MARKETING
AGUILAR President & CEO Empire Creative
FALL MARKETING : TRAFFIC VS CONVERSIONS
The days are getting shorter , the leaves are changing colors , and pumpkin spice lattes are more popular than ever . Fall is here ! This is a time of year that many consider being incredibly exciting : it ’ s like we can finally start decorating for Christmas , eating all of our favorite comfort foods , and ( of course !) starting new marketing campaigns .
Before you jump headfirst into your next fall marketing campaign without evaluating if it will actually help generate more conversions on your website - stop ! In this article , I ’ ll share some important conversion rate optimization strategies so you don ’ t find yourself with bigger traffic but lower conversions . Traffic vs Conversions Marketing traffic is often the focus for many business owners , but what really matters are conversions . You might have heard the phrase “ marketing traffic ” before , which is a term for a company ’ s number of website visitors . But what does that really mean ? Marketing traffic is the number of visits to a specific website or page which are usually created by online advertising and social media . This differs from organic marketing traffic , where visitors find their way to your site via search engines like Google and Bing . Converting Traffic I ’ ve seen too many businesses get bogged down with marketing traffic , but neglect conversions . It ’ s time to make a change !
First , you need to identify what your conversion rate is . It ’ s important to know if people are actually converting after they visit your site because depending on this metric , you could skew your marketing traffic data in either direction !
Here are some things you can do right now to increase your conversions that don ’ t require any new technology or a big budget :
• Improve the design of your site - good usability and design boosts engagement , which means better conversions .
• Test different offers for products / services ( Sales , BOGO , New customer bonuses )
• Test calls-to-action ( CTA ) buttons against each other , e . g ., “ Buy Now ” vs “ Download ” vs “ Get Started ”.
• Make sure people know what ’ s in it for them - if they understand why buying from you is going to be beneficial then they ’ re much more likely to convert into customers . If one of your goals is increased conversion rates then consider adding pop-ups on your website as well as retargeting ads on social media channels like Facebook and Instagram .
The most important thing to remember about marketing is that it ’ s all about conversions . This means understanding your customers , their needs and what they want from you so you can best tailor your message to them . It also means researching the competition in order to better understand how you stand out as a brand .
You might be asking yourself “ What ’ s the point of increasing traffic if I don ’ t see any increase in sales ?” Well , increased traffic doesn ’ t always translate into more conversions but it does mean higher visibility for your business online and may lead to new leads or customer inquiries which will eventually turn into sales ! So keep on marketing with gusto because ultimately this increases revenue - even if it takes longer than expected to get there .
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