How To Drive Quality Traffic To Your Ecommerce Website
Sometimes, business owners can become so focused on driving traffic to their websites that they forget that quantity does not equal quality.
Even though high traffic levels mean more people are getting to know about your brand, you want to focus on attracting high-quality traffic from people who are more likely to convert and turn into customers for your business.
So it’s very important that you try and drive high-quality traffic to your ecommerce site if you want to make more sales. In this article, we’re going to take a look at some effective tactics to help you with this.
Ensure you’re targeting the right keywords on every page
To attract quality traffic, you want to make sure you’re targeting the right keywords in your website copy, as this will ensure you rank for the right queries on search engines.
To identify which keywords are the most relevant for each of your web pages, you’ll need to conduct keyword research. You can do this with a specialist tool like Ahrefs’ Keywords Explorer or SEMrush’s Keyword Research Tool. Start by inputting relevant words or common phrases that relate to your business or products. Then you’ll get a list of keywords that your prospects are already typing into search engines, so you can work on weaving them naturally into your web page copy.
You’ll want to target different keywords on every page. So, for instance, if you sell both coffee and tea, you’ll need to conduct separate keyword research for each type of product. That way you’ll find the most relevant keywords to target on each page and this in turn will bring you more traffic and sales.
Now, as you conduct keyword research, you need to consider some important factors like keyword relevancy and intent as well as the search volumes and competitiveness. Keyword relevancy means you need to place emphasis on only using keywords that relate to the specific products you sell on each of your web pages. This will help search engines determine what to rank you for much easier.
You also need to consider the search intent behind the keywords you want to use on your site. For example, there are keywords with commercial intent, and these are used when someone is looking to make a purchase. These should therefore be used on your category or service pages. Informational phrases include words like when, why, or how and they should be reserved for the content you publish on your blog or knowledge hub.
You’ll also want to make sure that you target keywords with good search volumes, but avoid those that are so competitive you won’t be able to rank for them. Most keyword research tools will outline these metrics for you so you can make the best possible decisions.
Embrace the power of email marketing
Email marketing allows you to send personalized messages to people on your mailing list so you can educate them, develop a relationship with your audience, and promote your products and services.
Building a mailing list is very important because it allows you to nurture leads until they convert into sales. Your newsletters don’t have to be purely promotional, though — you can also send out informational newsletters that will provide your audience with valuable information that educates them but still helps you reach your goal.
There are different email campaign strategies you can use to send qualified traffic to your ecommerce website. One involves creating a welcome email sequence where you can send a series of targeted emails to people who sign up for your email list. You can use these emails to introduce people to your brand, what you do, and how your products and services can help solve their pain points. You can do all that while including optimized calls-to-action (CTAs) that will direct qualified leads to your website.
You could also send promotional or seasonal emails and include a discount that will motivate leads to convert. To do this effectively, you should make the discount a limited-time offer to incentivize your audience to take action before the deadline is up.
Create content that will genuinely help your customers
If you’re able to address your customers’ questions and pain points with your website content, it will be obvious that you really understand your target audience. It’s also one of the ecommerce marketing techniques that can drive more traffic to your website.
Before creating content, you’ll want to ensure you’re answering questions your audience genuinely cares about. One way to do that is through the keyword research method we mentioned earlier. But, in this case, when you get the list of search queries your ideal customers are typing into search engines, you will then turn them into helpful topics to build your content around.
Another way to identify customer pain points is by looking through the queries people send to your customer service team. Doing this will give more insights into the problems your audience is facing so you can craft helpful topics that will address their issues.
After figuring out the questions your customers have, you need to create content to help solve their problems. One type of content you can create is how-to guides. For instance, if you figure out that your audience wants to know how to complete a particular task, you could create a how-to guide that gives step-by-step instructions.
Another type of content you can create for your audience is buying guides. Let’s say you notice that a lot of your ideal customers are finding it hard to choose the right products for them. You could consider creating buying guides that outline which factors they need to consider before they make a purchase. This will help people make better and well-informed buying decisions. Creating these types of content is a great way to send high-quality traffic to your site from people who are looking for this kind of information on search engines.
Now let’s take a look at some examples of businesses that do a great job of creating content that genuinely helps their customers.
FreshBooks is a company that provides accounting software for small and medium-sized businesses. On their blog, they have a post about how to write a winning invoice letter. They work in the accounting industry, so a lot of people in their target audience need help with this topic.
The how-to guide addresses various aspects of writing invoice letters, gives a step-by-step process, and provides an invoice letter sample that people can use to get started. This is a great way to genuinely assist people in their audience and it can also help the company get high-quality traffic from prospects who find their content while doing research.
You can also replicate what they’ve done by writing how-to guides that help your ideal customers perform a specific task well, as it’s a good way to attract qualified leads to your site.
Wayfair is an ecommerce site that sells home furniture, appliances, and other equipment. On their website, they provide buying guides to help people make better buying decisions. For instance, take a look at the desk buying guide they’ve created.
The guide provides a lot of useful details about the different types of desks, dimensions, shapes, and other factors people need to consider before choosing what desk to buy. This kind of information makes it easier for their prospective customers to make well-informed choices and it can also help drive high-quality traffic to the site.
On your website, try to publish helpful buying guides that can assist your ideal customers in making a purchase, as it could be a great way to lead high-quality traffic to your site.
Make sure you’re always active on social media
If you’re active on social media, it will make your business a lot more visible online and help in attracting more of your ideal customers.
One way to do this is by posting consistently so your ideal customers will keep seeing your content on their social media feeds. The more visible you are, the more chances you have to attract potential customers who may need your products and services. Some types of social media posts that could work well for your business are infographics, video content, and high-quality images of your products that can attract your ideal customers and get them to engage with your brand.
Another way to engage your target customers is by hosting giveaway contests or competitions where you require people to follow you, like, and share your social media content if they want to participate and ultimately win the contest. This not only helps engage your followers but it’s also a great way to increase your brand reach so you get in front of other users on social media who could be potential customers.
Social media marketing can expose your business to new customers, but it’s not the easiest thing to keep up with. This is why we recommend using tools that allow you to bulk schedule and automate your social media posts.
Write guest posts for websites your ideal customers love
Writing guest posts for relevant websites in your industry can help you reach a wider audience and drive more high-quality traffic to your website. It’s also a great way to build backlinks, which will boost your SEO because high-quality links tell search engines that other sites find your website valuable and trustworthy so they’ll want to rank you well.
There are different ways to secure guest posting opportunities. One of the simplest ways is by searching Google for relevant websites in your niche that allow people to write guest posts. For instance, let’s say you’re in the gardening niche and want to write guest posts for relevant blogs or companies in your niche. You could conduct a simple Google search with this kind of query: write for us + gardening.
As you can see, the results show different sites that currently accept guest posts from authors so you could go through the results and try to pick quality websites to pitch for a guest post. Just be aware that, to make sure you’re getting the best results, you’ll want to assess the quality of each target website before getting in touch.
One way to do this is by checking relevant SEO metrics like the domain authority (DA) and domain rating (DR). Domain authority allows you to predict how well a site will rank on search engines, while domain rating shows you the strength of a website’s backlink profile. To check these metrics, you can use an SEO tool like Ahrefs or SEMrush. A good rule of thumb is to go for sites with a DA of at least 40 and a DR of 30 or more, as these are typically seen as credible by search engines.
In this article, we’ve looked at the different techniques you can use to drive high-quality traffic to your ecommerce website. From targeting the right keywords to embracing the power of email marketing or writing guest posts, these are all very effective tactics that can help you attract more qualified traffic for your business. Want to learn more about growing your ecommerce business? Check out our blog for more updates.
The CEO of Loganix
Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.
Need to chat about your ecommerce marketing strategy?
More than 10,000 marketers use Maropost to engage with their prospects and customers through emails, SMS, social media and more. We’re here to help you grow your business!