No Traffic? No Problem
In this blog I will share my opinion on why having lots of traffic is not always an issue.
It seems to be the case that whenever marketers find something that seems to work even for a minute we try and find ways to exhaust it and ruin it as quick as it was formed.
For example, now that trust is starting to become the default with purchasing online, and we go to the internet first now to research and buy the majority of things, It has become another numbers game. Get more traffic, any traffic and in the end someone will want to press the buy now button. Its cold calling for 2015.
There are endless amounts of information and courses to help you understand how you can drive tons of traffic to a website. Misleading titles and awful content on the other end is irrelevant, get them there and make sure they click or at least see some banner ads. Impressions and clicks is the game. Or is it?
Sure for some sites that are transactional focussed you do need traffic but surly relevant traffic? For me its not so much about traffic as that makes people sound like a stream of anybody's. I like to think of each visitor as an individual. Let think of it like a dining experience, sure sometimes you know what you want and you just want a quick service - in and out like a fast food restaurant - but other times you want the service and its about the experience. You take your time browsing the menu and taking in the surroundings and the atmosphere. Your eyes gaze the whole environment and soak it all up its all part of the experience. When visiting a website to learn about something new, or be educated or even inspired and entertained you do want to be able to find your way around but you don't wanted to bombarded with multiple call to actions and demands to click this or buy this now.
So in that case it is not about the numbers of people that are on your site, its more about the ones that do visit. How do they find they experience? Could they find what they were looking for and how long did they stay?
So if you get a small number of visitors to your site dont worry so much, see what you can do make their visit a pleasant one and find out what they are looking to achieve and help them do that. Once you have this sorted then start thinking about how can i find more people who are looking for this information.
Having tons of the wrong kind of traffic will do you no good really. It might make your stats look good if that is what you are measuring but personally its not about vanity metrics for me but quality of stay.
You need to think about what your goals are and what success looks like to you.
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Author- Speaker - Consultant. Passionate about all things digital.