When it comes to establishing credibility and trustworthiness for your business in this digital age, there are a lot of ways and strategies that can help build all of those things, and one of them is having a website. It is an easy way to reach both current and potential customers and consistently engage them by providing detailed information about your business, brand, products, services, advocacies, etc. That’s why having a website is deemed necessary for every business because of its unquestionable contributions to the eminence of small to large businesses from different industries.
Let’s say you have a good web design with responsive features and excellent user experience, but only a few know about it and your website seldom gets any visits. It wouldn’t really serve its purpose, right? This is where website traffic comes in. Website traffic is the number or volume of users visiting your website. It is often used as a metric for businesses to determine their success and effectiveness in calling the attention of a wider scope of the audience into their brand online. This means the more people visit your website, the more potential customers you will be able to engage, allowing an increase in conversion rates, sales, brand awareness, lead generation, and more for your business. A consistent increase in website traffic shows that your business is also gradually growing, reaching more people, and is adding opportunities to expand and improve your products and services.
With what was mentioned above, to say the least, website traffic is important because it helps your business grow, but that’s not really enough to emphasize its importance, isn’t it? So to help you better understand, let’s look at these factors that make up the importance of website traffic in your business and how each one works to bring quality traffic that benefits the business in the long run.
Website Conversion Rate
Conversion rate is the percentage of visitors that completed a desired or intended goal on your website. For example, customers who proceeded to make a purchase signed up for newsletter subscriptions, filled out a form for inquiries, etc. This signifies that the visitor is expressing interest in your product or service and are qualified leads that bring quality website traffic, resulting in the increase of conversion rate for your business. But do keep in mind that the increase in numbers doesn’t always necessarily mean that everything is going well. You have to see to it that you are not just focused on how high the number of visitors is, rather the quality of leads you can drive to your website.
The Type of Website Traffic
In understanding the importance of website traffic, you have to know what type of website traffic comes in and which one is found to be the most effective in turning visitors into customers.
- Organic Traffic
Organic traffic consists of people who found your website through search engines. It is scalable, which means that the more marketing efforts you put in, the greater return on investment you will have in the long run. You can increase your organic traffic through SEO (search engine optimization). This will enable your website to grow its online visibility and improve its rank on search results.
- Paid Traffic
This is the type of traffic you get from people who visit your website after clicking on an ad you paid for, such as Google Ads or any PPC Advertising. Paid traffic can help your website appear on search queries and improve brand awareness, generating quality traffic for your business.
- Direct Traffic
People who visit your website directly into their browser are considered direct traffic because they are already familiar with your brand and some may even be repeat visitors or customers. Marketing your brand offline such as distributing flyers or brochures that indicate your website address can help boost direct traffic to your website. However, this type of traffic may be the least effective one because it is not as scalable as the others.
- Referral Traffic
Referral traffic consists of people who visit your website through external links. For example, upon reading a blog article, you will find texts with hyperlinks that tell you to click it, then you are led to another page that’s relevant to the one you previously visited. You can simply increase referral traffic using links. So the more links you provide, the better chances you have in leading people to follow the links that get to your website. But take note that it will be more effective if you include links on popular and credible sources because people will see that you take giving information seriously, and you are not only after selling your products to them.
- Social Traffic
These are people who visit your website by clicking on the link that is included in a post on social media. If your business has a big following community on social media platforms, it will be easier to gather social traffic to your website. It is also scalable, so with the right marketing efforts, you will be able to get good returns. A tip for you is to engage and build a relationship with your audience on social media that will result in a strong following community for your business.
Your Brand Identity
People tend to keep buying products that they have already tried and avail of services that give a good experience for them. How you present your brand identity affects the way potential and current customers see your business. Having repeat customers is a good indication that you are doing something right and they are actually satisfied with your products and services. The more repeat customers you have, the more chances you have of driving qualified traffic to your website.
Your Marketing Efforts
Your marketing efforts play a big role in the website traffic of your business. The increase of website traffic and its quality depend on your ability to draw attention from the right audience. Remember that your goal shouldn’t be to simply drive traffic that’s focused on the number of visitors itself because it will be pointless if they are not converted into customers.
The Quality of Traffic
The website traffic that your business has only becomes worthwhile when you can drive good quality traffic. An increase in traffic is good, but it will not always guarantee that your conversion rate is at a satisfactory state. At times, people will just come and visit your website without proceeding to take action. It all boils down to having an effective digital marketing strategy to back you up and help market your brand to the right audience that will make up the quality of traffic your website needs.