The ultimate goal of any business websites is to generate sales or getting leads. Driving traffic to your website will not mean much if they do not convert into leads or sales. Targeted traffic gives you better probability of conversions because a targeted visitor is a visitor who is purposely visiting your site seeking the information that your website provide. A targeted visitor can intend to make a purchase or is at least understands the value that your product or service can add to it. If you are merely doing digital marketing in order to get mass traffic, without focusing on targeted traffic, your efforts may be in vain because they won’t convert.
Quantity is better, but the quality of traffic should be a priority. A website with less hits, but much conversions is still doing a better job in terms of revenue than a site receiving tons of hits, but a few leads. Targeted traffic is traffic that is worth receiving, because highly targeted traffic equates to higher conversion rates and in turn, higher sales and revenue.
If you want a profitable Return of investment then it is important that you direct targeted traffic to your website in a way that does not costs too much to acquire. SEO and PPC advertising campaigns do generate good amounts of targeted traffic, however, these kinds of strategies are costly. Not all traffic that comes from pay per click is also guaranteed to convert into sales, which means a great waste of valuable resources. Search Engine Optimization on the other hand, takes between 8-18 months to see results. That is why other less expensive means of buying targeted website traffic have been developed, allowing business owners to get more targeted visitors that are more likely to convert, in a short period of time without spending too much on paid tactics.
Other than increasing website conversions targeted traffic also helps to build brand awareness, and boosts the chances of repeat sales. As a visitors find themselves satisfied with the kind of information you offer as well as the services and products that you provide, they are more likely to go back for a second visit increasing the overall lifetime value of that customer.
How to convert a visitor into customer?
The process where a person goes from being a visitor to a customer is called a conversion. The term for a percentage of people who visit a website before performing a series of actions is known as a ‘conversion rate’.
Conversion actions There are various ways in which a visitor to your website will take action which include:
– Sign up for a newsletter
– Purchase an item
– Complete a customer feedback form
– Email or phone for more information
– Download a white paper or report
– Learn more about a product or service
But whatever the goals of your visitor the aim is to help them to achieve these quickly and easily. This means clear ‘calls to action’, good, concise content and a well designed, usable site. If you get these aspects right then your conversion rate will soar!
What do we mean by a ‘call to action’? This is a marketing term which means telling your visitors what you want them to do, e.g. contact us today. These are placed in strategic places on a website so that the visitor is able to see them and act on them.