London – Anyone doing business online knows that driving traffic to your site can be a challenge. Even more challenging: driving productive traffic. As if to underscore the point, one of the most popular breakout sessions at Demandware xChange in London this week was “10 Ways to Drive More Traffic to Your Site and Convert Shoppers.”
New visitors and conversion are the yin and the yang of ecommerce – both must be effective in order to be successful. Demandware experts provided attendees with tips, tactical nuggets and best practices – proven methods based on analysis of hundreds of ecommerce sites – that retailers can start implementing immediately.
SEO – It’s not enough to be at the top of the results list
Content – identify hidden champions (low traffic/high conversion products)
Keywords – check top search terms in analytics, and top terms sending traffic to your site
Execution – add title, description, URL where needed; Include calls to action to attract consumers
Mobile – Focus on function
Make it easy to find products and information
Create device-specific, relevant content
Use a session-based user group
Make sure text and calls to action are easy to read and click
Don’t rely on finger-pinching and stretching
Blogs – Go beyond the basic blog
Find – new traffic, fans of your brand
Content – establish clear brand voice, trends, new products
Execution: host blog on your ecommerce domain; merchandise your blog content; enable shoppable images in blog
Email – Create messages that won’t be ignored
Induce repeat visitors – nurture existing relationships; exclusive offers; let customers rate you
Segmentation – personalize content (including reminders) based on past behavior; vary time and content to maintain engagement
Execution – flash sales, bonus offers; create “fear of missing out” (FOMO) and sense of urgency
Social Proof – People buy what other people love
Leverage social networks – visual commerce inspires, drives discovery; user generated content provides validation and social proof
Content – reduce cost; use hashtag campaigns; incorporate photos and video
Execution – community galleries, “shop the look” and visual reviews
Loyalty Programs – Keep your brand top of mind
Goals – acquire new customers; drive repeat purchases with existing customers
Content – create engaging experiences; exclusive offers for best customers
Execution – branded credit cards; promotional gift cards; loyalty cards; experiment with different loyalty rewards
Urgency – Getting browsers to buy – and buy now
FOMO – inspire a quick purchase (limited time offers)
Content – clear messaging, simple path to purchase
Execution – online exclusives, limited inventory, find in store, flash sales (limited inventory notification with indication of how many are left in stock…i.e. only 6 blue ones left!)
Guided Selling – Walk customers down the path to purchase
Goals – identify right product for right customer; reduce returns; increase upsells
Content – analyze and understand customer needs; recommend products and explain why XYZ is a perfect fit for them
Execution – product/fit guide; user-generated responses; data-driven recommendations – search as you type, style adviser buyer’s guide
On-Site Search and Sorting Rules – Ensuring the best options are front and center
Discovery – leverage merchandising to drive conversion; put new arrivals first
Leverage “search as you type” to improve search results
Utilize a dynamic attribute combining views with sales and conversion
Sale and clearance sorting to get rid of excess inventory
Product Page Conversion – Understand why an item is selling or sitting
Review – read customer reviews; review copy and details for missing info; provide imagery and video; small details matter
Leverage – review SEO metadata; provide social links
Execution – correct gaps in product presentation; leverage hidden gems