Everyone is always saying that the more traffic you get to your website, the more sales you will make, after all its just a numbers game right? I don’t think so. Driving traffic to your site just for the sake of driving traffic isn’t helping your sales numbers. While it might be helping you in terms of SEO and getting your site ranked higher in search engines, it is not directly helping you close sales if the right traffic is not being driven to your site.
Having quality traffic in lower numbers will better perform than having a large amount of traffic visiting your site without interacting. It the equivalent of owning a department store and having hundreds of people milling through your store just “window shopping” but not actually buying anything, who cares how many people are in your store if they are not opening their wallet right? Your website isn’t any different; you don’t want looky loos that aren’t actually doing business with you. Like all marketing it’s better to have a smaller targeted audience that will interact on your site. The old way of looking at website statistics was measuring how many people came to your site, and how long they stayed there. Today that’s not really that important, what is important is how many people came to your site and interacted; how many pages did they go to and actually do something, not just sit idly creating worthless stats? Interactions are people who not only went to your site, but did something while they were there, clicked on links, viewed various products/services, filled out a more info contact form, etc.
So the big question is how do you get this type of quality traffic to your site? You start out by targeting the right set of people; make sure your marketing is targeting people who will have an interest in what you are selling. If you are a site that sells women’s shoes, you obviously need to target women, because men don’t buy women’s shoes. But that’s not enough; you need to segment that target, what types of women are buying your shoes? What demographics; what age groups, income levels, married, single etc? Once you have figured this out, than you can market to these groups specifically and drive quality traffic to your site.
The next step is to make sure that you have quality content on your site that people will want to share with others; there is nothing more valuable than word of mouth advertising. It cannot be bought, and it is priceless. There are a lot of different ways to do this, and these ways will vary from business to business. Having a blog that is putting out good information (not sales) that people will find useful and will want to share with others is one way, having links to informative articles, and having others link to your site will help, etc.
So at the end of the day, for a successful website you need Quality Traffic, Interactions, and Quality Content. Remember high numbers are only impressive if they are converting.