In the competitive e-commerce scenario, gaining presence in search engines has become a real challenge. Every brand is looking to stand out and capture visits that convert into real sales. But the big question arises: which SEO tactics give proven results? The key is to perform Ecommerce SEO tests that reduce doubt and provide clear data on which actions generate the greatest impact.
What is SEO testing for Ecommerce?
Ecommerce SEO testing involves making changes to the website and measuring their impact on organic search performance. Elements that can be modified include:
– Search Engine Optimization
– Traffic volume
– Click-through rate (CTR)
– Conversion rate
The main objective is to identify tactics that improve key performance indicators (KPIs) in an informed, not speculative, manner.
Common testing methods
There are two predominant ways to conduct ecommerce SEO testing:
1. Time-based testing: Metrics are compared before and after implementing changes.
2. A/B Testing (Split Testing): Different versions of the content are compared in control and test groups at the same time.
Benefits of SEO testing in Ecommerce
Implementing SEO testing offers several competitive advantages. Some of the most relevant include:
- Identifying effective strategies: Every ecommerce site is unique. What may work for a giant like Amazon may not be applicable to your business model. Customized testing allows you to establish what really works in your industry.
- Preventing costly errors: Changes without adequate testing can lead to significant losses in classifications and, therefore, in revenue.
- Demonstration of return on investment (ROI): Measuring the impact of SEO strategies on metrics that managers care about (traffic, conversions and revenue) is essential to justify additional investments.
- Approval of larger projects: Presenting hard data from small trials makes it easier to obtain consensus for more substantial changes.
How to perform effective SEO testing
When implementing tests, it is crucial to keep several principles in mind to ensure the effectiveness of the results. Some important considerations are:
- Sample size: Meaningful tests require sufficient URLs to obtain statistically valid results. Depending on your site traffic, this may vary considerably.
- Duration of the test: A period of four to six weeks is recommended to obtain relevant information, adapting to the amount of activity of the pages evaluated.
- Control of external variables: Maintaining constant conditions outside of what is being tested is essential to truly evaluate the impact of the changes made.
Elements and pages to test in Ecommerce
When testing, you can focus on different sections of the site, such as:
- Product Pages: Try different formats of title tags, descriptions and the use of structured markup.
- Category Pages: Evaluate different layouts, content and internal links to optimize user interaction.
- Navigation Elements: Changes in navigation structure and links can also have a significant impact on how users interact with your site.
Ecommerce SEO Testing Tools
There are a variety of tools available to facilitate this process. For example, tools such as SEOTesting, SearchPilot and seoClarity are robust options for companies looking to perform large-scale SEO testing.
However, you can also start with free tools such as Google Search Console and Google Analytics, which provide valuable data for initial testing.
Practical examples of SEO testing in Ecommerce
Some successful examples of testing include:
- Adding structured data: A skin care brand saw an increase in clicks after implementing schema on its product pages, which improved visibility in search results.
- Redesign of product pages: A footwear retailer increased its click-through rate by making changes to its design, improving the user experience.
Ecommerce SEO testing is a powerful tool that allows companies to make informed, data-backed decisions. By starting with small variations in product pages or categories, you can identify which tactics actually drive growth. As you strengthen your analytics capabilities, you can scale your efforts effectively.
If you want to move from assumptions to concrete actions that drive results, at Known Online we are ready to accompany you in the process and maximize your ecommerce SEO strategy. Let’s talk!
