Are you constantly checking the traffic to your website? Do you check it every week? Every day? Maybe even multiple times a day? If you do you are not alone, but website traffic by itself is not the most important part of a solid digital marketing strategy. Sure, if you are increasing your traffic every month you are probably doing something right. That doesn’t mean that increasing traffic to your website should be your only goal.
Website Traffic is Only Part of the Goal
Increasing your website traffic is great, but by itself will not really help your business. Think about the following two scenarios:
- You have 10,000 visitors a month to your site. Out of those visitors, you convert 25 into leads for your business and you make 2 sales.
- You have 1,000 visitors a month to your site. Of those 1,000, you convert 50 into leads for your business and make 5 sales.
In this situation, if you look at the traffic alone you would say that you would rather have the first scenario. After all, 10,000 visitors a month to your site should lead to some sales right? Not if you aren’t converting those visitors into leads for your business. You could have a million visitors a month, but if you aren’t converting that traffic is going to waste.
What Is The Best Way To Improve Conversions?
If you are looking to boost conversions on your website you need to look at where your traffic is coming from. Is most of your traffic coming from organic search? Social media? Email marketing? How are people coming to your site? This will give you a better idea of where you can make changes that will make the most impact to your bottom line.
Say the majority of your traffic is going to your blog articles from Google searches. This is great because it means that your blog has relevant articles that people want to read more about. If you don’t have any calls to action on your blog posts, and people typically leave after one or two articles, then you should try putting different calls to action at various points in your blog. Put a call to action on the sidebar. Put one at the end of an article. Put a call to action at the beginning or within the text. Test out different locations to see what works best.
Make Landing Pages for Your Calls to Action
Are you trying to get people to sign up to receive emails from you? Are you offering them a free whitepaper or eBook? Maybe a course? Whatever your offer is, you should create landing pages based on all of your calls to action. Your landing pages should be focused on converting your visitor into a lead for your company. Check out our article on landing pages. Unbounce also has a great eBook on crafting landing pages for conversion.
If you are giving away something of value, make sure to include a form on all of your landing pages. This can be as simple as asking for a name and email or if what you are offering is really valuable, try asking for more information. Once you have set up some landing pages you can then begin testing them to improve your conversion rates.
A/B Testing Will Help You Improve Conversions
Once you have your calls to action and landing pages set up you can start to do some A/B testing. Use a simple testing tool such as Visual Website Optimizer or Optimizely. They both have simple WYSIWYG editors that allow you to make changes, even if you don’t know how to code. For simple ways to get started with A/B testing check out our article or download our digital marketing strategy guide.
While improving website traffic can feel good, ultimately to make your website more valuable for your business you need to improve your conversions as well. Focusing effort and attention on creating calls to action, landing pages and then testing those landing pages will help you to increase your conversions and the value of your website to your business.