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Small Business Center

A guide to the latest trends, issues, and insights affecting your fast-changing world.
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Welcome to the<br/>Small Business Center

Behind the Business
with Darren Adams

As a kid, comics helped Darren Adams build friendships. Today, they're helping him build an international collectibles business.

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Social Media Etiquette

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Is Email Marketing Relevant?

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10 Things Every Office Should Have

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If Your Website Doesn't Do These 3 Things, You're Losing Money

on April 22, 2014
By: Kabbage Partner, Weebly

Building a website for your business is hard. From design and visual elements, to content and branding, the list of essential considerations is huge. You can develop and improve many of these pieces over time, but if you neglect these 3 crucial elements you’re probably losing money.
1. Shopping Cart Optimization
You’ve done the hard work and a potential customer is ready to make a purchase. Game over right? Wrong. A surprisingly high percentage of sales are lost through shopping cart abandonment. You need to focus on finishing strong with an optimized shopping cart experience.
First, don’t complicate the checkout process. Make sure the cart is easy to find from anywhere on the site with a dedicated link in the main site navigation. Try to keep checkout under three clicks, you want to make the path to purchase as frictionless as possible.
It’s also important to emphasize positive trust signals during checkout. Display security badges and business contact information in the shopping cart. Customers are less likely to abandon if they feel confident in a secure purchase from a legitimate business entity.
If you’ve collected email information during checkout and a customer abandons send them a follow-up message with a direct link to the shopping cart page. Try including a coupon if you want to increase the chance of post-abandonment sales.
2. Thoughtful Keywords
Everyone knows that content matters for SEO, but thoughtful keyword research is still overlooked by many websites. In order to cut through the noise and increase your chance of organic search discovery, it’s important to develop a top-down keyword strategy that permeates throughout your website’s major elements.
Your website URL is a great place to start. The URL should include the high level keywords that define your business and its services. Space is finite, so focus on the most important terms and work your way down into other website components.
After the URL on-site keyword optimization should hit on strong single-contributor elements like the title tag, alt-image, and headline tags. Avoid keyword stuffing and focus on quality descriptions that match your overall content themes. Hitting the right keywords here will help search engines understand what keywords are most relevant to your website.  
Detailed product descriptions should round out your keyword strategy. Create 100 to 200 word narratives around each product featuring the keywords highlighted in your URL and tag elements. Tell the story of your product using keywords you’ve used throughout the website so you can surface a cohesive story for both visitors and search engines to digest. 
3. Offers & Coupons
Everybody loves a good deal. Your website should take advantage of this and present special coupons and offers in areas that will enhance conversion opportunity.  
Free shipping for newbies is a great way to keep first time users coming back for more. Throw this offer on the checkout page to delight new customers in the sales funnel or present it as a bonus feature on product description pages.
Seasonal deals also help boost interest and improve conversion rates. Stick a coupon on your homepage or include it in an email blast to your mailing list. Seasonal coupons reignite interest and provide a great opportunity to get creative with your messaging. 
Weebly is trusted Kabbage partner, providing a surprisingly easy way to create a website, online store or blog. Start your something today with fully customizable themes and powerful drag & drop eCommerce features.
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