The Laws of Attraction for Ecommerce Websites
By Kat, 4 weeks ago (4 min read)
It goes without saying that no ecommerce business can be a success without customers visiting their site to buy their products or services. However, driving relevant traffic and generating potential leads is still one of the biggest challenges online retailers face.
In today’s post, we aim to remedy that – outlining the essential ingredients needed for ecommerce sites to proactively attract users to a site rather than just waiting for some big rush that never comes. From establishing whether there’s actual demand for your products to optimising onsite content and product accessibility, we’ll be taking a closer look at which fundamentals your ecommerce website should have in order to thrive.
Choose the right product
Your choice of product will play a pivotal role in the success of your ecommerce enterprise, so ensuring you’re offering something that’s in demand is crucial. Start by carrying out research into your product to discover how much organic search there is for it (or similar products) each month, to establish if there’s actually a demand for what you’re selling.
If there’s a clear need, don’t forget to assess the competition to ensure you’re able to offer customers something different with a viable unique selling point – this could be a lower price point, higher quality products, personal customer service or increased availability.
You should also delve deeper into your target audience to gain a better understanding of how they search for your products and which terms they use most – as well as other factors that may influence their spending habits, such as brand loyalty and convenience. This will help you to decide if your product is in demand and relevant, as well as helping you to differentiate your offering from that of your competitors.
Make products easy to find
If yours is a new ecommerce site, climbing up the organic search rankings ladder is likely to take some time – so it’s important to explore all possible avenues to ensure your products are enjoying maximum visibility online from day one.
Investing in Google Ads is one way to generate traffic to your site quickly and will ensure your brand appears above high-ranking organic search results. It does, of course, require a capital investment, but it allows you to set your own daily budget and its pay-per-click (PPC) system means you can avoid paying unless someone clicks your advert, watches your video or calls your business – making it affordable, even if you’re working with a small budget.
Social media is another essential part of gaining online awareness for your ecommerce business and expanding your reach to a wider audience. Ensuring you regularly post informative and engaging content across your social channels, including links back to your site, will encourage social shares as well as visits to your ecommerce store – but be sure you’re posting the right content in the right channels where your audience is hanging out online for maximum impact.
You can also tap into affiliate marketing tactics – offering third-party publishers like social influencers and bloggers the chance to earn commission for promoting your brand in their content to refer traffic and potential leads to your site. This strategy also requires a certain level of investment, but it can offer a worthwhile ROI if you choose affiliates with audiences that are similar to your target demographic.
Prioritise onsite usability
Getting visitors to your site is only half of the battle – you also need to ensure your site is easy to use when they get there. A site that’s difficult to navigate is a sure-fire way to repel users but, if you work to prioritise user experience (UX), this could make the difference between losing a lead and converting one.
Whether visitors reach your site by clicking through to a custom landing page from a PPC ad or through organic search results, the overall design should mean they can find exactly what they’re looking for in just a few clicks.
From a simple navigation bar for product categories through to a quick and easy checkout process, as well as informative and compelling content, every element of your website’s design should put UX first to keep users on your site and promptly meet their needs.
Optimise onsite content for SEO
Beyond user experience, your onsite content also has a vital role to play when it comes to how visible your site is in search engine results – so it’s essential to have a basic grasp of search engine optimisation (SEO) tactics.
Focusing on your content is a sensible place to start, ensuring each page features high-quality content that’s naturally optimised for relevant keywords relating to that page – be it a category page, blog post or product page. As part of your onsite optimisation strategy, meta titles and descriptions should also be optimised with relevant core keywords. This holistic approach to all aspects of your onsite content will make sure your site stands the best possible chance of ranking more competitively in SERPs for your chosen keywords – attracting more visitors to your site organically.
Formulating an online marketing strategy that incorporates these key ingredients may feel like an uphill struggle at times, but the hard work and perseverance will be worth it when you’re pushing relevant visitors to your site who have a clear intent to buy.
If you need help formulating the right approach for a new or existing ecommerce store, our team of digital marketing experts are always looking to get their teeth stuck into a new project.
Get in touch today and discover how we can help to nurture your ecommerce enterprise and drive valuable traffic that will lead to meaningful revenue.