04 June 2006

Website traffic

Too many people get excited about absolute traffic volumes. More is better. Well, up to a point. More can be better if more traffic means more actions from visitors. If a site isn't doing what it is supposed to, then adding more traffic won't change the situation.

What is the site supposed to do? The answer will depend on the site itself - there are essentially three good outcomes:
  • a buyer makes a purchase
  • a buyer likes the site, doesn't make a purchase but leaves their contact details
  • a visitor likes the site, doesn't make a purchase but leaves their contact details
Surely it's a good outcome if someone visits the site and puts it into their favourites or bookmarks? I'm afraid not. If someone puts the site into their favourites or bookmarks then you have no way to contact them - to let them know about your latest offers. You are relying on them to revisit the site regularly. You have no control over the communication flow.

If the traffic you are getting to the site isn't following your call to action then you need to understand why. Why aren't they signing up? Once you have solved that problem then you can start thinking about the traffic issue again.

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