The more people you attract to a brick-and-mortar shop, the greater the chances of your turnover increasing. And it’s the same on the internet. The objective is to attract web users in a way that leads them to discover your products, your services, your brand, your articles… In fact, 47% of consumers read between three and five pieces of content before finally making contact with a business or company.
But is it a given that traffic will have an impact on an e-commerce website’s sales? Yes, on condition that the traffic in question is qualified.
What is qualified traffic?
Qualified traffic refers to those web users that come to your site voluntarily. Such people are already interested in or curious about the services and/or products you offer before they visited your site.
Generally speaking, this kind of traffic (or user) knows what it wants and where it’s going.
‘Unqualified traffic’, by contrast, wanders the web with no real destination in mind. These people may place an order of course, but it is much more difficult to predict when and how this will happen.
Therefore, it’s better to have:
Site A that attracts 1,000 monthly visitors and converts 100 people per month (a conversion rate of 10% therefore).
Rather than:
Site B that generates a large volume of traffic, such as 10,000 visitors per month say, but only manages to convert 1%.
While Site B receives more traffic than site A, site A’s qualified traffic is ready to buy and heads straight into its purchase funnel.
In fact, the correlation is not between traffic and turnover but rather between qualified traffic and turnover.
The impact qualified traffic has on your sales
With qualified traffic, you’ll be able to improve your SEO. This will then put you in a virtuous circle. The greater your level of organic traffic, the more search engines will scan your website and the more visitors you’ll get!
Furthermore, search engine web crawlers will take your efforts into account and place you higher up in the search results.Web users will thus be able to stumble upon your site more easily and will view it as genuine and reliable.
Your position in search engine results will then earn you points in the eyes of your prospects , helping you overtake your competitors.
And finally, qualified traffic will of course increase your sales, and also your turnover.
How to generate high-quality traffic
There are several approaches you can use to generate traffic to your website. Today, however, we’re going to look at five strategies to use for generating highly qualified traffic.
1. Create personas representing your ideal customer types
To ensure your traffic is as qualified as possible, you will need to start with the basics. Ask yourself:
- What age is your audience?
- Are they more likely to be women than men, or vice versa?
- Do they have children?
- What do they do for a living?
- Where are they located (country, region, town/city)?
- What are their hobbies?
- What kinds of problems are they faced with?
- Where will they look for the solutions?
The aim of this first step is to clarify the image you have of your target audience by creating personas. Doing this will enable you to display ads or publish posts/articles tailored to their browsing habits (so that you can reach them where they’re likely to be searching the web).
2. Publish fresh, relevant content every week
Just a few hours a week is all it takes to write an SEO-optimised article for you blog. That said, try not to have eyes bigger than your stomach.
The aim here is to write high-quality articles of genuine interest to your target audience. You’ll also need to maintain a regular rhythm. Try to write one in-depth article per week rather than 20 vague pieces per month.
3. Take advantage of the LinkedIn platform
With more than 400 million users to its credit, LinkedIn is the most effective social network for B2B marketing specialists. You’ll need to talk about such things as your company, your values, your products, your employees, and daily life at your organisation on this platform. This will all help to increase your visibility online.
And even more importantly, you will need to publish regularly. If you don’t, you risk seeing your company’s LinkedIn account start to gather dust. Try sticking to one publication per week, or more if you can manage it. Provide value for your audience in your posts. This way, you’ll be able to build an engaged community… and one that’s qualified.
4. Write an e-book on a topic of genuine interest to your target audience
The purpose of an e-book is to present a solution to a specific issue or problem. To find a suitable topic, look at forums and Facebook groups, or the comments on your competitors’ own e-books! Do this, and you’ll likely come across unresolved issues or problems.
You’ll then be able to start writing your e-book. Try to be clear, logical and relevant. Include tips and practical examples/case studies. Once written, offer your e-book on your website in exchange for email addresses, and include a terms and conditions field requesting consent from consumers to use their data for commercial purposes. Finally, add the addresses collected to your mailing list before sending out your next newsletter.
5. Refine your keywords strategy
As a final point, we recommend refining your keywords strategy. If your pages are optimised for keywords web users rarely search for, your site will have a low level of organic traffic. If your pages are all optimised for a keyword with high potential, however, the number of visitors will increase naturally.
The rule here is to create a landing page for a primary keyword.
Search engines will otherwise not understand your intentions. You will of course need to include secondary keywords on the webpage to maximise potential traffic to your content and create semantic clusters.
Did you know? 💡 When it comes to generating international traffic, it’s best to find specific keywords for each country.
The impact your traffic has on your sales: the takeaway!
Always keep in mind that traffic is only useful if it’s qualified.
To generate qualified traffic, imagine yourself in the place of your target audience and offer them content that’s relevant and pertinent!
And finally, base your strategy around customer satisfaction! This last lever has never been so important as it is today, in 2022! To this end, we highly recommend implementing these eight e-commerce strategies for generating customer loyalty. It is, after all, always easier to generate loyalty in an existing customer than attract a new one.
