Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on how to help your friend boost traffic to her online store. It's a common challenge, especially when starting out, but there are definitely things she can do without breaking the bank. I've worked with several clients in a similar situation, and there are a few key points to consider.
You probably should avoid quick traffic schemes...
Firstly, and I can't stress this enough, stay well clear of those "simpletraffic co" type platforms that promise instant traffic. In my experience, and from what I've seen, those services are more likely to do harm than good. Most of the time, they use bots or other dodgy methods to generate clicks, which might give the impression of increased traffic but won't lead to actual sales or engagement. More often than not, these services will mess with your website's analytics, and in some cases, even get your website penalised by search engines for suspicious activity.
It's basically paying for fake numbers, and it can actually hurt your website's credibility in the long run, which can be hard to fix. I've seen websites tank after using them. So i'd advise to stay away from it.
I'd say you should focus on organic reach...
Since your friend is on a tight budget, organic social media is definitely worth exploring. It's a bit of a slow burn, but it can be really effective if done right. The key is to create engaging content that resonates with her target audience. I remember one client where we just posted a lot of behind-the-scenes content and photos of the items. It's free (besides your time) and can drive some decent traffic if you keep at it. It took a while, mind you, but it was worth it.
Think about what makes her store unique. Does she handmake everything? Does she use locally sourced materials? Is there a story behind her products? People love connecting with the "human" side of a business, so telling those stories can be a great way to build a following and drive traffic. I'd advise thinking about this angle, as it'll also make your business stand out from the competition.
You could get started with things like:
- High-quality photos and videos of the products
- Behind-the-scenes glimpses of the making process
- Customer testimonials
- Engaging captions that tell a story
When i'm scrolling on social media, this is what I usually engage with, so I know a lot of other customers like to see this too.
We'll need to look at her website...
While organic social media can be a great starting point, it's also important to make sure her website is optimised to convert visitors into customers. I had a quick look at the site and there's a few things that immediately stand out. It's not a terrible site, just not the best it could be. You're probably aware of some of these things already. I'm just listing them here so you have it all in one place.
First impressions matter. Make sure the website is visually appealing, easy to navigate, and loads quickly. If it looks unprofessional or is difficult to use, people are likely to leave without making a purchase. If you are selling a product, you need to have high quality images and videos. I would avoid using phone cameras as it doesn't look as professional.
Product Descriptions: Each product should have a detailed and compelling description that highlights its features, benefits, and unique selling points. Don't just list the materials and dimensions – tell a story and evoke emotion.
Trust Signals: Build trust by including customer reviews, testimonials, and trust badges (e.g., secure checkout, money-back guarantee). People are more likely to buy from a website they trust.
Calls to Action: Make it clear what you want visitors to do. Use prominent calls to action (e.g., "Add to Cart," "Shop Now," "Learn More") to guide them through the sales funnel.
The website is the shop front for the business, and i'd say it's just as important as the product, if not more! Put yourself in the shoes of a customer, and think about what you would want to see. I know it can be hard to be objective when it's your own website, but that's why getting a second opinion can be so valuable.
You'll need to pick your ad platform...
If she does want to explore paid advertising, there are a few options to consider. I'd usually recommend focusing on one or two platforms to start with, rather than spreading the budget too thin across multiple channels. You can always expand to other platforms later, once you have a better understanding of what works best for your business. I've seen people try to focus on too many, and fail to get any results whatsoever.
If the target audience are actively searching for specific products -> Google Shopping ads might be a good option.
If the target audience isn't actively searching -> Facebook/Instagram ads can work if the targeting is right.
For social media, it depends on the kind of products she's selling and who her target audience is. I would personally experiment with a few different ad formats to see what works best. I remember one campaign where we generated £107k Revenue at 618% ROAS for prize draws using Meta Ads, so these can be incredibly profitable. We are running campaigns for clothing brands and are seeing good results with Meta ads, so these could be a good option for you.
A) Google Shopping Ads, great to reach those who are actively looking for products.
B) Facebook/Instagram ads, to reach a wider audience.
It's important to remember that paid advertising is an ongoing process of testing, tweaking, and optimising. Don't expect to see results overnight. It takes time to find the right targeting, ad copy, and landing page combination that works. You should also think about the costs involved - usually it'll be $10-$50 per lead but it can be more if you are in a competitive market.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Traffic generation | Avoid "get traffic quick" schemes. Focus on organic social media. I'd recommend a regular posting schedule. |
| Website Optimisation | Ensure the site is visually appealing, easy to navigate, and mobile-friendly. You might want to get a website designer to do this, but it's possible to do this yourself. |
| Product Descriptions | Write detailed and compelling descriptions that highlight the unique benefits of each product. I'd focus on this the most. |
| Paid Advertising | If your friend wants to explore paid ads, start with Google Shopping ads or Facebook/Instagram ads. Set a budget and track your results closely. |
I know this is a lot to take in, but I hope it's helpful. It's worth it in the end. Building a successful online store takes time, effort, and patience, but it's definitely achievable with the right strategy and a bit of perseverance.
We specialise in this stuff, and we've helped countless businesses drive traffic and grow sales. It can be difficult to do this on your own, especially if you are already busy with other stuff. If you'd like to explore working together, we offer a free consultation where we can discuss your specific needs and goals and what strategy would be most appropriate to implement. We can assess the current situation and put a plan in place, and help to make sure the plan is put in place. No pressure either way, just happy to offer some advice.
Regards,
Team @ Lukas Holschuh
