Traffic vs. Conversions – Which Should You Prioritize?
When selling on the internet, entrepreneurs often get bogged down and fixated on traffic. Traffic is the lifeblood of any website. Without traffic, there are no conversions. We all love to see a high amount of traffic to our websites, but what ultimately earns you revenue on the internet is conversions, not traffic. While you need to build a steady stream of traffic, you should focus your efforts on converting that traffic.
Why Conversions Are Important?
First, what is the difference between “traffic” and “conversion”? Traffic is the people visiting your site and conversion is the action you want a visitor at your site to take. As you showcase your event services on your website, a conversion usually means a sale. However, a conversion can also be any action, such as signing up for your list, downloading a pdf, or connecting on social media that in theory leads to a sale.
Why are conversions so important? The main reason is that this is where you earn. You don’t earn money directly through website traffic, although there are other benefits to high traffic.
Focusing on conversions is a more efficient use of your time. It’s easier to double conversions than to double traffic. It takes months of building to double traffic, whereas you can make a simple change to your event planning offer or offer something new in a fraction of the time and see results.
The cost is also dramatically different. Traffic strategies that significantly increase your website visitors cost money. When you focus on conversions, you capitalize on the traffic you’ve already built.
Focusing on conversions puts the focus on quality rather than quantity. When you have high conversions, it means prospects are having a better experience on your website. It’s valuable, relevant, and easy to use for your visitors. Prospects are not only landing on your site and consuming content there, but taking the action you want them to take.
Why Your Website Might Not Be Converting
The main reason why a website doesn’t convert is that the offer(s) presented aren’t relevant to its visitors. In other words, the targeting isn’t right. People come to the website expecting corporate or wedding event services but don’t find it there. Or, they find the content useful but the offer isn’t appealing to them.
There could be other factors as well that affect conversions. These include poor content on your site, difficult navigation, a weak call-to-action, or a difficult process for taking whatever action you want visitors to take.
What leads to conversions is good content, good targeting, an appropriate offer that truly helps your visitors, and an easy-to-use site.
The Best of Both Worlds
Ultimately, you want both high traffic and high conversions, especially when those conversions are on high-ticket items like complete event management or an event design upsell that bring you a great deal of revenue. Other techniques such as strategy sessions can boost conversions as well. Identifying the right offer for your prospects leads is important. The key to a successful sales strategy is to turn that traffic into conversions.