Most businesses and industries today are subjected to change and the Ecommerce industry is not an exception. Since the advent of modern business practices and path-breaking technology, the industry has to be prepared to evolve to stay relevant. 

So why is quality traffic important? Traffic is one of the key indicators of business growth and performance. Attracting your existing audience and potential prospects visiting your website is imperative for digital success. Hence, acquiring relevant and quality traffic from the right users has to be one of the main goals for any website. By doing so there will be a subsequent improvement in higher conversions and improved lead generation.

So let’s review a few notable practices that help drive quality traffic toward eCommerce websites. 

Method 1: Search Engine Optimized Content 

Users are constantly searching for products and services on search engines that can meet their needs. Search Engine Optimization (SEO) can be a wide spectrum that includes everything from sitemaps to meta descriptions to keywords. While there are many elements to SEO, it is a process of trying and testing different techniques to drive quality results to your websites. 

Keywords are known to be the linchpin in the world of SEO. Online searches happen through terms, phrases, or words. Hence, understanding how your target audience may be trying to find you is of utmost importance here. Several tools augment this type of keyword research such as Google Keyword Planner, Semrush, Ahrefs, or Ubersuggest.

The first step usually entails identifying the keywords after thorough competitor research. This is followed by adding these relevant keywords with the right intent to your meta titles and descriptions, ALT image headings, URLs, headings (H1, H2 & H3), etc. For instance, long tail keywords such as What is eCommerce? or maybe How to start an eCommerce business? can be used.

Therefore, with the hyper-optimization of the content, an eCommerce website can garner quality traffic over time.

Method 2: Content Marketing and Social Media Marketing 

Attracting the ideal type of users to your website makes content marketing vitally important. For users to browse your website, the content on it and optimize other Social Media channels to promote this content. Content marketing usually consists of creating long-form content such as blogs, guides, descriptions, videos, and interactive content. However, producing informational content for your target audience to read regularly can help drive traffic in a short period. 

Intrinsically, the content created must address customer pain points and queries along with relevant statistics. This can overall help boost the credibility and readability of the content. 

Roughly 50.64% of the world population uses social networks, irrespective of factors like age, location, or even internet access.

Social Network Usage & Growth Statistics

Since the inception of social media in the late 90s, it has become increasingly common. Social media channels are a very profitable medium for targeting your audience. 

Moreover, some high-quality visual content, powerful messaging, engaging videos, contests, and polls are some great ways to keep your audience hooked on your sites, which subsequently leads to conversions and purchases on your eCommerce website. 

Method 3: Paid Traffic 

Paid Ads are another great way to drive quality traffic toward eCommerce websites. While SEO practices bring in organic traffic over time, paid ads can help yield quicker results. From display ads, for instance, eCommerce websites can leverage Facebook ads at any stage of the funnel (Refer to Image). This way a business can track their customers’ buying habits and push personalized content to their audience to drive purchases.

Method 4: Email Marketing

Incorporating a strong Email Marketing strategy also draws quality traffic to websites. Sending personalized and targeted emails discussing current events in the industry along with visual insights like infographics and charts addressing pain points are a great way to increase qualified leads. 

For an email strategy to be successful, it is necessary to curate an email list with your existing and potential leads who will benefit from the content on your website.

Here are a few more practices for a successful email marketing strategy:

• Make sure the email’s subject line and body contain enticing content.
• Include links that users can click to access more website content, such as blogs or how-to tutorials.
• Mobile devices should be able to read emails. Links should be easy to spot given that 46% of emails are opened on mobile devices.
• Apply personalization techniques by including the name of the subscriber.
• Use expertly created templates to offer the email an aesthetically pleasing appearance.
• To determine which email versions receive more opens and clicks, conduct A/B testing.

Moreover, email marketing is also an effective technique for remarketing and following up on your customer base. This is especially true in the case of abandoned cart emails, where about 30% of abandoned purchases are recovered through these emails. 

Method 5: User Experience and User Interface

About 67% of websites are known to deliver better results rapidly with a visually pleasing interface and improved user experience. Refining your UI and UX can include working on many elements like color schemes, digital aesthetics, educative graphics, unique yet simple navigation, and page loading speed. 

Enhancing the UX and UI is also a smart opportunity for your eCommerce website to gain a competitive edge over other websites by providing their visitors with a pleasant navigational experience.

Nowadays, it becomes way easier for companies to provide a better overall user experience thanks to pre-built templates for eCommerce websites. Its appearance can be adjusted and customized according to the needs.

Keeping track of your user behavior through your website using analytics or tools will also give you essential inputs on what needs to be improved. 

Method 6: Referral System

A solid referral, affiliate or rewards program is a way to incentivize your existing audience and leverage them to find new potential customers to target. This process of establishing a referral system also helps build customer loyalty. Businesses in the eCommerce industry thrive on credibility and visibility online. The repercussions of a well-designed referral system can attract quality users, thereby multiplying sales on your website. It is also low-risk and an effective method with great returns. 

For instance, successful eCommerce players such as PayPal have a great referral program where you have rewarded CAD 10 each time you refer someone (Refer to Image 2) 

Method 7: Augmented and Virtual Reality 

For many reasons, Augmented Reality (AR) and Virtual Reality (VR) have proven to be one of the most innovative and advantageous technological advancements. Multiple industries have benefited from this – makeup stores, furniture stores, eCommerce brands, and every sector can implement this. For instance, with AR and VR, consumers can experiment and make better buying decisions, thereby boosting conversion rates. 

This virtual trial and error process enabled by this technology, helps buyers understand what they are looking for, reducing returns. This can also be integrated with social media and other interactive tools, increasing customer engagement with your brand. 

Incorporating eCommerce Chatbots are also another great way to boost customer engagement and lead generation. Merging simple chatbots at the bottom of every page on your website or via social media channels also enhances the user journey. 

When consumers do not get prompt responses to their queries, 53% of online buyers abandon their purchases.

Forrester

By enabling a two-way conversation with clients and customers, a business can also address the pain points and work towards creating a better experience for them. Hence, with the growing importance of instant customer service, chatbots can be a revolutionary tool that can amplify your business. 

Method 8: AI Voice Search 

Voice recognition has gained increasing popularity this past decade, leading to the advent of artificial intelligence (AI)-based voice-activated assistants such as Siri, Alexa, Google Home, etc. From being a tool embedded for searches on your gadget, it has now become an interesting new normal.

With 20% of searches being through voice, the global voice search market, currently valued at $3.2 billion has the potential to reach over $37 billion by 2024. 

The Importance of Voice Search for Ecommerce

Hence, harnessing the power of voice search can lead to effective purchases in a few minutes. Apart from easier navigation and usage, voice-based technology has allowed a user to multitask without even looking at the screen.

Additionally, voice search has shown about a 25% increase in sales, resulting in a 50% jump in conversions.

Method 9: Headless eCommerce

The eCommerce industry is experiencing an accelerated change and pace, especially since the global pandemic. Practicing traditional eCommerce is now slowly declining among businesses as it was time-consuming, taxing, and not extremely high-yielding. However, with the onset of headless eCommerce, businesses are now seeing extensive results. 

Furthermore, when comparing the traditional to the former, the latter allows easy integration and personalization of the front end without affecting the back end. It is an interesting architecture that includes faster integration of functions, enhancement of omnichannel process, better flexibility with smartphones, experiential marketing, and boosting conversions. 

Furthermore, apart from being just technically advantageous, headless eCommerce also helps enterprises cut publishing costs and saves time due to its uncomplicated functionality that does not require a high-end team of developers to maneuver. 

Method 10: Fraud Protection and Safer Processes

The heavy dependence on technology also comes with consequences and an increasing need for safer processes and transactions. Fraud management has become imperative for identity security and protection against cyber threats, now more than ever. With the progress in the digital age, eCommerce frauds that exploit businesses have become increasingly common. It can vary from hacks to major fraudulent transactions that can deeply hamper an enterprise. A few of the most common types of fraud are Return fraud, Transaction fraud, and Triangulation fraud. 

Due to the emerging need to protect data, there are now more ways to detect fraud:

• Recognizing card testing: Fraudsters often conduct low-value transactions in an attempt to test a card. Hence, it is crucial to keep a watchful eye on these.

• Looking for social footprint: Looking out for the fraudster or hacker’s digital presence on social media to verify their identity can also be a way to identify fraudulent practices.

• Differentiating between data points: Comparing and cross-verifying their shipping address, phone number, geolocation, IP address, and other personal information can help detect unusual activity.

Method 11: Speedy Delivery and Sustainability 

With the onset of technology and AI, consumers are now more informed about the brands/companies before making a purchase. Hence, companies and businesses now have the opportunity to capitalize on post-purchase activities. Customers now expect faster and seamless deliveries, customer service, and shipments. For instance, ensuring same-day or 2-day shipping locally for your customers can help compete with other major eCommerce platforms such as Amazon. 

Buyers today are more conscious of the environment than ever. With the ongoing repercussions of ignorant business practices, buyers want to be more aware of how their purchases can impact the planet. A study conducted by Nielsen reported that about

73% of consumers seemed to have changed their behavior to decrease environmental impact, and 72% are purchasing more environmentally friendly goods. 

Nielsen

One of the most impactful functions in the buying process is that of online order shipments. A consumer often makes an ecologically sound decision with respect to sustainable packaging for shipments. For instance, packing products with recyclable materials, reducing filler materials, and size-appropriate packing to avoid wastage.

Hence, it is extremely vital that brands and businesses keep contributing toward building a more green-conscious system. The promise of sustainability and consistent deliveries can encourage more quality visitors to your eCommerce website.

Method 12: Discounts and Offers

Your e-commerce visitors may be a discount or offer away from making a purchase on your site. While many online stores focus on the loss of revenue that a discount makes, they ignore the long-term impact of a customer who is happy with the purchase, shares it online, and returns to make more purchases.

Just as an advertisement is often an investment in acquisition, so are discounts and offers! Focus on the long-term impact of gaining new customers to your online store and work hard to retain them, upsell them, or cross-selling them. Many successful e-commerce sites have a number of discount strategies that are always being promoted:

• Exit intent discounts to stop someone from leaving the site.
• Abandoned shopping cart discounts to push someone who has started the checkout process but stopped.
• First-time visitor offers encourage the visitor to sign up for an email or text message when they first arrive at the site.
• Free shipping discounts on all purchases or a total purchase amount.
• Buy One Get One (BOGO) offers.
• VIP offers for your customers who spend the most with your brand.
• Thank you offers that get a first-time customer to return and make another purchase.
• Timed Discount Sales where the countdown motivates a user to purchase.
• Holiday Sales that are complementary and drive revenue.

It’s imperative that you test your discount offers. You may find that many don’t provide the long-term return on investment (ROI) that you’d hoped for. Tracking which discounts are utilized and produce a positive revenue stream is a must!

Frequently Asked Questions

Disclosure: Martech Zone has included affiliate links to its partners in this article.

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