As things stand in 2020, there are more than 12 million online stores. With that number only set to increase, driving traffic to your website will only become even more of a challenge. One of the reasons for the increase in online shops is Shopify. The platform makes setting up an online store simple and frictionless. This has led to a large influx of new sellers. The increase in competition has proven incredibly difficult for some, with many stores getting minimal amounts of visitors. Minimal traffic means minimal sales. So how do you resolve the issue of increased competition and low traffic?
Here are our best strategies for finding low cost, uncomplicated traffic nurturing solutions.
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Why traffic is crucial for the stores’ success
Traffic is essential for the success of any website. To put it quite simply, the less traffic you have, the fewer buyers you are likely to have. Not every person who visits a store will make a purchase every time. However, the more visitors you have (higher traffic), the more sales you are likely to make.
Driving traffic rates up is all about bridging the gap between consumer and brand. The more you manage to reach out to interested customers, the more successful your brand will be when it comes to sales. However, successfully increasing traffic is only one half of your task. You also need to ensure that the customers you do bring in to your store are finding what they’re looking for. Otherwise, you won’t make the sales and your bounce rate will increase. That will cause detrimental effects in the long run due to Google’s algorithm perceiving your store negatively. This will cause you to rank lower and hamper your traffic instead.
Sources to increase traffic
If traffic is an issue for your website, you may need to find new sources to increase the number of visitors your store gets. Here are some of the best free and paid sources for increasing traffic to your shop:
Free sources are ideal for those hoping to increase their store’s traffic on a shoestring budget. They are also ideal for testing theories on how to increase your traffic in the best way.
Discount codes and offers
Discount codes help to lure customers into your store not only to browse, but to buy. Special offers can also be used with surveys and other tools that allow you to gain a better understanding of your customers.
Main benefit - This method can help to attract new customers or at least help you gather more information on why someone is/isn’t interested.
Connect your social media
By connecting and interlinking all your social media accounts with your store, people are more likely to come across it. Especially if your accounts are active. You can also engage in social media groups where you may find many people interested in your product. However, if you intend to promote like this, you should ensure it comes across as authentic and not like a sales attempt.
Main benefit - You will be more likely to increase the number of visitors to your social media pages, as well as your store. This gives you a chance for further influence and to continue your push for increased traffic.
Newsletters to existing customers
By sending regular newsletters to existing customers, you can ensure they know about any updates in your store. If this is a new product, it may increase both traffic and sales. In addition to that, if current customers are informed about updates they may spread information about your shop.
Main benefit - Keeps current customers up to date with what’s in your store and therefore tends to maintain existing traffic levels at a minimum.
Paid sources are ideal if you know how to increase your traffic in the best way. They are useful if you have a higher budget and want to utilise as many sources as possible to reach new customers and increase your store’s traffic.
Paid advertising on social media
Advertising across social media is a great way to increase your traffic. Social media platforms such as Facebook, Instagram, and Pinterest offer various forms of advertising that all help to get your business noticed. You can even set your aims for campaigns and decide on your budget to ensure your advertising remains profitable.
Main benefit - You can target specific demographics, choose budgets and set the times for your advertisements. You can also choose whether to aim to develop relationships with current customers or search for new customers, both of which may help increase traffic.
Paid advertising on search engines
Paid advertising on search engines such as Google, Bing or Ecosia allows you to appear to specific search terms. If done correctly, this will increase your traffic. You may need to dedicate a little time to this method, as finding the right keywords can take some research. However, the rewards will be worth it.
There are two forms of advertising on search engines. One is the traditional search ad, and the other is the shopping ad. The biggest differences between the two forms are where and how your ad will appear. With a search ad, it will appear on the standard Google page, either at the top or bottom of the pages search results. With a shopping ad, it will appear visually at the top or side of a page, as well as in the shopping tab.
You can also combine the two forms of advertising to get the best results and maximize the effectiveness of your advertising.
The main benefit - Attract people who are genuinely interested in purchasing your kind of product. Therefore, you not only increase your traffic, but you’ll probably increase your sales too.
Reasons for low traffic to your Shopify Store
Low traffic to a Shopify store is one of the main reasons for a lack of sales. But what are the main reasons for the low traffic itself?
Targeting the wrong demographic
Research is important for ensuring that your shop gets plenty of visitors. If your advertisements are reaching the wrong demographic, then people will either decide not to click on them initially, or bounce straight back out of your shop. Either way, the result for you is bad. Therefore, you should always make sure you know who to target and when.
Poor quality photos on ads
Ads are a great way to generate traffic to your Shopify store. However, if the photo on your ad is unclear or in any way misleading, people may be deterred from it. They may even choose a competitor's product instead. So a good quality image is essential.
Low quality feed
Data feeds are files containing specific information about products from your store. They allow you to keep your shops and advertisements up to date and maximize their potential.
A low quality feed can severely hamper the success of a Shopify store. A poor feed may lack a product description, advertise out of stock products or have one variant advertised as another. All of these things can contribute to low traffic, as customers will be less convinced by the product in the advertisement, if they even see the advert in the first place.
No call to action
A lack of a call to action can lead to customers simply not engaging with promotions or advertisements. Therefore, they may skim over your product and store.
No obvious social media links
No clear social media can hamper a Shopify store. Many customers prefer to contact businesses through social media to ask questions about products or services. If the social media of a brand isn’t visible, they may choose to move on and not buy with you.
No contact or information pages
Similarly to social media, if there is no information about the brand, buyers may not trust the company. A lack of ability to contact them also contributes to this. Whilst it also does not allow customers to ask questions and leaves a substantial gap between brand and consumer.
No return policy
This is generally a poor business practice. Customers will simply not trust a store with no return policy.
No navigation menu on website
No navigation menu can make the website hard to navigate and therefore deter customers from visiting product pages. Thus, reducing traffic and sales.
Poorly designed website in general
A poorly designed website can load slowly. This may lead to a high bounce rate as customers lose patience.
Strategies to drive traffic to Shopify Store
It is important to have a clear strategy when it comes to driving traffic to your Shopify store. However, there is no one-size-fits-all approach, which means trial and error is often necessary to find the best strategy for your business. When attempting to trial a plan to enhance traffic, each business should always take into account a few things. These include:
- Their budget
- The demographic they are aiming to reach
- The type of business they run
- The type of business they want to be
Once those factors have been considered a strategy can be implemented. So what are the various strategies that can be used to drive traffic?
Use search engines organically
Using search engines is a great way to drive traffic to your Shopify store. If you decide to organically generate traffic using search engines, you will need to utilize SEO. 33% of the clicks on Google go to the first organic search result. Therefore, successfully implementing SEO will generate substantially more traffic then ignoring this method. However, getting that first place can be quite challenging. You will need to use all of the following website techniques to have a chance of attaining top spot:
- Keyword research - check what keywords high ranking competitors rank for, as well as which keywords best link to your intended landing page and product. This will ensure the right people see your advertisement, whilst Google sees it in a positive light.
- Quality content - High-quality content that Google and the average user will understand and appreciate
- Effective title and description - Use the ideal keyword phrases in your title and description (phrases found from topic research)
Organic SEO will usually take a small degree of trial and error too. You can measure the performance of your organic SEO by comparing yourself to competitors, regularly checking keywords, and look at other statistics - including impressions and click-through rate.
Create appealing content
Top-notch content can also drive traffic to your store. Content is especially useful if you engage regularly, creating original content. This helps to establish your brand as a leader in your industry, whilst driving engagement and building relationships with your existing customers.
Content’s effectiveness can also be increased by including keywords so it ranks highly on search engines. In addition to that, you can utilize content further by sending out blog posts as newsletters and re-engaging existing customers.
To maximize the effectiveness of your content, you should try to offer a range of forms. This includes blog posts, videos, podcasts and even ebooks. Better yet, curate your content for every stage of the buyer's journey and you can even guide potential customers in making a purchase!
Run paid ad campaigns
Running paid ad campaigns can be very lucrative when it comes to increasing your traffic. Paid campaigns can range from social media campaigns to PPC campaigns on Google. Social media campaigns are ideal for many businesses as they can target your specific demographic at whatever time frame and budget you choose. Google’s PPC campaigns allow you to target via keywords and charge you per click. The amount you pay per click is dependent on your maximum bid. However, if someone bids higher than you, then your ad may be placed in a less visible position.
Both social media campaigns and Google PPC campaigns rely heavily on the quality of the listing and its feed. If done correctly, an ad should appear to the right audience. However, done incorrectly, it will be money down to drain.
Integrate social media
Social media is the gateway to your customers. It is the best way to build relationships with them and also offers a good opportunity to build on your brand identity. When it comes to generating increased traffic from social media, Facebook is second to none. Nearly two-thirds of all social media visits to Shopify stores come from Facebook. With a staggering 85% of all social visits based orders also coming from the site.
To generate your own traffic from Facebook, or other social media, you should keep a few things in mind. Firstly, driving traffic on social media requires engagement. That means if you are a big business you can manage that across various platforms. However, small businesses should probably choose the most lucrative platform for themselves and focus on that.
Secondly, as social media is a bridge between business and consumer, it is the ideal place to get feedback. Many customers will come to you on social media and ask questions. This is the ideal time to create a relationship with the customer and a positive brand image. This will in turn, continue to create more traffic in the future.
Last but not least, social media posts should be sales posts. They should promote products and the brand without seeming pushy. Calls to action should still be included but they need to offer something to the customer, such as a promotion or a positive message. The goal may be to drive engagement and traffic, but it needs to be done through caring about the brands customers.
Cooperate with influencers
A slightly outside of the box way of increasing traffic is to use influencers. By using influencers, the goal is to drive traffic by increasing brand awareness. The use of an influencer will ideally generate more shop visits and more sales, because their opinion counts to those who look up to them.
Many influencers use social media as their main tool for marketing. Instagram and Youtube influencers tend to be the most viable options for brands. Starting a campaign with an influencer is usually as simple as getting in touch with them via social media and agreeing on what both parties want. To find a suitable influencer, try searching hashtags that relate to your goals or campaign. Alternatively, there are various platforms that give you free and easy access to the best influencers in your sector.
You should try to ensure that the influencer you do decide to use also reflects the values of both your brand and campaign. Check they share your goals and have the audience you are looking to reach. You can generally get a good idea of all this by looking at their content prior to your engagement.
As competition continues to grow, it is vital to remember your marketing strategy when it comes to your Shopify store. Generating the right traffic will drive your shop's success.
Remember to build your strategy around your own budget and research. This will allow you to get the most value for money with your advertising, whilst attracting the highest number of potential customers.
To further maximize your potential traffic, remember to stay on top of your feed. Update it when necessary and take advantage of your most lucrative products.