Three focuses of my blog are Financial Literacy/Money, Business/Entrepreneurship and Technology. If you have a website, a key concern is traffic. That is how often are people visiting your website and where on it are they going. The following contributed post is entitled, Traffic And Conversions: Getting The Perfect Balance.
* * *
For the online marketing of your business to be successful, you basically need to tick off two boxes. You need to ensure that you are getting a high level of traffic to your website and guaranteeing that they stick around. This is all about finding the right balance for traffic and conversions.
Getting the right traffic for your website is dependent on people finding your business in the first place. Here are some of the tactics that will be worth exploring.
What is affiliate marketing? In short, affiliate marketing is where people send traffic directly to your website or business. You need to reward them for their service, but the thing you need to focus on is that it will provide your business with direct and immediate traffic. You just need to make sure that you are using high quality affiliates. They must be able to deliver the traffic levels that are going to mean a service like this is worth it.
Another point to consider would be whether you are using influencers. Influencers have an incredible level of way and power on the market. Particularly if you choose to work with an influencer with a significant level of reach. To find the right influencers, you need to complete plenty of research. Similar to affiliates, there are services that can put you in contact with the right influencers. Some points to consider here is whether or not influencers have a brand profile that matches your own. If they don’t then their support probably isn’t going to have much impact on client interest.
SEO is very much the bread and butter of any online marketing campaign. The right SEO tactics will ensure that you always gain the support that you need in terms of traffic requirements. Unfortunately, it’s getting harder to know what is the right SEO. The preferred and accepted tactics change all the time. You need to make sure that you are working to constantly keep track of the different solutions and ensure that you don’t fall short here. Keywords and links are still useful but they’re not the final piece of the puzzle.
On the other side of SEO in terms of online marketing tactics, there’s PPC. PPC marketing stands for pay per click. Essentially, it’s paid advertising. If you use this service, instead of appearing somewhere in the search engine results pages, your website will appear in the sponsored results. You might think that these links are seen as spam and avoided as much as possible. However, that’s not the case at all. PPC links get about 30% of the overall traffic. While this isn’t the majority, it’s certainly not nothing. The trick with PPC is setting up a campaign that is going to be cost effective for you.
Another way to get more traffic to your website would be guest posting. Guest posting requires you to find blogs and websites that are relevant to your target audience. For instance, if you’re running a tyre shop, then you might check out a mechanic’s website. You can then reach out to the owner of that website and ask if they would be interested in a guest post opportunity. They get high quality content and you get another link directly to your website on a page that appeals to the audience that you’re marketing your services to.
If your conversion rate is poor, you’ll have a high bounce rate. This means that users are leaving your site without making a purchase or engaging. Here’s the key factors that can impact this.
It was Bill Gates who claimed that content is king. It’s still true today and important for business owners to keep in mind. However, you do need to make sure that you are delivering the right content. Low quality content isn’t going to give people a reason to stick around for a few seconds. It can’t look like spam. This is why if you don’t have time to create high quality content, you should consider hiring a service to complete the work for you. You just need to set a style guide to ensure that the content created matches your business brand.
When you are exploring the different ways to make your website stand out, your design should be a top priority. It’s vital that you choose a design which matches your brand but also makes a lasting impression. One of the cheapest ways to hit the right marks is with a template. These are usually free on website builders. However, you do need to spend a little time customizing your template to ensure that it stands out. If you don’t do this, then your website is going to end up looking like those of various other businesses and potentially even competitors.
Another important element to consider would be the structure of your business website. If your website has a confusing or difficult to follow structure, then it’s always going to make customers think twice about sticking around. They don’t want to spend an age searching for what they need from your business. That’s why you need to ensure that your website follows the three click rule. Simply put, this is about ensuring that your customers are never more than three clicks away from what they are searching for in your business.
Following on from site structure, another way that you can waste the time of users is with a website that is slow to respond. Customers these days expect website pages and content to load in a matter of seconds unless they can blame their poor internet connection.
If you are worried about issues with speed, then make sure that you do run a test online. There are various free tests that will show you how your website will respond on different devices. Remember, a mobile responsive design is often key here. The majority of customers will be accessing your website through a mobile device. This is where you need to excel in terms of performance.
Another key factor to consider is engagement. High levels of engagement can be achieved by content as we have already mentioned. But there are other tactics worth exploring as well. For instance, you might want to think about options like live chats. Setting up a live chat solution on your website will ensure that people can immediately connect with someone in your business. Alternatively, they could use an automated solution to gain the answers that they need to commit to the purchase of a product or service. This also helps you avoid the issue with the perception of a slow response to queries so it delivers a lot of benefits.
Finally, you should think about security standards for your business website. Issues with security are always going to be a turnoff for any customers or clients. Customers are wary about security these days and they absolutely have a reason to be. Problems with security could put their personal data at risk and this has already been proven countless times on the market. You should use the services of a professional security team to ensure that your website is set up the right way to mitigate any issues here and provide customers with the peace of mind that they deserve.
We hope this helps you understand some of the key steps that you can take to ensure that your traffic and conversions are at the right point. In doing so, you can gain the high sales numbers and level of demand that your business deserves.