How to increase ecommerce traffic

You’ve built a beautiful website, stocked your online store with amazing products, and put in the hours to make it functional. Yet, traffic seems to be trickling in, not rushing like you’d hoped. If this sounds familiar, you’re not alone.

Attracting the right audience can feel overwhelming, especially with competition growing every day. The good news? With a few focused strategies, you can drive consistent, high-quality traffic to your online store and turn visitors into loyal customers. And more traffic equals more sales.

Here we’ll list some practical tactics and provide real-life examples that you can use to increase traffic to your ecommerce store.

Optimise your store for search engines

For now, search engine optimisation (SEO) is one of the most effective ways to generate steady traffic. (Next year, ChatGPT optimisation may take its place). 

A well-optimised store makes it easier for potential customers to find you when they search for products you sell. It’s a complex process, but in its simplest form:

• Research keywords your customers use and add them to product pages, category descriptions, and blog posts.
• Create unique product descriptions. Avoid using the same text as competitors or suppliers.
• Write meta descriptions that make it clear what users can expect on your page. Include a call to action like “Shop now” to encourage clicks.

If you sell kitchen products, a blog post titled “Top 5 gadgets every home chef needs” could target customers searching for gift ideas. Tools like Google Keyword Planner and Ahrefs help identify these opportunities.

Use email to engage and convert

Email marketing is still a cost-effective way to bring traffic to your online store. A well-timed email can nudge potential buyers to visit your site or remind existing customers to shop again.

• Set up automated emails for cart abandonment, new arrivals, and special promotions.
• Use personalisation to connect with recipients. For instance, mention their name and recommend products based on their browsing history.
• Include a clear call to action that directs them to a specific landing page or product.

A brand like Boden excels in this. Their emails are visually engaging, filled with offers, and always provide direct links to shop now.

Grow your social media presence

You need to meet your audience where they are – on social media. It’s your best chance to connect directly with them and showcase your products in action.

• Share content that resonates with your audience, like product demonstrations or behind-the-scenes clips of your team.
• Use clickable links in posts and bio sections to drive traffic to specific products or categories.
• Consider investing in social media ads. Platforms like Instagram and TikTok offer targeting options to ensure your ads reach the right people.

Gymshark’s Instagram strategy, for instance, blends fitness motivation with product promotion. Their Reels highlight real people using their products, inspiring followers to click through.

Collaborate with influencers

Influencers can expand your reach to audiences you might not reach on your own. When their followers trust their recommendations, they’re more likely to visit your store.

• Partner with influencers who align with your brand values. Micro-influencers often have more engaged followers than larger accounts.
• Offer products for them to review or share in authentic ways.
• Track traffic generated through custom URLs or affiliate links.

Brands like Mejuri use influencer marketing effectively, choosing collaborators whose style matches their minimalist jewellery line.

Invest in paid ads to scale up traffic

While organic methods take time, paid ads can deliver immediate results. Google Ads and paid social media campaigns are excellent tools to increase ecommerce traffic.

• Use Google Shopping to display your products directly on search results. Include detailed descriptions and high-quality images.
• Create retargeting ads to bring back people who visited your site but didn’t make a purchase.
• Test different formats on social media, such as Instagram Stories or TikTok videos.

Start small to test what works best for your audience. Measure performance and scale campaigns that deliver the strongest return.

Create content that informs and inspires

Content marketing helps you attract visitors by providing value beyond the products you sell. By creating content that answers questions or solves problems, you position your brand as an expert in your field.

Some effective formats include:

• How-to guides: For instance, “How to choose the perfect running shoes” can help customers find what they need while showcasing your products.
• Video tutorials: Demonstrate how to use your products effectively, such as “Five easy recipes with our pasta maker.”
• Buying guides: Help your audience navigate their options. A guide titled “The best laptops under €1,000” could drive valuable traffic to a tech store.

Keep content focused on your audience’s needs, and promote it across your social media and email channels.

Run limited-time offers and promotions

Urgency can drive traffic quickly. Flash sales and exclusive promotions encourage customers to act fast.

• Announce limited-time discounts through emails, social posts, and homepage banners.
• Use countdown timers on your website to create a sense of urgency.
• Offer exclusive deals to newsletter subscribers or social followers.

Zara is a master of this, frequently running short sales that create buzz and drive immediate traffic to their site.

Reward customer loyalty

Loyal customers often account for a large portion of revenue. Keep them coming back by offering rewards and incentives.

• Create a loyalty programme where customers earn points for purchases.
• Encourage referrals by offering discounts to both the referrer and the new customer.
• Send personalised emails with exclusive discounts based on their purchase history.

Sephora’s Beauty Insider programme is a great example. It not only rewards repeat purchases but also creates excitement around exclusive perks.

Take action and track results

Driving traffic to your ecommerce store is just the beginning. To make it count, you need to analyse the behaviour of your visitors and understand how they engage with your site.

Metrics like conversion rates, bounce rates, and time on page can reveal whether your efforts are attracting the right audience. For example, a high bounce rate might indicate that your landing pages don’t match visitor expectations, while longer engagement times suggest your content is hitting the mark. Tools like Google Analytics are invaluable here, helping you make sense of the numbers and identify what’s working or what’s not.

Once you’ve analysed the data, it’s time to turn those insights into a sustainable strategy. Focus on refining the tactics that drive the most relevant traffic.

For instance, if SEO is generating steady growth, double down on optimising your content for long-tail keywords. If social media ads deliver quick wins, keep experimenting with new formats and targeting options. The goal is to strike a balance between short-term gains and long-term traffic-building efforts. Keep testing and refining your approach to ensure your strategy evolves with your audience.

Finally, don’t let that traffic go to waste. It is essential to have systems in place to convert visitors into customers.

Seamless payment experiences play a huge role in reducing cart abandonment and maximising conversions. Sing up for Montonio and offer streamlined payment solutions tailored to ecommerce businesses. By combining smart traffic strategies with an optimised checkout process, you can keep visitors coming back and ensure they convert into loyal customers.