Attract more customers through your web page

A passion for nautical themes led Natalia Maldonado and her husband, Víctor Alejandro Alvarado, to establish Lulú by Natalia, a line of jewelry she designs and sells through points of sale in the Mall of San Juan. An architect by profession, Natalia identified an opportunity to expand her business beyond Puerto Rico through the web, and thus was born the online store lulubynatalia.com, where customers can buy the beautiful pieces of jewelry she designs and produces. Natalia uses Facebook and Instagram and Google ads to drive traffic to her page, but she needs to understand better how her efforts are working and if they are really producing the results she needs: to generate sales. To guide Natalia about the best use of social media and search engine optimization, we talked with Rafael Lebrón, senior digital strategist, who shared the following recommendations with Natalia: • Evaluate the data from digital metrics platforms such as Google Analytics, to identify the behavior of visitors to the web site (where they enter, what time, what attracts their attention) and demographic data to understand where you should focus the marketing effort for your products. • Evaluate the impact of the web site’s content: what are visitors’ reactions to both the web site and social media and which posts are most effective at driving traffic to the web site? • Work on segmentation to be more specific and ensure that the investment in digital promotions reaches the right audience. Finally, Rafael recommended optimizing the use of Google Adwords, the search engine’s advertising system, which allows the advertiser to bid on auctions for key words related to the business so that the business’s name appears among the first results of the search. You can also attract more customers and increase your sales online by applying this advice. Watch our blog to learn about more strategies for making your business more popular.   This article is for informational purposes only and does not constitute an endorsement or guarantee of accuracy or applicability for any particular purpose. Neither Popular, Inc. (“Popular”) nor any of its affiliates, subsidiaries or related companies shall be liable for, any special, direct, indirect, or incidental damages including but not limited to loss of profits, that may arise from of be related to information or advice provided in this article, which was created by a third party. Popular provides financial services and is not dedicated (directly or indirectly) to providing any type of service related to the contents of this article. Should you require any service related to this content, you should seek the advice of a competent professional of your choice. Popular expressly denies all liability for any such advice.