You have a website. Or are talking to a web developer because you finally realize that the internet is here to stay.
Maybe you’ve heard somewhere that getting “traffic” to your site is important. So you ask your questions, do your “due diligence” and find someone who promises you lots and lots of traffic.
You’re happy. Job well done.
You pay the web developer and move on to other “bigger and better” things.
Perhaps you log in every now and then to check your “stats.” You scan the “hits per day” column or some other metric showing you how many “visits” you’re getting.
Or so you think.
Then, maybe one day you realize “hey, I haven’t received one lead (or one sale) from my site in months (or years).” And if that describes you, I can diagnose your problem in a heartbeat by checking your site and seeing WHERE your traffic is coming from.
Why does the source of your traffic matter?
Because getting “hits” or “visits” is meaningless unless the folks coming to your site ACTUALLY WANT your product or service. Or are looking for similar products and services.
See, there’s a web tactic out there that seems to trip up business owners on a regular basis. It involves submitting your site to a bunch of useless site directories or “link farms” that promise lots of traffic.
Only the traffic is meaningless.
The folks coming will NEVER buy from you, because WHERE they found you is totally MISMATCHED to what you offer.
For instance, if you sell high end rain gear (I know, a weird example) and folks find you at a directory related to online gaming, poker tips, or loaded with sunscreen ads, it doesn’t take a rocket scientist to figure out that they’ll never buy from you.
Not in a million years. Or a million hits.
Traffic without conversion is the same as the “QuickLube” guys I see occasionally by the side of the road holding up hand written signs begging folks to stop by for an oil change. The amount of traffic streaming by is unbelievable. We’re talking tons of cars and trucks just whizzing past.
And in the past month, I figure I’ve passed by that “QuickLube” joint about a dozen times. Maybe more. And guess how many times I’ve seen a car or truck pull in?
How about never!
Why is that you ask?
Well, if you’re on your way to work and it’s rush hour, do you really have time to pull out of traffic and stop in for an UNSCHEDULED visit? Think about that for a moment.
Now, if the source of your web traffic is totally mismatched to the language and offer found on your site, good luck making a sale or generating a lead. It’s just like those QuickLube guys waiting for someone to pass by and make an unscheduled stop.
Bottom line, don’t get fooled into thinking that LOTS of HITS or VISITS means anything for your site, or your business. Let me leave you with a little math example to illustrate the point:
Site A: 1000 hits per day, 0% conversion
Site B: 10 hits per day, 1 sale (10% conversion) resulting in $79 revenue
Which site performed better? Can Site A be optimized? Is their traffic strategy working? Can Site B be optimized? Is their web strategy working?
On that happy note, I’ll let you decide which was more effective. And if this describes you, then you might want to have your website and web strategy analyzed.
Before your competitor beats you to it.
Any questions? Comments? Did we hit a nerve?
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