4 Reasons Why You Can’t Depend on Website Traffic Alone for Increasing Sales

Jul 9, 2014

Nobody was ever overheard bragging about their 5.7 percent click-through rate, or their 4.1 percent conversion rate. But search engine ranking is quite another story. “I’m on page one of Google,” simply sounds cool, even if it isn’t bringing in a nickel’s worth of additional business.

Important as search engine traffic is, all the traffic in the world isn’t going to do you much good if prospects aren’t clicking on your search results listing, or buying into your offer once they do arrive at your landing page. In addition to traffic, digital marketing relies on a number of basic elements that need to be optimized and working in harmony in order to achieve a profitable outcome, such as:

website traffic to increase sales

  • A properly designed and optimized website.
  • An optimized click-through strategy.
  • An effective content strategy.
  • An optimized conversion strategy.

Traffic Depends on Having an Optimized Selling Site to Direct Visitors To

A well-optimized site is more than just search engine friendly – it needs to be prospective customer friendly. This means designing and writing for a human audience rather than a search engine robot. Someone once described an effective newspaper ad as “salesmanship in print” and you need to translate that concept to your website marketing – think of it as “salesmanship presented digitally.” Your site needs to

  • Attract and hold the attention of your prospects.
  • Build trust and present you as the authority in your niche or industry.
  • Present solutions to common problems that your target audience is having
  • Predict and answer common questions and objections.
  • Offer a compelling call-to-action.

You Need an Optimized Click-Through Strategy

No matter what your search engine ranking is, nothing is going to happen until someone clicks on your listing. You can improve your click-through rate (CTR) by

  • Matching your title tag to the search query.
  • Matching your snippet information to the keyword phrase being searched for.
  • Featuring your brand in all title tags and snippets.
  • Incorporating Schema.org markup on your website to enable the search engines to better understand and display your listing.

The More (and Better) You Tell, the More You Sell

Content is one of the most important factors in driving sales. It attracts the attention of search engines and website visitors alike, and turns prospects into customers. Effective website content should

  • Instantly tell visitors exactly what business you’re in.
  • Provide a smooth flow to keep visitors interested and engaged.
  • Persuade your visitors that your site offers the best solution to whatever problem they are experiencing.
  • Tell the full story. Longer copy not only converts better, it ranks better with the search engines and attracts more inbound links.

Improve Your Conversion Strategy and You’ll Increase Your Sales

Conversion is simply the art of directing website visitors to perform a certain desired action, such as providing their email address in return for receiving a free report; in effect, you’re converting them from an interested prospect into a hot lead. Effective conversion techniques include

  • Presenting a valuable call-to-action offer. This could be a report, free trial offer, or a newsletter subscription, just as long as your visitor sees the value.
  • Don’t bury your call-to-action offer on the page; it should be the main focal point.
  • Test the effectiveness of different offers, headlines, and body copy. Repeat the winners until something tests even better
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