Why Improving Conversion Is Easier Than Increasing Site Traffic

Conversion vs. traffic is a decade-long debate that business owners have been scratching their heads over. There is an argument to be made that more people visiting your site means that more people will buy your product. At the same time, there’s also room for an argument that if your marketing funnel doesn’t allow for increased conversion, all that traffic is for naught. So, it’s pretty obvious why you’d be questioning the importance of one over the other. Most affiliate marketers around the world will tell you that you should always focus on traffic. However, we’re here to tell you the opposite. Improving your conversion is a much easier and faster way to make your business profitable. 

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Generating Traffic Is Hard

We’re stating the obvious here. Anyone with a website will tell you about the difficulties of getting traffic to a site. It’s the first hurdle that business owners face with e-commerce businesses, and soon enough, you’ll begin to understand the traffic hustle. You’ll pour months of your time into various marketing methods before you start seeing even a shred of traffic. 

And to be honest, traffic is super important too. 

The prettiest website in the world won’t get you traffic if there’s no one on it. So, why are we saying that you should instead focus on conversion? It’s because generating traffic is complex. It requires many resources, both time and money, and it’s getting worse by the day. Traditional SEO isn’t enough to get you to the first SERP. Pay for PPC, sponsor the hell out of your posts on social media, guest blogging, email marketing, referrals, loyalty programs, internal linking, and seventy other things later, and you’ll finally have five people log onto your site on a good day.  

It’s essential, but there’s a point where you start thinking whether all that effort is worth it. And, from our experience, it isn’t. 

The worst part is that it’s a constant job. You’ll have to work on it, spend time and money on it 365 days a year for the effort to pay off. 

In comparison, converting is much easier. Let’s talk about exactly why.

Conversion: A One Time Job

Think about it for a second. How does a person make their website’s conversion better? It’s pretty easy. All you have to do is optimize the website to ensure that the user experience is top-notch. The time a user has to spend from the time they log on to your site to the moment they put in those card details has to be flawless. How do you make the experience flawless? Create the perfect UI and load the page up with the best content you can write.

That’s the beauty of conversion. The process of increasing it is a one-time job. You can set up something that works and leave it there. That’s practically all you need to do. Initially, it will take some trial and error before you can have that perfect landing page. But, once you’re done, there is no need to constantly spend time on it like you would have to increase traffic.

Balancing Traffic and Conversion

So, you just made a shiny new website and want to monetize it and start making some profit as soon as possible. What’s the best course of action to balance out traffic and conversion? The answer is a bit more complicated than you think.

The first thing you need to do with a brand-new website is to advertise it. The ‘how’ of it is not something that needs an explanation in this article. But, before you move on to the conversion aspect of the website, you need some people logging on to your site. You don’t need an insane level of traffic at this point. Just a couple dozen visitors should be enough.

Once you have some people regularly visiting your site, it’s now time to move on to the conversion part. Throughout this blog, we’ve highlighted the importance of conversion. But, why did we first tell you to work on traffic? 

There aren’t any set of rules and regulations that you can follow for conversion. There’s no guaranteed way to secure conversions. It’s a tiring process of A/B testing until you stumble onto something convincing enough to make sales. How do you know something works? Well, this part is simple. If you start converting whatever little traffic you’re getting, that’s a sign that you’re doing something right. And, to do some A/B testing, you need some potential customers to act as your testers.

Now that you have a proper marketing funnel in place, it’s time to shift your focus back to the marketing side of the business. 

Updating Landing Pages

Conversion is a one-time effort, but there are always developments in specific industries that force you to take a different approach with your landing pages. An example would be COVID-19. Almost every website offering physical services has some acknowledgment of the pandemic, and they’re addressing a customer’s concerns by providing information on what they’re doing to counter the disease. COVID-19 brought a significant change in their industry that demanded a difference in the front end of their landing pages. You should always be on the lookout for such developments in your specific industries to ensure that your conversion strategies give customers the information they need to confirm the sale.

Closing Thoughts

So, to sum up, traffic is essential, and so is conversion. But, traffic is a time-consuming and tedious affair that isn’t guaranteed to get you what you need in the end, sales. Your generated revenue will be much higher if you’re investing that same time into creating a rock-solid funnel for conversions.

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