Traffic Volumes

Traffic volume is very often the difference between a successful site and a site that fails. Having said that, the quality of the traffic that is driven to your site is incredibly important too.

What would you rather have, 1,000 random visitors plucked off the street and told to look at your site, or 100 visitors who are actively looking for the products or services that you offer?

The 1,000 visitors might generate sales, as the law of averages states that someone will probably be interested in your product or service, but the 100 focused visitors offer a much higher oportunity for conversion into sales as they are already part qualified as they are actively looking for your service or product.

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Traffic Volumes

It is a common mistake for website owners to think that if they drive large numbers of visitors to the site then they will end up with large volumes of sales.

It is likely that as with any mass marketing campaign, some mud will stick, but the beauty of the internet and indeed search engine marketing is that you can pre qualify your web site visitors so that rather than using "Bill Board" technology and showing your ad to everyone who drives past, you instead only show your ad to people who are already interested in your service.

To continue the "Bill Board" analogy, imagine you place your poster on one bill board on a busy road, it has 100,000 different people see it every day, and 0.01 percent are interested enough to go home and look you up online. Now imagine the smart "Bill Board", where by your poster is on millions of different bill boards all over the country, but it only appears if the person looking is interested in the ad. If instead they were interested in "Widgets" then they would see a "Widget" poster.

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Traffic Volumes

Now instead of 100,000 random viewings, you might only get 250 people actively searching for your product, but providing your product or service fulfills their needs you are half way towards making a sale on each and every one of them.

It is important to consider the quality of your traffic just as much as the quantity of traffic. It is always nice to have good visitor numbers, but not at the expence of quality. Each and every visitor will cost you money to attract, be it indirectly or directly. For this reason you want to concentrate your efforts on paying as little as possible to aquire the most highly qualified leads that you can.

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