Increasing traffic to your website is a key goal to a successful online business. But do you really want more traffic?
Or would you rather have traffic solely from your target audience?
There are three common mistakes you can make when investing in website traffic building.
Mistake #1: Getting Traffic From the Wrong Prospects
Imagine you owned a store on 5th Avenue one block away from managing remote workers the Rockefeller Center Christmas tree during holiday season. Hundreds of thousands of people walk by your windows and door. Would you want all these folks to come into your store?
If you said yes to “all” these folks, think again.
Why Attracting the Wrong Folks from Website Traffic Building Can Hurt Your Business
That’s because many of these folks are not your target audience. And therefore, you would be spending resources on prospects with little chance of converting them into a customer.
On the other hand, if you solely attract your target audience into your store, your potential return on investment is much higher. Not only for the first sale, but for all future sales from repeat purchases.
The same goes with your website. Except, the costs of attracting the wrong contacts into your website are much higher.
You see, when you attract the wrong website traffic it can slow down your site. That can affect how long folks stay on your website, particularly those folks who are your target market.
Kissmetrics reported almost half of web users abandon a site within 3 seconds if it does not fully load. And about 4 out of 5 shoppers won’t return to the site to buy again. Plus, over 4 in ten shoppers who experience this slow speed would tell a friend.
The bottom line is that slower speed from increased traffic of the wrong visitors can cause many folks in your target audience to leave your website, never come back and tell their social network.
Other problems can result after the wrong folks opt-in to your email. These problems can include higher opt-outs, lower open email rates, higher abandon shopping cart rates and higher costs for maintaining a larger database.
Mistake #2: Sending Website Traffic to Your Home Page
A very common mistake is to send traffic to your website home page instead of a landing page.
You can learn more about this mistake here.
When this occurs, the visitor will likely become distracted by looking at the content on the page, rather than opt-in in. As a result, the visitor judges your business based on what the site shows and states and may not opt-in before they leave.
Mistake #3: Not Having Persuasive Content on Your Opt-In Form and/or Landing Page
Persuasive copy is the most vital element on your website. Persuasive copy can move your prospect to act, such as opt-in or buy. Yet too few websites contain persuasive copy.
If you do not have persuasive copy on your landing page or opt-in form, why should a visitor opt-in?
But if you do not get your visitor to opt-in, you have no way to recover the cost of getting them there. And you cannot convert this into sales.
How to Fix These 3 Website Traffic Building Mistakes
The good news is there are easy ways to fix these website traffic building mistakes.
The first way is by attracting website traffic that focuses on your target audience. The more you know about your audience, the better the results. This includes demographics, psychographics and buying behavior. They key here is to exclude those who do NOT fit your target.
Direct mail lists, publicity, co-registration and affiliate marketing can enable you to focus on attracting your target audience. SEO and pay-per-click can too, but these strategies have a much higher risk of attracting too many folks that do not fit your target audience.
A second way is to create a landing page that promotes a lead magnet, such as a quiz or FREE report, plus an opt-in page. Your only goal here is to maximize opt-ins. That way you can develop a relationship with your visitor after he or she leaves your website.