All traffic to your website is not equal. Just because people are visiting your website does not mean they will ever take action and buy from you. Anyone can get thousands of visitors to their store, but if those visitors are just showrooming and not buying, what good will it do to your business?“You could have the best website in the world, but if few people are visiting it, it’s all for nothing.” Click To Tweet
As marketers, we have two major goals: to attract more traffic and convert more leads. More traffic translates to more visibility and profitability.
To achieve these goals, we need both quantity and quality. High quantities of traffic mean brand awareness and online visibility. High quality traffic, however, can mean a higher ratio of conversions and sales.
In this post I’m going to talk about raising traffic quality to increase conversion rates. Before I do that, there are two key concepts you need to understand:
- Goals are essential in showing the value of traffic
What do you want people to do on your website? That’s the question you need to answer before you get too far into your traffic generating strategies. For most of our clients and work, it’s about driving high quality traffic to their websites, converting more leads and increasing revenue.
Whatever the action is, the key point is to choose one (and no more than three if you’re just starting out) so you can set up tracking, metrics, and goals to understand where you’re most valuable traffic is coming from.
Google Analytics is great for this and relatively easy to use so something you should be sure to set up if you don’t have it. Within Google Analytics, you can create literal goals that are triggered by destination, duration, pagers per session, or event. Destination is the simplest to implement and requires a ‘confirmation page’ after a key action is taken.
For example, having a ‘/email-signup/thank-you’ page, like this one, where people are pointed to after signing up for our email list is a destination page.
When set up as a Goal in analytics, you can then see how many people completed that action and where they came from (assuming it’s all set up right and the actions are taking place on your site).
This is important as the point is to drive action with traffic, not just get traffic for traffic sake, so now you can start to value the traffic based on actions and not just visits.
Here are some common actions/goals:
- Email Sign Ups
- Event Registration
- Content Download
- Form Submission
- Product/Service Purchase
- Traffic is one of three variables that leads to online revenue
With goals in place you can start to see the value of traffic to your website. For most organizations we work with, the goal is to increase revenue and reach more prospects and customers.
When it comes to online revenue, traffic is one of three magic variables that are equally weighted and when multiplied together equal online revenue:
Online Revenue = Traffic x Average Ticket Size x Conversion
In theory, just by driving more traffic to your website, you will raise more money. Here’s an example of the correlation between traffic and revenue from a client of ours:
Though not 100% correlated, you can see how revenue increases when traffic does. As such, driving more traffic is one of the core strategies we take with our clients to boost their online revenue.
While we focus on how you can just get more traffic to meet your goals and grow revenue, it is important to note that you still need a great value proposition to inspire prospects to make a purchase (ticket size), and make it simple, intuitive, and easy for them to take that action or make a purchase (conversion rate) to make the most of the traffic to your site.
Lastly, when getting new visitors to your website, that chances of first time visitors who have never heard of you going all the way to making a donation and giving you money is slim.
For this reason, focusing on email sign ups or some action that is a bit easier for visitors to take but connects them to your organization can be very useful. This can lead to more revenue over time even though it may not show up directly because of this visit.
What Is High Quality Traffic?
High-quality traffic is traffic that resonates with the buyer persona of the customer you’re trying to reach. Because these visitors fit your buyer persona, we know that they:
- Are interested in your content
- Are more likely to convert
- Are or will be looking for your product
How Do You Get More High Quality Traffic?
Driving traffic to your website is difficult. Driving high quality traffic that brings prospects with a high potential to convert is even more difficult.
Of course you are making every possible effort to drive more quality traffic to your website. Unfortunately, without knowing what’s going against your site, you can’t make any strategy work.
This is what most webmasters miss and start applying random tactics that don’t work. To make things easier for you, we have composed a website audit checklist that has worked for a lot of our clients.
There are a billion tips, tricks, and hacks out there for creating a multichannel traffic funnel. And when your business grows to ₹1M in sales (it will — I believe in you!), you’ll have teams of in-house experts working on them all.
Until that point, here are ten efficacious ways you can keep new customers flowing and existing ones coming back.
- Site Speed
Before you invite thousands of new prospects to your online store, make sure they don’t encounter speed bumps when they get there.
A one second slow down on your site can decrease conversions by 7% and adversely affect your search engine rankings.
To check your website speed, run your site through Google’s PageSpeed Insights or WebPageTest. It will give you a speed grade and suggest where you can improve.
Once you’ve checked your site speed, attack the lowest hanging fruit that’ll improve speed the most. And don’t forget to optimize for mobile.
- Drive Traffic With SEO
People use Google to find answers and solutions.
How do I get a chili stain out of the couch? How do I choose the best marketing automation software?
Every page of your site is a potential entry point for a potential customer if it’s optimized correctly. Treat each page as an opportunity to speak directly to a specific person using a targeted keyword phrase. To find relevant keywords, start with Google’s Keyword Planner. Include your keyword phrases within the meta tags and page content.
Things can get technical as you dive deep into search engine optimization. To begin with, however, there are only two steps you need to follow:
- Find out what questions your customers are asking.
- Publish for your customers—not for Google.
- Get Social
Social media is one of the most proactive ways of generating more traffic because of it
‘s advanced targeting opportunities. The average time spend on social media around the world is 144 minutes (about two and a half hours). As of January 2020, Facebook had 2.45 billion, YouTube had 2 billion, and Twitter around 340 million active monthly users. Social media is a powerful platforms for communicating with your readers, building your brand, and driving more traffic to your website. By targeting people based on their interests and networks, social media can help you identify and connect with the right buyer personas all over the globe.
While it’s important to research the right social networks for you based on demographics, business type, and your expectations, it goes without saying that you should be on Facebook, Twitter, and LinkedIn.
Depending on what you do and who you want to reach, you’ll want to figure out if you also need to be on Instagram, Pinterest, Tik Tok and YouTube. Whichever networks you join, make sure you commit to it and keep giving your followers reasons to click through.
Email traffic coming directly to your website from a link in an email will be high quality and value, especially if you have had previous interactions with the recipient — a repeat customer or someone inquiring about your business.
Sending messages to your email list can be particularly helpful in acquiring quality traffic, as you already know which viewers are interested in your products or services.
- Tutorials and e-books
Tutorials and e-books are hugely untapped sources for generating online traffic. If you’ve got tutorials and/or e-books related to your niche, you can upload them to certain sites and get thousands of visitors. You can also use them as lead magnets to build your email lists.
- Promotional offers, discounts, coupons
This is an age-old technique, but still works like a charm. People absolutely love discounts and coupons. Coupons have a built-in visual appeal and an innate call to action attached to them. It creates a sense of urgency in people’s minds, rapidly increasing their curiosity.
If your site offers coupons or discount codes of any kind, you can submit them to hundreds of different coupon websites to gain additional exposure and traffic. If you combine them successfully over social media, they can go viral overnight.
- Start a Blog and/or podcast
Blogging is vital to driving quality traffic to a business’ web page. A blog is essentially a platform to provide useful and shareable information to prospects while establishing yourself as an expert in the field. Additionally, blogging is a great way to stay at the forefront of prospects minds while not in direct communication with them. Make blogging an integral part of your business’ content strategy if you want to drive quality traffic to your site.
People love audio as much as they love visual content. Creating podcasts (digital audio recordings that can be readily download), can help you to develop authority and expertise in the subject matter. More importantly, podcasting gives you incredible reach. You can take the same set of topics and present them to your target audience again and again. The more listeners you have, the better your chances of converting them into website visitors.
- Guest Blogging
Guest blogging is another way to drive lots of traffic to your site. Guest blogging can make people familiar with your business and grab more insights and traffic. It is a great way to establish your expertise, authority and trust (EAT) in your niche and thereby reach out to a completely new audience.
There are a lot of places to advertise online today, and I think two of the best are Google Adwords and Facebook. Google Adwords is the obvious choice, and combining it with Facebook is a great way to generate leads and drive traffic to your site. In general, Facebook ads are less expensive than Google Adwords and LinkedIn, but have similar results. The downside of advertising is that it can be very expensive and time consuming if you don’t know how to manage it.
Partnerships are a highly effective method for generating website traffic. A good partnership will help promote your website and expose your content to a much larger audience. You’ll be appealing to a much larger audience who are also interested in your niche. This ultimately leads to more click throughs, and before you know it you’ll be attracting a tremendous amount of traffic to your site.
There are dozens of partnership opportunities available out there. Focus on finding credible partners with whom you can establish a successful working relationship, and achieve mutually beneficial goals. Attend events and scour the internet until you find the perfect businesses to partner with.
And, that’s it!
Getting traffic is not the end goal – driving action is. But getting more people to your website can be hugely valuable in driving action especially if you have goals/tracking set up and a good user experience for people taking those actions. You can then see which traffic sources and strategies are most valuable to you and your cause helping you invest your time, money, and energy accordingly.Getting traffic is not the end goal – driving action is. Click To Tweet
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