When Buying Website Traffic Isn't A Good Idea
You've paid through the nose for website traffic. You've purchased from reputable PPV and CPM companies. You've written killer ads, and even paid for pop-up and pop-under ads. None of it mattered because you couldn't convert any of it. You sit and watch your Google Analytics all day. Nothing. No sales. No affiliate checks this month. What's wrong? In a word: conversion.
Conversion: What's That?
Most websites focus on getting more traffic. If the site has 1,000 visits, the company wants 2,000. Once that goal has been hit, the company wants 3,000. What about conversion? If you're selling 10 percent of the people that land on your page, you're doing well, but why not go for 20 percent? Actually, why not shoot for 100 percent conversion? Then you wouldn't need 5,000 every month to make 500 sales. You'd need 500 visitors. Of course, 100 percent conversion is a bit unrealistic, but the idea is not. You should shoot for higher conversions, not just higher traffic numbers.
More Traffic Isn't The Solution
When your offer isn't converting over 1 percent, you have a conversion problem. One percent used to be considered good, but 3 should be considered good for most industries. If you're using an email list (which you should), then you should accept anything under 7 percent. Really, eventually, you could get upwards of 20 percent total conversion out of your email list. Maybe more if your offer is amazing.
Building a list of 1,000 people might not seem like you have a lot of subscribers, but it is if you're emailing them on a regular basis - constantly introducing them to new marketing messages, stories, helpful tips, new blog posts, and generally useful or helpful information.
Fixing A Conversion Problem
There are a few ways to fix a conversion problem. The easiest way is to hire someone. Hire a marketing company to fix your landing page for you. Then, have them fix your sales page, email sales campaign, and anything else in the sales funnel. Another way to fix your conversion problem is to do it yourself.
- Make every page a landing page. It's hard not to convert more visitors when every page is a landing page. How do you make every page a landing page? Put a call to action on it. Make use of sign-up forms. If there's a way to tie in a user's search term with the page he's on, do it. It makes the experience more engaging and relevant to the user.
If he came to your page searching for "miniature poodles," then make sure that you're giving him not only information about miniature poodles but also an opportunity to get more information via your email list, a guide to taking care of the breed, and special dietary considerations, for example. Not every page has to be an out and out long-form sales letter, but it should engage the user and prompt them to take some kind of action. If it doesn't, then the user will just leave.
- Use anchors. Use visual anchors to tie in your keywords on-page to sales pages on your site. For example, if your keyword is "life insurance," then the landing page should be about life insurance, but there should be anchor text pointing to a sales page about life insurance or a quote engine so the user can get insurance quotes.
- Use visitor location. There are some really neat geo-location tools out there. Make use of them. They track a user's IP address, and can relay information about the users location back to you. In many instances, you can turn around and display this information back to the user. For instance, if a user lives within 100 miles of your business, geo-location can capture the user's location and feed it back to him at checkout. This could be especially useful if the user is very close or very far away from your business's location.
If a user is very close, you could tell the user an expected shipping time without him having to fill out an order form. Users close to you would receive their order sooner than the average shipping time while users far from you would have to wait longer than the average shipping time. What does this do? It improves usability and enhances the user experience. Conversions increase as shopping cart abandonment decreases. When you make it obvious as to what will happen before the user orders, it's only natural that conversion would increase.
Like any kind of marketing, it's all about testing. Yes, there are times when you need more traffic. However, traffic isn't always the answer. If you have several thousand visitors per month, and your sales are lagging (i.e. lower than 3 percent conversion), it's time to look at how to increase sales before turning a larger fire-hose of traffic onto your site.
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