UK e-Commerce sales totalled £533 billion in 2015. Online retail sales alone amounted to £52.25 billion and are expected to reach £67.38 billion in 2017 (Statista 2017). Capitalize on this potential and find new tactics to attract traffic and boost sales. Keen to find out which levers you should be using to attract more guests, and how can you get the most out of them? We've come up with 5 traffic sources that are guaranteed to increase both your visibility and your turnover. Keep reading.....
- Mobile e-Commerce: a 3-step plan to generate more traffic
- Marketplaces and Price comparison websites: target over 25 million prospects
- Google AdWords and Facebook Ads: invest in two profitable ad campaigns
Mobile e-Commerce: a 3-step plan to generate more traffic
UK mobile e-Commerce generated €30 billion in 2016 (ecommercenews.eu), up more than 25% from the previous year. By 2020, it is thought that close to 50% of all retail e-Commerce sales will be made via mobile devices. By activating your mobile version, you're simply making sure you are hanging out where your customers are.
“15% of our European turnover and 25% of our American turnover come from mobile sales”
Max Commencal – Founding president, Commencal
As a result of the mobile-device boom, ubiquitous broadband connections and a growing trend towards ultra-connectedness, more than 40% of all UK online purchases are made via mobile devices (internetretailing.net). Take action now, and enjoy a phenomenal increase in traffic.
3 simple steps to activate your mobile version and experience a surge in traffic to your site:
5 tips to optimise your mobile version and see your sales go through the roof:
- Activate the new mobile version. E-Commerce websites don't come with a default mobile version. You have to set it up in your user interface to ensure optimal screen display. Late 2016, Google announced it would no longer simply be separating desktop and mobile search-engine results; mobile-friendliness now improves ranking.
- Think “mobile” from the outset. Also referred to as “mobile first”. Refrain from duplicating your desktop version: create the version of your site which guarantees optimal browsing experience. Good mobile sites are user-friendly and effective.
- Get straight to the point. Opt for streamlined designs: they allow important information to stand out. Match colour and typography; select buttons, headers and footers in keeping with your graphic identity. Keep text to the minimum and highlight purchase buttons to entice people to buy.
- Impeccable load time. Users are unforgiving when it comes to mobile-display times: they don't wait long before going elsewhere. Refrain from loading heavy image files for improved website performance.
- Offer several payment methods. Mobile buyers could be anywhere: sitting in a café, on the bus, etc. Some may not relish having to bring out their credit card in public. Suggest other payment methods, such as PayPal or cheque payments, in order to reassure your prospects and avoid missing out on a sale.
For more information, check out our article
Marketplaces and Price comparison websites: target over 25 million prospects
Online businesses ignore marketplaces and price comparison websites at their peril: combine both to target over 25 million prospects. The figures speak for themselves....
Marketplaces are gaining ground; their growing popularity suggests they are here to stay.Indeed, not only do 85% of online buyers use online marketplaces to purchase items (Statista 2017), but they are set to take over 39% of the online retail market by 2020 (ecommercenews.eu). Small businesses stand to make exceptional gains: eBay UK boasts 2000 millionaire sellers (theguardian.com).
Key Amazon figures - Global e-Commerce leader
Why are marketplaces such powerful sales channels? Marketplaces attract qualified traffic. Furthermore, visitors show up with stronger purchasing intent than they do when using search engines.
Test your Marketplace presence to determine how you can increase your visibility and generate direct traffic to your website:
- Select one or two marketplaces and put forward a selection of your product catalogue. Avoid selling your best products because you depend on these to acquire traffic and keep customers coming to your site. Start by selling discontinued items and flagship-product accessories.
- Think of ways to get people to visit your site. Include vouchers in your parcels, for example.
- Gradually expand your marketplace offer to keep attracting more site traffic.
Marketplaces earn commissions from e-merchants who use their platforms. You only pay if you sell. As a result, you have nothing to lose by signing up and broadcasting a selection of your catalogue.
Price comparison websites
Over two-thirds of Britons use price comparison websites (thisismoney.co.uk). These sales platforms help e-buyers locate and compare products. They constitute a tremendous source of qualified prospects.
Owning 85.74% of the UK search-engine market, Google is a major conversion tool (Statista 2017). Ensure your presence on Google Shopping, Google's price comparison system, in order to optimise your Google ranking. Not only does Google Shopping ensure you are visible on several mobile devices, but it is also user-friendly and boasts a streamlined design. In 2016, Google Shopping's nifty carousel format helped the platform achieve 150% mobile-device growth.
Follow these 3 steps to maximise profits using Google Shopping:
- Combine regular Search text-ad campaigns and Google Shopping campaigns, for optimal visibility. Link your Google Merchant Centre and AdWords accounts.
- Configure your product feed (images, prices, descriptions) in the Google Merchant Centre.
- Publish your entire catalogue (images, prices, descriptions) on the search engine.
For more information, check out our article
Facebook Ads and Google AdWords: invest in two profitable ad campaigns
Social media networks provide golden opportunities for growth. Indeed, 40% of users click on an ad that sparks their interest (research.hubspot.com). Whereas Linkedin sponsored content reportedly generates $90 per lead, AdWords content generates $125 (blog.hubspot.com). These are substantial results which are within reach.
Facebook is the world's most popular social media website. In 2016, it catered to 1,86 billion active monthly users worldwide. By 2021, it is thought Facebook will have 41.37 million users in the United Kingdom alone (Statista). Building on the size of the Facebook network, Facebook Ads is a powerful traffic-generating tool. One of its main aims is to generate site traffic and leads.
Here are 6 tips on how to use Facebook Ads and attract a large number of qualified prospects:
- Integrate the conversion pixel in your campaigns. The conversion pixel allows you to track visits, sales and turnover generated as a result. It helps you gauge ad performance and modify your social-media strategy for better results.
- Carefully select your advertising objective. Select “Clicks to a website”, which helps you maximise the number of clicks to your site.
- Define your target. Facebook Ads is all about targeting. Select a target according to different criteria (age, gender, interests....) and test “Custom audiences”.
- Select locations that yield results. News Feed, right column, Instagram, partner network: figure out which locations work the best for you.
- Use A/B testing. Run a lot of ads in order to find out what secures conversions.
- Gauge campaign performance. Study your results; use the information to optimise your campaigns.
Google registers 2.3 million searches per minute (uk.businessinsider.com), making it the number one search engine all e-merchants need to engage with in order to develop their online businesses.
Google Adwords is designed to display text ads that match words being typed into the Google search bar. It is aimed at e-merchants of all sizes who are keen on capturing new audiences and looking for quick revenue boosts, whilst retained total control of their investment.
Follow these 5 steps to efficiently configure your campaigns from the outset:
- Define your objectives. This tool allows you to reach concrete objectives, such as expanding your reach, generating prospects or growing sales.
- Select impactful keywords, for efficient campaigns. Think like a user; find out what keywords are being used by the competition.
- Match your Google AdWords account and website structures. Destination pages must echo ad content and keywords.
- Create striking ads. Your ad has to set you apart from keyword competitors in order to trigger clicks to your site.
- Display at the right time and in the right place. GA helps you integrate user behaviour, profiles and purchasing intentions in your communication strategy.
For more information, check out our guide
In order to showcase Google Adwords' performance and give you an idea of how much additional revenue you can generate via campaigns, we have come up with examples from two different sectors of activity.
For the first campaign, we have chosen “Garden table” as our keyword, and “Home/Garden” as our sector.
We verified the cost of the keyword via Google AdWords. “Garden table” has a £0.50 cost-per-click (CPC).
With a £500 budget, the campaign generates 1000 visits to the site (CPC x budget). We checked the conversion rate (3.68%) and the average basket (£86) for the “Home/garden” sector on Google.
Then we calculated the revenue (number of visits x conversion rate x average basket) and the ROI (revenue/budget) generated via this campaign. We found that the “Garden table” campaign generated £3165 in sales revenue and a 6.3 ROI. This means that for every pound you spend, you recover more than six.
You are now familiar with e-Commerce's main traffic sources. An efficient marketing strategy must combine several of these platforms. Never stray from your main objective: acquiring qualified traffic. Test and optimise until you achieve results, that is the secret!