Which One Has More Weight: Traffic Or Conversion?

Online marketers have different marketing strategies. Such strategies will depend on their objective – whether they want to increase traffic to their website, or to increase conversion rate. Most online marketers tend to focus on increasing the traffic diverted to their site using time-tested SEO techniques, PPC ad campaign and affiliate marketing to reinforce such goal. Very few consider it important to increase shopping cart sizes, focus on upselling and cross selling, and reduce abandonment as ways to improve the site’s conversion rate.

While driving traffic is critical to increasing the site’s business activity, if none of said traffic was convinced to actually buy, the traffic will probably matter in terms of page ranking and not in conversion rate. Therefore, it is safe to say that online marketers should find more ways to entice the customers or users visiting the site to make a purchase before they leave page.

It goes without saying that there will be no sales if there are no visitors. Hence, online marketers ought to keep their SEO strategies and paid marketing techniques, all geared towards driving traffic to the site, but at the same time focus their efforts and attention to site testing, personalization and optimization in order to bring better conversion results. These two objectives should work hand in hand in order not to waste the dollars, effort, time resources and brand equity established in attracting traffic.

By directing efforts to double your site’s conversion figures, you are dramatically increasing the profitability of your site. If you already have good traffic visiting your site, you should be concentrating on ways to increase your site’s conversion rate. By increasing your conversions:

  • You’re not just interested with raw numbers. No matter how you interpret the site’s traffic analysis (demographics, geographical location, etc.) they will remain what they are – raw numbers. They don’t get the cash registers ring which is what every site owner targets ultimately. If some of the traffic is converting to sales, you would have a basis for analyzing what needs to be done to improve the customer experience that will influence them to make purchase action.
    • This can be achieved by doing an internal test-and-learn methodology to understand what the site visitors are engaging with, where they are dropping off and where they are gravitating towards.
    • By doing a continuous A/B and multivariate testing will bring you results that will help you understand something about your visitors. Then you can start making improvements to your site’s content to help visitors in their buying decision. Any effort to increase site traffic should come with more effort on improving conversions.
  • You just don’t want visitors, but you want sales. There should be a way to document how you were able to get your visitors to make the purchase. You should track conversion rates and optimize the site to get the visitors to buy. It’s not enough that your site enjoys that marvelous number of visitors. You should harness them so that they will in the end make the decision to buy by optimizing the site for design, content, and offers. You don’t want for your visitors to be disappointed with what they encounter in your site.
  • Better experience, more dollars. The online world is full of intelligent and resourceful users or consumers. You can’t easily get them to buy without them making their own research in order to make sure they get the best deal. But apart from making sure you offer them irresistible deals and fantastic promotions, you can give the visitors a flawless online experience and they will keep coming back to your site and that will make it easier for you to get them to decide to buy.
  • Making it Personal. It doesn’t have to come to a traffic war with your competitors because it will be a waste of resources. It’s much more effective to use testing and conversion optimization in order to understand what your visitors need so that you can serve them and get them to buy from your site. If you become known for that, visitors and new traffic will come to your site. Establishing and creating a personalized and customized mark on how users enjoy visiting your site will reward you with more return traffic and loyal customers.
  • Follow the money. Increasing the site’s sales activities is what e-commerce is all about. By focusing on conversion rates you will see the revenue stream not just site engagement. By following your buying visitors and finding more about who they are interacting with, you can think of ways to increase your revenue. By having a better grasp on who your customers are – how, when and what they buy, you will be able to improve the efficiency and effectiveness of your e-commerce site. You can offer experiences that are more suited and customized to the needs and wants of the customers.

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