Learn the reasons your traffic is increasing but not your conversions
If your traffic is increasing and your website is getting a lot of visitors, you might assume that your sales will increase accordingly too.
Bringing in lots of traffic is one of the keys to making money from your website, but this only holds true if you’re getting the right type of traffic – traffic that converts into sales. It can be confusing to look at your website’s analytic tools and see a traffic increase that doesn’t seem to be converting into cash in the bank, and this is almost as bad as getting no traffic at all.
If you’re getting clicks but no conversions, finding out why this is will provide you with the insights you need to correct the problem, and establish how to go about increasing traffic that does result in sales.
In this article, we will look at how to increase website traffic that converts, and how to identify problems that are compromising your traffic and conversion ratios.
Why your traffic is increasing but not conversions
It’s really frustrating to see your traffic up but not your sales, because this indicates that you’re managing to bring people to your website but losing them before this translates into cold, hard cash.
There is more to making money from your website than knowing how to get traffic – your website content must be tailored to meet the needs of the visitors you bring in, and be compelling to convert those visitors into sales.
Bringing in a lot of untargeted traffic isn’t actually hard – but bringing in targeted traffic that will be willing to buy from you or that might be receptive to what you offer can be. Non-targeted audience traffic isn’t worth much when it comes to making sales, and you should view your traffic and conversion rate as two parts of a whole, to ensure that your traffic results in sales.
Traffic conversion can be tricky, so as well as ensuring that you’re bringing in the right type of website traffic rather than simply lots of it, you also need to make sure that your website content is strong, designed to meet the needs of your target audience, and incorporates the right incentives and calls to action too.
Next, we’ll look at some of the factors to review when you’re making a plan for how to convert clicks into sales, and how to ensure that your website content doesn’t let you down.
You have to know your audience
If you don’t know your target audience, you won’t be able to sell to them effectively. Before you can market a product or service and succeed in making sales, you first need to know who your potential buyers are, where they hang out online, and what sort of approach to use to reach them.
Your pool of potential buyers is known as your target demographic or buyer audience – and making a profit from your website relies on understanding them.
Who your audience is will depend on what you are selling, and who wants to buy it. The more precisely you can pinpoint your audience the better – and here are some factors to use to do this.
• Their physical location.
• How they access the internet.
• What they do online.
• Their age and gender.
• The type of language style they understand and respond to.
• Their disposable income.
• Their pain points, interests, and aspirations.
Getting your conversion funnels right
A conversion funnel is a journey that your prospective buyers make from the point at which they search for your offerings right through to visiting your website and buying from you.
In order to make sales, you need to design your website’s conversion funnel to do exactly what the name implies – convert! This means tailoring your website SEO and external adverts and promotions to get them seen by potential buyers, incentivize a visit to your website with a compelling reason to click through and be able to convert those visitors to buyers when they do land on your page.
This means choosing the right focus keywords for your website and ads from the get-go; using high-value keywords successfully is important, but they need to be the right keywords to make it count.
If your traffic is increasing and you’re getting clicks but no conversions, you might be using the wrong keywords. For instance, say you’re trying to promote content from amateur adult models to potential subscribers – the keywords you use need to make it clear that this is on offer, otherwise you run the risk of attracting traffic from people who want to become amateur adult models, or sell amateur adult photosets and content instead of buying it.
Lead nurturing to boost engagement
Lead nurturing is the process of engaging and “nurturing” your target audience by keeping them engaged throughout the conversion funnel process so that you retain the maximum number of potential buyers right through from the search stage to the purchase stage.
If your traffic is increasing but you’re not making sales at the final stage of the process, your lead nurturing might require more work, because it means you’re losing people before they get to the point that they turn into buyers.
Providing offers compelling enough to convert traffic into buyers
Website traffic conversion relies on ensuring that the content your audience sees when they land on your page is what they came there for, and that the right offer or incentive is present to secure a sale.
This means creating your content to match the needs of your target audience, and integrating incentives, offers, and calls to action that will give your receptive visitors the push they need to check out, and not navigate away or back out at the last minute.
Integrate strong calls to action throughout your text, and answer your customers’ needs and address their pain points, providing solutions to their problems. Add in special discounts, free content, or limited time offers to provide that final incentive your buyers need to close the deal.
Test products out with different audiences
Test products and services out with different target audiences in order to establish who really wants to buy it, and who might just be window shopping or looking for something similar.
This can help you to determine not only what sells and what doesn’t, but also help you to develop audience insights and identify new target markets to sell to, and how to go about doing this in the most effective way.
Increasing conversions means understanding the relationship between traffic and conversion, and being able to both bring in receptive buyers and turn them into sales. If you don’t know who your buyers are or what they want, you won’t be able to market to them effectively.
The big picture
You need to integrate all of these different elements into your marketing approach to translate traffic into cash, and continue to assess and review things on an ongoing basis. A good point to start from is by doing your competitor research – find out who they sell to, how they reach them, and the approach they take to doing so effectively.
This can also help you to identify new potential buyer demographics, and fine-tune your approach to increasing web traffic conversion instead of just bringing in large volumes of traffic that doesn’t buy from you.
Posted by: Aleksandra