Why High Volume Web Traffic Doesn’t Always Mean More Enquiries

Why High Website Traffic But Low Enquiry NumbersWeb design always has been and always will be a numbers game. With many web design companies now offering their customers the chance to check up on the number of hits their website gets and other key information about its performance a lot of businesses are now becoming more switched on with regards to the number of visitors their website gets per day, week, month or year.

However there are a number of reasons why higher volumes of web traffic do not lead an increased number of enquiries for your business. One of the most common reasons for this tends to be that you are bringing in too much generic traffic as opposed to targetted visitors.

So what’s the difference?

If you are a local business then targetted traffic includes online visitors from within your business encatchment area such as a town or suburb who have a specific interest in the product or service you can provide for them.

Generic traffic can include people from outside your encatchment area or those with no more than a passing interest in something on your website which is never going to lead to a transaction between you and that person.

To give you an example I used to work with a tyre dealer based in east Manchester in my old job. As a business they had spent a lot of money on a website which saw them rank as number one for car tyres in Manchester on Google which in turn brought them plenty of visitors to their website. By analysing the entry and exit pages on their website it was easy to see that visitors were coming in to their website from across the city and surrounding areas and then leaving again once they had seen that their depot was on the other side of Manchester.

Manchester is a big place and very few drivers are likely to drive from one side of the city to the other for a set of tyres unless they can get a hefty discount that most suppliers just can’t afford to give! To put it quite simply the business were ranking highly for the wrong keywords. This meant that their website got plenty of hits but most of these visitors were from the wrong parts of the city and were never going to become customers.

If their designer had been doing their job properly they would have realised that they would get a greater return on investment by targetting local suburbs within a few miles of their depot. This may have resulted in less traffic to the website each month, but as this would have yielded a greater number of targetted visitors it would have led to more enquiries and more business!

When working with us we find out about the scale and scope of your business to ensure that your website delivers targetted traffic and more enquiries giving you a greater return on investment. Can you really afford to deal with someone who doesn’t? Call us today for further information & no obligation quotes, or just to discuss your needs.

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