More often than not, I hear fellow website owners remark that they feel that their own websites are ‘failures’. They deem them to be such as they draw in visitors but these visitors often don’t invest in whatever product the website is selling……
This is completely untrue! From experience the hardest part of the a marketing drive is to gain this initial traffic to your website. There are so many websites out there, that its very easy for a website to ‘slip under the radar’ so to speak.This can be little to do with the quality or content of your website, instead, being a victim of a competitive numbers game. Think of a needle in a haystack! Now imagine that you were searching and didn’t even know that you were looking for the needle either. I have covered some ways in other Knowledgebase articles regarding the importance of how you can use your content to target your specific audience. The more ‘focused’ your website is, the more likely it is to feature well in internet search engines (see this link regarding Google Search Console). How you present your website is extremely important, as the stronger your overall ‘brand’ and ‘brand awareness’, the more likely it is to attract visitors and potential sales to your website. A well known example would be Amazon. When a consumer wishes to buy an online product, it is extremely likely that they will search for the product on Amazon.This is due to the huge pull of the brand. With any brand that has such a huge marketable presence, the brand will automatically grab the attention of the consumer and will draw in visitors to the site. Now, back to the ‘I have visitors but no sales’ line. Not every visitor to Amazon is going to buy something on that visit. A visitor may been looking to buy something, and may compare websites and pricing over the course of maybe 3 or 4 visits. Eventually this visitor will decide on a product and make that purchase (hopefully they will make the purchase from your website!).
There is a way to measure how visitors and sales correlate with one another, this is know as the ‘Conversion Rate’. The Conversion Rate is worked out by dividing the total number of orders placed, with the amount of page views. Obviously a higher conversion rate will place a business higher up in a business algorithm (such as the algorithm used by Amazon). If you are a small website, its quite tricky to build up this conversion rate. Again, this isn’t a bad thing and can have nothing to do with the quality of your website – its simply a case of building the awareness of your brand over time. By doing this you to build up a solid customer base, with good customer service and products, over time your reputation will begin to speak for itself. Another factor worth mentioning here is the conversion rate can be affected by how your website functions. Using Petersweb as an example, our visitors use our site as an access point to log into their hosting accounts (or to open a support ticket). On the surface this would appear to have a detrimental effect on our overall conversion rate due to the fact that as we have lots of visitors, however, these visits don’t commute to further sales of our products. When you delve deeper this is simply a natural element of our business, and should not be taken as key indicator of a poor conversion rate. Instead, this could be viewed as a positive factor, as it reflects the fact that visitors are coming back to use the site from the sale of products made on our website.
In my article regarding Google Analytics, I mention the Bounce Rate. This is when visitors navigate to other areas beyond their initial entry point to a website. A good rate is mentioned as being around 20-30%, and a good Conversion Rate is also said to be around 30%. So there it is, it is completely unheard of for a website to record a 100% success rate for sales. A more realistic figure would be for roughly a quarter of your visitors to buy a product. The remaining three quarters of your visitors will simply visit your website and browse – these visitors may return and purchase a product on a later visit to your website (we hope).
So, the hard work is getting visitors to your website and this will be a work in progress. Try not get too disheartened if you don’t seem to get a lot of visitors through the door early on. Always aim to keep your website up to date and relevant to your target audience. If you market that way you are doing everything you can to start on the long journey of building your brand awareness.
Please feel free to get in touch if you would like any other information around this topic or would just like to pop by for a chat. You can contact us by launching a support ticket (open a ticket) with our hosting department. We will aim to get back to you as soon as possible.
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