{"id":41643,"date":"2023-10-20T15:15:26","date_gmt":"2023-10-20T15:15:26","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/you-dont-have-a-traffic-problem-you-have-a-conversion-problem-startupsmart\/"},"modified":"2023-10-20T15:15:26","modified_gmt":"2023-10-20T15:15:26","slug":"you-dont-have-a-traffic-problem-you-have-a-conversion-problem-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/you-dont-have-a-traffic-problem-you-have-a-conversion-problem-startupsmart\/","title":{"rendered":"You don\u2019t have a traffic problem, you have a conversion problem – StartupSmart"},"content":{"rendered":"
\"\"<\/div>\n

I\u2019m going to say something you might not like to hear. Why? Because it\u2019s probably the easiest way to excuse all of your problems.<\/p>\n

 <\/p>\n

Not getting enough leads? Sales are sluggish? No people signing up to your newsletter? Haven\u2019t acquired a new user in weeks?<\/p>\n

 <\/p>\n

Traffic isn\u2019t high enough, we need more visitors.<\/p>\n

 <\/p>\n

Quick, spend more money on ads and the best SEO guy your limited amount of money can get and make sure MORE people come because that means MORE money, right?<\/p>\n

 <\/p>\n

Wrong.<\/p>\n

 <\/p>\n

The answer to your woes is not always the amount of traffic you are getting, rather the amount of conversions coming from this traffic.<\/p>\n

 <\/p>\n

Conversion rate is, quite simply, your conversions (sales, signups, downloads) divided by the amount of website visitors. So, yes you need a level of traffic you can convert on your website, BUT…<\/p>\n

 <\/p>\n

All traffic is not good traffic<\/b><\/p>\n

 <\/p>\n

What do we mean by this?<\/p>\n

 <\/p>\n

Well, let\u2019s say you sell an awesome B2B CRM platform.<\/p>\n

 <\/p>\n

You\u2019ve spent all this time, money and effort on driving traffic to your sleek, modernist, perfectly-designed landing page.<\/p>\n

 <\/p>\n

There are so many hits! So many new visitors! We are going to make so much money off this game-changing CRM, finally!<\/p>\n

 <\/p>\n

And yet only one person converts. Only one person hands over their credit card. One out of thousands. Why?<\/p>\n

 <\/p>\n

Because the traffic you had driven was not good<\/i> traffic. It was not qualified.<\/p>\n

 <\/p>\n

It was not comprised of business owners looking to better manage their customer relations; it was comprised of teenage girls and uni students (NOT your target market).<\/p>\n

 <\/p>\n

Therefore, NOT helpful and most of all not qualified! And this is why a tonne of traffic is not always the best goal to have.<\/p>\n

 <\/p>\n

So, how do you become a magnet to your target market, then?<\/p>\n

 <\/p>\n

Step 1:<\/b> Do your research. Talk to potential customers. Find out where they hang out, what they read, and what they think about goats grazing their overgrown lawns.<\/p>\n

 <\/p>\n

Do they google stuff or ask their Twitter and Facebook friends? What words do they use? There are tools for these, by the way. SEMRush and Social Mention is a good start.<\/p>\n

 <\/p>\n

Step 2:<\/b> Use this information to your advantage. Hang out where they hang out.<\/p>\n

 <\/p>\n

If they\u2019ve never heard of Twitter, no point hanging around there either. Be seen where they are. Speak their language.<\/p>\n

 <\/p>\n

Sooner or later they\u2019ll want to talk to you about your products or services.<\/p>\n

 <\/p>\n

Also, it\u2019s not enough to push raging rapids of people to your site when it\u2019s like a bucket that has holes, is it?<\/p>\n

 <\/p>\n

Make sure your bucket doesn\u2019t have holes<\/b><\/p>\n

 <\/p>\n

Buckets? Sorry, what?<\/p>\n

 <\/p>\n

Your bucket is your website. Imagine filling a bucket with water when it is riddled with 50 holes anyway. Why are you filling it with water? It is pointless. It\u2019s all going to run out again.<\/p>\n

 <\/p>\n

This holey-bucket could be your website if all you are doing is focusing on traffic instead of optimizing<\/i> it for your visitors. The water is your traffic in the form of lost leads. Plug those holes.<\/p>\n

 <\/p>\n

Here are the absolute basic conversion tactics every marketer needs to nail.<\/p>\n

 <\/p>\n

1. Make sure your website is super-fast because speed is a killer<\/b><\/p>\n

 <\/p>\n

Did you know that visitors expect your website to load in just 2 seconds? They also tend to abandon a site that isn\u2019t loaded within 3 seconds!<\/p>\n

79% of web shoppers who have trouble with website performance say they won\u2019t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online.<\/p>\n

And guess what? Kissmetrics says that once you lose a conversion from a visitor, they are almost CERTAIN to pass on the negative experience to their friends and colleagues too.<\/p>\n

That\u2019s a lot of lead loss due to a simple sluggish load time.<\/p>\n

2. Have a compelling value proposition<\/b><\/p>\n

 <\/p>\n

Why would customers use your new CRM platform over well-established brands? Answer that question.<\/p>\n

 <\/p>\n

3. Make it easy to find stuff<\/b><\/p>\n

 <\/p>\n

If anything is more than one click away, you\u2019ve lost more than half of your web traffic.<\/p>\n

 <\/p>\n

Why? Because people are busy and want everything instantly, and they are easily annoyed if they have to work hard.<\/p>\n

 <\/p>\n

Do some usability testing to eliminate annoying experiences for your customers.<\/p>\n

 <\/p>\n

Don\u2019t test it as you, test it as them. Their annoyance threshold is much lower than yours!<\/p>\n

 <\/p>\n

4. Look like someone that can be trusted<\/b><\/p>\n

 <\/p>\n

Show off your happy customers and what they have to say about your service.<\/p>\n

 <\/p>\n

An ecommerce site needs to have an SSL Certificate or trust badges that tell people you\u2019re legit and that their information is safe and secure.<\/p>\n

 <\/p>\n

5. Do some A\/B testing<\/b><\/p>\n

 <\/p>\n

If you change the colour of your \u201cbuy now\u201d button to green, do you get more sales? Does a $1 offer work better than \u201cfree\u201d?<\/p>\n

 <\/p>\n

Test it. Test everything.<\/p>\n

 <\/p>\n

So, which is more important then?<\/b><\/p>\n

 <\/p>\n

That is the question.<\/p>\n

 <\/p>\n

We say plug your bucket. Optimise your website so you know it will convert. Make sure you have done everything possible on your site to capture your leads.<\/p>\n

 <\/p>\n

Then<\/i> focus on driving those few people who want your goats eating their lawn into your intact bucket.<\/p>\n

 <\/p>\n

And they will convert.<\/p>\n

 <\/p>\n

Optimise first, drive traffic second.<\/p>\n

 <\/p>\n

<\/b><\/p>\n

Gary Tramer is CEO at LeadChat \u2013 a Melbourne-based tech startup that helps businesses turn their web visitors into hot leads around the clock. For more info, visit<\/i> www.leadchat.com<\/i> or tweet<\/i> @leadchat<\/i>.<\/i> <\/i><\/p>\n

<\/i><\/p>\n


Follow StartupSmart on<\/i> Facebook<\/i>,<\/i> Twitter<\/i>, and<\/i> LinkedIn<\/i>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

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