It’s a great feeling when you log into your Google Analytics account on a given day and see a rocketing graph of website traffic.
That’s everything we want, right? Traffic and conversions.
But the thing is, more traffic doesn’t always equal more conversions.
Often when we’re talking to business owners, we hear something like this: “We’re getting good traffic to our website. But hardly any leads or sales.”
This can be very disappointing after investing heavily in different advertising platforms and failing to achieve conversions.
So, what do you do when the traffic numbers are increasing but your conversions remain relatively stagnant?
Let’s talk about some of the issues surrounding traffic and conversions. I am sure there’s a fair chance your problem is listed among them.
Firstly, there are two important things to check with your website functionality: Speed and mobile responsiveness.
People expect sites to load fast.
If your site takes too long to load, you’re at risk of people pushing the back button and going to a competitor.
Your website also needs to display nicely on mobile devices as well as desktop computers.
According to Google more than 50 percent of traffic is now on mobile devices. A study by Yodel and Research Now found that a whopping 40 percent of SMEs in USA have failed to optimise their website for a mobile audience.
If your website is not mobile responsive and a potential customer is accessing it on a mobile device then there’s a good chance you’ll lose them after the first tap or two.
If you’re using AdWords to get traffic, I have a simple rule for generating more leads: Don’t send AdWords traffic to your home page.
When people click an ad they should be taken to a page that is as relevant as possible to what they were searching for.
Often for AdWords I find that we get better results by sending traffic to stand-alone landing pages, instead of a full website. Your pages should strategically use benefit driven headlines, images, videos, and graphics to persuade your visitors to act.
According to Hubspot, 48 percent of marketers design a new landing page for each campaign as more landing pages means more specific messaging creating opportunities to convert.
Thirdly, Call to Action is essential for getting visitors to engage with your site and purchase.
Make sure you’ve got a very clear set of calls to action so that the visitor knows how to take the next step. So, if you’re generating leads from your site you want an obvious “Inquire Now” button or a form on the landing page. Make the buttons obvious, bright, and easy to find.
It’s also best to simplify forms as much as possible. Fewer fields tend to produce better conversions. It’s crucial that you don’t let users drop off because your form is too long.
When you get your site working well, more traffic does equate to more conversions.
But generating strong results takes deliberate effort on testing and improving your site over time. We call this process “conversion optimisation” and it’s something we love to do with our clients.
Successful businesses never stop testing.
It takes time.
But what if you’re one change away from a 151 percent increase in sales?
NEVER STOP TESTING!