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 Thursday, 10th November 2011, 12:59:21

Attracting traffic 'is a major factor for ecommerce firms'

Attracting traffic 'is a major factor for ecommerce firms'

Ecommerce companies looking to increase custom during the run up to the festive period should concentrate on attracting online shoppers in a bid to promote their brand and ultimately drive sales.

This is the opinion of Stefan Boyle, founder of, who suggested firms should focus on the most desired action of their website, while considering what it is they want their customers to do.

"If you give people tonnes of choice, often they just browse round your site and don't do anything," he explained. "So you have to think 'what's the most simple way of finding out who that visitor is and getting them to do that one thing?'."

Mr Boyle, who is a specialist in ecommerce and marketing and also runs, went on to state that building relationships with internet users can be effective in acquiring regular custom.

Communicating with online shoppers on a regular basis through the use of a newsletter or sample pack could help create higher traffic to ecommerce websites, while promoting the brand, as well as allowing correspondence with consumers through email, the expert added.

Mr Boyle also warned that a laid-back attitude to create a brand will not add up to high sales in an age when an array of choice is available to consumers, with niche products being the only sector where a more relaxed approach to online marketing will suffice.

"There's that old quote, 'build it and they will come' - they think 'oh I've spent a lot of money on a nice ecommerce site' and then basically hope that people will start buying off them ... That doesn't happen," he explained.

His comments were made after the popularity of ecommerce brands among internet shoppers continued to grow during September, with results highlighting £5.5 billion in online sales.

The figures, acquired from the IMRG Capgemini eRetail Sales Index, highlighted the emerging trend of purchasing low-cost treats over the internet during the economic downturn.

Posted by Phil Williams

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Categories:  |  Ecommerce  |  

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