It is not a revelation to state that for your eCommerce website to be successful, you need traffic. You could have the best website and product in the world, but if no one visits, your business will not grow. Ideally, of course, you want visitors who are interested in what you are selling, and that can be achieved by generating both organic and paid traffic. When people do manage to land on your website, you have the opportunity to convert them to customers and, if they have a positive experience, they may become repeat customers. This guide outlines some of the best strategies you can use to boost visitors to your website.
Publish useful and engaging content
Your website should be more than an online shop. If all that a visitor can do is browse and buy, they are unlikely to spend much time on the website. Publishing a regular blog is a great way to add value for your visitors, whether you post relevant industry news, information about products, entertaining content, or videos that showcase your expertise. Even if they do not make a purchase, people will be more likely to spend longer on the site (which can help your search rankings in Google) and are more likely to return. When you publish content, be sure to add a sharing button to enable users to share it easily.
Invest in search engine optimization
When we are searching for a product or service using Google, we rarely scroll past the first page of results. To increase the likelihood that your content will be found by potential customers, you want it to appear as early as possible in relation to keywords and phrases that are relevant to your product. This is where search engine optimization or SEO becomes important. It can be a complex topic, but includes ensuring your website features relevant keywords, is easy to use and understand on desktops and mobiles, loads up quickly, has simple and clean menus and tagged content, has inbound links from other reputable websites, and has internal links between pages.
Advertise in search engines with PPC campaigns
By optimizing your website for search engines, you can generate organic (free) traffic for your business, but some companies also use pay-per-click (PPC) campaigns. This is bidding against competitors for your advert (which should include your target keywords) to appear above organic results. You only pay when someone clicks on the advert and is directed to the relevant landing page on your site. You can set a daily budget to maintain control of your costs.
Run special promotions and sales
Consumers are always on the lookout for a good deal, so it may be worth running a special promotion such as a flash sale. This means reducing the price of one or multiple products on your website for a limited amount of time to create a sense of urgency, as customers who delay their visit to your site could miss out on the deal. In addition to boosting traffic, flash sales can be helpful as they can attract customers who would not otherwise have purchased from you, therefore increasing your profits and helping you to unload excess inventory.
Send email marketing campaigns
Promotional emails are one of the oldest digital marketing tactics, and while they can be a nuisance to people if companies are too aggressive, they can be an effective tool when trying to boost traffic. The most effective email marketing campaigns are those that are segmented (for example, by where they are in their buying journey) and personalized so that the recipients only receive relevant content that they are likely to be interested in. You could, for example, send emails to a customer who placed items in a shopping cart but then abandoned the transaction.