With the average spend on paid search nearing the $10,000 per month mark for most mid-sized brands (major brands are spending upwards of $200,000 or more per month), the question begs to be asked, is it worth spending that much per month to send traffic to a site that isn’t optimized to convert?
The answer is no.
Driving traffic to a site that isn’t optimized is like building a house just to set it on fire. You don’t get the benefit of all the effort and it ends up costing you money.
For those in the money making business, optimizing your site to convert the traffic you already have makes more sense and more revenue.
Convert your existing traffic
When it comes to earning revenue, you must spend wisely. The first instinct of most companies we talk to is to drive as much traffic as possible to their site because they can earn more revenue through sheer volume. But what if your site converted more of its existing traffic? Wouldn’t that be a more efficient way to maximize revenue while minimizing cost?
By spending thousands per month on driving traffic to a site with inefficient conversion and optimization, you are wasting money, time, and resources.
Alternatively, a focus on conversion over traffic is cost effective and an efficient process for increasing revenues while minimizing expense. By making your site customer-optimized, you’ll see larger gains quicker and at a far less expense than the alternative.
The simplest fix is to commit to serve the traffic you already have. A site that serves its customers the content, products, and information they are seeking, converts. Give customers what they want and they will read it, buy it, or sign-up for it.
Creating a service-optimized site begins by looking at your analytics and actually using your site as a customer does. Understand what the top content, products, and pages your customers use throughout the year, place that content deliberately in their path, and continually monitor and adjust that content according to use.
If your site is an ecommerce site, buy something. Go through the process of checking out on your desktop and mobile device to experience your site as your customer does.
If your site is focused on lead generation, look at where and how your calls-to-action are placed, what it says, and test alternatives. Does a Contact Us button perform better with your leads than a Sign Me Up button? Test and find out.
Each industry has different cycles for research, evaluation, and purchasing. Each cycle will often require a different type of content placed front and center. Know your cycle, know your content, and act.
Do something. That’s the next step. Don’t allow your site to idle for another day. Proactively test and optimize your site. Learn analytics, understand what your data is telling you, test content, test calls to action, strategically move content around the site, get rid of your carousel, do something. The alternative isn’t an option.
Improving your site’s conversion rate isn’t as easy as paying money for ads to drive traffic, but the payoff is greater. Work on making your site work for your customers first, then drive as much traffic as you can afford.