What You Should Know About Website Traffic and Conversions

Long gone are the days when having a website for your business enterprise was optional. Having a website is critical for making customers aware of your brand and the products or services you offer. Over 5 billion people use the internet regularly, including eCommerce. It’s not enough to have a website. You want one that sees the right amount of traffic and attracts your intended audience or customer base. A successful site doesn’t happen by accident. You need to understand traffic vs conversions and how they factor into online success.

Understanding the Importance of Traffic

Although it’s essential that your website loads properly and looks professional, none of that matters if few people are visiting it. Imagine having a brick-and-mortar store in an area that shoppers don’t visit. Your website needs more traffic to support your business with sales, but how should you go about attracting more visitors? One of the most crucial factors in site visibility is search engine rankings. Many people use search engines like Google to find online content. If your site doesn’t rank high enough on search results, you’re missing out on traffic.

Search engine optimization focuses on improving your website’s ranking. This usually involves an intentional strategy that includes improving content (specifically the use of keywords), linking to relevant sites, and arranging your site’s code accordingly. An estimated 25% of users click through on the first link of search results for a particular query. That percentage drops to 15% and 11% respectively for the second and third links.

Learning More About Conversions

Suppose your store is located in an area that sees plenty of traffic. While that’s fine, it’s important that the traffic includes shoppers that are looking for what you’re selling. In the context of website performance, conversions represent the users who visit the site and completed a desired action such as buying a product or completing a contact form. Your conversion rate is the percentage of visitors that fulfill this desired action. The higher the rate, the better.

Comparing Traffic vs Conversions

You might be wondering which is more important when it comes to formulating and executing a website strategy. After all, it’s not just enough to have a lot of traffic. You also need the right type of traffic. If you had a website for your gourmet pet food business, you wouldn’t want most of your visitors to be people looking for gourmet food for humans. The reality is that the best approach will be one that involves a strategy for generating traffic as well as maximizing your conversion rate.

Building and managing a successful website is critical to brand awareness and credibility. Companies of every size need web pages that look professional, load quickly, and work as intended. The right strategy for your corner of the web is one that leverages SEO to not only attract many users but also ones that are likely to lead to the conversions that make your business profitable. The good news is that you’re not alone when it comes to improving organic traffic and maximizing conversions. ZipLocal is your trusted partner and strategist when it comes to digital marketing services. Contact us today to explore your options