Buy Website Traffic But Don't Forget About Cost Per Conversion

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Filed Under Marketing & Advertising

Advertising - Buying Website Traffic


The reason you buy website traffic is because you want to make money with it, right? What good are visitors if they come to your site and bounce away? Tweaking your landing page to optimize for maximum conversions is a good first step. Unfortunately, most people get this step wrong - and it's all downhill from there.

Make It Simple

Simplicity is underrated. No one ever comes to your web page and says "gee, this is too simple. I'm leaving." But most companies make it way too difficult to figure out what the heck you're supposed to do with their site. They put banners, videos, a Las Vegas strip of links, and two different sign-ups on the homepage. Yuck. It's too much clutter. What the heck are you supposed to do with all of that information. Users get overloaded and bounce off the page.

Instead, make your landing page simple. Have one obvious point of focus on the page. If you need more than one area of focus, make it obvious that it's secondary to the primary purpose of the page. Users shouldn't guess at what they're supposed to do. Have one sign-up form, one survey, one quiz, or one video. That's it. Tell people to do one thing at a time.

Give Details

"Learn how to get more website traffic" is a pretty generic headline. "5 Tricks You Must Know Before Buying Website Traffic" is better. "How To Buy Website Traffic For $0.02 per Visitor With a 50 Percent Conversion Rate" will grab users' eyeballs. See how the last headline was very specific? Specificity is best, all things being equal. You don't want users to start thinking, "I wonder if I'm going to get anything useful from this page, or if this is just another Internet scam." Those kinds of thoughts kill conversion.

The cure for boring headlines is to tell the user enough about what they will get to prove it's a legit deal and that it's actually valuable. Don't be afraid to quote percentages, show miniature graphs, statistics, and cite government and independent studies. All of those things build legitimacy and trust.

Stop Using "I"

Bloggers have fallen into this mindset that their blog is about them. While that's somewhat true, you need to avoid the word "I" when you're trying to sell something (including selling your email newsletter, even if it's free). No one really cares about your problems, your benefits, or your offer. People have their own problems. They go surfing about Google, and websites in general, because they want to solve a problem they're having. Maybe they're doing research on a product or service they will buy within the next few months. Whatever the case, they want to know how you will help them - what they get from reading your website.

In other words, use the word "you." Talk directly to the reader. Act as though you're having a one-to-one conversation. But make the focus of the conversation the reader and not you or your company.

Stay On Topic

Users bounce when things get too dramatic, confusing, or complicated. If your site design is hard to navigate, if it's easy to get lost in a maze of links, and if your offer is just plain confusing, then you're not going to get conversions. It doesn't matter how much website traffic you buy. You can buy website traffic from the most trafficked websites on the Internet, hack into Amazon, Apple, MetLife, or Microsoft's servers and redirect their traffic. It won't do you a bit of good if you meander all over the place with your content and site design.

To stay focused, keep your layout simple. Have no more than 4 to 5 navigation links to major areas on your site. If you need more links, consider categorizing them by obvious and intuitive categories and use drop down menus. Make liberal use of white space. Make it obvious where the users' eyes should go on the page.

To stay focused in your ad copy, use subheads in your content. Specifically, stick to 3 or 4 subheads for every landing page piece. Three to four sections keeps the copy short enough that people don't become bored, and it's long enough to give users some kind of value right there in the copy. It's formulaic, yes, but it helps build an outline that directs the reader to the point you're trying to make. It also makes it easy for you to write the content. Bullet-point lists are also great for landing pages because they're simple, easy to digest, and users generally love the format.

Finally, when you think you're finished, hand your copy over to someone who knows nothing about marketing and who might be in your target audience. What does this person see on the page? How easily do they navigate your site? Do they sign up to get your offer? A live field test will tell you what (if anything) you need to work on.

About the author
David Lewis
David Lewis
David C. Lewis, RFC is the owner of Twin Tier Financial. He writes extensively about personal and business finance, purpose and goal-setting, and both online and offline business marketing. Touch base with David by visiting - Read more stories from .
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