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Why More Traffic Doesn’t Always Mean More Sales

November 8, 2008 | Author: Steve | Filed under: Marketing

One thing most of us who have a web site want is more traffic. The more the better. In fact, the idea is that if we have lots of traffic, we’ll make lots of money and live happily ever after.

One thing that is often forgotten is that before you start showing your site to visitors, you need to make sure you have your sales process in place. If you’re driving traffic to a page that looks awful, or that is confusing, you’re wasting your traffic.

I’ve been doing research for a few sites, and what I’ve been finding is that there are a lot of web sites that I visit that are pretty bad. These are sites that are listed in the first few pages of the search results. What does this mean for you and me?

For one thing, it’s a lesson that shows that before you concentrate on getting traffic to your site, you should concentrate on your landing page first.

The other thing it shows us is that there is room for us in these markets. If a number of sites in the first few pages of the search engine results are doing a sub-par job on their landing pages, that means we have the opportunity to present a better and more effective landing page.

For the purposes of this article, I’ll define a landing page as any page on your site that your visitor enters from. It could be from an adwords ad, a link at the end of an article, your blog, or search engine listings. Any page your visitor first sees when they get to your site.

There’s no magic formula that I know of that will create the perfect site. That’s not what I’m talking about. What matters is that you don’t concentrate on getting traffic before you get your site in order.

What good is traffic if your visitors click away from your site in a couple of seconds? The whole point of getting visitors to your site is to have them take the action you want them to take. That action could be buying something, subscribing to your list, completing a survey, or clicking on an ad.

Always work to increase your traffic. Just remember that to benefit from that traffic, you have to make the visitor stick around on your site for a while so they can consume your information and make the decision on whether to take the desired action instead of immediately clicking away from your site.

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This entry was posted on Saturday, November 8th, 2008 and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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