Actions to improve traffic
Improving traffic does not necessarily mean increasing it. Many times we fall into the trap of thinking that, the more visits, the more sales. But the truth is that this maxim is not always fulfilled.
“Actions aimed at improving traffic must necessarily be associated with capturing users that are part of your target audience.”
If your product is niche, it may be more interesting to go from 1,000 to 1,200 visits a month than to diversify the segmentation and reach 10,000 of which 9,000 will never buy you. You will have wasted time and money.
The first advice is transversal for all the actions that we are going to recommend. It is essential that you know your audience before moving on to tactics.
The best way to do it is by asking yourself and asking your potential clients:
- Socio-demographic factors: How old are you? What sex is it? Profession? Annual income? Training? Where do you live? Civil status? Children? All these answers will help you to generate archetypes, in fact it would be a good idea to create buyer people.
- Product and market factors: What does that audience require? Is the demand satisfied? Who is my competition?
- Motivational factors: What moves the customer to buy? Price? Exclusiveness? Status? Or simply solve a problem?
How to improve your organic traffic (SEO)?
This is an objective that necessarily requires planning. We have already commented to you some times that SEO is a medium term strategy that requires continuous optimization with what, my advice is that you put yourself right now.
As you already know who your audience is, it’s time to optimize your strategy at the On Page level. The first thing you will need is to do a keyword research that collects all the possible terms, what your client is looking for and how he tries to find your product.
Now you have to dump all that information into the information architecture of your eCommerce. This is basic because it is what gives you the guidelines to optimize each page, product, category and even post for a specific search intention.
Then you will have to work many other variables, but what you can not forget is the meta tags: titles, descriptions and the headers H1 and others.
From the Off Page point of view you have to make your content so relevant that other sites link you naturally. You can also give linkbuilding a push by looking for links on relevant sites for your business, such as blogs and media (without forgetting the pages of your partners and suppliers).
As you can see, there is work to be done, but if it is done consistently and according to Google’s guidelines, you will see results.
How to improve your payment traffic?
Regarding the PPC, the main advantage is that the actions you put in place to boost it have an impact in real time. These strategies are always much more efficient in the short term.
What kind of campaign should I do?
I return to the previous study: you know who your audience is, what interests you and, in addition, you handle business criteria such as seasonality or your sales objectives.
Crossing all these variables, you have it easier. Can you do:
- Punctual promotions based on business: if you have to give output to certain products.
- Niche demand peaks: If you sell game products, you can do your actions to improve traffic to associated products coinciding with the species calendar.
- Seasonality: by this I mean the major commercial milestones (Christmas, summer, Black Friday, Father / Mother / Valentine’s Day …).
On what platforms?
You tend to think that doing PPC or SEM is reduced to Google Adwords, but there are more sites worth campaigning for.
- Adwords: of course. The cost per click is high (depending on the niche) but it is effective. Express it to the fullest using all the tools (Search, Display, Shopping … and remarketing, of course).
- Facebook: the other great protagonist. Make campaigns in Facebook Ads using the study of your audience to segment very efficiently.
- Amazon: if you sell your products in the marketplace you can take advantage of PPC in Amazon. This is great because it indirectly increases organic traffic to your product listings.
Increase reference traffic
Do not underestimate the power of other channels. The traffic that comes from other sources can be as valuable as the one that does SEO or SEM (and sometimes more).
- Other websites: from referring blogs in the sector to media. A mention or an analysis is always positive when they link us.
- Social media: we talked about paid traffic in social media, but our actions and interactions also generate visits in an organic way. The contests and similar initiatives with reflection on the web work very well, without forgetting the content marketing linked to a blog.
- Email marketing: use your calendar of milestones and seasonality to impact with specific emailing campaigns.
What is the CRO and why does it influence sales?
Corresponds to the acronym of Conversion Rate Optimization and basically consists of a series of strategies, tactics and techniques that help us increase the ratio of objectives met by our users. Here you have more information about it.
Obviously, in terms of eCommerce, the main objective will always be the conversion to sale. We leave this other post in case you want to know more in detail what the CRO consists of, but for what we are going to see next, this explanation is useful.
Following the scenario outlined in the previous post, we start from the basic premise that we are already getting visits and our traffic is consistent and is in a growth trend.
Now we have to apply the CRO. This philosophy gives us more sales even maintaining the same traffic, with what logic says that more traffic with better conversion, much more benefit.
CRO actions to apply in eCommerce
# 1 – User test
There is nothing more efficient to test a product or a sales channel than a user test. This tactic involves direct observation of the interaction.
It is important that you raise a good segmentation of the public in which potential clients are found and others that are not. Plan tasks on the web and see if they can successfully complete them and how long it takes to complete them.
The objective is to find usability, accessibility or friction points, so you should not mediate or influence your navigation. Limit to observe and take notes (ideally uses a recording software with screen with audio).
# 2 – Focus group
This is more diffuse, but precisely because it is much freer, you can reach very interesting lateral conclusions.
This is a lifelong technique of “traditional” marketing, which consists of seating a group of members of our target audience in a room and, with minimal restraint, letting the conversation flow over the product, the service, the channel (eCommerce) or all of it.
You can get interesting insights to apply to everything imaginable: from the product to the after-sales service through the web and communication.
# 3 – Surveys
Do not doubt that they are still working. Obviously I’m not telling you to send pollsters ringing the bells: we’re talking about online surveys.
They are easily integrated into a website and are very useful. With just a couple of questions, you will be getting information of great relevance for decision making.
It is amazing how many CRO tools you can find in the market that can help you in this regard. You can try Typeform or Survey Monkey and you will see how they convince you.
# 4 – Heatmapping and Eye Tracking
It is a deferred observation technique and more in line with the so-called big data.
Heatmapping consists of visually collecting where the weight of a page, where it is clicked, the follow-up of the pointer or how far it is scrolled. All this is reflected in the form of colored spots on the page itself so that we can identify hot and cold areas.
Eye Tracking is more advanced, since what it does is follow the pupils to register where the user looks, even tracing the trajectory of those looks. The visual representation is very similar to that of heatmapping.
Obviously, the first tactic is much cheaper to implement than the second, since it does not require sensors or direct intervention on the user.
Software in this sense you can find enough. I recommend Yandex if you’re starting in this (it’s free and has many options).
# 5 – THE only trick of the CRO: data and analysis
If you want to efficiently implement a CRO strategy, you can not forget something that is a mantra: study, create hypothesis, test and start over.
You have much more data to study at your fingertips than you imagine, and everyone can give you the key to improve your sales and CRO.
My recommendation is that you do not stay in the visits or the page views. This data only tell you what happened, but not why.
Use all the information that comes from Google Analytics (or the tool you are using) and cross it with the rest of the proposals we make in this same post.