“As a supplier of online store solutions, we often get questions from customers about how they can become more visible,” says Bjørnar Strømsholm, digital marketing in Norwegian Uni Micro.
Whatever marketing budget, it is important to place the money and resources properly. In recent years they have cooperated with INEVO that is engaged in digital marketing.
Both Uni Micro and several of their customers have used INEVO. Here you get your best tips on increasing traffic to your website:
1. Starting point: a scalable and flexible website
– The first step with a successful website or online store is the importance of a scalable and operational website, Einvind Bodding, Head of Search and INEVO operational market assistant. He further explains:
Scalable means that it must be easy to make changes and adaptations to the website.
A functioning website must be user-friendly and informative. All functions must work and it must be easy to navigate on the mobile. There must be a few steps to find the product or service that you sell and to get steps to convert.
Getting adapted design is important. Many buy templates when they start online shop, which is good for getting started. But when you start working to increase traffic to the side, customization is important, so functions and design fit your product. This is what Uni Micro can help with.
– We saw a customer who got 211 percent growth in conversion rate after customization of design, says Strømsholm in Uni Micro.
2. Be visible in search engines
Large online shops often have well over 30 percent of their traffic from paid advertising in Google, says Bodding.
– When we talk about growth and increasing traffic, the visibility of search engines is something of the most important. We go in with each customer and see what the grievances can be from their budget. In a world where Google is constantly testing new things and providing new features, it is extremely important to optimise according to Google's guidelines and best practices. You have to tailor advertisements and you have to be automated in the work you do to provide as relevant information to customers as possible. This is how you can compete against the best in the world's largest search engine, explains Bodding.
Three. Use all channels and lockers a whole
Although search engines, and especially Google, are important, one must think in a comprehensive way when planning marketing. Facebook and LinkedIn are also popular.
– It is important to look at the entire customer journey. When you're on Google, you're somewhere people want to find you, while on social media, you have to find people, says Bodding.
Video, articles and blogs: Creating content itself is time consuming, but initially free and extremely valuable. If you match content that engages people, you get traffic from search engines, but you can also use it in newsletters by email.
– You don’t reach so much more relevant customers than when you’ve built a base with email addresses for people interested in what you have to deliver,” says Bodding.
– But maybe the most hottest thing now is to run direct advertisements in your message box on Facebook. It grows very much in the United States a day. The chance to open a message directly in the messenger is greater than, for example, by email.
He also recommends remarketing. This is how you reach the people who have engaged, but not converted. This often leads to sales.
4. Don't be afraid to test new things.
A common denominator for the tips so far is not to be afraid of testing different channels. Run AB tests and split traffic, encourages Bodding.
– On Facebook, between five and ten different advertisements should be tested, simply because each user reacts differently to different ads. Often it is the least conventional products that sell, he says.
5. Track everything!
Bodding and Strømsholm agree that all activities must be traceable. Everyone must have a Google Anlytics account, which is free, says the expert. Make sure you always have access to this, even if others care about marketing, and understand what it can measure.
– I feel that larger companies do not track sales properly. Traffic is often fine, but the conversion of campaigns they will be on. We want to track as much as possible. The more we know about the purchase and customer journey, the better we can help, says Bodding.
– Then it is easier to see what action you can take, shoots Strømsholm in.
And notice this term: ROI -- Return on investments. You can check if the actions you have made yields are done by tracking them.
– It is important to see what you get left for each of the invested crowns. The cloud is the limit if you do this in the right order," says Strømsholm.
Article from Unimicro