Most people who are selling on the internet get really consumed with the need to generate new leads and are constantly focussing on traffic.
Should you prioritize traffic or conversions?
Great question, right? Most people who are selling on the internet get really consumed with the need to generate new leads and are constantly focussing on traffic.
It is a well-known fact that traffic is the lifeblood of any business or website. And without a regular stream of traffic, you cannot actually have conversions. It’s also really good for your business growth to see a lot of people interested in your services and visiting your website.
Consider this, what ultimately earns you revenue in the online space is really conversations and not traffic. While you absolutely need to build a steady stream of traffic, you should focus your efforts on getting really good at converting that traffic.
The Importance of Conversions
First things first, let's discuss what "traffic" and what "conversion" mean. Traffic simply means the number of people visiting your site or online space. Conversions mean the actions that you want your visitors to take when they land on your site.
So for example, if you are selling something on your website, then conversion means a sale. However, a conversion can be any action whatsoever, such as signing up for your list, downloading a lead magnet, or connecting with you on social media.
So why are conversions so important?
The main reason conversions are important is because this is where you can earn. You don't earn money directly through website traffic, although there are other benefits to high traffic you cant earn money just from a visitor to your site.
So, focusing your attention on conversions and having a good strategy in place is a more efficient use of your time. It's so much easier to double conversions than it is to double the traffic to your site or online space.
It takes months of building up a presence online to double traffic unless you have a huge ad spend budget or a great way of doing organic marketing. Whereas you can make a simple change to your offer or offer something new in a fraction of the time and see results.
The cost is also dramatically different. Traffic strategies that significantly increase your website visitors cost a lot of money. When you focus on conversions, you capitalize on the traffic you've already built up.
The important thing to note is that focusing on conversions puts the focus on quality rather than quantity. This is an important and great strategy because when you have high conversions, it means people are having a better experience on your website.
It shows that your site is valuable, it’s relevant, and easy to use for your visitors. People are not only landing on your site and consuming content there, but they are taking the required action you want them to take.
What if Your Website isn’t Converting?
The main reason why your website might not be converting is that your offer isn't matching the visitor needs, it’s not relevant to them, or in other words, your targeting isn't right. You have to remember that people come to your website expecting something and they will quickly disappear if they don’t find what they are looking for. Or they find the content useful but your offer isn't appealing to them.
There could be other factors involved of course that affect conversions. These factors could include poor content on your website, your site is difficult navigation, you might have a weak call-to-action or a difficult process for taking whatever action you want visitors to take. It could be a number of things.
What really leads to conversions is having great content, good targeting, an appropriate offer that truly helps your visitors, and an easy-to-use site.
The Traffic and Conversion Synergy
Ultimately, what you want is to have both high traffic and high conversions, especially when those conversions are on high-end premium items that bring you a great deal of revenue because the more revenue you have the more impact you can have.
Other techniques such as strategy sessions can really help boost conversions as well. The key to a successful sales strategy is to turn that traffic into conversions.
If you want to learn more about how to create an effective sales strategy that turns prospects into paying clients, check out my free resource here.
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