You're doing great!
You're getting a lot more visitors to your website than you used to.
You've been grinding away at outreach emails to connect with journalists.
You're focused on social media, too. All your traffic generation efforts are finally paying off.
But there's a problem: traffic may be going up, but your sales are flat and stagnant.
The thing is, traffic doesn't guarantee sales. You need more than just high numbers of people visiting your site.
You need targeted traffic — people who are actually interested in what you're selling.
And when you've attracted that targeted traffic, you need to convince them to convert.
If you don't have a strategy that funnels them toward making a purchase, then traffic won't really matter at all.
“Conversion” can mean different things in different contexts.
Maybe you're trying to get people to download an ebook in exchange for signing up for your email list. Maybe you want them to book a free consultation, or buy a product, or sign up for a software trial.
In a recent blog post, marketing guru Jeff Bullas explains why traffic is meaningless without a conversion strategy.
Driving traffic without a conversion strategy in place
Okay, to be fair, this one isn’t about generating traffic so much as it is about making sure you get the highest possible value out of the traffic that does wind up on your pages.
After all, why bother driving traffic in the first place if you don’t have a defined conversion path on your website to capitalize on their interest?
The appropriate conversion strategy for your website will depend on your products, services and goals. If you’re simply trying to capture leads, your conversion path might consist of an opt-in form and an incentive for completing it.
If you’re selling multiple products – especially bigger ticket items – your conversion funnel might include lead magnets, multiple calls-to-action and other features. Regardless of the approach you take, you need to have a strategy in place, and you need to test it continually to ensure that it’s converting as much of your traffic as possible.
Although traffic generation remains to be a top challenge for marketers, understanding the best and worst strategies will help you develop and implement an effective strategy for your brand. By keeping these traffic generation mistakes in mind, you’ll improve your website traffic and keep visitors coming back for more.
You can read more about common traffic generation mistakes over at Jeff Bullas's blog.