I want to chat to you about a strategy that I teach to all my Elite Team members that is guaranteed to supercharge your store… if you do it right. It’s called the Traffic Trifecta Framework, if you’ve known me as an ecommerce coach for a while you would have heard me talk about this framework over the years. But if you haven’t, let me give you the rundown. 

Understanding the Traffic Trifecta

Firstly, let’s talk about traffic. The one thing that is going to get people to your store, the biggest piece of the puzzle to actually making sales and scaling your ecom business. Now traffic comes from everywhere, but the Traffic Trifecta Framework categorizes them into 3 key areas: 

1. Paid Traffic: Meta ads, Google Ads Tik Tok Ads and Paid Media.
2. Owned Traffic: This is where you own the data of the people you can market, those being; Email, SMS and social media channels. 
3. Earned Traffic: Is when you do actually go out and do things to earn the traffic to your store; SEO, referrals, reviews, social proof and collaborations.

The concept of the Traffic Trifecta and why the people in my world hear about it so much is because it’s one of the most effective ways to increase foot traffic to your store and in return make more sales. When ecommerce store owners rely solely on one source of traffic it’s a huge mistake, because it doesn’t give you the balance that you need to have in your ecommerce store to survive. Relying on one traffic source can become really risky to your store, because if one day that traffic source stops or breaks then your business is in jeopardy. 

Why Relying On 1 Traffic Source Is A Mistake

Consider this, you are an ecommerce store that only runs paid ads and you can see that they are working really well for you so you put a lot of time and effort into making your ads the best they can be, so you don’t have  time for anything else. While this strategy might work for a while, you begin to realize your paid ads have increased astronomically and they are blowing your entire budget. This might be due to the increased competition or the ad platform has changed, and now your traffic has decreased and you’re losing sales by the day, this is all because you only put all your eggs in one basket that has the capacity to change at any day. 

The consequence of relying on one traffic source is clear, not only do you run the risk or that traffic source not working one day but they also might shut down, leaving you with nothing but wondering why you only stuck to one. So if you’re solely relying on paid advertising, you might not be profitable.

Diversify Your Traffic Sources

Different traffic sources have different time frames for generating sales. Some are quick, while others take time. But by embracing them all: paid, owned and earned traffic sources, you will broaden your horizons and will make it easier for you to scale your ecommerce store in the future. By combining these three opportunities for traffic you are building on the foundations for a really resilient ecommerce business that isn’t just relying on one thing to get traffic to your store. 

The Result = Ecommerce Growth

An ecommerce store that consistently works on SEO, sending emails, talking to the media, posting on socials, growing their email list, collaborating with brands, working with influencers and testing ads, whilst doing all the small fundamentals to build on all the ways they can receive traffic will have consistency in sales.

When you’re constantly working on all the ways to drive paid, owned and earned traffic you will experience steady growth, increase in brand awareness and your sales will increase. By not putting all your eggs in one basket you give your brand the opportunity to truly become a money making machine.