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December 16, 2011
Tracking your website’s traffic flow helps you to get a better idea of its commercial success and serves as a perfect indicator of your marketing efforts. While there have been a lot of discussions lately about how much traffic a website should be receiving, online marketing experts stand unanimous about the fact that there is no ideal number that can be followed by all websites to determine their own commercial standing in the industry. This agreement is based on the essential reasoning that when it comes to determining traffic scores for websites there are a large number of variables involved. These variables can be as diverse as the company’s size, its niche, product and service demand as well as its marketing strategies wherein each of these components can influence the site’s traffic score in various ways.
Setting a Benchmark
In order to have a fair idea about how much traffic your website should be getting, it is helpful to observe the most common trends that have been consistently recorded across a large number of websites belonging to various service groups. Looking at a completely generalized traffic data has been proved more helpful than following traffic scores of sites that have been collated on the basis of a particular variable as the figures are often misleading.
The illustration offers a generalized example of how traffic should optimally flow to your website. This trend shows a slow but consistent rise in the traffic score across a whole year. In order to get a simpler understanding of this data we can look at the traffic score in the first four months which averaged below 10G and then steadily moved above 12 G in the next two months and peaked up to 16G by the end of the year. (Web source – Google Analytics)
While you are looking at the above-mentioned data, it is important to focus on the timeline rather than the actual traffic flow figures that have been mentioned in the example. Try to keep a close watch at your monthly traffic scores and if the figures are on the rise then you know that you are on the right track! Ideally, your monthly figures should be going up by at least 20% as compared to the traffic flow figures from the previous month but the peak will mainly depend upon your various marketing strategies that bring us to the next crucial factor that determines website traffic.
Organic and Social Media Traffic
Internet Marketing plays a major role in attracting traffic to websites that in turn increases returns and profits to the companies. Of late organic or search engine traffic has been slotted as one of the most effective ways to optimize traffic to commercial websites. One of the prime reasons for the success of organic search engines like Google and Yahoo is that it helps websites to receive targeted traffic as opposed to general traffic. For example if your website deals in manufacturing DIY solar panels you are more likely to get targeted visitors who have been directed to your site after searching for “ Homemade Solar Panels” on a search engine. Apart from search engines, social media like Facebook, blogs and twitter have also become a very vital part in boosting website traffic. A recent market survey on Alexa (an online web analytics resource) scored Facebook as a top contender followed by Facebook, Twitter, LinkedIn, Social Bookmarking sites, Blogging Sites and Social News.
Maximizing your website’s traffic is not all about attracting the maximum number of visitors. It has more to do with implementing smart marketing strategies that will help you to tap into your target customer base. So how do you make sure that your website is accessible to potential clients? The solution lies in optimizing your site through organic search engines like Google and Yahoo as well as social networking sites such as Facebook and Twitter. Using good quality and informative article with back links to your site is also very helpful in getting targeted visitors who are looking for specific products and services endorsed by you.
Now that you have understood the importance of attracting a target group of visitors to your website as opposed to getting generalized traffic let us now focus on how to use the conversion factor to make your website all the more commercially viable. A website’s conversion rate mainly refers to the ratio or difference between the numbers of visitors that come to your website as compared to the ones that actually convert into clients. A high conversion rate automatically points to the fact that your marketing strategies are working efficiently. In order to increase your conversion factor it is very vital to focus on marketing strategies that can optimize targeted traffic to your website as it is natural that people looking out for specific products and services are more likely to convert into actual clients than common visitors.
Quality vs. Quantity
When it comes to determining the efficacy of your site based on traffic it is very vital to understand the vast difference between the essential qualities of the traffic as opposed to its quantity. Let suppose that site A attracts more than 10,000 visitors per day while site B attracts a much lower number that usually hovers around 500 – 1500 visitors. The above figures do not make site A naturally a more commercially successful website as opposed to site B. This is because even though the traffic score of site A may be on the higher side but when we look at the conversion rate we might realize that site B is actually creating around 50 – 70 customers per day while the former site is hardly hitting the 20 client a day mark!
It is therefore important to understand that when you are looking at improving your website’s traffic score you need to primarily focus on optimizing the quality and nature of your traffic rather than maximizing on the number of visitors who are clicking on your website. Once you have the right marketing strategies in place you will be able to attract more and more targeted clients that will automatically optimize your profits.
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Bob is the founder and CEO of IMPACT, an agency he formed in 2009 to help people and their organizations succeed by changing the way they market themselves online. Since its founding, IMPACT has achieved its status as one of HubSpot's first Platinum Partners in less than 2 years, and secured its place as one of the top inbound marketing agencies in the country.
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