Your e-commerce store is pixel perfect, you’ve streamlined the check-out flow and your products are ready. Just one thing missing, customers!
At Vonto, we work with small businesses to help them analyse their data in order to gain a better understanding of their business performance. Vonto integrates with your accounting software, your e-commerce store and loads of other essential apps to give you daily insights into the trends and outliers that you might otherwise have missed and how to use them to make business decisions for the better.
There are a number of different ways to drive traffic to your online store. In this blog we’ll touch on some of the major channels used to increase the amount and quality of traffic to your website.
1. Email Marketing
Every online business can benefit from building an email list. By opting in they’re indicating they’re open to hearing from you and it’s an audience you can then maximise further across other channels.
However, people are understandably cautious to give their email out to just anyone and will avoid most marketing communications. One way to encourage people to sign up is by providing them with a value-add when they sign up.
This could be some kind of freebie like an ebook or even a discount. The shopping platform Kogan offers $5 off your first order if you sign up. A great way to encourage first time orders and provide value to potential long term customers.
Emails can also help you retarget customers who have abandoned their carts. Shoppers who didn’t complete a transaction but have items in their basket could be close to making their purchase and something like a simple email reminder can be a great way to nudge them over the line to complete their purchase.
Just remember to respect the customer’s inbox and make the most of limited communications. Spamming people is an easy way to burn potential customers.
2. Use Google to catch customers looking for an answer
Visitors that come from organic or paid search results make up an important part of all website traffic.
Creating content to publish on your website, getting links from established websites and ensuring that your website is properly designed are all important factors when trying to rank on the first page of google.
Whether you sell stylish clothes or software as a service, all small businesses are answering some kind of search on google. The key is understanding the intent behind the search and capturing people ready to convert into customers.
Canva is a successful Aussie start up, their online graphic design platform is free to use with pro features available for a subscription. They use Google search ads to target people searching for help with graphic design. Someone looking for ‘Templates for social media posts’ are the exact users they want to sign up on their site.
Clicking on their ad leads them seamlessly to their social media templates on their website and encourages sign ups.
Consider what keywords are relevant for your business. The more localised and niche specific to your business the better as you will have less competition and as a result pay less. Setting up a Google Search campaign is easier than you might think and can complement your existing marketing campaigns and be a great source of high intent traffic.
3. Use social media to extend your reach and advertise your site
Despite being great platforms to host and share content themselves, your social media profiles can also channel traffic back towards your website.
Building an engaged social media audience can be tough but with a plan and consistency it can be one of the cheapest channels to grow your audience and reach new potential customers.
Influencer marketing via social media can quickly get your name trending. Partnering with one of these power users - who already have an existing following - can be a great and cost effective way of getting your brand out there and driving people to your website. Do your homework and make sure that the influencer’s audience fits your target demographic or you might see little return.
For example, the dating app Bumble has partnered with Marie Claire for promotional posts on Instagram. On Bumble, women start the dating conversation and this fits nicely with the modern and empowered readership of the lifestyle magazine.
The advertorial style of the post, flows well with Marie Claire’s other content and makes for an engaging read and offers inspiration for women to take the lead and try their app.
These tactics are amazing when used together to improve your website traffic. By getting more quality visitors and retargeting people who are already warm to your brand you can improve the profitability of your site and scale efficiently as your business grows.
Start making an email list by providing value to people who already interact with your brand. You should also have a strategy for making the most of organic search traffic and possible keywords that you could target with search ads. Lastly, maximise your existing social media efforts with consistent posting and influencer campaigns to get maximum exposure for your site.
Very soon your site will be bustling with visitors, getting you the results you’re after. All those visitors will generate lots of data that can show trends, identify areas for growth and perhaps places your business is lacking.
Using Vonto’s free business tool is a great way of consolidating all that data. The tool serves you daily insights, like a feed for your business, on anything from your return on investment to how to increase your revenue next month.
Download Vonto’s free tool today to see what insights are waiting for you.