Many businesses are focused on increasing the traffic to their website as the primary objective of their online strategy. To be sure, this must be part of the overall goal. In much the same way as a store located in a high-traffic area where no one ever enters will not be successful; massive online traffic with no conversions won’t help you.
Leads: Increasing the “Right” Traffic to Your Site
Clearly, traffic isn’t everything. The difference between traffic and leads is that leads are the visitors that have the potential of becoming a customer. In that regard, it’s important to understand what kind of traffic you are getting.
When analyzing your website’s statistics, you first must remove visits from robots so that you can isolate traffic from actual human beings. Then, you can filter out visitors that would clearly be irrelevant to you. If you only do business in a specific geographical area, any visits that originate far outside that area are not likely to ever become a customer. You can also filter out traffic that is not likely to be of great quality based on language.
What remains, after you have removed traffic that is clearly not relevant, is the group of visitors who had the potential of being converted. These can be considered your leads.
What Is A Conversion?
Often, people think of conversion only as a visit that ends in a sale. In fact, the conversion can be defined in any number of ways to suit your company’s goals and objectives. They can include a visit that results in a phone call or email sent to you, one that leads to a proposal being issued or virtually any other desired action taken by the visitor.
Your conversion rate, then, is the total number of purchases, phone calls and emails or proposals divided by the total number of leads (real website visits by potential customers).
Getting More Leads
In order to be successful, your online strategy must focus not only on increasing your overall traffic to the website, but increasing the right kind of traffic; that being the number of visits from real people who appear to have the potential of becoming a customer for your business.
This can be achieved through search engine optimization strategies and online marketing campaigns like pay-per-click advertising. These tactics help to increase your visibility for people who are searching for, or are interested in your products and services.
Improving Your Conversions
Getting more leads is still only half the battle. If they’re getting to your website and consistently not converting, then the effort and expense that has gone into increasing your good quality traffic are all for naught.
For that reason, it’s a good idea to begin the process by having a comprehensive audit and evaluation of your current website done by an expert SEO firm. They will be able to make suggestions and recommendations on improving your website ability to convert visitors.
At the end of the day, your best chance for improving the overall performance of your website is to adopt an online strategy that is not solely focused on increasing the sheer number of visits. Instead, aim to increase the number of right visitors for your business as well as implement practices that will increase the likelihood of them converting from prospect to customer.