If you’re running an e-commerce business on Shopify, you might think about various ways to drive traffic to your Shopify store.
But it’s important to know that there are three types of traffic you can generate, earned, owned and paid.
In this post, we’re going to look at four strategies you can implement to ensure you drive enough traffic to your Shopify store to warrant increased revenue.
- Why you can only drive targeted traffic if you understand your customer
- Why advertising is a great initial route for traffic but it’s a pay to play system
- Why you need to focus on creating premium content to support your premium e-commerce store
- How you can drive traffic through social media content
- Getting an initial traffic boost from guest posts
- Invest in Optimized Google Ads Campaigns
Who is your customer
Without knowing who your customer is, how do you hope to drive the right kind of traffic to your site.
The thing is, traffic means nothing if the people who visit your store aren’t likely to ever make a purchase.
If you sell fishing equipment and you drive 10,000 people who have never fished and instead are into fashion, you’ve wasted your time.
That’s why before you begin focusing on traffic, you should keep in mind that you want to attract the right type of people.
To do this you should create buyer personas.
Buyer personas help you understand who your ideal buyer is, what they’re into, what problems they have to understand how your product’s help solve their problems.
To put together buyer personas, ask yourself the following questions:
- Who is my ideal buyer?
- What gender are they?
- How old are they?
- What job do they have?
- For them, are our products nice to haves or essentials?
- Where do they hang out online?
- What’s their ideal buying process?
- What would their life be like if they didn’t make a purchase?
- What changes in their life to make them want to consider buying from us?
- What are they into?
Pay to play with advertising
Advertising is a great way to grow traffic to your Shopify store. It’s effective because if done right it often leads to direct sales.
Therefore for the money you put in, you’ll get money out. However, what you do need to factor in is that advertising costs money.
There are various ways you can do paid advertising on your e-commerce store. For example, you might try Google ads, Facebook ads, Instagram ads, Twitter ads or even Snapchat ads.
The medium you choose will depend on three things:
- The level of expertise in your business
- The channel your target customers frequent
- The cost of acquiring a customer on these channels.
Let’s look into each one in detail.
If you’re running your ads internally, you need to think about which channels your team is proficient with.
If no one has used Snapchat before, not even as a user, there is a good chance it will cost you a lot of money to get advertising right on that channel as you’ll need to spend money testing different systems.
Instead, look at the expertise you already have and make decisions that way. Alternatively, you could partner with a creative content agency to help you produce the type of advertisements on the channels you want.
Keep in mind though, you’ll have to factor this cost into your overall costs to see whether it’s cost-effective.
If all your customers use Snapchat, it makes sense to advertise there as that’s where you’re likely to attract the most targeted traffic. Going back to our fishing example, if people who are interested in fishing rarely use Snapchat, there’s little point spending your advertising efforts there.
Finally, before you begin advertising on any channel, you need to think about the cost of acquisition (CAC).
This tells you how much it costs you on average to make a sale.
Looking at the example above, this company have used paid advertising to drive traffic to their hot water bottle store.
Their hot water bottles (with covers) cost £100. If they’re paying £30 per lead to generate a sale, that’s £70 profit.
It definitely seems like a good idea to use this channel.
However, if it costs them £110 to drive traffic and then a sale, they’re actually losing money, even if they do end up selling loads of hot water bottles.
To make this better for your business, try to reduce the cost of the click by making your ads as targeted as possible.
But do keep in mind, if you’re trying to advertise for a really popular product, you will inevitably end up paying more.
Premium content and guest posting
Shopify allows you to create blog posts alongside your site. Blog posts are effective because it helps people find your store through SEO. What this means is that someone might type in a problem they have (they don’t yet know there is a solution) and if they land on your content, they’re much closer to making a purchase.
You can use your blog posts to think about the type of keywords you want to attract and then from there, direct them to your store.
The same goes for guest posting. When you find a relevant site to yours and they accept guest blogs, you should think about writing one. Especially if your store is in its infancy. You’ll benefit from a link back to your site and open yourself to more eyes on your business.
Let’s see how content drives traffic in real terms.
Let’s say you were interested in learning more about filtered water.
One search you might make on Google is “benefits of filtered water”
If you click the top link, if takes you to a blog post that details 21 benefits of filtered water.
What’s more, this isn’t just a blog, it’s an e-commerce site too. From there, if you’ve been convinced of the benefits, you can go to their product page to find out more about the things they sell.
Do you see why creating premium content about your niche is important? A customer might not have found this site at all if Phox water didn’t show up for this search term.
When it comes to running your Shopify store, you might think that in order to drive traffic you need to work only on the content on your site. While that is true, you also need to think about the content you put elsewhere, namely social media.
Most people spend some of their time each day on social media and what’s more, people have said they’re happy to follow brands on social media too.
It gives you a great opportunity to connect with your customers and potential customers in a new way.
And if they see your content on your social channel and like what they see, there’s a good chance they’ll move on to your website too.
Invest in Optimized Google Ads Campaigns
When it comes to driving highly-targeted traffic to your Shopify store, Google Ads are a top choice. Google Ads campaigns offer a host of benefits including access to highly actionable data, unprecedented reach for affordable prices, access to potential shoppers already actively looking for what you’re selling, a lot of flexibility and most importantly, instant results. Driving traffic from day one, with strong budget control.
To build a successful eCommerce business with a steady stream of quality traffic, eCommerce entrepreneurs should be investing in these three Google Ad campaign types at the very least:
Google Shopping campaigns
Google Dynamic Search Ads (DSAs)
Google Remarketing campaigns
However, to ensure you are getting the right traffic (bucketloads of shoppers with buying intent), campaign monitoring, tweaking and optimizing is vital. This means ensuring you are utilizing negative keywords, integrating short- and long-tail keywords, and testing and tweaking your campaigns until they perform at their peak. This can, truthfully, be a full-time job, but with the help of Shopify apps like Traffic Booster, you can reap all the rewards Google has to offer without lifting a finger.
Traffic Booster will automate Google ads using our unique AI technology while our PPC experts take the burden off your shoulders, to ensure you get the right customers at the right time for the right cost.
If you want sales for your e-commerce store, the first thing you need to do is get people to visit your store.
You’re now equipped with five different strategies to begin increasing the number of people who visit your store.
Not only will you have more eyes on your website and products but you’ll have more potential customers.
What’s more, the more people who visit your store, the wider your network effect is. Your network effect is how you grow your traffic through word-of-mouth.
Person A visits your website from Google or a social media campaign, loves your products, buys one and then, in turn, reaches out to their own network to tell them to visit your store too.