When traffic being LESS can be a GOOD thing

Heather_R's Twitter StatsYeah, I know, it sounds weird doesn’t it?

One of the things I talk about a lot is increasing traffic to your website, but I’ve recently had a conversation with a client in which I had to remind him that less traffic can actually be a GOOD thing!

Let me explain. Getting lots of traffic to a website is great – it’s great for the stats, great for the ego and great if keeping your job revolves around how many people visit your website. Yep, great. But it’s NOT great if that traffic isn’t buying. Or if that traffic costs you a lot of time / money / effort. Or if that traffic doesn’t stick around, or never comes back.

In those scenarios, that traffic is just pointless numbers. And then it’s not so impressive. eh?

In my client’s case, his Google Adwords campaign was bringing him a LOT of traffic. It was also costing him a lot of money. And making very few sales. We took out the generic keyphrases and replaced them with a lot more niche phrases, and his traffic went down by 40%. He panicked. He’d logged into his Google Analytics account and found out that his traffic was down by 40% and felt that there was something massively wrong with what we were doing.

Until he looked at his cost per sale.

As Google Adwords is a pay per click system, he had to pay for every single click he got to his website from that source. And on the generic traffic he was creating, those clicks cost A LOT. The keyphrases we replaced them with were more niche, less competitive, and cost a lot less. So he saved money.

But that’s not all.

The keyphrases we replaced them with were also a lot more focused, and more likely to bring INTERESTED customers to his website – customers who picked up the phone and bought, who emailed and asked questions and who purchased his services.

Niche and targeted traffic is always going to be better for most websites than wide and generic numbers – it’s more likely you’ll find people who are interested in your products or services, and that you’ll spend a lot less money / time / effort attracting them.

Huge amounts of traffic is great, but at the end of the day it’s cost per sale that counts – is your traffic generating enough sales to cover it’s cost in financial and time terms?

If not, maybe it’s time to realise that LESS traffic can be a GOOD thing…

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