Driving more targeted web traffic to your e-commerce site can promote increased onsite performance metrics, including better conversion rates and increased average order values. You’re also likely to experience improvements to other performance metrics such as time on site, reduced bounce rate and pages viewed.As we covered in our previous blog, sacrificing volume is acceptable when you are investing in more targeted traffic. But how do you attract the right type of visitors?
Here are three ways you can start to drive more targeted web traffic to your site…
1. Paid Search: Invest more in long-tail and niche keywords
Many businesses use paid search to maximise their exposure on high volume keywords. These keywords are often short, generic terms associated to an industry, product category or generalised service. There is of course a value in maximising exposure and getting a high volume of traffic to your site, but given the level of competition, the costs here can be high – which requires a suitably high budget.
Investing in the longer tail (more specific) keyword groups will offer considerably less overall volume but can prove to be more cost-efficient. This approach typically drives traffic from users who already know what they want. As a basic example, a user searching for “Men’s watches” is more likely to be in the early stages of their product consideration process. In other words, this person is mostly browsing.
If we look at longer tail extensions of this keyword we’ll likely see an immediate traffic drop, but there are typically a huge number of variations to consider. Overall this contributes to a worthwhile volume of potential traffic.
For example, adding in a brand name or product-specific details will immediately create long tail variations of any generic keyword. “Men’s gold Rolex watch” or “Men’s watch with brown leather strap” would both reflect a user who is already very particular about what they want, which means they have a far greater immediate purchase intent.
Tip: Long-tail and niche keywords not only attract more targeted traffic but they also allow you to choose very specific and highly relevant landing pages for the user. This in turn shortens their journey on your site so they don’t need to spend fruitless minutes searching for the product or service that suits their needs. This can increase your conversion rate further in the process.
2. Content Marketing: Create unique and engaging site content
If you’re going to be a brand or business that truly stands out in your industry, you need to position yourself as a trusted authority. Investing time or external resources in the creation of well-produced content can help drive users to your site and having a regularly updated blog is a great way of doing this. Not only will the blog provide SEO benefits, but it also allows you to publish regular content on a wide range of topics.
Creating engaging content and disseminating this on social media also has the capacity to earn shares between users and their connections, reaching a brand new audience.
The bottom line though is that any visitor who arrives at your site via content that resonates with them is far more likely to be interested in you and your brand. The added beauty of this method is that aside from the time and production costs, there are no additional media costs associated with it, unless you opt to push your content via sponsored channels.
3. Social Media: Leverage the audience targeting power of social platforms
Social media has become one of the ripest sources for generating targeted traffic in recent years. Social media is an extremely powerful tool for audience targeting, but it’s also one of the top platforms for content discovery.
Social media as a user channel is prime territory for data capture. Social users willingly provide reams of personal information and highly relevant data about themselves and their lives, even their connections to other people. It’s no surprise then that platforms like Facebook have highly advanced and in-depth advertising targeting.Specific age, gender and geographical targeting work as well as expected but add in additional information including relationship status, education level, current job and in some cases huge lists of interests – from favourite films and TV shows to the brands and businesses they associate themselves with.
Building a targeted segment via Facebook in particular allows for highly considered advertising with a tailored message and design. This will further increase the relevancy of your communication and attract the right sort of customer to your website.
These three simple but effective channels will help you attract more targeted customers. If you want further help in bringing the right customers to your website, speak to our expert team about evaluating your site and traffic acquisition.