Cross-border e-commerce website optimization guide: improve page views and user experience

In the field of cross-border e-commerce, website optimization is not only the key to improving search engine rankings, but also an important factor that directly affects page views and user experience. This article will combine traffic analysis, SEO optimization and page layout to comprehensively discuss how to effectively improve the performance of cross-border e-commerce websites.

1. Traffic data analysis

(1) Open data source

Open the data source “Project 8 Task 1 Traffic Analysis”. Click the Insert tab and select PivotTable. Select Create New Worksheet in the Create PivotTable dialog box.

(2) Data processing

Drag the “month” and “date” fields into the “Row” tab bar, drag the “page view” and “page bounce rate” fields into the “Value” tab bar, and the field settings result. In the set up pivot table, change the “value summary basis” of the “page bounce rate” field to “average”. Pivot table setup results. In the pivot table, change the field name “Sum item: page view” to “page view” and the field name “Average item: page bounce rate” to “page bounce rate”.

(3) Chart generation and beautification chart

Select the pivot table, select the “Insert” tab, click “Recommended Charts”, select “Combined Chart” in the “Insert Chart” dialog box, set the “page bounce rate” field as the secondary axis, single Click the “OK” button to generate a visual chart. Beautify the chart, click the “Chart Elements” button, check “Chart Title”, and change the chart title to “Store Page Views and Page Bounce Rate from February to May 2020”. The “Legend” position is changed to “Top”. Uncheck “Gridlines”. Select the button on the chart, right-click and select “Hide All Field Buttons on Chart”.

2. Optimize Google search results page

1. Create a unique and accurate page title

The title tag tells users and search engines what a particular web page is about. When a user searches in a search engine, the title of the web page will appear in the search results. Therefore, you should create a title for each page on your website that accurately describes the content of the page. It is best for each web page to have a unique title tag, which can help Google distinguish it from other web pages.

2. Better use of description meta tags

A page’s description meta tag provides Google and other search engines with a general description of the page. The description meta tag is very important because Google may use the description meta tag to generate a snippet of the web page. You need to create a different description meta tag for each page in your website, so that even if Google cannot find text on the page that can be used as a snippet, it can use the description meta tag to generate a snippet.

3. Optimize website structure

(1) Optimize the structure of the URL. Simple and understandable URLs make it easier to express content. Simple text or directory structure is easier for consumers to remember than simply providing an ID or strange parameters.

(2) Optimize the navigation function of the website to make the website easier to search and browse. Websites can use “breadcrumbs”. “Breadcrumb navigation” refers to a row of internal links placed at the top or bottom of a web page, which allows users to easily return to web pages or root pages in the previous structure.

(3) Merchants need to prepare two forms of site maps, namely for consumers and for search engines.

4. Optimize website content

Provide consumers with high-quality content.

5. Handle search engine crawling of the page

(1) Use the “robots.txt” file more efficiently.

(2) Use rel=”nofollow” with caution.

6. Search engine optimization for mobile websites

The degree of mobility is getting higher and higher. Almost everyone spends most of their time on their mobile phones every day. Correspondingly, a large number of consumers will browse or consume on mobile devices. This requires cross-border e-commerce sellers to spend energy improving the search quality and search experience of mobile websites.

3. Layout the cross-border e-commerce website page

Simple design

Simple design means that the web page is neat and not cluttered; when buyers visit, they can clearly see what you are selling. The layout should focus on displaying the product and product images so buyers know they are in the right place.

Use video

Through videos, buyers can more easily understand the uses and benefits of a product, so try to insert product videos on your web pages. Before inserting a video, the video should be optimized to avoid excessive page size and long loading time.

Publish discount information on the homepage

One of the important reasons why people shop online is that discounts are becoming more and more substantial. Use bold text to highlight discount offers and bright colors to highlight offer areas. In this way, as long as the buyer logs on to the website, he can see the quotation at a glance.

Effective navigation

Navigation paths should be organized so that users can jump from one page to another effortlessly. Place the product under the correct product category and add a drop-down menu under the corresponding product. Additionally, there should be a search facility on the page so that buyers can find the right product within seconds.

Recommended products

Keeping repeat customers is important. Therefore, in the footer area of ​​the page, launch a “recommended products” service for loyal customers. Increase transaction volume by following their footsteps and recommending products they might like.

Clear pricing and delivery details

Pricing and shipping details should be clear for each product. Buyers hate hidden costs the most. If it doesn’t show that shipping costs “$10” until they have to pay, they are likely to close the page. Whether you offer free shipping or charge express delivery fees, you should indicate it on the product page so that buyers only have a choice.

Add to cart button

The key to this design is that the add to cart button must be attractive. The button should be large enough and brightly colored, and there must be a “Buy Now” or “Add to Cart” message on the button.

Design of payment page

The checkout page must be designed from the perspective of the buyer and try to make the user interface as friendly as possible. Most buyers are not very clear about the payment process. Therefore, the design of the payment page must be easy to operate, so that buyers can log in through social media accounts, and provide multiple payment methods, making the entire shopping process pleasant and simple.