Does Increasing Website Traffic Increase Sales?
Well technically, yes.
Assuming your conversion funnel is optimized enough that an increase in visitors equals additional sales.But what if people visiting your site were window shoppers, or worst spam bots, who were not interested in buying?
Would this traffic still be useful? Absolutely not!
Getting clicks but not conversions?
Have you already logged in to Google Analytics on a Monday morning and have you found a huge traffic spike waiting for you? But is this traffic real?
Unfortunately, there are websites (which will remain nameless and unrelated) hawking services for “Real USA Traffic”, “Unlimited Real Traffic” and my favorite “Keyword-targeted Organic Web Traffic for € 5”.
The traffic is excellent.
But you should not really be interested in more traffic. You want conversions, not window shoppers. Which means you need good traffic.Even brick and mortar stores track conversion rates with tools such as people counters, to measure the number of people crossing a certain passage or entrance.
The Value of Better Website Visitors
It’s a centuries-old lesson that too many companies choose to ignore.While sacrificing the first for the last may provide you with some short-term courtesy traffic gains, you will quickly run out of steam when visitors fail to convert into customers.Focusing quality visitors on the amount of visitors will increase your company’s reputation and build loyalty for your products, which will maintain long-term traffic and conversions for your professional website.Traffic on the website should not be the main performance indicator. But it’s a real number to track, measure and track the return on investment.It’s also a great tool for determining the popularity and readability of your site.At the end of the day, focus on conversions that generate revenue for your business, not profitability indicators.
At SEO Mechanic, we explain to customers that it’s about improving traffic, not just increasing traffic.
Here is a quick scenario.
Ranks very well in niche Google search results, effective action call and on-site copy, which converts a high percentage of visitors into conversions, but generates minimal traffic.
1000 monthly visits * 80 conversions = 8% conversion rate (CR)
Ranking of non-specific Google search results, delivery of well-received content, and paid advertising. They make exceptional web traffic, but convert a minimal number of visitors.
10000 visits, 80 sales = 0.8% CR
This illustration shows why vanity marketing indicators, such as website traffic, should not be the key performance indicator to determine success, especially with SEO.
Well-designed SEO campaigns should eliminate irrelevant traffic from the analysis of your website.By focusing on specific keywords and creating content for your audience, you will achieve real results. Not just big numbers.
Understand Your Traffic Numbers
Do not let your website become a target for fake traffic or to generate traffic for keywords and topics that will not benefit your business.The example below shows what can happen to a normal website with irrelevant / malicious organic search traffic. The activity shown below applied to a assisted living facility that has launched a new landing page with interactive videos about the institution.
Since the content on their website features topics related to adults and seniors, Google has decided to link their video page to “Adult Videos”.Sending a huge amount of traffic. But for the search terms, they clearly do not want to rank.
Will this type of website traffic become sales?
No! Does this traffic seem good without understanding the context of the source?
Yes! Could a shady commercial sell this increased traffic as a result of their diligent SEO efforts, or black hat SEO scam?
Yes! Unfortunately, the above situation happens too often to unsuspecting business owners.
Use Google Analytics to Learn about Visitors’ Onsite Needs
Companies no longer benefit from knowing how many people have visited their website. Now the questions are:
How long has the user stayed? Traffic is useless if it does not turn into a customer. Things like the bounce rate and the time spent on the site allow us to build a visitor profile.
What is the conversion rate? It is not necessarily a purchase, but it can, in addition to filling out contact forms, set time targets on site or designated page goals.
How much does this traffic cost? Depending on your marketing efforts, you probably pay someone or something. This can be Google AdWords, content editors or internal SEO teams. Anyway, this is a real cost and must be attributed to your traffic.
Where does the user come from? Analytics provides a number of geographic dimensions, such as city, country, continent, etc. The values of these dimensions are automatically derived from the IP address of the hit, which is convenient but also has some disadvantages.
Configure the Google Analytics filters. Although many features tick Google Analytics, here are a few things to keep in mind: the data you generate may not be as accurate as possible. Fortunately, you can use filters to prevent this from being a problem in the future.
It’s not always easy, but Google Analytics is a great tool to help you identify fake traffic. See the following options under Audience Presentation for Potential Red Flags:
- Bounce Rate
- Average Session Duration
- New Sessions
- Geo Location
Review Google Search Console
How to identify unnecessary traffic in Google Search Console
Here are some tips for detecting harmful organic traffic in Google Search Console:
- Compare dates
Tips to Improve Your Conversion Rate
The best way to improve your website traffic is to improve your content. Let’s face it, no one wants to read or share irrelevant information on the Internet.
Below are a few simple tweaks to help you increase and refine you inbound traffic.
Improve your site content: Start by cleaning up your copy and grammar errors on site. During the exam, look for opportunities to expand current content. Later, you can go back and rewrite, delete or redirect.
Best Keyword Research: Take the time to list the products and services that generate the most money in your business. Next, make a list of blog posts that may interest people looking for your products and services in the search engines.
Clean up your reports: Review your analytics and search console data. Check that your site receives and records viable and real traffic. It’s all about conversions and income.
The tips mentioned above do not include virtually everything you can do. But these are fundamental changes that you can make to start the process of improving the traffic on your website.
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