How to Increase E-commerce Traffic and Sales with the Right Content

How to Increase E-commerce Traffic and Sales with the Right Content

Unless you’re already a well-established brand, if you’re trying to run an e-commerce business, it can be tricky to come up with creative ways to bring traffic to your website and entice potential customers to make purchases. And even massive retailers like Wal-Mart and Amazon are undoubtedly spending obscene amounts of money on e-commerce marketing, trying to boost traffic and conversions for their online stores.

If you’re wracking your brain trying to figure out how to bring more visitors to your e-commerce site and get more sales, look no further, because we’ve laid out several strategies that can help you do just that.

How to Increase E-commerce Traffic and Sales with the Right Content

Choose the Right Keywords

When it comes to e-commerce website design, as important as it is to have the right content, it’s just as important that your content is injected with the right keywords. If you’re not using keywords and keyword phrases that are relevant to your products or services, how are people going to find you in the search results?

A Wolfgang Digital study on e-commerce found that Google generates 62 per cent of traffic, and 63 per cent of revenue for e-commerce sites. So, if you don’t have a high ranking on Google’s search results, you’re missing out on the majority of potential traffic and revenue, and if your site doesn’t contain the right keywords, it will be much more difficult for potential customers to find you.

If you’re not sure what keywords you should use, you can use tools like MozBar and SEMrush to do keyword research on things like search volume and how hard it is to rank for certain keywords and phrases. This will give you greater insight on what keywords will be best to drive traffic to your website. You can also use Google Trends to see what keywords related to your business are trending, and where they’re most popular.

Make Sure You’re Producing Quality Content

Whether it’s images, videos, blogs or product descriptions, high-quality content improves your credibility, encourages people to buy, keeps them on your site for longer, and makes them want to come back. On the other hand, garbage content will make you look less credible, discourage people from making purchases, encourage them to leave your site, and they probably won’t come back. Simply put, you have to deliver content that provides value for your visitors.

A high bounce rate (the number of visitors who leave your site after looking at only one page) can harm your Google ranking, so producing great content to keep visitors on your site and encourage them to look at as many pages as possible will also improve your SEO. The Wolfgang Digital study referenced above also found a correlation between revenue growth and pages per session, which means that the more pages your visitors are viewing, the more money your site is likely to make.

There are numerous e-commerce marketing strategies you can use to encourage people to stay on your site and browse more pages. For instance, creating blog articles with valuable content that link to your e-commerce page is a great way to keep people on your site for longer. If one of your blogs helped answer a visitor’s questions and explained to them how your products/services can enhance their life, they’ll be more inclined to read another blog, browse your site more, and hopefully, make a purchase.

Use the Right Content in the Right Place for the Right Audience

If you’re not creating the right content, putting it in the right place(s) on your site, and tailoring it for the right audience, you’re going to confuse and alienate your visitors. Obviously, placing a blog article on your product page isn’t going to work, because it doesn’t belong there. But, including an informative product video and high-quality images of your products is perfect.

Knowing what kind of content is most appropriate for each section of your site is pretty straightforward, but how do you know what the right content is? Luckily, there are many tools that can help you to determine this. A great example of this is BuzzSumo. This tool allows you to look at what content is most popular by searching for a particular phrase or topic. It shows you the number of shares and engagements a piece of content got on social media, who shared it, and how many backlinks it has, among other things. This lets you model your content after what’s most popular for that topic.

You can also use Google Analytics to look at things like what pages on your site are the most popular, the behaviour of converting website visitors, what marketing channels are driving the most traffic to your site, and where your visitors live. These factors can give you invaluable insights into things like which pages converting visitors spent time on, providing a benchmark for how to produce future content. And when you know where your visitors live, you can customize your content based on what’s trending in the areas where your traffic is coming from.


It’s well known that video is one of the best tools for boosting traffic and conversions. In a survey from Wyzowl, 76 per cent of businesses stated that video helped them to increase website traffic. That same survey found that 62 per cent of businesses have an explainer video (a video explaining their product or service), and 81 per cent of those businesses said the explainer video has helped them to boost sales.

It doesn’t take a statistician to know that people prefer video over other forms of content, but a survey from Animoto found that there are four times as many consumers who’d prefer to watch a video about a product, compared to those who’d prefer to read about it. The survey also found that one in four consumers will lose interest in businesses that don’t use video.

Now, I know you’re convinced that video can help you increase your traffic and sales, but how do you go about making an effective video? Well, without going into too much detail, here are some of the strategies for creating kick-ass videos:

  • Use an attractive thumbnail: If you want people to click on your video, make sure the thumbnail is appealing, and encourages them to click on it.
  • Make the video short and sweet: Ideally, your video needs to be under 2 minutes in length, and it needs to be entertaining enough to catch people’s attention in less than 10 seconds.
  • Don’t put your video on Autoplay: Autoplay annoys the hell out of people. Either allow people to click play, or at least mute the audio if you want the video playing in the background.

If you want more information, click here to read our article on how video can increase conversions.


Having beautiful, high-quality imagery is vital when you’re trying to get people to make a purchase online. The right images appeal to consumers’ emotions, enticing them to buy, and because online customers don’t have the ability to view and touch products in person, they need to be able to see what they’re buying as clearly as possible.

At the very least, make sure to include a professional quality, high resolution image of the product you’re selling, or if you’re selling a service, an image that’s relevant to the service you’re offering. And while it’s not as relevant for services, when it comes to products, a gallery of multiple images and/or the ability to rotate around and zoom in on a product is ideal. boosted its conversion rate by 27 per cent after implementing rotating images.

In addition to images being as high resolution, clear and detailed as possible, when you’re selling a product, it’s also crucial for the colours in the image to be as true to life as possible. If a customer thinks they’re buying a bright orange sweater, but when they receive it, it looks a lot redder than it did on their iPhone, they’re likely to return it, and as a result, they might see your business as less trustworthy. Decreasing these colour inaccuracies will help you lower the number of complaints and returns you get.

Looking to boost conversions and traffic but overwhelmed with everything that goes into e-commerce website design? Contact The Best Media to book a free demo and we’ll show you how we can take your e-commerce site to the next level.

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Rob Pacinelli

Roberto Pacinelli is the VP of The Best Media and Senior Digital Marketing Strategist with a career in digital marketing spanning over 19 years. Roberto and The Best Media have helped thousands of small, medium and large businesses succeed online across Canada, USA and the world with many business owners recognizing Roberto and his team as their Key to Success in helping their businesses earn millions of dollars as a result. Call Roberto Pacinelli at 416 253 0934 or email him at