You have a business to make money.
You have a website to give your customers a place to go so they can spend their money with you – so you can make money. You have a marketing plan to direct people to your website so they can become your customers so you can make money.
Wait, you’re not making money?
If your traffic numbers are high but your sales are low, read on; you’ll probably find the answer here.
The Anatomy of Relevant Traffic
You’ve probably heard the term “relevant traffic” but do you really know what it is? The short answer is this: Relevant traffic is traffic that is looking for your product or service. If you sell leis from Honolulu or Kona coffee from Big Island, Hawaii, then your traffic is looking for the best leis and Kona coffee. It’s that simple – really.
To break it down further, relevant traffic has already been identified – or maybe we should call it “profiled” – before it ever reaches your site. It is your target market, the audience you have analyzed; the audience you are marketing to. This is the so-called perfect customer and you know them intimately: where they live, how much they make, their lifestyle, their hobbies, family structure, what keeps them up at night. This is the customer that you are directly targeting with your marketing.
Wait, you’re not doing that? You’re just picking some decent keywords and tossing them into the wind, hoping one of them will catch a person’s eye? How’s that working out for you? Read on. Let us show you a better way.
Just for Clicks.
Many marketers (some even big, well-known companies) put their advertising out there without any thought to a target market. They are just interested in driving traffic to their websites. In other words, they’re just in it for clicks.
There is nothing wrong with that if you have a system that allows you to make money on clicks, but if you are trying to actually sell something on your site then you are going to have to work a little harder. When you’re marketing just for clicks, very little relevant traffic is actually getting to your site. You’re not doing yourself any favors with this type of marketing, not if you have a product or service to peddle. So here’s the skinny on relevant traffic. Listen up.
Relevant traffic = Real sales.
You’ve got the goods, there are people who want what you have. How do you connect?
Remember all that Kona coffee and Hawaiian leis? There are people who want those things, but if you are just throwing a few generic keywords out there and hoping for the best without any real targeted marketing you are going to have people coming to your site who want Washington apples, Wisconsin cheese, and French roast coffee. So, who’s going to buy your leis and coffee?
When you take the time to attract relevant traffic, you get real sales because the people you are attracting are looking for what you’re selling.
It’s just that simple.
Go for the CRO
You need a strategy, a system that will attract people to your site – not so they can look at it and see that it isn’t what they’re looking for. No, you want them to come to your site because you have what they want, so they will convert to customers. That system has a name: Conversion rate optimization, or simply CRO. We know CRO inside in out. When you choose us:
Knowledge
We take the time to get to know your market and employ a collaborative action plan when implementing our strategies.
Sales
We will find the things that your customers like most about your company and use it by strategically placing it at just the right point in the sales funnel and play up those assets in your marketing.
Content
We will provide high quality, relevant content that your visitors will find useful and will want to read.
Time
We will take the time necessary to really develop a great strategy, complete with goals, and define ways to measure the performance of our plan throughout course of the project.
Analyze
We will analyze your existing traffic to find out how they find your site, what they do where they get there, and what parts of your site seem to attract them the most. Then we use that information to strengthen your strategies and enhance your potential to convert visitors to customers.
Track
We identify who is coming to your site, what they are looking for, why they are there, any problems they may encounter while using your site, and what would stop them from responding to your call to action.
We will gather some customer testimonials about your company and turn them into a powerful conversion tool. In addition to providing target, current, accurate, and relevant SEO, we will optimize your site by providing:
- A clear and visible call to action
- Balanced, relevant graphics
- Excellent usability
- Outstanding security
CRO by the numbers.
3 seconds –Loading time after which 40% of visitors will abandon a website(Akamal/Compuware).
Companies that structured their approach to improving conversions were twice as likely to experience a significant increase in sales (Econsultancy).
Insufficient A/B testing for the effectiveness of CRO is costing online retailers as much as $13 billion a year in lost sales/revenue (Conversioner).
For every $100 companies spend to drive traffic to their site, they only spend $1 to convert it (Forrester Research)
63% of marketers rely on best practices and intuition to optimize their websites(Conversioner).
74% of CRO programs increase sales (MarketingSherpa).
That's a strong case for CRO.
But if you still aren’t convinced, take a look at this, the direct result of poor CRO, specifically having properly defined and tuned funnels:
- 3 out of every 5 online shoppers will abandon their shopping carts prior to purchase (Adobe/MarketLive).
- 73% of companies don’t have the slightest idea why online shoppers abandon their carts (Conversioner).
Are you driving sales to your site – or are you driving them away? Are you attracting the customers who want your product or service? It’s time to stop losing sales and start converting prospects.
