Most webmasters focus on getting more traffic, but more traffic doesn’t always mean more income—it can even mean less income if your variable costs increase. This is not good news for webmaster who spend all day and night generating traffic that actually does nothing.
I am sad to see people writing about how to get more traffic without mentioning that this traffic needs to be targeted and your content needs to be awesome and highly relevant. You could say that would be it in a nut shell, but that would be too easy!
How More Traffic Costs You More Money
Every site has a combination of fixed and variable costs. A domain name is a fixed cost—it costs you the same whether one person visits your site or a million people visit your site.
The problem with more traffic is that it increases your variable costs without necessarily increasing your income. That’s because the more traffic you get, the lower the chance each individual visitor is your ideal customer.
High traffic websites need to supply quality content to their visitors but the more you get, the more content you need to supply. Some sites pay writers to create articles and having a growing demand for content can cost big dollars. It is a viscous circle so when you get more traffic, you need it to be the right traffic to make it all.
I am facing this problem now as I have three sites that require at least 4 fresh posts per week. Then I like to generate traffic for each new post to give it a flying chance to rank. This all either takes time or costs money. 🙂
How More Traffic Goes Horribly Wrong
The most common case where more traffic costs webmasters more money is when webmasters target link aggregators such as Reddit and the old Digg. Almost nobody who visits Reddit or other aggregators will be a likely customer for your site, but appearing on the front page will send your site so much traffic that your server may be unable to handle legitimate customers, so you’ll lose regular income and risk having to pay bandwidth or CPU overage penalties. It is not always the web hosting companies fault when this happens either.. It is yours for not doing your homework with your choice of hosting package and for attracting the wrong traffic that is totally useless.
More traffic to an Adsense site sounds good in theory but again you need the right traffic. If you get just any old traffic your CPC and click through rates drops which in turn kills your earnings. Many people wonder why they have not got high Adsense CPC rates and this is directly related to the traffic your site gets. Quality traffic means sales for Adsense advertisers obviously, but webmasters presume that any old traffic will do.
What Can You Do To Earn More Money With the Traffic You Have?
Ahh this is the million dollar question and the answer is not rocket science. Firstly stop generating the wrong traffic and wasting time and money. Then concentrate on making more sales with your real traffic.
Who Are Your Customers?
Who your customers are depends on what type of site you run. Advertising based sites want customers who click the ads. Affiliate and product based sites want customers who buy the products. Mailing list based sites want customers who subscribe to the list. Sometimes you have a mix of all three or maybe a different website business model all together.
Only the right type of person will be a customer on your site. For example, I’m unlikely to be a customer on an advertisement-based site because I tend to use AdBlock. More importantly, many of my peers—people like me—also tend to use AdBlock, so attracting traffic like me to an advertisement-based site is a gross waste of that site’s resources. I do buy tools and products for my websites though, so attracting me to an affiliate sales page is a good idea.
I have mentioned before that experienced bloggers are not necessarily my targeted customers for this site. This is because I am here teaching people how to build websites and make them successful, therefore experienced bloggers are not on my customer list. They usually have the knowledge I write about and they also usually have bought their blogging tools to work with.
How To Get More Traffic Of The Right Kind
What you want is more traffic containing customers. To get this traffic, the first thing you must do is figure out who your customers are in general and what appeals to them.
I recommend that you spend some time trying to increase the conversion rate on your pages with your existing traffic. See if you can get more ad clicks, more affiliate or product sales, or more mailing list subscriptions per 1,000 visitors. Knowing what sells will tell you a lot about your customers.
Then take what you know about your customers and try to attract more traffic containing your customers. For example, if your research indicates your ideal customer uses Apple products, start putting pages on your site about Apple products and Apple news to get the right kind of more traffic.
Another example is the old saying “trying to sell rice to the Chinese”. This famous saying tells us that finding targeted customers is absolutely nothing new.
Attract the Right Customers with the Right Content
This is a great tip that most ignore. You have chosen a niche topic for your website, so stick to it! Going off topic with your content does not earn you more sales or conversions. You whole website must be relevant to your niche because when your customer lands on your site they will see what they expected.
The following is an except from one of my own articles explaining what you need to create a successful WordPress website.
How I Make my WordPress Website Relevant:
- The main topic of the website is the root of your business. Everything grows from that point on.
- The navigation system is the stem that comes from the root of your business.
- The categories are the branches that veer off from the stem.
- The foliage on the branches is the content.
- The back links and promotion is the food. If you feed your website the wrong food you could kill it!
Now take note, you do not see leaves from a gum tree growing on a maple tree. If you do then it would look quite odd and you would know that it is not meant to be. Now this is a crazy way to explain what I mean but it works.
Stop Generating Worthless Traffic and Work On Conversions
If you stopped generating the wrong traffic and concentrated on making conversions and meeting your goals you would be shocked at the results you see. Webmasters spend 90% of their time trying to drum up traffic and 98% of that traffic is rubbish, while only %2 converts. Why not find out where these
Quick Tips to Increase Conversions
- Make your Customers Happy. Yes this is obvious but many webmasters get caught up in the whole blogging cycle to see what makes the customers happy or sad.
- Why have you built a website or blog? Always remember your goal and think about the direction you are taking. It is ok to change paths but you must stick to something. You cannot be an expert at everything!
- Compare content that makes money with your page bounce rates. This is a nice clue for me. I usually see that the pages with the highest bounce rates are not meant to be on the site. The ones with the lowest bounce rate means people like that content. If you have pages with a low bounce rate and they make sales you have hit on something special.
- Optimize pages that are proven money makers. People often have no clue which pages on their sites actually make the sales. I like to track my affiliate links so I know exactly which links were clicked to make the sales. Then I improve those pages and send more traffic there. It is as easy as that!
- Conversion Optimization. This is about improving the pages. You can move and change all sorts of things to improve conversions but make sure you keep track of what you do. It is easy to ruin your conversions altogether, so be careful. Split testing is a great way to get better ROI and you can use the free Google website optimization tool now located in Google analytics’s under the experiences section.