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6 Tips to Drive Traffic to Your eCommerce Site

July 15, 2019

Updated 28/5/2021

There's no doubt about it, the way people shop has changed. Trends consistently showing eCommerce sales are up and in-store sales down. This led many wineries to create an online store, believing that it is a perfect way to grow DtC wine sales. However, all too often these wineries report disappointing sales results. This is they forget all about their sales and marketing strategy.

"Strategy first, system second" is a favourite line of our CEO Richard Owens. Without a good strategy, there's no point in having an awesome software system or website.

Having a website simply isn’t enough for eCommerce success. Here are our tips to drive more traffic to your eCommerce site.

Use Email Marketing

Email marketing is an effective marketing strategy. By increasing the number of customer email addresses you collect, even by one email address a day, you will make a significant impact on your database. A database is only as good as the data you put into it. Bad data leads to bad results from email campaigns. Using a smart POS and targeted email campaigns can help prevent that. 

Need any ideas for a good email marketing campaign? This blog post might help

Think About Your Website Content

In the early years of eCommerce marketing, the best way to drive traffic to your site was with a blog. This is still the case, but you also need to focus on the words on your eCommerce pages/shop. Invest the time in developing a style and tone that suits your brand and make sure you include information that matters the most to your customers. Search engines like Google, have bots that will crawl your site looking for specific keywords so when consumers search for your product it will show in their search results. 

Want to know more about SEO versus Paid Advertising? Check out this blog post.

Use Social Media

Social media has exploded in popularity in the eCommerce space in recent years. What's great about social media is that it is a "fun" space. You can easily build your brand, connect with your customers, and show off your winery. All in an effort to to drive traffic to your eCommerce site.

Post new products or last year's vintage before this years' is ready for release. Chat about food pairings. Share moments from your cellar door to encourage visits to the website to find out about bookings or tastings. Examples like these are a great way to still engage with customers, but also drive traffic to your eCommerce site.

Want to know how you can use hashtag holidays/Wine Days to market you wine? Check out our blog post here.

Consider Advertising

Most wineries don’t have large advertising budgets, but you can start advertising on social media for very little money.

Simply boosting your posts is unlikely to achieve great results (all this does is essentially show the post to everybody instead of people that actually want to see them). Instead, you should consider setting up a Facebook Ad Account and making Custom Audiences. You can create audiences of local people in your area and target your Facebook events to them. You can even upload a list of past purchasers, your mailing list or even track your website visitors (although audiences under 1K are generally a no-go). 

Experiment with what types of content your followers online enjoy and engage with them. Want to know how to use #WineDays to market your wine and drive traffic to your eCommerce site? Check out this blog.

Check Your Site Statistics

While ensuring that your site speed and mobile functionality are up to scratch won’t necessarily help you get more traffic, it will help to keep your visitors on your site and encourage them to come back.

If you haven’t yet, link your site to Google Search Console. It’s free and will help to alert you of any issues that may impact your site’s results.

Introduce a Referral Program

Your most important customers are the ones you already have. While looking to increase their website visits (and hopefully sales), you can also consider tapping into their networks via referral programs. Even small offers or discounts can help persuade your loyal customers to share your wine and drive traffic for you.

We've put our money where our mouth is and have a referral program for our software! If you love WithWine and want to introduce a winery mate of yours to us, if they come on board you get a month free! Find out more here.

Want to provide the ultimate cellar door experience?

Book some time with our team to discover how WithWine can help you with your DTC goals.

Copy of cellar door

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