Italo Barros
Founder
The Details Beyond Paid Traffic That Make Traffic Work in E-commerce
Paid traffic works no miracles. Results come from a strong backstage: logistics and finance ready, a robust product mix, good creative and a site people trust.
What you will learn here
- Traffic will not rescue a disorganised operation.
- Logistics, finance and stock are what sustain scale.
- Quality, product mix and credibility are what convert.
Paid traffic is extremely important to the growth and scale of an e-commerce business. Today, though, I want to talk about a few factors beyond traffic that make it work well on a site. You have to understand that there is a whole backstage structure that shows up in the ads. A company's backstage counts for a great deal.
Why Logistics and Finance Have to Be Ready
If your logistics are not ready, for instance, you will not manage to ship R$20.000,00 worth of orders in one month. And if your finance side is not ready to buy that stock at good prices, you will not sell either — after all, to sell R$200.000,00 you need to be holding R$200.000,00 in stock. These are the details most people never stop to consider; they get it into their heads that they simply want to sell, without thinking about what has to be in place to get there.
How Robust the Business Is Behind the Scenes
Early this morning, going through the ad account of one of our fashion clients to write this article, I realised that what helps bring in results more than anything is how robust the business she runs behind the scenes is. The first thing I noticed was a product mix running and keeping the account robust. Because several products are selling, we are not dependent on a handful of them or on the top performers alone; having several gives us the freedom to run more tests and bring in more scale.
Product Quality and Promotional Assets
Another straightforward thing I noticed is that the pieces she is working with are good quality, and it shows in the ads and on the product page of the site. On top of that, the videos this client handed over to us are proper videos and proper try-on footage, not something thrown together.
Credibility and Trust on the Site
Her site is well built, and it conveys credibility and trust to the people who land on it from the ads — which is what makes them buy.
Every Detail Counts in E-commerce
Every last detail counts towards getting more conversions in e-commerce. There is no point doing things any old way and expecting traffic to work a miracle on your site.
“Traffic accelerates what is already structured; if the backstage is not robust, scale does not hold.”
