Whether you’re selling a product or service, traffic equals cash. The more traffic you direct to your site, the more potential customers are exposed to what you have to offer.
Why are traffic and conversions important? To put it simply, traffic is the number of website visitors. And traffic is money because each person who visits your site represents another chance for someone to buy something. Nothing happens until somebody buys—which means that traffic has the potential to turn into sales.
So if traffic is so important, why not use every traffic source possible to get the most amount of visitors to your site? It’s a matter of conversions or sales. If you have too many traffic sources coming into your website but no one is buying anything—that traffic isn’t worth much at all.
There are two types of traffic: traffic that converts and traffic that doesn’t convert. What do you think is better? The traffic that brings in more conversions than it costs—which makes traffic worth your while. It all comes down to who you want as your customer: someone who might buy something, or someone who already wants what you have to offer?
Get targeted traffic by narrowing down the people most likely to buy from you. Your landing page can tell them why they should buy from you instead of your competition.
On the other hand, traffic that doesn’t convert is the traffic you don’t want. It costs money to keep traffic flowing into your site, not to mention the potential profits you could be missing out on if you were converting this traffic into sales. So instead of wasting traffic on people who won’t buy from you, get rid of traffic sources that are pulling in low-conversion visits.
So what does quality traffic look like?
- Direct traffic: This is traffic coming from users typing in your URL or clicking a bookmark/favorite icon. These are qualified visitors because they have expressed an interest in your website—but you still need to draw them in with compelling page content and calls to action.
- Organic traffic: This traffic comes from Google searches or through other search engines such as Bing and Yahoo!. People using these search engines could be looking for the solution you’re selling—and they might just land on your page.
- Referral traffic: This traffic is divided into two categories, paid referral traffic and organic referral traffic. You can buy traffic wholesale to bring in visitors who are more likely to convert into customers than other traffic sources. And then there’s organic referral traffic, which means users found your site while browsing through an online directory or social media channel. These referrals are also great candidates for conversions because they already know about you enough to find you without paying anything.
Targeted traffic is the traffic you want: traffic that’s more likely to convert than traffic on autopilot. So stop wasting money on traffic sources that don’t pay off and get the right traffic for your site today.
What traffic should I use?
That depends on what you’re selling, why you sell it, and the audience that wants it.
To drive traffic and sales with landing pages, always build a campaign around where customers can find you. For example, if your customers are coming from search engines like Google, Bing, and Yahoo! then make sure they can find you organically (without paying or by building up social media followers).
To give you an idea of how traffic (and traffic sources) affect the number of conversions you receive, here are some numbers to consider:
- According to Hubspot, for every 100 people who land on your website, only 2 will actually convert into customers.
- Conversion rates can vary by source; organic normally get better traffic and conversion rates.
- A typical web user spends under 15 seconds on a website they’re visiting for the first time and up to 15 minutes on a second visit.