While most enterprises can successfully set up an e-commerce store, they struggle with generating quality shopper traffic to their portals. To create a continuous flow of interested shoppers to your store, you must track and analyse their behaviour at each stage of their purchase journey. Based on these insights, you can target specific shopper segments with personalised messaging and products that entice them to visit your e-commerce store through various channels. It requires integrating your online store with multiple campaign management apps, analytics platforms, and store management interfaces. Most merchants use WooCommerce to run their online businesses, as it can easily integrate these functionalities without the effort of coding.
WordPress and WooCommerce
WordPress is a robust platform that powers 43% of all the websites on the Internet today. In fact, among all the websites that use content management functionalities, the share of WordPress has risen to 65%. Content management is of prime importance for eCommerce stores, as they display loads of dynamic data, such as product details, pricing, offers, and shipping information.
WooCommerce is the most popular WordPress plugin offering end-to-end eCommerce functionalities and powering more than 25% of eCommerce websites in the market today. One of the main reasons for the widespread use of WooCommerce is that it supports a range of extensions.
Extensions are lightweight apps that can plug into your WooCommerce stores to add or enhance functionalities. Extensions require minimal coding effort and can integrate with a few clicks. Extensions can be handy to track your shopper behaviour, generate traffic to your website, and engage your customers.
Here are five ways of driving traffic to your Woo-Commerce store:
#1. Use Google Shopping Product listings
Google shopping is a service that enables you to showcase your products to shoppers on the search engine result pages (SERPs). It means shoppers can discover your products and pricing when they use Google to research their purchase, even before visiting your website. You can generate traffic by redirecting them to your eCommerce website or app once they click on the listing. To list your products on Google shopping, you must create a Google Merchant Center (GMC) Account and upload accurate product details such as names, images, pricing, offers, and more.
Google provides the option to list products for free. Shoppers can see these listings on the Google Shopping page by clicking on the ‘Shopping’ tab on SERPs. However, to display your products at the top of the SERP itself, you must opt for paid shopping campaigns.
Google Shopping ad campaigns – P Max
You can boost traffic to your eCommerce website or app by running paid, smart shopping campaigns using Google Ads. To start, you must integrate your GMC account with your Google Ads account so that the product listing data can seamlessly flow into your ads. Once this completes, you can create shopping campaigns and ads using the Google Ads dashboard. You can specify the campaign budget, target locations, scheduling, and bid strategies. Recently, Google implemented ‘Performance Max’ – shopping campaigns that leverage cutting-edge machine learning (ML) algorithms to target the right customers. These campaigns improve the traffic and increase the number and value of conversions on your site. A single easy-to-manage Performance Max campaign can help you advertise across all Google inventories, such as Google Shopping, Maps, and YouTube.
To learn more about Pmax read here and how it will affect the future of marketing.
Adding annotations to ads and free listings
You can maximise the impact of your Google Shopping ads by annotating them with promotional offers, sales, and curbside pickup options. You can specify discounted prices, cashback offers and free shipping, and provide details of nearby pickup points where customers can collect their products. Annotations lead to an increased click-through rate (CTR), higher traffic, and conversions on the product pages.
Add product listing to video ads
If you run video ads on YouTube, you can also include a Google Shopping product feed directly within the ad unit to turn viewers into shoppers. The product feed converts your ad into a digital storefront, creating a seamless path to direct customers to visit your online store.
Using Google smart shopping campaigns and ads requires integrating your GMC account, Google Ads account, and Woocommerce storefront.
#2. Remarket with Google Analytics and Ads
Remarketing is a behavioural marketing tactic that enables you to attract high-intent shoppers who have visited your eCommerce store earlier.
Remarketing ads use ‘cookies’. Cookies are small files automatically saved on a user’s browser and store user preferences. This anonymised information gets added to specific lists that you create. You can create remarketing lists using Google Analytics. Later, after a user has left your storefront, their cookies will enable Google Ads to display your most relevant ads as they browse other websites.
You can define the rules related to adding users to remarketing lists. For example, you can target customers who have completed a purchase on your store, abandoned their carts, or visited your store during a particular period. Remarketing increases the probability of shoppers clicking your ads and visiting again, thus bringing in high-quality traffic and increasing conversions.
Using remarketing requires installing remarketing tags on your WooCommerce store and integrating your Google Analytics and Google Ads accounts. For more detail read here
#3. Create awareness with Facebook Ads
Facebook Ads can help you reach out to top-of-the-funnel users who are not actively searching for your products but could be interested once they know about them. Facebook Ads help in building your brand and aiding product discovery. Facebook can sync your product catalogue from WooCommerce like Google Shopping. You can run ad campaigns with these product listings on Facebook and Instagram from a unified interface similar to Google Ads.
To increase sales by remarketing using Facebook ads, you must implement the Facebook pixel on your WooCommerce storefront. The Facebook Pixel is a piece of code that allows you to measure the performance of your Facebook ads, remarket to users who have visited your site, and build custom audiences for future ad campaigns.
Creating customised or remarketing audiences for Facebook ads requires the implementation of the Facebook pixel on your WooCommerce store. For more details read here
#4. Improve visibility with Search engine optimisation (SEO)
SEO is key to generating traffic to your store. It enables you to present your store to shoppers again on a Google SERP, along with Google shopping and text ads, through organic SEO results.
Several SEO plugins, such as Yoast SEO, enable you to optimise your content on your eCommerce store by ensuring it contains the right keywords, meta titles, meta descriptions, and high-quality information snippets.
- Creating keyword-specific product titles and unique product descriptions
- Simplifying navigation with clear site structure, breadcrumb links, and well-named URLs
- Improving the loading speed of your website by optimising the hosting infrastructure
- Using high-clarity fast-loading product images with relevant alt-tags and alt-descriptions
- Generating inbound links from high-authority sources through relevant content
While SEO is a basic necessity for all WooCommerce stores, it takes a consistent generation of content and substantial time for pages to gain visibility in Google search results.
Paid Google Shopping ads and Facebook Ads can help to bring the initial critical mass of shopper traffic for newly launched online stores.
#5. Engage shoppers with email campaigns
One of the best ways to build traffic is by constantly engaging your visitors and shoppers with personalised emails. WooCommerce integrates readily with several email campaign automation such as Mailchimp.
These help you gather email IDs of visitors to your website, create segmented lists and send automated emailers at regular intervals to drive these visitors back to your website. Following are some types of email campaigns that you can use to generate traffic to your WooCommerce store,
- Welcome emails for new visitors offering a discount on their first purchase
- Emails seeking product reviews and feedback from customers who have recently completed a purchase on your website
- Personalised product recommendations for upselling or cross-selling relevant products to customers who are frequent buyers at your store
- Cart abandonment emails to users who do not complete the payment process or drop off after adding products to their cart
- Email newsletters informing regular shoppers about new product launches, offers, and targeted content
- Personalised offer emails to re-engage users who have not visited your website for a long time
Integrating the Google ecosystem with WooCommerce
Several WooCommerce extensions help with generating traffic to your e-commerce store. However, installing individual extensions for each Google service you use for managing your store is cumbersome.
Conversios is a popular extension that helps you integrate the entire Google ecosystem of apps, such as Google Merchant Centre, Google Shopping, Google Ads, and Google Analytics, within a single interface. Conversios also enables enhanced ecommerce tracking for Google ads and implements Facebook Pixel using a single unified interface. It makes it easy to manage, monitor, and analyse the traffic on your store and modify your campaigns in real-time.
You can install Conversios with WooCommerce in a few clicks and try the premium version with a 15-day money-back guarantee.
Meta Description: Drive high-quality traffic to your WooCommerce storefront with smart Google Shopping ads and enhanced eCommerce tracking using Google Analytics.
Conversios informative dashboard
Do product sync and run your smart shopping campaigns
Link you Google ads account and start running ads