Almost everyone on the internet with a website is trying to sell something. If you are trying to sell anything, you most certainly would want to sell more products. When trying to achieve that goal, very often, we try to get more traffic (visitors) to the website. The thinking here is that More traffic=More sales. Well, we need to look at that hypothesis again.
What is the difference between Website Traffic and Sales?
Imagine you walk past a bustling small artesian bakery, you see that the small shop is packed with people. You might think that because of so much traffic, but the thing is, those people are just looking around and not buying anything. That is the essential difference between traffic and sales.
With a huge amount of visitors to your website, you see an eventual drop in conversion rates. You might still have a lot of traffic, but people turning into paid clients will start to drop. There is a limit on how many visitors you can have on your website, and that limit can be because of very many factors. But, once you hit ceiling you will be able to get any more customers.
To prevent from reaching that limit you need to understand that not all traffic is good traffic. It is important that even if you are not getting a huge amount of traffic, your conversion rate is good. You would want to have a good sales funnel, that is robust and yields results.
Why is Conversion Rate Important To Your Business?
The goal of every business is to make more money and increase its sales. Having a lot of visitors on your website but a low conversion rate means that you are spending a lot of time, effort, and money on increasing traffic while not getting a lot of sales. As mentioned above, the best way to improve the conversation is by having a robust sales funnel.
How to Increase Your Conversion Ratio?
There are many small and inexpensive changes that you can do to your website to improve conversion. Just make sure that you make these changes one at a time and analyze the results, something that works for one website may not work for some other.
Starting with paid ads, you need to make sure that any traffic that you pay for is giving you some return. You do not want to spend money on traffic that does not convert. Go over the keywords that you are targeting, look at the ones that are sending customers. Drop the keywords that only send traffic and double down on ones that send customers.
Paraphrase or re-write the content on your website. The website should solve the visitors’ problems. The copy on your site needs to be phrased in such a way that it eliminates concerns your customers might have. If the visitors find what they are looking for in an easy-to-understand manner, you will see a high conversion rate.
Removing unnecessary steps in the sales funnel will also give a big boost to your conversions. One great example of this is if you have a compulsory “make a profile” step on your e-commerce website. You want people to have a smooth sales process without any hiccups. You would want to give an option to make a profile at the end of the sale, but not during. (Check out this $300 million Continue button)
Also, make sure that there are no other buttons or text that resembles your call to action buttons. For instance, you do not want to put the “clear form” button next to the “submit” button. Or, why do you even want an “empty cart” button? do you want to give the user a chance? Whenever you are thinking about putting a button linked to this, ask yourself, “How often is that going to be necessary?”. Conversion Rate Experts explain these mistakes in their article, “Conversion Killers: The Definitive Guide”.
Conclusion
To summarise, if you are selling any product or service online, your main focus should be on increasing conversions. Getting more traffic can look enticing but it will not yield any positive returns if you cannot turn it into sales. Lastly, track your progress. No matter if you want an increase in traffic or an increase in conversions, make sure that you are tracking. You need to know where are the visitors coming from and what part of the sales funnel they are dropping at. Most website analysis tools give an option for A/B testing, USE IT. See what works and what doesn’t.
If you need any help building robust sales funnels and improving website traffic, contact me Today.
