By Nardo Kuitert, U-C WEBS
[Published in The Wellington Advertiser, September 2009 for the Centre Wellington Chamber of Commerce]
Many website owners are complaining that their website does not receive enough visitors. Maybe rightly so – I can see how 50 visitors a month is not something to cheer about. That is, with average conversion rates…
But what would happen if you had extraordinary conversion rates?
Then maybe those 50 visitors a month would be more than you could handle!
Not all website traffic is created equal. What matters most is how targeted those visitors are: how many of your visitors are good prospects of what you are selling? How many will actually read your information pages and your offers (rather than just skim over its contents)?
For an effective website you need to know what your conversion numbers are – so you can improve on them. What percentage of people actually contacts you, subscribes to your newsletter, or buy from you?
Another important metric is Time-Spent-On-Page (or Time-Spent-On-Site): what is the average time that people spend on your website, what are the best-viewed pages, and what is the trend (up or down)?
Then you need to know the average value of a customer or client. How much would a website-visitor-turned-customer add to your bottom line?
Armed with this information you can go out and try to get more (targeted) visitors to your website. You can advertise your site using banners or Pay-Per-Click ads, such as Google AdWords. You can try getting more free traffic using organic search engine optimization. You can do email marketing, article marketing, press release marketing, video marketing, create podcasts, Facebook pages, Twitter updates… options galore.
Which promotion tools work best for you will depend on how targeted these media channels are for your ideal customer. What gets their undivided attention? The goal is not just finding more visitors, but rather to connect with more potential customers. Choose website Quality over Quantity!
Nardo Kuitert is an Internet Consultant with Fergus Website Development and Optimization firm U-C WEBS (www.u-cwebs.com). U-C WEBS also offers Internet advertising opportunities on www.ferguspages.com. (link opens in a new window)
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