Behind the Design: Clicks, Gloss, and Glam: How Sephora Drives Traffic and Shines Online
Each day, online users make purchases online, whether it be to schedule a service, purchase next-day grocery delivery, or buy their favorite perfume. Purchasing online is easy and accessible from anywhere with an internet connection. An e-commerce website offers products or services to customers online, providing business owners with an alternative distribution method to generate revenue and increase sales.
According to website entrepreneur Ron Stefanski at Verpex, e-commerce websites are the second most popular type of website. This type of website offers unbeatable features that customers often prefer when making purchases.
These features include convenience, mobile access, online payment options, and customized shipping methods (Stefanski 2024).
For e-commerce websites to succeed in today’s market, there are three primary goals: gaining traffic, driving conversions, and maximizing revenues. To understand these concepts more clearly, let’s look at three ways Sephora drives traffic to its website.
Direct
Due to Sephora’s widespread brand recognition, it is common for buyers to go directly to the website to search for specific needs. This recognition allows this method of driving traffic to work at a larger scale. Smaller businesses may not have the same advantage of direct searches for their sites.
Influencer Social Media Reviews
On platforms like Instagram and TikTok, Sephora’s products are reviewed by users to inform others who may be interested. Users often ask for the “link” when a product is showcased so they can make a purchase through the website. This type of web traffic has become mainstream as social media usage has surged over the past 10 years.
Influencers may receive paid referrals to discuss a lipstick or foundation on their social media pages. Those with an audience of Sephora customers may be offered “brand deals” to promote, link, and affiliate themselves with a specific product.
Search Traffic
Sephora frequently utilizes both paid and organic search traffic due to its brand reputation and distinction. Sephora is almost always in the top search results when researching a new lip gloss shade, for example.
On Google, when “Fenty Lip Gloss” is searched, Sephora appears in the top three sponsored options, indicating they’ve invested in search traffic to meet users’ needs at the moment of their search.
Whether a company is small or large, the ultimate goal is to drive traffic to its website. There are many ways to optimize a website and ensure that web flow consistently aims to increase revenue; however, establishing a solid foundation for gaining traffic is crucial for any e-commerce website. Sephora excels in utilizing these resources, which is why they are an industry giant in the makeup world.
