Why website traffic doesn’t matter?

You have worked hard to design and build a website. Optimized based on researched keywords, written regular news and blog content, implemented a robust and regular email marketing, daily social and PPC campaign. That’s everything that is needed right?

Wrong, so many businesses fall for the pitfall of looking at website visitors only.

Big numbers, mean big results, correct? Incorrect, you should be looking for qualified visitors. Every company works on the same principle… increase leads. Thanks to Google Analytics and Tag Manager, you have everything at your disposal to see how people are reacting to your website and look at ways to improve.

Which pages are people engaging with? Which source is sending qualified leads that chose to convert? Unlike traditional marketing, digital marketing allows you as a business owner to understand every channel's CRO. If you spot a channel that isn’t working, we have the flexibility to stop or adapt this strategy and refocus efforts on what does work.

As a business owner, I would rather see 5 qualified website visitors per day, than 100 unqualified website visits per day.

Let me demonstate. Would you rather  have 100 visitors with a 20% conversion rate, or 1000 visitors with a 1% conversion. Simple maths, first option 20 leads per day and the other one 10.

This is why website traffic is for the vain. Focus on audience recognition.

Once you're getting the right people, you can boost efforts anywhere and everywhere, as long as it's strategic and consistent; the trick to increasing those profitable leads. So check Google Analytics regularly and look for action, not attention.

Do you know the exact number of leads from your online presence? With analytics, you can measure this, rather than taking a guess. Correct event tracking means you know how many people emailed, called you, used the live chat, made a booking, got a quote , watched a video or just simply researched and returned. Create customer personas from the information you have to hand.

What type of people are they? What’s their company role? How are they hearing about your company? From this information, re-evaluate both your website and your marketing objectives to make sure you are always understanding your customer and talking directly to the buyer.

With Google Analytics and Tag Manager at everyone’s disposal, free of charge, businesses can really understand their customers and adapt their marketing to ensure it is effective as it really can be.