One of the biggest mistakes a digital marketer can make is to get complacent about increasing traffic to the business' website. Traffic is good and everybody legitimately wants to attract more visitors to their page. It is necessary too to survive in the jungle that is the Internet today. To open your Google Analytics page and see a soaring graph is indeed a great mood booster.
But unless you are a film star or a serial YouTuber out to earn your fifteen minutes of fame, what are you hoping to do with the eyeball count? Agreed, your traffic is excellent but the question to ask is how is it helping your business? Are your profits growing? Have your sales seen an increase? In other words, where are the conversions?
What's your goal?
Certainly, if your business is online, your goal is to attract more visitors to see and buy your products/services. Ideally, more traffic ought to equal more conversions. But that is not usually the case. Even if your 'conversion funnel' is good, a significant increase in visitors may result in just a few additional sales. So what is going wrong? Actually, according to experts, several things might be going wrong. The traffic-conversions conundrum has several angles to it and here we examine some reasons why your traffic might not be resulting in conversions.
- A cluttered website with no Call To Action
Many websites make the mistake of being all jazz and no substance. Often, they have too many (or too little) elements on the landing page, thus confusing the visitor. Website design must achieve that delicate balance of information, minimalism and ease of navigation. And most importantly, have clear calls for action from your potential customers. This means you have to guide your visitors to the product or service, your contact forms must be clearly visible above the fold and if they have to perform any other action (such as click buttons, menus etc.), these have to be big enough for the visitor to spot and click. The golden rule is to not leave anything to your visitor and guide him at every step.
- The wrong sort of traffic
Experts believe the wrong kind of traffic is the single biggest reason why many websites with high traffic do not show enough conversions. Let us consider an example. You are a small business entrepreneur selling handcrafted home décor items. You understand that in order to attract the right clientele, you need to educate them about your craft, the artistry involved in it and its history. So you include well-written blogs about your handicraft in the website and you see your traffic increasing. But at the same time, you don’t see any difference in sales. That’s because the content and keywords in your blogs, instead of attracting customers interested in buying decorative items for their homes, is pulling in art students who are on an eager look-out for material for their class papers!
In order to rectify such a situation, you will have to ensure that your content and keywords have marketability and are not simply tomes about your work. For this, you would need a deep understanding of your audience and what they might be looking for.
- Is your website compelling enough? Are you testing?
Often the problem lies hidden not in the actual product or service but in the way they are presented online. In the physical world, the product might be selling well but when it comes to business online, customers look for that ‘x factor’ that distinguishes your product from the rest.
The idea is to present your product in such a way that the customer cannot but buy it. To do this, you need to understand the real reasons behind your product sales and by doing so, you will be able to increase your conversions substantially.
Secondly, even if you are converting your traffic into sales, it is important to keep testing if your website (and any changes you might have made to its design and structure) are working with your audience. Sometimes, conversions see a fall because the audience are put off by some little change you implemented on your website. Which is why experts keep chanting the mantra, test and test and test again.