Whether you run a blog or business website, where should you concentrate your branding and marketing? Should you focus on digital strategies to increase traffic, or should you focus on user behavioral metrics to improve your conversion rate?
Observing the number of new sessions and website clicks on the analytics dashboard soaring up is a winsome scene, but if website traffic is the only thing that is flying high rather than new email sign-ups, contact form submissions, queries from prospective clients, and ultimately the sales, then obviously, you’ll start being worried.
The road to being the business leader in your industry requires a ton of page views of your content and service pages as well as utilizing most of this traffic – and that may appear like a gruelling job to most of us.
Is it more adequate to work on both areas which would benefit you and your website and, most significantly, your REVENUE?
Let’s say you have a website with 5000 visitors a month and a one percent conversion rate, and your average order value is worth $500. So, with simple mathematics, you get 50 sales a month and gross $25000. Getting your conversion ratio up to two percent would instead earn you $50000.
So which would be more reasonable for you?
It’s delightful to see your business’s website glean up with astonishing visits. The problem, however, is realizing that most of those visitors hit to bounce back, and the rest barely pivot into actual buyers. Traffic is useless without intent or context. Your campaigns weren’t designed for just anyone; you want the right audience. You want your target buyer to see what you’ve to say.
Let’s study the ins and outs of focusing on traffic and conversion goals.
Boosting Your Website Traffic:
If you ask any credible marketer like Adam Franklin what they want for their client’s website, they’ll likely suggest more targeted traffic and mature leads.
Today, all you need are those website visitors – people that are keenly inquisitive in buying what you’re vending.
It’s relatively easy.
There are a lot of strategies out there for bringing visitors to access your content without wild spending on paid marketing. In fact, most small businesses rely more on free sources of traffic. It’s not rocket science, and you should test them out thoroughly.
Between writing the sales copy for a new landing page, posting visuals and text on social media, and strategizing for a new contest or giveaway campaign, it’s painless to look back and see what’s pushing traffic to your website and what isn’t.
While organic SEO and content strategy may take some time before producing a long-lasting impact, paid marketing can bring you traffic quickly, even from the same moment when you get them approved quickly.
Additionally, you can leverage specific social platforms like Reddit, Quora, Medium, or even LinkedIn Pulse to have the eyeballs looking at your landing pages.
You can also reach out to websites that are credible enough and receive a high intensity of daily visitors and possibly collaborate with them in terms of content syndication or guest blogging opportunities.
Conventional SEO plans for brand awareness and increasing organic traffic is a process where your team focuses the strategies on expanding Google impressions, putting your content in front of new users, and generating conversations around your brand.
Retargeting makes sense.
While you are getting good website traffic, your responsibility doesn’t end when they leave your website just after their first visit. It’s crucial to capitalize on this traffic, and retargeting ads make them convert later.
Whenever I come through any new SAAS-based tool like SEMRush or Simplified for the first time, then for the coming weeks, I see ads for those tools all over the place – Facebook, and Emails. You can do this with your own visitors too. This makes sense if your product is relatively costly and you can afford to spend more on recurring visits.
Let content work in your favor.
More and more companies are investing in this approach, and a solid content-driven battle plan might be just the thing you need to amplify your marketing. Three in four businesses turn to content marketing over more traditional marketing tactics. If you’re keen to learn more about how to best implement content marketing with your own company, the blog, podcast, and marketing templates—Bluewire Media’s resource for entrepreneurs, executives, and businesses— will get you started!
But Organic SEO magic can take a while to happen.
SEO is an evergreen marketing strategy. It’s still important. And while it may demand a couple of first months to get a steady momentum, overall SEO results are usually visible after one or two years. Unlike paid Google ads or social media marketing, the results are not immediate, and it is more important to create a realistic monthly SEO plan and timeframe and manage expectations accordingly.
Paid advertising can be really expensive.
Of course, not all traffic is organic, and I’ll talk about other forms of traffic that you can just “crank up” as you wish; that sort of traffic is generally bought. And the price adds up. And if you’re a newer startup or a low-revenue site still waiting for your ROI to jump up, you need to pinch pennies, and paid ads can get expensive fast.
Quality traffic is the deal.
Yes, you can find many ways to shift traffic on your website, but it might not always be targeted. And non-targeted traffic doesn’t convert because this includes people who don’t actually have the problem you’re promising to solve, and they are “just randomly looking.”
On the other hand, if your focus is on improving conversion rate:
It capitalizes on your current traffic.
This is why CRO is so obligatory for digital campaigns.
If you work on conversion rate optimization, you’re just carrying advantage of your current traffic.
By working on a CRO campaign, you’ll not only understand your website visitors better, but you’ll also see improvements in revenue based on your current traffic.
- People who were hesitating to close the deal will convert now.
- Visitors will stay for a little longer on your website (low bounce rate).
- Improved UX will further accelerate your organic traffic.
CRO can be really affordable.
Although CRO is still an under-estimated tactic at many non-Tech companies, it’s a marketing investment to take your existing user base to convert them to actual revenue.
To be upfront, CRO campaigns can go at any intensity and budget allocation. To start with this, try out:
- Google Analytics A/B testing
- HotJar heatmaps
- Experiments with social proof and CTA button, and
- At best, use surveys and marketing polls to obtain vital information from your audience.
But it can be difficult, too.
You have to conduct surveys, set up A/B testing (if you have enough traffic!), or monitor visitor actions closely at every funnel of the conversion. And then you have to analyze, dig in, make changes, and perhaps even experiment.
The fact is, focusing on conversion can be intense and difficult, especially if your website is large and complicated, and there’s a lot to tweak and optimize. In some cases, you need to hire the expertise, which might be an extra load on your marketing budget for this consulting and optimization work.
What’s your pick – web traffic or conversion?
Most probably, it depends on your current situation and where you see more probability of improvement.
If your traffic numbers are really low, you should focus on getting it up; simply because you can’t do much on a site with 300 visits a month.
Reversing it – if your current conversion rate is less than 1%, conversion should be your number one priority. Make sure you only get quality traffic from relevant sources.
Both cases are problematic:
- Boosting up traffic to a website that isn’t converting fine.
- And a well-optimized (conversion-oriented) website that has no real traffic.
So just decide one of them to focus initially on and get started. Change the plan alternatively if you have to, but choose to either enhance traffic or conversion and start implementing right away.