Traffic and Conversion – The Best of Both Worlds
by Dan Radak
One of the oldest debates that all online businesses get sucked in sooner or later is the question of what comes first, the number of your website visitors of its conversion rate. You see, if you get several visitors per month on your website, you might not make a profit even with a 100 percent conversion rate. On the other hand, the impact on traffic on your ability to sell your products is so inconsistent, that some go out and label it as a vanity metric.
Even though the answer to this question is not an easy one to give, the best solution is to find the middle ground. In other words, in order to grow, you need to find the way to attract the traffic that has the greatest chance of actually getting converted and then acting accordingly. This, however, isn’t an easy task and here are some tips that might help you get there in no time.
1. Focusing on your SEO
While we’re not saying that traffic is in any way superior to conversion on the list of your priorities, it simply comes first. You see, in order to make some conversions, you must first have someone to convert, which means boosting your traffic and attracting qualified leads. This, however, takes a lot of work. First, you need to start by regularly publishing relevant content. Keep in mind that you are not writing for the search engine but for your users. Next, focus on your metadata (title, description and keyword) in order to make this content SEO friendly. Finally, have a site that others in your niche will consider link-worthy.
2. Data-driven design
Another thing for you to keep in mind is the fact that the design of the website has an impact on its conversion rates. Things like keeping a call-to-action inside a container, exploiting color theory and contrast psychology, as well as leaving a breadcrumb trail towards your call-to-action button are all handy tricks for you to use. Still, a lot of these things aren’t universally effective but depend on the niche you are in and the specific traits of your visitors. This is something you need to see on your own, and the best way to conduct this analysis is through a powerful business intelligence software. Through it, you will get dashboards of processed user data and in this way get all you need to start acting accordingly.
3. Focus on user experience
The next great way to boost your conversion rate, and even gain some word-of-mouth referrals, is by focusing on user experience in your SEO efforts. In fact, a positive user experience will not only reduce your bounce rate (thus reflecting positively on your rank) but also make people want to come back over and over again. The importance of this should not be understated, seeing how return customers tend to be the core of any business’ profits. In fact, there is a statistic claiming that about 8 percent of all your visitors tend to make up about 40 percent of your entire profit. Handing out valuable rewards and discounts to regular visitors is bound to do the trick, although people who have positive previous experience might be inclined to return on their own.
4. Testing, testing and testing some more
Even though there are a lot of tips, theories and guides on what works in which particular situation, the only 100 percent reliable way to find this out is to do your fair share of testing. For instance, what you need to do is set up a standard A/B split test format and check what some particular changes do to your conversion rate. This is a fairly simple method and the effects of it are usually highly conclusive. For instance, a similar test demonstrated that a red call-to-action button has a 21 percent higher click-through-rate than its green counterpart. A similar conclusion can probably be made about virtually every single element of your website.
5. Make sure your website can take it
One of the things that a lot of people lose from sight is the fact that too much traffic might be a bad thing as well. You see, having your website face more visitors than it can handle is bound to slow it down, make it less responsive or make it crash altogether. In turn, this gets you a lower Google rank, a lower conversion rate and makes some of your visitors turn to your competitors. An average person expects your page to fully load in 2 seconds and 25 percent of all your traffic might leave if it fails to do so within 4 seconds mark. For this to work out, you need to have a reliable host, use minimalistic website design, use browser caching and finally keep your website as static as possible.
6. Prepare for increased workload
Finally, like in the previous section, too many conversions at the same time might have a downside as well. Combine an increased traffic and a high conversion rate and what you get is an increased workload. Unfortunately, this might not always be as great as it may sound, seeing how your team or your stock may not be able to handle this much work. This results in one of the following three ways:
The first one is that you make more promises than you can deliver on, which can significantly harm the reputation of your business. The second one is that you outsource this surplus to someone else. This other business, however, now has your referral, which also means that the way in which they perform might have an effect on your professional credibility. Finally, you can outright reject the work you can’t finish. Keep in mind, though, that people you turn down in this way aren’t likely to return, which would mean losing potential customers for good.
As you can see, while both traffic and conversion increase might make your business expand, you need to make sure your company can keep up with it. Many startups and SMBs dread failure so much, that they completely fail to prepare their business for the so-called best-case-scenario. As Edward Abbey once said: “Growth for growth’s sake is the ideology of a cancer cell”. Needless to say, the only positive growth is the one you control and the only way to get it is through careful planning and a data-driven strategy.
January 14, 2018
December 19, 2017