Traffic Is Coming To Your Website; Now What?
When first setting up a website, everyone's initial goal is
traffic generation. After all, what's the point of having a website if no one
ever visits it? All too often, though, people design a website and begin
achieving a decent amount of traffic - but fail to plan beyond that point.
Simply pulling in high levels of traffic to a website is far from the be all,
end all of website creation. There is a lot more to consider before you can
have a truly successful online presence.
The Importance Of Conversion Rates
The performance of your website can be much more effectively gauged by taking its conversion rate into consideration. Good conversion rates are represented by different things for different websites; if your site's primary goal is sales, for instance, a successful conversion rate would signify that a decent percentage of your site's visitors ultimately make a purchase. On the other hand, if you run a discussion board, a good conversation rate might mean that the majority of your website's visitors register to participate in it.
While you might see your traffic numbers steadily increasing, a big warning sign would be little change in your site's conversion rate. This usually means that, while people are being drawn to the site via search engines and other means, your site is not designed properly to achieve certain, important goals. Just because a lot of people visit your site does not mean it is successful; in many cases, your site might simply be a jumping off point to other destinations on the web - and hardly worth your time.
Factors Affecting Conversion Rates
Various things contribute to the success - or lack thereof - of your site's conversion rate. A site that is easy to navigate, for example, tends to appeal to more people who then participate properly and boost the rate significantly. Sites that are poorly designed and lead to many dead ends or meaningless pages tend to confuse visitors, prompting them to leave as quickly as they arrived - and before making that all important purchase, or registering for your services.
Also, some website owners spend so much time achieving decent rankings on the search engines that they lose sight of the fact that their content is incredibly important. Nothing irks Internet browsers more than being directed to a site purportedly about, say, California real estate - only to discover that the actual content is merely fluff, or that the real focus of the site is more specifically condo rentals or something similar. In other words, the content must reflect what is being marketed, and it needs to be fresh and entertaining enough to keep your visitors happy - and coming back.
How Online Marketing Companies Can Help
Designing a website that is conducive to good conversion rates is a science; a lot of details go into it, and many people simply do not have the time or experience to do it correctly. This is where online marketing companies come in. These kinds of companies can examine your site, its layout and its content - and give you real strategies for boosting its conversion rate. They are experts in proven techniques that boost your percentage of success, making your site a truly lucrative and successful enterprise; anyone who wants real results should employ an online marketing company.