppers might want to return to on a daily or weekly basis for a quick diversion. They may not earn you money directly, but over time, they'll build you the kind of traffic that returns again and again, while also encouraging your customers to pass along links to their contacts and colleagues.
All of this is a detailed way of saying that it's all right to have a little bit of fun with your online store. If you can manage to create an e-commerce site that is still unique and competitive – because these are still the most important factors to your profitability – then anything else that builds repeat traffic can only help your business grow.
Look for ways to inject something fun and interesting into your online store. There are probably more opportunities than you would think, and they could be the key to increasing your sales over time.
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