What You Should Know About Increasing Website Traffic.

From a marketing perspective, the good news is the process of getting your first customer versus your one hundredth is the same. But for traffic to successfully result in sales and profit, there are some essential prerequisites to ensure that traffic converts and the cost is sustainable. You should be asking yourself:

Is there a large target market? A market is a group of people already spending money on something. Are people buying the same type of product?

Is there an addressable target market? An addressable market is a group of people with visible shared qualities, already spending money on something. Is there a market segment you can focus on?

Is there a great product story and/or compelling copy? You might have a clear “why” for the product in contrast to competitors, but you need to translate that pitch to compelling web copy. Does your product pitch resonate with them enough to purchase?

Is there a low-cost way to reach this audience? The goal should be to keep customer acquisition costs low. Are there multiple ways you can reach potential customers?

Which tactic is best for your business?

Some of these sources will generate higher quality traffic for your specific business and some will generate lower quality traffic.

For example, let’s say you’re targeting young professionals interested in buying wacky office supplies. LinkedIn might be a better option over, say, Pinterest.

Traffic acquisition success is found by doubling down on the most relevant traffic you can find. Of course, “the most relevant traffic you can find” is incredibly subjective and different for everyone, so let’s break down each tactic you can use to increase web traffic:

Tactic type. Whether the idea is a short-term or long-term traffic generator. Short-term tactics usually see results quicker but require more maintenance or reinvestment. Long-term tactics take longer to see results but are more evergreen and require little to no maintenance.

Effort. How much time, skill, or experience you’ll need to put into the tactic.

Time to return on investment (ROI). Whether you invest time, effort, or money into a traffic-driving tactic, it will take days, weeks, or months to see that investment increase traffic and sales.

Cost. The upfront budget you’ll need to launch the tactic.

Traffic potential. The total amount of traffic that could be sent to your store.

💡 TIP: You should aim to choose one tactic you can do consistently. If you spread yourself thin with trying too many tactics at once, you’re not going to see results and that’s when you get frustrated, and feel like you should give up.