Bigger is always better, as we’ve been taught. If you’re a business owner with a website, you can track how many people come to your pages every month and depending on the number, you’ll be either disappointed or happy. Imagine saying to your friend – I had over 100,000 visits this month! Unfortunately, website visits don’t pay utility bills.
As someone new to the world of online commerce, you will quickly come to the realization that having tons of visitors doesn’t mean much if those visitors aren’t paying. In order to get them to spend cold hard cash, you need to focus on growing sales, rather than traffic. Here are a few reasons why traffic isn’t the most important website metric, and what you can do to attract more quality traffic instead of just growing a number.
Table of Contents
- 1 Traffic is a Vanity Metric
- 2 You’re Not Getting the Right Kind of Traffic
- 3 In Order to Get Sales, Learn About Your Audience!
- 4 You’re Not Getting Sales Because You Don’t Have a Funnel
- 5 You’re Leaving Your Leads at Girst Point of Contact
- 6 Tactics for Turning Visitors into Buyers
- 7 Convert More Traffic into Sales
Traffic is a Vanity Metric
Everybody loves to hear things that make them feel good about themselves – and their business. Trouble is, those things can sometimes be far from the truth. This is why traffic is a vanity metric. If they simply made you feel good, they would be harmless, but problems arise when you start taking them seriously. If you base your business decisions on the fact that your traffic is growing, you may soon hit a wall and steer your website into a completely wrong direction. Instead of traffic, pay attention to other valuable metrics, such as bounce rate, time spent on website, conversion percentage, number of unique and repeat visitors and so on.
In case you’re wondering why so many people visit your website without committing to a purchase – here are a few reasons worth looking into.
You’re Not Getting the Right Kind of Traffic
More people coming to your website cannot be a bad thing, right? It turns out that sometimes more does not mean better. Imagine opening up your Google Analytics and seeing a huge spike in traffic one day. However, there is no movement in your conversions and you haven’t made a single sale. What gives?
As it turns out, the vast majority of your visitors will come through search engines. In order to figure out the intention behind their visits, you need to know the keywords they entered to get to your pages. You can do this using Google Search Console, or one of the paid apps such as Moz, SEMRush or Ahrefs.
If you’re targeting the wrong keywords, you will get lots of traffic, but those visitors aren’t ready for purchase. If you’re targeting the keyword “optometrist“, you may get more traffic than you would with “optometrist services in New Jersey“. However, the second keyword would bring in visitors who are ready to purchase and who are much more likely to convert than the first group.
For example, you’ve heard that content is the best possible tool in the marketing arsenal. For example, you’re a physical therapist and you run your own business. You publish dozens of great blogs, make webinars, publish case studies and put hours upon hours into content. Finally, after several months, visits start coming in. People start subscribing to your newsletter, your email optins are growing steadily and the number of page visits is staggering. But still, no sales.
As it turns out, you were targeting the wrong kind of audience. The people who come to your website are those looking for advice and helpful tips, and not those ready to pull the trigger and convert into customers. You may have established a great audience, but it does very little in scaling up the number of sales.
How do you ensure you’re getting the right kind of traffic and not investing time and money into traffic that does not convert? First and foremost, you need to do proper market research. Second, you need to devise a proper SEO and keyword strategy to ensure that you get people who are ready to throw their money at your feet. Speaking of which…
In Order to Get Sales, Learn About Your Audience!
Do you know the people who use your products and services? Do you have an analysis of who generates the most of your income and which channels they are coming from? If not, it’s high time to do some proper research.
One of the cornerstones of quality marketing is a buyer persona. Put shortly, it’s a hypothetical profile of your ideal customer with all their characteristics, such as age, gender, occupation, interests, hobbies, budget and much more. Ideally, you need several buyer personas to encompass your target market.
However, you cannot simply create buyer personas and then set out to build and market your product. The process needs to work the other way around.
In order to make the best use of your buyer personas, they need to be built based on your actual customers. While this may sound simple on surface level, it actually means going into detail and analyzing all of your customers one by one. Needless to say, the earlier you start with this process, the more data you will have, and it will be more quality too.
Once you start with this endeavor, you need to go and ask questions to customers who best represent your ideal personas. Find out how much they’re willing to spend and which features of your products and services they value the most. Once you take time to learn who your customers are, you will have a much easier time marketing to them. What’s even better, your customers will appreciate that you’re interested in their opinion.
Once you have a set of good buyer personas, you will find them invaluable for your company’s growth and success. By aiming your website and online presence towards this specific target market, you will be able to get more sales from your traffic. You will turn those who are just browsing into people ready to spend their money and stay with you as a customer.
You’re Not Getting Sales Because You Don’t Have a Funnel
Say that you’re using the right keywords, you know your buyer personas, and you’re getting the right kind of traffic to your site. However, your visitors are still not converting. The reason is simple – you don’t have a conversion funnel.
Put simply, a conversion funnel is the path your visitors take on your website, from the moment they land on the first page on your site to the moment they finalize a purchase. Without a properly set up funnel, your visitors won’t know what actions to take once they’re on your site and you will lose all of the traffic which you worked so hard to generate.
First, consider where the traffic is coming from. A visitor coming in from organic search to a blog post and a visitor coming from a paid ad to a landing page will have completely different journeys and there will be different goals set for them. The one coming to the blog post should leave their email, while the one coming from a paid ad should ultimately make a purchase. For this reason, it is necessary to have several funnels in place, each optimized for the different source of traffic.
You’re Leaving Your Leads at Girst Point of Contact
Let’s say that one of your visitors finds your website through Google using a certain keyword. They come to one of your landing pages, browse around for a few minutes, but eventually leave without making a purchase. Obviously, they’re ready to buy, but haven’t gone all the way through.
The problem with most business owners is thinking that visitors will make a purchase at the first point of contact. In reality, this is rarely the case, and only after they’ve visited your website several times will they be able to make an informed decision and become a buyer instead of a visitor. In order for this to happen, you need to nurture them along the way, at every repeat visit to your site.
There’s not many tools out there better for lead nurturing than email. Even though some marketers dispute its power, email can turn even the coldest leads into buyers. There’s only two problems – getting the visitors’ emails (which is now even harder with GDPR in place) as well as staying relevant in the hundreds of emails everyone receives on a daily basis.
You can secure your visitors’ emails by using an opt-in form, by asking them to subscribe for a newsletter, by offering a lead magnet such as an eBook… The options are limitless. And so are your options for targeting your users, once you have their emails.
Tactics for Turning Visitors into Buyers
Now that you have a list of emails, let’s get to business. And the first thing to do is set up an email drip campaign. Put simply, this is a list of automated emails sent to everyone who joins your mailing list. The emails are sent at pre-arranged intervals (every 7 days, for example), and each email should nudge your visitors one step closer to purchasing. Of course, the emails all follow the same form, for maximum efficiency.
If you want to ensure success, segment your lists into different parts. For example, not everybody on the list is at the same step in your conversion funnel. Additionally, not everybody on your mailing list is interested in the same product. If you sell sports gear, you don’t want to send promotions for sneakers to those who are interested in a new line of women’s tank tops.
If you’re still not realizing the full power of a good mailing list, there’s more. Now that you have a list, upload it to your social media profile of choice. You can now use retargeting to place social media ads directly in front of those people interested in your offer. While this is another way to draw traffic too, ensure that you lead them to landing pages corresponding to where they are in the conversion funnel.
There’s a huge trend that blew up in 2017 and it’s showing no signs of slowing down. We’re talking about chatbots – scripts with automated answers that greet and communicate with your visitors. Their purpose is simple – answer the most commonly asked question and ensure that those who visit your website stay as long as possible and convert into buyers.
While they are a great solution, many business owners still show skepticism towards chatbots and stick to live chat support. While it does have its downsides (it costs more to hire someone and they’re not available 24/7), live chat is an excellent solution to get more from your traffic. At the end of the day, everyone prefers talking to a human being.
Convert More Traffic into Sales
Are you struggling to find a way to turn visitors into paying customers? You’re not alone. Business owners who are excellent at creating a successful product may not be that great at selling it – especially online. Doing business on the web has its own rules which may be hard to navigate for newcomers.
That’s where we step in. If you’re tired of seeing people coming to your website and leaving within seconds, you may need a helping hand from a professional. At ADSpirine, we know how to convert visitors into buyers and bring cold, hard cash straight to your pockets.
Our Growth Hero package is the ideal way to turn your business and website into a profitable endeavor. Reach out to us today to get started!