What your website needs is more conversions. Having loads of visitors to your site does not guarantee a successful conversion rate. So how much web traffic do you really need? What you need is people to visit your site who want whatever you are selling, or a service you are offering. There is no point in having a list of people who mostly don’t want to buy what you are selling. Let’s look at this in more detail and break it down.
Do email lists really work?
Email lists can work very well for your business if sent to existing customers. If you are wanting to advise customers about a new product or service you offer, or keep them up to speed on what you offer, sending out emails is a great way to reach out to a client base. But having a list of unqualified email addresses of people who may not be interested in what you are offering, would possibly be a waste of time and energy. So having a giant email list does not spell success for your business. What you need is an email list of people who have found you and want to buy your products or hire your services.
Tier based offers
If you have an existing large database, don’t throw it all away just yet! Try marketing with a low-tier marketing offer to hook some of your database clients into your site. Building a lower tier marketing strategy can make your services or products more accessible to lower income groups and consider affordability. Create a hook to entice people to engage with your site for example a competition or a poll which requires interaction. This is great way to increase the correct web traffic.
Revenue per Mille
RPM stands for Revenue per Mille (thousands in Latin) and this is the formula used for calculating earnings vs web traffic to a site. Calculations can be made on how much money is generated by a site per 1000 site views. Google Analytics can be used for most sites and it helps to determine information like how many visits a site has in a month. The good news is that the Google Analytics once installed is pretty accurate and it is free of charge.
A good idea for your website, would be the introduction of remarketing. This procedure can be carried out in various ways, but one of the successful ways would be to create a new marketing audience by selecting to target customers who have previously added items to their cart. By narrowing down a market segment, you will be able to target the consumer and you have the edge on what they have previously purchased.
What do you want to achieve from your website?
One of the big questions to answer is, of course, what do you want to achieve from your website? Is the website to produce your main source of income, or is it just a sideline of income for you? If the functionality of the website is primarily to create your main source of income, then earnings per click (EPC) and click through rates (CTR) need to be analysed. A good tool to use is Adsense. This tool, run by Google, will enable you to analyse the clicks per ad and the cost associated.
Once you have worked out how much revenue you require from your website, you would need to determine how many customers on your site would be necessary to achieve your revenue goals. For example, if you had 100000 website visitors and 4000 of them became leads/conversions, then your Website Traffic Lead Ratio (WTLR) would be 4%. The result would be that you could say that you need an average of 25 site visitors to complete a sale or generate a lead conversion.
There are many phases to consider when creating your marketing strategy. A sales funnel is the process by which you lead your customer through the site to complete a sale and purchase a product or service. Many users may visit your site for research purposes and therefore the selection of correct keywords for your type of business is crucial to your site being found in searches.
For example, a user may be researching how solar panels work – how solar panels work (research), 6.6kW residential solar system price (buy). The solar website should choose ‘solar panels’, ‘residential’ and ‘solar system’ as keywords in order to be visible in a search function.
Competition vs web traffic
Here is an example of how important keywords are for searches and creating the right traffic to your site. The search term ‘lawyer’ will get a ton of web traffic, but it is highly competitive and very vague. There are a million reasons why a user would be searching for ‘lawyer’. By choosing more specific keywords to suit your business, for example ‘Divorce Lawyer in Adelaide’ it would be more specific, the web traffic would be lower but it would be the right traffic.
This would be termed Long Tail Keywords which are more specific and generally have a higher conversion rate. They are super important in helping to generate organic search traffic to your site.
In conclusion, SEO is the foundation of your digital marketing. Your website’s visibility is paramount to the success in generating income from your ecommerce. Attracting the right visitors to your website is the key to success. Growing the right traffic to your website is an excellent way of achieving your business goals and increasing brand awareness, trust and educating potential customers.
Give us a call, MC Pawley has technical SEO expertise to help your business.