Average eCommerce store conversion rate is less than 3%, so continuous growth of your Shopify store traffic is probably at the forefront of your business efforts (and if not, it should be). Driving traffic to your Shopify store means more sales, bigger customer base and constantly increasing brand visibility.
But are you utilizing every traffic channel possible?
When people think about traffic, most often they refer to organic search or paid media. Yet there is much more to Shopify traffic growth and we want to make sure you have all bases covered.
Applicable to new and established Shopify stores alike, these 11 strategies will help you drive traffic to your Shopify store no matter the size. We will compare them, provide tips and explain how you should think about your individual traffic growth strategy.
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What kind of traffic does your store need?
Shopify traffic growth requires investments, both time and money-wise. Let’s make sure your effort counts.
So how do you determine which types of traffic you should be going after the most?
The answer is simple - you should target traffic that converts well. You do that by determining your target audience and best-converting traffic types.
Finding your target audience
Understanding the target audience and how to reach them is the bread and butter of any Shopify traffic growth strategy. If you don’t have a very clear picture, you risk investing into channels with low ROI and generating a lot of poorly-converting traffic.
Follow these questions to outline your target audience description that you will later use to drive targeted traffic:
- What are the demographics of your target market (age, gender, location, etc.)?
- Who is your ideal customer from the target market (income, purchase power, need, etc.)?
- Why should that ideal customer make a purchase from you (your competitive advantage)?
- What other options are available to them in the market (global and direct-level competitors)?
- Where are they the most active when seeking products (favorite influencer profiles, search engines, online forums)?
- How do they typically make purchases?
- Where are your best chances to grab their attention (marketing and advertising platforms)?
- What are their pain points or information you need to present them with to help them make a purchase?
Your products, blog and overall marketing effort should be based on the answers to these questions.
Tip: If you don’t have enough data or resources for segmented target audience analysis, prioritize traffic channels that generally convert well. Best converting channel for Shopify traffic is email, followed by organic search, direct and social traffic. Organize your effort with that in mind.
11 proven strategies to drive traffic to your Shopify store
Now that you understand how to determine traffic sources tailored to your audience, it’s time to take a look at the actual strategies that will help increase Shopify store traffic.
Here is a shortlist of proven Shopify traffic growth strategies:
- Get ahead with strong Shopify SEO strategies
- Optimize product images
- Utilize social media channels
- Organize contests, giveaways and promotions
- Leverage content marketing to the fullest
- Write guest posts for popular accounts
- Run paid social media and search engine ads
- Collaborate with influencers and create referral programs
- Exchange promotions with other stores
- Sponsor events and podcasts
- Stay in touch with your shoppers
If you already know where your audience is the most active, pick and choose your preferred tips from this list. Alternatively, if you’re just starting out, read over everything and put together a Shopify traffic growth strategy that will help you skyrocket.
1. Work on your store’s SEO performance
- Advantages: large amounts of free traffic, interested audience, improved brand awareness, easy to track
- Challenges: takes long to establish, ROI takes a while to show, hard to stay competitive, requires constant time investment and staying up to date with changes in algorithm and trends
By far the most cost-effective way to get a good number of potential clients to your store is to conquer Google and other search engine rankings. Since the first three positions divide up around 60% of clicks for most queries, it’s not enough to appear somewhere, you have to rank well.
Good Shopify store SEO performance will help you:
- Drive traffic for free. SEO is a sure way to reach wide audiences without having to invest into paid aids.
- Drive traffic that converts well. People who come through organic search have stronger conversion potential than those who find your store on social media or by clicking on paid ads.
To get there, you need a top-notch Shopify SEO strategy that covers all bases and we will cover a few most important aspects here.
Good page headings clarify the content and structure of your page for both Google and your shoppers. They divide your content up and explain the hierarchy of the sections.
Every page must have H1 and it should be the title. Any major section on your page should have an H2 heading. H3 and all smaller headings are recommended for pages with many elements or long blog articles but not mandatory.
A good way to think about headings is whether they alone give a good understanding of what the page is about. Headings should also contain focus and secondary keywords.
No matter how well your Shopify store ranks on search engines, if very few people are clicking and going to your store, no traffic will be coming in. Well-crafted meta titles and descriptions will do the trick here.
Meta titles of your store page should be under 60 characters, descriptive, and contain focus keywords. Meta descriptions should contain no more than 145. Use them to convince potential customers that this is the product they need. Include unique product characteristics or other selling points in them and use action verbs.
Related article: Shopify meta descriptions and meta-titles: tips and examples
Informative, unique and convincing product descriptions will help your product pages outrank the competitors and drive high-converting traffic.
There are two main aspects to quality product descriptions:
- Information. Whoever is writing your product descriptions must understand the product well enough to highlight its unique features and value. All of that should be presented in plain, clear language. Instead of empty adjectives, like “amazing” or “practical” explain what actually makes the product that way.
- Keywords. Ideally, every product page has a dedicated keyword you are aiming for. Make sure that the focus and secondary keywords end up in headings, description text and image alt texts.
Workflow tip: First write down everything you want your potential buyers to know about your product. Then pick out the most distinct features and craft a coherent description. Finally, optimize all on-page text with target keywords.
Do you know those informative search result listings that show product reviews, product prices and other valuable information? It’s all structured data markup.
Adding data markup to your product pages will help you capture valuable space in SERPs, bring in audience that is more informed about the product from the start and feature product information that makes you stand out.
Tip: If you have good product images, you should be even more interested in structured data markup. It adds a “Product” badge to your product images ensuring more clicks from potential buyers browsing through image search.
A slow Shopify store is a sure way to suffer search engine ranking drops. Plus, no one ever returns to a store that takes forever to load and that’s a hit to direct traffic growth.
If you want your Shopify store to load fast, do the following:
- Optimize images. Compress and resize images to perfection, choose the right format and you will lift a lot of weight off your website.
- Choose Shopify apps efficiently and enable script loading. Shopify apps make your life easier but your store speed should not suffer for it.
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Looking for more insights? Our guide on Shopify speed optimization has all of them, check it out!
2. Optimize product images
- Advantages: Brings in Image Search users, improved overall search engine rankings, highly converting traffic, can be automated, not expensive
- Challenges: potential image quality loss, smaller traffic potential
You’d be surprised how many shoppers browse through image search to get an understanding of the product they are looking for.
In fact, image search has the potential to bring in anywhere between 20-60% of organic traffic. These numbers might seem outrageously big, but it’s very probable, especially if your products are highly based on visual qualities.
Optimizing product images for image search is beneficial, as among perks like improved store speed it will bring in shoppers that already like the visual aspects of your product. And interested shoppers equal good conversion rates.
If you have a Google Analytics account set up, you can check your current traffic incoming from image search. But whatever results you see, you can do better if you optimize your product images.
Here is an overview of how you do Shopify image optimization on your product pages:
- Create unique images. If you have the product(s), you can even create outstanding images with your smartphone.
- Use search engine friendly image file format. Luckily, Shopify already serves your images as WebP files. They are a more optimized JPG and PNG alternative proven to have a positive impact on rankings.
- Compress and resize your images. If you don’t optimize image size, they will not rank well and instead will definitely slow down your store.
- Name images well. Relevant titles and product photo alt text will help images appear in targeted image search results.
- Implement structured data. As mentioned above, it will add a “Product” badge and improve image click-through rate.
Tip: Use decorative images sparingly. Surprisingly, for mobile audiences, fewer but meaningful on-page images contribute to greater conversion rates if compared to bigger amounts of visuals. So while you want your shoppers to see the product from every angle, make sure that every image on your product page serves a purpose (shows details, usage ideas, product in movement).
3. Get active on social media
- Advantages: low initial investment and overall costs, wide reach, improved brand presence and awareness, improved relationships with customers, alternative for customer support
- Challenges: time consuming, average conversion potential, can bring in a lot of “empty” traffic, requires constant monitoring and activity
Take your products to where your audience is the most active throughout the day, social media. Share your brand’s story, product images, short videos and more in the form of social media posts to drive traffic to your store.
The question with social media is not whether you should use it to bring in traffic, but rather how.
Tip: Always check your messages on every social media platform you curate. If you don’t get back to people who follow you and are reaching out to you directly, you will never see them converting to customers. If your store has scaled to the point where you get many messages per day, hire a social media or community manager.
Which social media platforms to choose?
In general, you can’t go wrong with any of the social media accounts. And yet, based on the demographics of your target audience and your product type you should pick specific ones to double down on.
Understand the purpose of each social media platform very well to know which ones will contribute to your store traffic the most.
- Facebook. This pioneer of social media platforms is the one true giant where you will find every possible shopper. As the perfect place to build networks and keep in touch, Facebook is irreplaceable for building a strong brand presence, relationship with your customers, or giving updates about your company or products. Most business should have a Facebook page.
- Pinterest. Highly overlooked by Shopify store owners, Pinterest is a platform that will grant you surprising reach and bring in people who are ready to make purchases. After all, what conversion strategy can work better than suggesting someone home decor or clothing ideas they were looking for?
- Twitter. Twitter is where all the news is. While overall not the most susceptible platform for direct product promotions, it can be a cool way to stay in touch with your audience through short creative posts. Plus, if your product is at all influenced by trends or real-time events, you should be on Twitter to take advantage of that.
- TikTok and YouTube. TikTok is evolving so fast that it’s setting new standards for social media content. Every product has potential for creative storytelling and the short TikTok video format is perfect for that. YouTube is and will stay the giant of video content for the foreseeable future. Any kind of more lengthy product videos or how-to tutorials about your product will find their audience there.
Other honorable mentions include LinkedIn, which is irreplaceable for B2B relations, and forums, such as Reddit and Quora. If you have time to consistently participate and solve people’s problems on online forum sites, you’ll find yourself some very loyal and very grateful customers.
Tip: Remember to make the most out of the different, native content formats that each social media platform offers. For instance, if you’re on Instagram, leverage Reels to share short product videos or sneak peeks.
4. Organize contests, giveaways and promotions
- Advantages: high engagement rates, encourages social sharing, improves customer loyalty, easy way to capture emails
- Challenges: can be costly, can leave customers frustrated, possible brand and product devaluation
Handing out free stuff during contests, giveaways and promotions is a win-win situation for both brands and their fans.
For a small price of gifting a few products, you get to grow your client base, create some traction for your company’s growth, get free publicity through social shares and surprise a few lucky shoppers.
You can choose to run these promotional campaigns on your store, in which case we recommend using a specialised Shopify app for giveaways. Alternatively, and most often more successfully, take your campaigns to the socials. With a couple of good posts, a video sneak peak and a convincing offer you can drive incredible amounts of traffic to your store.
Do keep in mind that excessive promotions and giveaways will tear down the brand's value you worked hard to build. If people can constantly get you products for free or with huge discounts, there will not be a sense of exclusivity and uniqueness around them. Plus, customers who participate frequently but never win can switch to a different store in disappointment.
Tip: Haven’t tapped into the power of email marketing just yet? Contests and giveaways are the perfect way to start off with a huge email base. Set up a sign up form and ask shoppers to leave their emails if they want to participate. Next thing you know, you’ll have a huge potential client base you can reach directly.
5. Leverage content marketing
- Advantages: Increased brand awareness and conversion rates, helps educate audience, builds trust, diversifies traffic sources
- Challenges: difficult to master, big time and resource investment, hard to measure outcomes
Online shoppers are no longer just looking for discounts. They want to interact with brands that truly care about them, the environment and want to help them make an informed purchase. This is where content marketing comes in.
Creating articles, tutorial videos, infographics, social media posts and more that help a potential buyer get to know a product better is at the heart of effective content marketing. All of it should serve to help people visualise the product in their lives and how it brings value to them.
This is why you see the biggest of brands like IKEA, investing in creating how-to videos.
To know what type of content you should be creating, simply follow through these points:
- Go deeper into keyword research to identify queries around purchases
- Take a look at what your target audience is talking about on social media and other online platforms
- Understand the type of content that can help them make a better purchase
- Identify content formats that you have the resources for to create
- Make sure your content is not just highlighting your products, but also adding value to your audience in some way
Once you start creating content, optimize it with the keywords you’re targeting. The search engine will start to drive organic traffic to your Shopify store. Plus, make sure you share that content across social media pages and online forums we discussed!
Consider using dedicated Shopify blog apps
Tip: Do you have search functionality in your store? Use Google Analytics to see what shoppers who are already on your website search for. It can guide your efforts when creating informational content or expanding organic search growth.
Build a clear marketing model for your store
As much as it is great to invest effort into content marketing, that effort needs to have a very clear purpose. In general, everything comes down to improved conversion rates and sales.
Once you understand how your potential customers learn about your store, interact with your content and product pages and eventually make a purchase, you can start designing and optimizing their journey. In short, you should build a marketing and sales model.
The regular methodology used to optimize marketing effort is a sales funnel. The idea is fairly self-explanatory. At the top of the funnel, you raise awareness about your brand, increase interest and consideration. During the middle stage, purchase intent is born and by the time the people reach the bottom of the funnel, they are ready to make a purchase.
While it’s better than nothing, this marketing model is being challenged by changing market norms and customer priorities. These days customers are looking for brands they could stay loyal to, those that provide highest quality support, resources and experiences. Marketing funnel doesn’t quite address that, especially the customer retention part.
An alternative matching modern customer habits was suggested by HubSpot and it’s called marketing flywheel. It’s centered around delivering impeccable experiences and lasting business-to-customer relationships.
All that being said, your marketing model is best decided by you with consideration of your product type, average purchase value and other metrics indicating how you should think about your audience.
6. Guest post content on popular accounts
- Advantages: constant source of traffic, improved B2B relationships and brand awareness, improved authority on search engines
- Challenges: very hard to get established brands or websites to collaborate, no guarantee the content will stay up for a long time, time consuming
Whether you’re going with paid strategies or organic ones, building your own audience can take a while. Fast forward this process by collaborating with websites and accounts that have a similar target audience as yours.
If you set up an effective strategy, you will reap massive benefits of guest posting. Increased rankings, referral traffic, brand awareness are only a few perks guest posting will bring about.
But it’s not an easy route. Established brands and websites get hundreds of such requests every day and unless you convince them why they need to take this request from you, you will not be able to get your post out there.
There is another side to guest posting that is worth taking into account. Search engines award websites that get quality backlinks. If you end up doing a traditional guest post on someone’s website and getting a dofollow backlink, not only will that link send traffic over to your store, it will also help it rank for related keywords because Google will start seeing you as an authority.
Tip: Watch out for sites that ask you to pay for publishing your guest post. Many exist with the sole purpose of selling backlinks. Such websites do not have a reliable reader base and send out too many backlinks for them to still have value. You can recognize them by lack of real authors, extreme topical variety and high post frequency (for instance, four articles per day), lack of About Us page and questionable design practices.
7. Run paid ads on social media and search engines
- Advantages: quick and easily-measurable results, easy way to segment and target specific audience, minimal time investment
- Challenges: devalue over time, can be very costly, you must track ROIs at all times, effective campaigns require a lot skill
Driving traffic to your Shopify store organically can be a slow and overwhelming process. But you have a business to run!
If you have a budget to spare, tap into the power of paid ads. Use both search engines and social media advertisements to get in front of your potential customers’ search.
If you’re not sure where to begin, we recommend starting with the best-converting organic traffic channel. Then slowly work your way up to experiment with others, noting down which one brings more valuable traffic to your storefront.
The idea is not just to get traffic onto your store, so make sure your ads:
- Target your ideal customers with as defined demographics as possible
- Create ads that focus on your products and its benefits for the consumer
- Combine your ads with a deal that is hard to turn down
- Make sure your ad copy is crystal clear
- Ensure you have remarketing and retargeting pixels set up on your store to bring back the traffic that does not convert
Tip: To make things simpler, there are a number of Shopify apps that you can use for running ads on social media and search engines. Explore them all here.
Let’s take a look at separate paid ad channels and how to benefit from them:
Google ads have massive reach and are a great way to be seen by customers before any organic search results come up. But people will see that your listing is there as a paid advertisement, so create it to stand out and help people see your product value.
Unless you’re Nike or equivalent in brand awareness, don’t use Google ads on queries where you would be competing with globally-recognized brands or those that aren’t 100% in your niche. Your click-through rates will be low and the audience won’t convert well, so you will only waste your budget.
Tip: Google ads tend to devalue greatly over time. If you run ads on the exact same query for a few years, the price per click will increase and your ROI will fall. When you start seeing this phenomenon, start searching for new queries to run ads on.
Facebook ads offer segmentation opportunities beyond comparison. If you set up your campaigns well, you can see amazing click-through rates.
To run a successful Facebook ad campaign you should:
- Define your target audience and its segments carefully.
- Understand Facebook ad types and what your audience will be the most likely to click on.
- Use Facebook Pixel.
- Test frequency rate success and other variables with a/b testing method.
Remember that competition is fierce and people can leave comments on your Facebook ads, so create them thoughtfully.
Instagram ads appear directly in user’s feed, stories and Explore features. It’s one of the more intrusive approaches to paid ads out there and has shown some questionable targeting accuracy.
That being said, if your products are based on visual qualities and you can design Instagram ads that tell a story through a single image, go for it. Always keep in mind that with Instagram, you’re designing your ads mobile-first.
Tip: Don’t know where to start? The most common way to run paid ads on Instagram includes promoting your posts inside the app.
Pinterest excels at their paid ad approach. They are among very few social media platforms that practice an additive approach to paid ads, meaning ad campaigns are volatile and designed to add to the user journey instead of interrupting it.
They can be proud of highly efficient cost per conversion and higher ROI than other social media platforms, so if your product is at all susceptible to visual presentation and storytelling, don’t miss out.
8. Collaborate with influencers and create referral programs
- Advantages: one of the best way to build brand trust and awareness, possible long term partnerships, brings in high-converting traffic
- Challenges: hard to estimate the revenue and engagement outcomes, set up process is time consuming, you have to research the influencers rigorously
Many of us follow people we take cooking, house decor or lifestyle advice from. Same applies to our audience; they have their favorite influencers and trust them.
Naturally, marketing your store through influencers will bring in well-converting traffic. In fact, 90% of marketers believe that influencer marketing is an effective form of marketing, no matter the size of your business.
Use various influencer marketing platforms and tools to seek out influencers in your industry that have a known voice amongst your target market. From celebrities to those who have a few thousand followers, look for those who can create authentic content to promote your brand’s products. You want brand advocates who can help get your audience engaged and interested in what you offer.
Tip: Research your chosen influencers extensively. If you see any questionable past collaborations, negative reviews about their promoted programs or products, questionable social practices or affiliations with extremist views it’s better to skip out on that collaboration. Having one wrong person promoting your products can cause long-term harm to your brand image.
Referral programs are built around a similar concept, but can be applied to an even broader scope. Have people signing up and driving traffic and sales to your Shopify store for some kind of commission and your store traffic will grow at impressive rates.
Make sure that you have a concrete way to measure the impact of your influencer and referral marketing campaigns. Be it the number of followers you generate, traffic, comments or how much it boosts brand awareness, document it all.
Tip: Use a Shopify app designed to help you with referral programs and influencer marketing. Apps like UpPromote have onboarding programs, revenue and performance tracking systems and convenient, consolidated process management, which will make handling any program a breeze.
9. Exchange ads with fellow stores
- Advantages: improved B2B partnerships, interested target audience, increased value for shoppers
- Challenges: can lose some customers, need to research stores a lot, not very wide reach
Similar to guest posts, exchanging ads means placing promotional content on someone else’s website. In this case, it is similar to an ad campaign you’re running on social media and the search engines.
All you need to do is identify stores and websites that have a similar target audience and quality product. Then, you reach out to them with a collaboration offer and set up your ad campaigns.
It can, however, turn out into a disadvantage for you. You will send out some of your audience to your partner stores, yet if they don’t have that wide of a reach or a loyal customer base that trusts their recommendations, you might not see the same benefits.
All that being said, it’s worth a shot and you don’t even have to do this all manually. There are Shopify apps like Automizely Traffic & Ads that can help you out.
10. Sponsor podcasts and events
- Advantages: possibility to get very highly converting traffic, increased positive sentiments towards your brand
- Challenges: costly, hard to land on a target audience, average reach, difficult customer journey
Having your company logo displayed on event ads or your product benefits explained on a podcast sounds like a very alluring way to drive traffic to your Shopify store. And it can be!
To land a successful event or podcast partnership, you should:
- Land 100% in your niche. We’ve all heard that mattress store ad in a podcast about paranormal stories. While some podcasts and events will promote about anything to get investments, it’s not worth it. Ending up on a completely unrelated promotion channel can cause people to be frustrated with your brand and have the opposite effect to what you initially wanted.
- Design your promotion campaign. Explain your product benefits well and ask the promoter to pitch in with their authority and promote it not only as a good product, but as something they personally use and enjoy.
Remember that none of this is written media, meaning the customers will need to invest extra effort to go online and find your business. That’s why you need to be sure you’re targeting those that will be willing to do so.
11. Stay in touch with the audience you build
- Advantages: Good customer retention rates, direct traffic increase, improved brand trust and awareness
- Challenges: time consuming, takes skill to execute, no clear way to measure success
By being so focused on new customers, one thing many Shopify stores miss out on is keeping the audience they build engaged with their brand.
This is where you need to establish a multichannel strategy to continually stay in touch with your customers using all the above tactics, but most importantly email marketing.
Designing email marketing campaigns
Emails are the top converting traffic channel for Shopify stores. And it’s not surprising, considering that all the people receiving them are in some way familiar with your brand.
Capture emails with effective lead generation magnets, such as giveaways, discount codes and downloadables. Design a journey of several emails for each type of signup and make sure you regularly follow up with emails about new product releases, important company updates and anything else that would help your customers stay up-to-date and feel included.
Tip: With Shopify apps like Firepush, you will also be able to automate all this effort. Use this app to send out quality marketing messages that add value to your audience and eventually turn them into your customer.
Which traffic driving strategy to choose for your store?
We already discussed how to understand the most valuable types of traffic for your store specifically, now let’s take a look at how that translates into individual strategy development.
Factors to consider when choosing traffic growth strategy:
- Store size and product type. If you have a tiny online store that sells homemade soaps and candles, your best shot is building a loyal customer base through social media and email marketing, creating a small-scale value driven content marketing strategy and collaborating with macro influencers. Alternatively, for huge clothing retailers higher initial investment costs should not stop them from exploring all traffic channels.
- Website authority and content. When it comes to organic growth, your website authority is important. A very new website without a blog will struggle to capture any place on the SERPs because Google will simply not see it as an authority source. While you grow your organic traffic base by writing a blog and optimizing on-page SEO, calculated investments into paid ads, guest posts or sponsorships would be a good approach.
- Product type. Very niche or sentimental products will benefit from referral and influencer marketing, email marketing campaigns and social networks a lot more than technology brands or established retail companies.
- Different channel ROIs. If your store is active in targeting multiple Shopify traffic channels, compare your overall investments into that channel with its conversion rates and average purchase value of those shoppers. You will understand which types of traffic work best for your store specifically.
|Strategy||Difficulty||Estimated Costs||Traffic Potential||Conversion potential|
|SEO and organic growth||Medium/High||Low||High||Medium|
|Contests and giveaways||Low||Medium||High||Medium|
|Influencer and referral marketing||High||Low||High||High|
|Podcast and event sponsorship||High||Medium/High||Low||High|
|Content marketing effort||High||Medium||High||Medium|
Why driving traffic is important for your online store?
With low overall average conversion rates, traffic growth rates need to be exceptionally good.
Plus, as you grow, you will increase brand awareness and people will start searching for your brand name and brand terms directly. This is one of sure indicators that your traffic growth strategies are on point.
Constant Shopify traffic growth also helps to stay ahead of the competition and capture more and more of your target market.
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Frequently asked questions
What is the best way to drive traffic to your Shopify store?
Shopify traffic growth strategies depend on store size, product type and other factors. Fundamentally, the best traffic source is organic search and social media. However, other sources like paid ads and referrals can prove very valuable as well.
How to drive traffic to my Shopify store for free?
SEO effort is a sure way to ensure continuous flow of free organic traffic. While SEO strategies are challenging to set up and take a while to start showing results, it’s a tried-and-tested long term approach for free Shopify traffic.
Can Shopify handle high traffic?
Shopify is known for 99.7% uptime and can handle over 100,000 products. Although we recommend constant optimization efforts to reduce load times, unless your store is about to hit the product limit, there is no need to worry about traffic surges causing downtime.
How can I drive traffic to my dropshipping store?
All of the strategies we’ve discussed in this post work well for all kinds of Shopify stores. So, if you own a dropshipping store, you can use social media, paid ads, content marketing and even search engine optimization to drive traffic to your store. Make sure you also take the time to market the products you’re selling if they still need to gain a strong online presence.
How do I increase sales on my Shopify store?
By focusing on driving quality and correctly-targeted traffic to your Shopify store. Make sure all your organic and paid campaign efforts are always targeted at a specific audience. Also, optimize your store for conversions by improving navigation, creating frictionless purchasing journeys and improving store speed.