Magento Matters – Key Drivers of Web Traffic for 2015 and Beyond

Once again, 2014 proved to be a year wherein hundreds of thousands of e-commerce newcomers set out to build fame and fortune with Magento in-tow. And as is always the case with such things, about 99% of such individuals have already found the endeavour more difficult than expected or perhaps met with a rather disappointing end.For those intending to stick with Magento for the long-haul, it’s never been more necessary to think and act proactively when it comes to driving web traffic in the desired direction. To call Magento sites ‘ten a penny’ may sound a little on the harsh side but it’s also true – there are millions of them out there and only a select few will ever rake in the lion’s share of hits.Each year brings along its own trends, key strategies and general promotional pushes deemed more likely to succeed than any others. So with 2015 now officially at the world’s feet, what kinds of drivers are being looked toward to bump up Magento traffic volumes going forwards?     1 – Mobile OptimisationWell, first and foremost there’s the hardly-minor matter of mobile – smartphone and tablet PC commerce having already given the conventional variety a run for its money. What’s important to realise is that it’s simply not enough to choose an attractive responsive Magento theme and assume it’ll take care of everything for you. With limited touchscreen real-estate available, mobile users need an e-commerce site that’s simple, easy to navigate and doesn’t complicate the buying process with screen after screen of filler and promotional junk.2 – Going With the SeasonsNo matter what it is you sell, you still need to follow the rules when it comes to frequently adding new, relevant and rich content. One of the best ways of doing this is to go with the seasons – i.e. to create specials (real or otherwise) to celebrate the various special days and periods of the year. From Christmas to New Year to Valentine’s Day to Easter to Spring to Summer and so on, there’s always a good excuse to boost your site with a few seasonal pages.3 – Quit Killing Defunct PagesHere’s a trade secret most Magento users aren’t aware of – keeping pages up and running even after a product is no longer available is in fact a good idea. Google hates it when indexed pages suddenly disappear and loves pretty much any pages with relevant and unique content. So even though you don’t sell those particular shoes in size 14 anymore, the page listing and describing them still aPivotal value to your site.4 – Voice of the PeopleIt doesn’t matter how you do it, but you MUST make sure that your site features an area or page that can be used as a forum or feedback centre for your customers. The importance and power of reviews have never been greater, adding not only credibility to your site and allowing direct product recommendations to be made from one buyer to another, but also satisfying Google’s thirst for fresh and unique content.5 – Consistency with PicturesLast up, it’s in the best interests of you and your Magento site to make sure that every product has its own pictures – ideally from multiple angles and NOT in the form of ‘borrowed’ stock photographs. The more images you use, the better their quality and the more relevant the metadata, the better their chances of appearing in the results of image searches and sending traffic your way.