How to Drive Traffic To Your Brand New eCommerce Site
Creating a website and social media profiles is only the first step towards generating traffic to your ecommerce site. What you do on these platforms is what will determine how much traffic you can generate. You need a strategy, time, relationships and sometimes money if you want to achieve success
In this article, we look at how to bring traffic to your new ecommerce site.
1. Determine the number of visitors you need daily
Setting a clearly defined goal should be the first step if you want to see more people visiting your ecommerce.
Diving into any marketing strategy can be overwhelming if you do not know how to break it down into digestible segments and attainable goals. Let’s take a quick look at how to go about it:
How much in annual sales are you aiming at? Let’s take an example of $250,000.
Next, divide the total annual sales by the value of your average order. Let’s say it is $50.
This gives you the number of annual orders you’ll need to achieve your goal. In our case here, this will be 5000, which is about 13 orders daily.
Let’s assume that 13 orders daily are as a result of a conversion rate of about 2%. This means that you need about 650 daily visitors if you are going to have 13 orders daily.
Your goals will determine just how much time you will spend on traffic generation. Using numbers can help narrow your efforts to attainable and measurable goals.
2. Begin your SEO
After identifying the likely sources of traffic, it’s time to begin to work on one of them:
The strategy we will focus on here is SEO.
Whether you are barely starting your eCommerce store or have enough traffic to identify your pages with the biggest potential to rank highest in search engine results. You will want to review each page/product. To do this:
- Enter your URL on WooRank to start an Advanced Review. You can also add three competitors that can help drive your SEO to the next level.
- Add your keywords to Keyword Tool and choose the location where you want to focus on and even the search engine. Based on what country your eCommerce store is serving, you would need to select the countries Google Domain.
You will see the volume and rank for each keyword, and how you are faring compared with your competition. Free Keyword Research Tools to help you suggest keywords for each of your product/page of your eCommerce site.
If you need help coming up with keyword ideas, Keyword Tool will generate some for you. You can also check out our The Key to Your Keyword Strategy to help you come up with a strategy to effectively rank each product/page.
You now know what keywords to use in your optimization efforts. Depending on how many products your ecommerce site offers, every product page matters. Each title, meta description and keyword Focus will help determine your outreach.
Performing Internal Page Reviews will help you identify what keywords are currently in focus and research what keywords to rank for on Google.
Useful, relevant and authoritative content is vital for an ecommerce. While the product’s images are great, adding product descriptions cannot be underestimated. It is here that you get to incorporate the keywords that you can easily rank for and that drive conversions. It is easier to rank higher for the long tail, localized keywords that more closely match your visitor’s search queries.
If, for instance, you are selling vacuum cleaners and you can rank high for the keyword “vacuum cleaners for pet hair”, then the product descriptions should incorporate “vacuum cleaners for pet hair”. Include it in the title, too. The product images should be very clear and represent the real product you are selling. Alt text should also be included with each image you upload. Do not download images from the internet which are different from what you are actually selling.
In addition, you can create useful content like product reviews or comparisons of different brands and models optimized for “vacuum cleaners for pet hair”.
Other types of content on different social media accounts will help you rank high in search results. You can create unboxing videos and post on YouTube, for instance. You can also create other videos that are related to your product, for instance, “How to remove pet hair from your car seats”. Embed the video on your site. Remember to optimize your videos with keywords that you can easily rank for.
4. Instagram Influencers
Instagram has become one of the best platforms when it comes to brand engagement. There is 25% more engagement here when compared to other social media platforms. Also, almost a quarter of online shoppers (23%) are influenced by social media recommendations.
One way to use this popular platform is to find influencers that may be willing to feature your products for their followers. However, finding such people could be quite difficult.
You can find influencers using a tool called WEBSTA. This is a catalog showing popular Instagram hashtags and accounts.
Let’s look at an example here.
- Go to WEBSTA and type in a keyword like “vacuum cleaners for pet hair”
- Click search.
- You realize that this keyword is quite long (long tail), and there are no results.
- What about a shorter keyword like vacuum cleaners?
- It yields very interesting results, from “vacuum cleaners advisor”, to “Mr.Vacuum”.
- The next step would be getting to see how many followers the above accounts have.
- If they are substantial, then you could contact them and request them to feature your product, if they are willing. You should also include a link to your site where traffic can be redirected.
People are very likely to be attracted to a freebie. Look for a gift that your customers will find worthwhile. Share the competition on your social media profiles, your website and on influencer sites that you have a relationship with.
If your potential customers find your gift worthwhile, they will share it with their friends, family and colleagues. This is a smart way to increase traffic to your ecommerce.
The downside to this strategy is that you could attract people who are only interested in freebies and not convert into customers. Use this strategy very few times.
6. User reviews
Encourage your users to leave reviews on your website and social media accounts. 88% of shoppers will trust reviews. There is actually an option for people to leave reviews on Facebook. If you have user reviews you not only rank higher in search results, but users are likely to click on your site or social media pages. User reviews are the best way to ensure fresh, relevant content, which Google loves too. Online shoppers want products to be brought to life with images (78%) and product reviews (69%) (BigCommerce)
More important reasons why you need user reviews (Study from Econsultancy):
- 63% of customers are more likely to make a purchase from a site which has user reviews.
- Reviews produce an average lift in sales of 18%.
- Bad reviews actually improve conversions by 67%.
7. PPC advertising
43% of ecommerce traffic comes from Google search (organic) and 26% comes from Google Adwords. (Source: Wolfgang digital). It’s interesting to see ecommerce sites with low CTR (1.66%), however, the data were most likely due to the amount of competition and the sheer number of ecommerce stores set-up poorly (Smart Insight).
Therefore, it is important to have both your SEO and PPC done correctly.
Conduct keyword research to see the primary keyword, for instance, “vacuum cleaners” which your audience uses most. Find the long tail keywords too, for instance, “vacuum cleaners for pet hair”. Run a PPC campaign incorporating both. Primary keywords will generate more traffic. Long tail keywords will generate less traffic but higher conversion rates.
Let’s examine what happens when you type in “Portable Monitor” in Google, to help us understand how we can improve our ranking and conversion.
Which of these sites will you click? Go through each keyword you are targeting and see how your competitors are reaching out to their customers and see what you can learn from them.
Write each of the Pros and Cons and evaluate what you want to focus on. Is it Users Reviews? If you take a look at Amazon review, you might automatically click on that link to see what the product is about. But how about those who rather skim through the Description and see if they can understand the product before clicking on the link? Will you provide pricing on Google Search? Best Guides? Maybe focus on the monitor size “Best 15.6 Portable Monitors 2017”.
Finding keywords and seeing why competitors are ranking higher than you is one thing. Finding what you can do better is the name of the game!
Knowing how to bring traffic to your new eCommerce
It all begins with setting a clearly defined goal, knowing the traffic sources and then optimizing different platforms like your website and social media pages. You can also incorporate other strategies like contests and PPC advertising.