Ever since we were little we were taught that numbers matter. The more work we did in school, the better the teachers treated us. The more extra curricular activities we had, the better our credits were. When referring to websites, everyone keeps talking about how many visitors appear but how important is that at the end of the day?
The way in which we think is definitely something that is influenced by what we see around us: a race to get the most traffic possible. Is that what counts the most when our goal is to make money with a site?
Let us consider a simple example:
- 10,000 monthly unique visitors
- 50 monthly conversions
- A conversion rate of 0.5%
Logic dictates that it does not matter what we get more. If we double our unique visitors, we are supposed to also double our conversions. If we double our conversions and we have the same number of visitors, it seems like the exact thing but is that the case?
The Traffic Increase Problem
The most important thing that you have to understand is that when you increase traffic, there is no certainty that you end up with more sales. If the site that we talk about does not actually offer a reason why the visitor should perform an action, the extra traffic does not offer any benefit.
If there is one thing that you would take home with you, it is this:
“Any traffic that does not have conversions is useless”
This basically means that the quality of your traffic is what counts the most at the end of the day. That is why we are faced with confusion when referring to the question in the title. In a perfect world, when you get more traffic the conversion rate remains the same. In the real world, it is rarely the case if you do not focus on keeping the rates as high as possible.
Why Is It A Good Idea To Increase Conversion Rates?
As already mentioned, when you increase traffic, conversion rate is not necessarily increased. However, when you increase conversion rates, your traffic can actually grow in a viral way. This is something that you might miss out on.
When your site has more traffic, the brand that is promoted will have more visibility. When you increase conversions, the website becomes more usable and customers are more satisfied. A satisfied customer is really important from a marketing point of view. Every single professional out there tells you this but do you actually listen?
Better Conversion Rates Increase Traffic
The huge advantage with increasing conversion rates is that in most situations the investment is done just once. Some on-page modifications are usually the only things that are needed and this brings in one expense. Even when using advanced techniques, the monthly costs would be lower than what you would need to increase traffic for the entire site.
The traffic increase happens as the customer will most likely talk about the purchase that is done. He/she will use social media accounts to tell others about the experience and there are so many different ways in which such exposure would automatically increase site traffic.
Simple Tips To Improve Conversion Rates
Consider yourself challenged to increase the conversion rates that you have! Follow the tips below and then see if your traffic also increased naturally.
Call To Action Modifications
A really common mistake on a landing page is the presence of too many alternatives for the visitors. Even the presence of a menu can distract the potential lead. Simply offer no choice on the call to action page.
You will most likely have some sort of form. Put your focus on it and make sure that the design is simple, colorful and large. Test various colors for the actual call to action button and make it stand out.
Modify Messages
It is always great to have someone else take a look at the work that you do. No matter what you think right now, you are subjective. Talk to a person that does not know anything about your firm. Do they instantly realize why you offer what you offer and what that is? If that is not the case, you need to make sure that the message is modified.
Think about your target audience, what people like, what they need and what they want. Focus on what you can do to make their life better. Your message will bring in better conversion rates when you connect on emotional levels.
As an example, let us take a look at the newly launched WWE Network landing page. You can easily notice the simplicity and the clearness offered in the message. If the page would have had a lot of text, the conversion rate would be a lot lower than what it surely is.
Think About What Type Of Leads You Really Need
In most cases forms need to be shorten when conversion rates are small. This is because of the fact that some people simply want too much from leads. Just think about the information that you actually need. For instance, if you just want to increase email subscriptions, you just need a name and an email address. You do not need physical address or other data. Extra information can usually be obtained at a later point in time, in the following sales cycle.
Choose Wisely!
There are obviously some situations in which you need to stay focused on building more traffic and conversion rates are not really important but most websites from around the internet have one thing in common: they are built to make money.
While conversion rates can help out a lot, we should also not dismiss the regular traffic generation methods that we normally use. Guest posting still works if done right but if you get a lot of traffic on a sales page that does not convert, you can end up losing money without even realizing it.
