Launching a website isn’t very difficult, however increasing traffic and sales for your website can take a lot of time and effort. It’s not enough to simply get more traffic to your website, it needs to be targeted and visitors should be interested in what you’re selling. In addition, optimizing your marketing efforts to increase customer acquisition is an ongoing process and something you must do consistently in order to grow your online business.
Below, we’ve included three tips for getting targeted traffic to your website, ways to convert these visitors into paying customers, and how to create a simple process for optimizing your marketing campaigns.
1. Understand & Optimize Current Traffic Sources
Understanding the sources of your traffic is key to increasing sales. Monitoring traffic sources is not enough. You have to truly understand why certain sources are outperforming others and how you can optimize those that are underperforming.
For example, it’s obvious that you should pay close attention to those top performing keywords that are driving visitors from organic search. However, you should take a deeper dive and look at “secondary” keywords that are driving less volume and ways you can optimize your website for these keywords as well. Use tools from SEOBook or similar services to monitor your current rankings, uncover additional opportunities, and track your progress.
Also pay close attention to other websites that are referring visits to your site. Are there opportunities to work closely with these sites to drive more traffic? If it’s a blog, could you contribute and include a link back to your website? If you were featured on a website and saw a spike in traffic and conversions from this feature, there could be a great opportunity to purchase ads on this site that have already proven to send quality traffic. In addition, if a referring website has linked to you and they’re sending quality traffic, incentivize them to continue promoting your website by inviting them to join your affiliate program.
2. Clearly Define the Action You Would Like a Visitor to Take
This seems like a question with an easy answer – and it is. However, so many websites do not lead the visitor to take the desired action. Your website or landing page should focus on this specific action, and all elements on the page should work in harmony to help visitors take this action.
Lead the visitor down a single desired path instead of asking them to take multiple actions. I’ve seen landing pages that include a trial sign-up form, links to sign up for the company’s email newsletter and links to the company’s social media profiles. If you have created a targeted landing page for a campaign, keep the desired action front-and-center, and do not offer multiple conversion paths.
Whether it’s signing up for an email newsletter, downloading a piece of content, or signing up for a trial of your software be sure that all elements including headlines, copy, and images support this goal and be sure to only provide a single option for converting instead of distracting the visitor with multiple paths.
3. Create a Process for Consistently Testing & Optimizing for Conversions
It doesn’t matter whether it’s paid search, display advertising, or affiliate marketing, optimizing your marketing campaigns can be a daunting task. That’s why it’s important that you simplify it.
Start with one marketing channel, like paid search, and see what customers respond to. What keywords are they searching for most often and what ads are leading to the most clicks? From there, determine which ads perform the best – which ads have the best conversion rate and do not exceed your target cost-per-conversion.
Go With What Works
Once you determine what works well, test this copy across other channels. Create a banner ad that includes this copy to see if it converts well for display. If the banner ad performs well, send banners in various sizes to your affiliates so they can use these as well. Repeat this process, beginning with paid search, and push these changes across other channels to help improve conversion rates. It’s an ongoing process and testing is something that you must do on a consistent basis.
We hope these three tips help you increase traffic for your website, improve conversions and increase sales for your online business.
This post was contributed by the team at Spring Metrics. Spring Metrics allows you to see which website visitors generate revenue and which ones just cost you money – simply, clearly and in real-time. Learn more and sign up for a Free account at www.SpringMetrics.com