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Increasing eCommerce conversions with targeted promotions for different traffic sources

By
Dan Bond
June 27, 2024
9 mins

There are lots of data points that can give you insights into your traffic to improve conversions and increase spending. One that has potential is the traffic source. Where your visitors have come from can tell you much about what they're looking for and their level of intent.

By using targeted promotions and making data-driven decisions, you can convert more visitors into customers and get customers to spend more.

What does the traffic mix look like on an average eCommerce site?

A typical eCommerce site's traffic sources

Organic Search

Typically accounts for about 40-50% of total traffic. This source includes visitors who find your website through search engines like Google or Bing without the influence of paid advertisements.

Paid Search

This represents approximately 15-20% of traffic. It comprises users who visit your site through paid search engine ads.

Direct Traffic

Direct traffic usually contributes around 15-20%. It includes visitors who land on your site by typing your URL directly into their browser or through bookmarks.

Referrals

Amounts to about 10-15% of total traffic. Referral traffic comes from links on other websites that point to your e-commerce site.

Email

Generates about 5-10% of traffic. This includes visitors who click through links in your email marketing campaigns

Display Ads

Accounts for roughly 2-5% of traffic. These visitors arrive via paid banner ads displayed on various websites.

Social Media

Comprises about 5-10% of traffic. These users are directed to your site through social platforms like Facebook, Instagram, Twitter, and LinkedIn.

What can traffic sources tell you about a visitor?

Different traffic sources offer valuable insights into visitor behavior. Analyzing these sources allows you to tailor your promotional strategies to meet your audience's needs and expectations.

For instance, visitors from organic search might be in the research phase, while paid search visitors might be ready to purchase.

Once you understand where your visitors are coming from, you can create personalized promotions that resonate with their intent. It’s all about making the right offer at the right time. Let's break down how you can optimize promotions across various traffic sources.

Organic Search

Brand Terms

Visitors who find you through brand terms are familiar with your brand. They might be comparing options or seeking more information before making a decision. Offer a special discount or a loyalty program to entice them to choose your product over competitors.

Category Terms

When visitors search using category terms, they explore their options within a specific category. Use product recommendations and highlight the diversity and quality of your products. Look to build trust and encourage conversions.

Product Terms

Product-term searches indicate high purchase intent. These visitors know what they want. Make the checkout process seamless by offering a limited-time discount or free shipping. Use urgency tactics like countdown timers to push them towards completing the purchase.

According to a study from Wolfgang Digital, organic search is the largest traffic driver for e-commerce sites, accounting for 43% of traffic, but direct traffic contributes the highest revenue at 24%.

Paid Search

Brand-Based Campaigns

Brand-based campaigns drive awareness. Visitors from these campaigns are in the discovery phase. Capture their email addresses with a compelling offer like a first-purchase discount. Encourage them to explore your site with engaging content and personalized product recommendations.

Category-Based Campaigns

Category-based campaigns draw attention to specific ranges or brands. Highlight the variety and quality of your offerings and explain why your store is the best place to shop. Use targeted promotions and bundling offers to increase average order value (AOV).

Product-Based Campaigns

Product-based campaigns attract high-intent visitors looking for specific items. Offer a deal on the product they’re interested in and suggest related products to drive cross-sells. Implement exit-intent popups with exclusive discounts to reduce cart abandonment.

Direct Traffic

Understanding Direct Traffic

Direct traffic includes visitors who type your URL directly into their browser. These are often returning customers or those who have bookmarked your site. Reward their loyalty with exclusive deals and personalized recommendations based on past purchases.

Strategies for Regular Visitors

Consider implementing a VIP program for regular visitors, offering early access to new products or special discounts. Personalized emails highlighting new arrivals or restocked items can keep visitors engaged and encourage repeat purchases.

Referrals

Analyzing Referral Sites

Referral traffic comes from visitors who click on a link from another website. The quality of these referrals can vary depending on the referring site. Analyze the source and tailor your promotions accordingly.

Tailoring Promotions Based on Referral Type

Visitors from a high-authority blog or review site may trust your brand more. Offer a special promotion for these visitors, such as a discount code shared by the referring site. For referrals from social media influencers, consider exclusive products or limited-time offers to capitalize on the influencer’s endorsement.

Email Marketing

Specific Campaign

To optimize conversions from specific email campaigns, tailor your promotions to the campaign's goal. For instance, if the campaign is aimed at a product launch, offer an early-bird discount or a bundle deal exclusively for email subscribers. By creating a sense of exclusivity and urgency, you incentivize quick action from recipients.

Type of Email

The type of email can significantly influence conversion rates. Transactional emails, such as order confirmations or shipping notifications, include product recommendations or limited-time offers related to the purchased item. Newsletters can drive conversions by featuring special promotions or subscriber-only discounts.

Type of Link

Different links within an email can serve various purposes and optimize conversions effectively. Direct "Buy Now" links can simplify purchasing, allowing recipients to go straight to the product page or checkout. Content-based links, such as those embedded in blog posts or product reviews, can build trust and provide additional information that encourages conversion. Incentivize clicks on call-to-action buttons with exclusive offers, ensuring these links are prominent and easy to locate within the email.

Display Advertising

Brand Ads

When traffic is generated from brand ads, these visitors are likely in the awareness stage of the purchasing funnel. They have been introduced to your brand but need further engagement to move towards conversion. Utilize onsite promotions such as welcome offers with a discount on the first purchase or a free shipping offer.

Engaging content, like stories about your brand or customer testimonials, can build trust and credibility. Showcase your brand's unique value proposition and encourage email sign-ups with exclusive offers to nurture these leads further.

Product Ads

Visitors arriving through product ads usually exhibit high purchase intent, having clicked on an ad featuring a specific product. It is crucial to capitalize on this intent by streamlining their purchase journey.

Implement onsite promotions like limited-time discounts or flash sales on the advertised product to encourage quick action.

Use urgency tactics, such as countdown timers, to emphasize the time-sensitive nature of the offer. To maximize the average order value (AOV), cross-sell and upsell opportunities should be prominently displayed.

Social Media

Types of Platforms

1. Facebook

Facebook's broad user base offers an extensive reach, appealing to a wide demographic. Onsite promotions for Facebook traffic should leverage engagement-driven tactics. Offer exclusive Facebook-only discounts and prompt users to join your mailing list for additional perks.

2. Instagram

Instagram attracts a younger, visually oriented audience that responds well to high-quality images and videos. Use shoppable posts to drive direct traffic, and once visitors land on your site, greet them with visually appealing promotions like limited-time offers on trending items.

3.TikTok

TikTok's user base is predominantly younger and highly engaged with short-form video content. Audiences often value trends, creativity, and authenticity. Onsite promotions targeting TikTok traffic should be designed to capitalize on these preferences. Offer exclusive TikTok-only discount codes that users can earn by engaging with your brand's TikTok challenges or trends.

4. Twitter

Twitter users often seek real-time updates and value succinct, impactful content. Promote flash sales and time-sensitive promotions prominently for Twitter visitors. Use dynamic countdown timers to emphasize urgency.

5. Pinterest

Pinterest's audience is typically focused on discovery and inspiration. To harness this intent, offer guided experiences on your site, such as curated collections or "shop the look" features. Ensure that high-quality visuals used on Pinterest are mirrored on your landing pages.

Platform Audience

  • Facebook users are diverse; leverage this by utilizing broad promotions that appeal to various segments, including family-oriented discounts or general sales.
  • Instagram's audience appreciates aesthetic appeal and trendiness. Create promotions that highlight the latest trends and visually captivating deals.
  • TikTok followers are highly engaged with short-form content and trends. Utilize this by creating promotions incorporating trending challenges or viral content, offering exclusive discount codes for those participating or sharing their own related videos. Encourage the use of branded hashtags to expand reach and foster community engagement.
  • Twitter followers love immediacy; use this by offering quick, punchy deals and promoting urgent, time-sensitive offers.
  • Pinterest users are planners and visual shoppers; provide detailed promotions with rich imagery and future-use incentives like wishlist discounts.
"36% of UK consumers ranked TikTok as the number one social platform that they are most likely to purchase products on. This was followed by Instagram, Facebook, YouTube, and Pinterest. When looking at responses by generation, Gen Z was 12% more likely to purchase products on TikTok than Millennials."

traackr Influencer Marketing Impact Report

Influencers

Understanding the type of audience an influencer attracts is crucial for tailoring promotions effectively. Here's a breakdown of how to customize onsite promotions based on influencer campaign audience:

1. Niche Enthusiasts

  • Characteristics: This audience is deeply engaged with a specific interest or hobby.
  • Strategy: Offer specialized discounts or exclusive product lines aligning with their interests. Highlighting limited-edition collections or early access to niche products can create a sense of uniqueness and urgency.
  • Examples: Provide promotional codes exclusive to the influencer’s followers or feature tailored product bundles related to the influencer’s expertise.

2. Lifestyle Followers

  • Characteristics: These followers look to the influencer for lifestyle inspiration, whether it's fashion, fitness, beauty, or home décor.
  • Strategy: Create visually appealing promotions that showcase how your products fit seamlessly into their aspirational lifestyle. Use high-quality imagery, lookbooks, or "shop the look" features to engage these visitors.
  • Examples: Offer time-limited discounts on trending items or curate collections inspired by the influencer's style.

3. General Audience

  • Characteristics: This group is often diverse, drawn by the influencer's broad appeal.
  • Strategy: Utilize broad, inclusive promotions that cater to a wide range of interests and demographics. Highlight best-selling products and offer sitewide discounts to appeal to this varied audience.
  • Examples: Provide tiered discount systems (e.g., buy more, save more) that encourage larger purchases or offer free shipping on first orders to lower the barrier to purchase.

4. Social Activists

  • Characteristics: These followers are motivated by causes and values, often looking to support brands that align with their socio-political views.
  • Strategy: Emphasize your brand's values and any socially responsible practices you follow. Create promotions that tie into charitable efforts or sustainable practices.
  • Examples: Offer a discount with a donation option or promote eco-friendly product lines with the influencer’s endorsement.
"Our survey found that 63% of consumers feel that influencers’ posts have some sway on their purchase decisions, with 48% stating that they look to influencers for product recommendations."

traackr Influencer Marketing Impact Report
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