You may have heard the old adage it is better to have four quarters than 100 pennies. The message behind the sentiment is there is more value in quality than quantity. The same can be said for website traffic numbers. A large number of visitors to your site does not necessarily translate to success.
Quality over quantity
Naturally we want to see our site succeed, but raw traffic numbers are not the ultimate indicator of success. In fact, the raw numbers can even be misleading. For example, it is important to consider the number of unique site visitors. Even though you might have 1,000 site views you may only have 250 unique visitors who each visited your site 5 times. If a majority of those unique visitors are quality consumers who buy your product or use your service you can consider that a success because at the end of the day even 1,000 unique visitors with no sales won’t translate into a win.
Additionally, if you are using a Pay Per Click (PPC) campaign, you should prioritize gaining quality leads over the quantity of leads to save you money. PPC campaigns should be focused on targeting the right prospects to secure the highest number of sales. In doing so you will drastically lower your cost per acquisition (CPA) while increasing your return on investment (ROI). A higher quantity of clicks leads to higher advertising costs which will only be offset by revenue generated through sales. If you are willing to forego high quantity traffic numbers for a lower quantity of quality consumers you will be able to manage a successful PPC advertising campaign and positively impact your bottom line.
Personas and the buying cycle
A large driving factor in marketing is understanding the importance of personas and the target segment you are marketing to. Segmentation can be divided into four main factors--geographic, demographic, psychographic, and behavioral. A persona combines two or more segmentation groups to create a hypothetical consumer who would buy your product. Creating marketing campaigns to align with those personas and target segments ensures you are reaching out to the right people to ultimately make a sale.
Another key driving factor in marketing is understanding where your consumers are in the buying cycle and reaching them when it is most impactful. If your product lasts for several months before the first repurchase is necessary then it would not be wise to waste advertising dollars reaching out to buyers within a few weeks of the first purchase. Likewise, if your product is seasonal it is important to plan your advertising around the buying cycle to garner the most impact
A great way to make sure you are reaching the right people who are ultimately interested in your product is through contextual advertising. Understanding where your audience goes during the buying cycle is key to driving sales. You can achieve successful contextual advertising by producing quality content and sharing it on relevant sites. The key to contextual advertising is to display your ad on a page where consumers will be viewing complementary products, all while keeping your bottom line in mind.
At the end of the day, your goal should be focusing on the quality of visitors to your site. Identify your target market and use segmentation to create a few personas that fit the target market. Analyze your current contextual advertising to ensure you are promoting on the most relevant sites. Following these steps will allow you to optimize your PPC campaign and lower your CPA to increase your ROI.