Increasing your website traffic will lead to growth for your eCommerce store. As an eCommerce marketing agency, we help businesses everyday to evaluate the effectiveness of marketing efforts, learn more about their buyer personas and generate more revenue. That’s why we’ve outlined six easy ways to increase visitors to your online store.
6 Ways to Drive Traffic to Your Online Store
Publishing valuable content frequently and consistently is an effective way to drive traffic to your online store. Posting information, news and entertainment that’s relevant to your industry will establish your credibility as an industry expert. It will also encourage people to visit your online store without the pressure of making a purchase decision. It’s important to note that not all content needs to be new and original. There’s value in refurbishing old content, sharing external sources and highlighting user-generated content (UGC).
To best meet the needs of your target audience, this content should vary in length and type. It may take the form of blog posts, videos, infographics and social media posts. It should also be easily shareable to maximize reach potential, so make sure you have social sharing plugins on all of your content.
Search Engine Optimization (SEO)
As you generate quality content, it’s important to think about how your target audience will find your content. This is where search engine optimization (SEO) comes into play. eCommerce SEO tactics strive to improve how your online store ranks in search engines to increase the number of potential leads visiting your site. The SEO tactics outlined below highlight a few of the many ways that you can drive traffic to your online store.
- Improving site formatting on mobile devices
- Optimizing for fast load times
- Incorporating customer review system that supports UGC
- Ensuring URLs and canonical tags are clean and simple
- Constructing detailed meta titles and descriptions
- Including external links to relevant industry experts
- Developing a web of internal links
- Finding a balance between integrating important long-tailed keywords and keyword stuffing
You can monitor your search engine rankings and visibility using tools such as MOZ Site Explorer. For more online resource references, be sure to check out our blog post dedicated to eCommerce SEO strategies.
Nobody enjoys being bombarded by promotional emails. However, a targeted and personalized approach to email marketing can be a powerful tool to increase site traffic. Creating a personalized experience with your brand through contact management and segmentation can ensure that your customer base is receiving emails they will love.
Segmentation based on where an individual is in the buyer’s journey is especially effective. For example, you may wish to send previous customers personalized promotional campaigns and encourage customers who abandoned a shopping cart to complete their transaction.
As with content marketing, it is important to implement an automated email schedule so that messages send on a consistent basis. Well placed, visually appealing CTAs will direct contacts to the coinciding landing page.
Driving this increased traffic to your homepage may be the most intuitive practice, but homepages are actually less likely to convert potential customers than highly specific landing pages. Landing pages help to individualize your tailored ad experience and improve your ability to better evaluate the effectiveness of campaigns by distinguishing regular site traffic from ad generated traffic.
When it comes to landings pages, it is crucial that your CTA, value proposition, and product information is crystal clear. You may also find that providing incentives or encouraging up-sells can help you get the most bang for your buck.
Pay-per-click (PPC) campaigns have the ability to drive traffic to your online store from a variety of sources. Purchasing keywords with providers such as Google Ads can increase your traffic from search engines. While high search volume keywords may seem the most effective way to increase traffic, prioritizing commercial intent keywords will ensure that traffic increases will simultaneously increase conversion rates. To evaluate the performance of these paid search tactics, examine the clicks, costs, and revenues of your campaign through Google Analytics.
Additionally, hyper-targeting advertisements across platforms such as Facebook, Instagram, and Twitter can allow you to deliver relevant content and promotions directly to your most qualified leads. Like email marketing, these paid advertisements should utilize landing pages to increase conversion rates. For more on PPC landing pages, read our blog post about PPC landing page best practices.
Participating in an affiliate program can increase your site traffic by leveraging the audiences of relevant companies. Affiliate marketing entails offering a commission on generated sales in exchange for positive reviews and word-of-mouth marketing services.This allows you to take a hands-free approach with low risk.
Partnering with businesses that your customers already trust is a great way to promote your products and services and bring them to your online store. You can also partner up with social media influencers that are followed by your target audience.
Being proactive in how you facilitate organic and paid traffic can help you to outperform competitors. Every aspect of your inbound marketing strategy should be intentional and strategically catered towards increasing the number of qualified leads visiting your online store. As your inbound strategy continues to evolve, Google Analytics can help you gain insight into who is visiting your site, where the traffic is originating from and what campaigns are the most effective.