As a blogger or content creator you are probably aware of the importance
of traffic but for some reasons, some bloggers lay more emphasis on conversion
rather than traffic.
Don’t get me wrong, conversion is the soul of digital marketing,
creating a product or a blog post that people not only look at but as well interact with is what makes an online business
This write up is not against you having to focus on conversion as this
is not my intention one bit. The vital essence of this write up however is to
intimate you on reasons why you need to focus on increasing the traffic to your
web page(s) instead of trying to optimize conversion.
In the bid to intimate you I will let you in on reasons why focusing on
traffic generation ought to be your major priority instead of conversion
Although if you generate a reasonable amount of traffic to your website
it makes sense that you also ought to receive a fair amount of conversion. If
not, it is mandatory that you look into ways of increasing your conversion.
If you spend money at optimizing conversion rate, then it will interest
you to know that you are not alone as almost 75% of companies prioritize
converting customers into paying clients more than the number of people that
visit their website on a daily basis.
At this point, the question you might have on your right now is the
truth as to whether or not that approach is appropriate and professional and if
at all a better approach that can improve the overall stats of the business if
one is willing to give it a try. and courage to take extreme risk to do
whatever it takes to transform that concept into reality
One very critical truth that you must hold very dear particularly when
running an online business is the firm resolve to be flexible in business
methods and strategies. An entrepreneur and a successful one at that is never
tired of trying out something different from the norm with the courage to take extreme risk
to do whatever it takes to transform that concept into reality which in this case study will be
having to switch focus from conversion optimization to expansion of the amount of traffic on your
This body of truth remains that which lots of blog posts have not willing to come into terms with but
this does not in any way negate the fact that there is no harm at all in
attempting to challenge the status quo by doing something different
Still not convinced?
Here are four reasons why focusing on traffic will most likely be more
profitable to your
business or brand than focusing on conversion optimization.
Traffic brings about an increase in the number of conversions
A good amount of quality traffic is tantamount to an increase in the
number of conversions on your website.
Instead of focusing on increasing conversion which could most likely
improve sales, or will involve spending a lot of money and not making enough in
return. It will be wiser to focus on increasing traffic to your site.
If 1000 people visit your site daily, chances are that you will convert
less than 5% of people if you have quality content on your website.
If you chose to increase the traffic to your site and get another 1000
people that will mean you convert another less than 5% into regular visitors or
customers. All this for a small amount of work compared to the load of work
when you focus on conversion optimization.
When you choose to focus on conversion, chances are that you will be
converting at a slower rate than having to focus on increasing traffic.
Once you have a website already which converts, it makes more sense to
work on increasing the number of traffic to your already converting website
instead of seeking extra ways of conversion.
The mere fact that you have a website that converts naturally provides
the safe assumption that visitors are taken by your content creation strategy
nonetheless ensuring sustaining the quality of content on the website and at
the same time increasing traffic.
Above anything else, there is a dire need to build a healthy relationship with new
visitors to your website as this gives them a sense of belonging knowing that
their presence and contribution is very much appreciated by you.
Once you have a fair conversion rate, then it’s better to focus on
driving additional traffic instead of changing the font or color of your
Traffic increases awareness
You should know this by now.
Focusing on traffic generation means spreading the word out about your
business, reaching out to more people will bring about new customers and eventually
lead to more sales. It’s as simple as that!
Citing the instance of content marketing; you need to put together a
quality blog post for your intended audience, run some advertisements on social
media (Facebook, Twitter) and send out and send out an Email to your list.
Of course people will interact with your article, both of which include
the already existing customers and potential customers. The new customers most
likely haven’t seen or heard about the business before but with just a little
effort at increasing your traffic brought the business to their notice, another
category includes people who haven’t heard about you before, but now know your
name, your logo, read your blog post and sign up for your email list and in the
long run buy from you when they are pretty satisfied with the quality of your
The highest marketing challenge for a high percentage of businesses is
usually in traffic generation and leads.
You most likely should know this by now thereby making this a
But you might need some more convincing line of thoughts on the need to
focus on increasing your brand awareness than on conversion.
The majority of social media marketers aim at increasing their brand
awareness, by way of creating some kind of frenzy about their business which
makes people want to interact with them to find out what the buzz is about. And
once they learn about the business and see how important the brand is to them
then take an extra step into becoming a part of the brand (either by signing up
for your newsletter, email list of buying your product).
The importance of brand awareness cannot be overemphasized, the moment people
like your brand, there is every tendency that they will mention the same to
their friends about you and from there relate with other friends how relevant they
find your product or services important. With just a little effort at brand
awareness you’ve been able to avail yourself followers who will turn shoulder
upon themselves the task of performing the publicity without even telling them, This in itself is what I’d
regard as “The power of brand awareness” which was made possible via a little
investment in increasing traffic.
Traffic increases your potential on a long-term
The ever increasing number of people willing to interact with you is
dependent upon the ever increasing awareness of your brand. Unlike conversion,
traffic has a positive effect on your brand in the long term. Changing the CTA
font of your theme may increase the number of people that stay on your web
address but you can’t compare the long-term effect that increase in traffic has
on your brand.
Gaining the trust of people on brand requires time thus increasing your
traffic increases the number of people who will be willing to connect with you.
Some might not still not see any
particularly need to immediately to sign up for your email list or buy your
product because they have no need for it at the moment, but once the need
arises they will run to sign up or buy your product.
Most businesses focus on trying to increase customer retention and
loyalty and this requires quite some length of time.
Placing focus on traffic might not bring in any sales at the moment but
it will certainly bring in revenue in the future. In a short while, you’d have
gained a large number of followers who will tell about you to others thereby
yielding a good amount of revenue causing you to smile to the bank.
Creating and publishing a quality content will affect your business in
the long term as it will prove to your followers that your brand is an expert
in its niche and that you know what you are talking about.
Once you have been able to dissolve doubts in the mind of the clients in
the way you interact with them, some will just desire to reward you by buying
your product or signing up for your list.
Traffic is a sure way to improve your business in the long term while
maintaining quality content and a good relationship with your followers.
Traffic informs you on what to do
Traffic equips you with the necessary information you need to make
improvements to your website.
You cannot perform an A/B test
without using traffic. This is to say that traffic is what you need to inform
your conversion strategy and techniques.
As earlier stated, without a good deal of traffic you will not get
visitors which will in turn bring confusion as to exactly how to make
improvements to your website.
By improving your traffic, you avail yourself the opportunity to iterate
on your conversion by knowing how to better optimize your page, column,
advertisements, sidebar and so on and as such, the only way you can be sure of
producing meaningful results is to increase your traffic.
Having to spend money on tests to increase conversion without meaningful
traffic will most likely not yield positive results.
It’s true that conversion is important for any brand since this is how
you remain in business.
But if you wish to remain in business, then it is important to focus on
traffic which will ultimately lead to more conversion.
Traffic increases your brand awareness,
increases your potential on the long-term and provides you with the necessary
information you need to perform accurate tests which leads to increase in