CVR (Conversion Rate), or conversion rate, is one of the main KPIs of a business. Your calculation is done by dividing the total visits of your virtual store by the amount of sales made - both numbers for the same period.
The objective of the conversion rate is to understand if all the efforts and investments made in your e-commerce have really contributed to the ultimate purpose: to sell.
To find out if your CVR is in line with your segment, you can either compare it with market research (performed by specialist companies such as Unbounce), and by means of the benchmarking (evaluation carried out with its competitors).
If the result is positive, marvel! - simply continue to sharpen your approaches. Now, if the return has not been so good, no problem! - today there are numerous devices that you can use in favor of your business. One of them is the corporate blog, an essential tool for attract more visits and hence conversions.
What is Corporate Blog?
Component of the content marketing, the corporate blog is a virtual space where you can engage your target audience with relevant publications (articles, videos, etc.) related to your niche trends and products sold in your online store, and establish your brand as an authority by making it source of information.
In addition to capturing potential customers and being a more informal channel for communication, the blog positioning your site on search engines (like Google) when coupled with effective SEO strategies.
Currently there are several platforms to create a blogWordPress, Blogger and Tumblr - all have basic and free packages.
Now that you already know what corporate blog is and the advantages of having one, check out 3 basic tips to take advantage of it on your marketing strategy.
1. Keep an editorial calendar
Having an editorial calendar is the best way to organize your blog and align it with your brand's goals. Through such a mapping, you can have an overview of what should be produced (themes and keywords) and for when (dates and times of posts).
There are countless tools to create it - from the most common, such as Excel and Google Calendar, to applications like Trello and Asana -, just choose the one that most matches your profile.
In order for your blog to succeed, it needs to have a frequency: both for your readers and potential customers to know that you are constantly engaged in bringing new content, and for search engines to understand relevance of their domain through regularity.
2. Invest in different themes and formats
The possibilities of themes in a corporate blog are numerous: if you own a virtual furniture store, for example, a good option is to share tips on composition of environments by styles, colors, trends, etc. Then, from these contents, indicate their products subtly.
Regarding the formats of the publications, try to vary them. Using the example from the previous paragraph, you can show these environments through tutorials videos or with images. Also, bet in the DIY style (Do It Yourself) and storytelling.
In the first case, these are instructions for developing handcrafts (such as decorative pieces). The second approach, however, concerns mental trigger storytelling (such as creating your e-commerce and training your team), which aims to generate connection and identification between your target audience and your brand.
3. Apply SEO Strategies
There is no point in having complete content, answering the most frequent doubts of the public and presenting news of your segment, if they are not optimized for the search engines and, consequently, your potential customers will not find them during the purchase day.
So, here are some basic SEO tactics:
1. Key words: with the chosen theme, define the main Keyword content and use them throughout the text;
2. Titles and URLs: be sure to use the primary keyword in both fields, so that Google recognizes content more easily (with regard to indexing).
3. Images: name them with terms related to the subject and, if possible, add subtitles as well;
4. Scanability: Finally, use subheadings throughout the text so that the visitor can read it more quickly and search engines identify the secondary keywords.
Using these three tips, you'll be ready to take the first steps with your corporate blog, produce the best content in your niche (and advertise your products), generate traffic to your online store and, therefore, sell more over the internet. Success!
Raquel Lisboa is content publisher at Nuvemshop, the leading e-commerce platform in Latin America.