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Is All Traffic Created Equal?

Written by Kevin Wood

Tuesday, March 10th, 2015

Is All Traffic Created Equal

Face it, if you want your online business to succeed you’re going to need a steady stream of traffic. However, there are crucial differences in the quality of traffic across the internet that could have an even larger effect. Some people believe that driving traffic to your website is purely a numbers game. However, the quality of your traffic matters much more than the quantity.

In this article we’re going to explore the differences in quality of web traffic and what it means for your business and success of your website.

 

What Is Quality Traffic?

Quality traffic is composed of visitors who are actually engaged with what you’re offering, browse multiple pages, and spend a decent amount of time on your website. Essentially, they are going to make up the backbone of your revenue, as these people are also more likely to buy what you’re offering, or at least sign up for your email list.

These visitors should be the core focus of your business as your work actually resonates with them. Often, the amount of quality traffic flowing into your website will be low compared to other forms of traffic.

However, if your business was built to serve everyone it would probably end up serving no one. This differentiation in your business allows you to more effectively serve a small group of people in deeper ways.

To sum up, quality traffic will have qualities similar to your ideal visitor. For instance, they will be a regular visitor to your site and hopefully a champion of your work.

 

What Is Low Quality Traffic?

Low quality traffic doesn’t bring any positive advantage to your website other than increasing the amount of visitors to your website. The typical traits these visitors will embody includes only stopping by your website once, not viewing multiple pages, and barely reading the page they landed on in the first place.

It’s not a good idea to focus your traffic efforts on this type of traffic, as it won’t do much to increase your bottom line. Usually, these traffic spikes come from instances when your content goes viral, or your website gets featured on a site like Reddit or Stumbleupon. The high-volume traffic you get from these sites usually won’t do much to increase your sales, or number of subscribers.

Although, you don’t want to discourage traffic from these sources it doesn’t make a lot of sense to focus your traffic generation efforts on these high volume sources alone.

 

Focusing On The Wrong Traffic Metrics

When it comes to digging through your traffic metrics you’ll want to make sure you’re looking in the right place. After all, it’s easy to get caught up in vanity metrics, forgetting the real data that can actually be useful for your business.

For starters, the total number of visitors you have per month isn’t crucially important. What is important is the sources where your traffic is coming from, and the bounce rates that are associated with each source.

The bounce rate is the percentage of people that come to your site and leave very quickly. So, if you have a few traffic sources that have very high bounce rates you’ll want to diminish your efforts on those sources. Your best bounce rate scenario would be a high traffic source with very low bounce rates.

Another metric you’ll want to keep an eye out on is the number of users that are returning to your site time and time again. Although, it’s always good sign that new visitors are coming to your site you’ll also want to take note of how many people are returning.

Traffic doesn’t have to be a mystery. By focusing on the right metrics and sources of traffic you’ll be well on your way towards fine tuning a traffic strategy that works.

 

Image source: https://www.flickr.com/photos/17893072@N00/4475333077/

Pinterest Adopts the Use of Promotional Ads

Written by Jeremy Jensen

Thursday, March 5th, 2015

pinterest

With over half a million businesses on Pinterest, the Social Media platform is becoming a lot more than just recipes and fashion photos. It’s time to prepare yourself to start seeing even more ads now that Pinterest unleashed new tools for businesses back in June. The “do-it-yourself Promoted Pins” feature will allow businesses of any size to promote their pins on a cost-per-click basis in order to reach more people and get more visits back to their homepage.

Pinterest has been testing this program since early May with big brands like Old Navy, Target and Shutterfly, and is offering a sign up for any business to try it when they’re ready to get started.

 

Competing Against Facebook and Twitter, Subtly

By adopting the same principles as Facebook’s ad promotions and Twitter’s promoted Tweets, Pinterest’s Promoted Pins have been touted as “changing the game one pin at a time.” What’s different about their advertisements is that they won’t appear any different than the other posts that interest you. If, for instance, you’re browsing new cocktail recipes you won’t see an ad for JcPenny’s, instead you’ll see pins from companies that deal in mixology or interesting cocktail glasses.

Many have reported this as a noticeable benefit simply because the ads won’t be pestering potential customers by appearing in random categories. Pinterest is already such a product-and-image driven environment that users have been embracing brands long before any advertising was thrown into the mix.

 

Building Off Rich Pins

Back in June we talked about standing out on Pinterest with Rich Pins, a change in eCommerce that shared pricing information and availability. Rich Pins also came with analytics and options to receive pricing alerts.

Promoted Pins will only add to these features, with promises that pins will appear first in search results and category feeds on both the web and in mobile apps. If you aren’t on Pinterest already sharing your products, the time has never been better to join. Currently only select businesses are receiving the option to promote but getting started now will prepare you when the time comes.

 

Your Pinterest Board and Planning Your Pins

While the notion of the promoted pins blending in with the rest is great from an advertisement perspective, the pins you’re choosing to designate as promotional should do anything but. Aim to make the promotional pins to be taller than those around them and really draw the viewer in.

Customers have always found you on your own Pinterest boards and promoted pins will be no different. Some of the most compelling reasons for businesses to start using Pinterest include:

  • It’s a great place to promote a contest
  • As most users are visually inclined, it’s a great platform to optimize your brand’s image
  • You’re allowed to comment and interact with potential customers
  • Built in SEO benefits with hashtags and keywords
  • Integration of other Social Media sites

 

So What’s So Promising?

Back in April, the data tracking blog, Shareaholic, dubbed Pinterest as the reigning queen of social referrals. Since December it has seen a growth in traffic of 48% and is second only to Facebook in terms of steering Social referrals.

In three years of operating there have been 30 billion items pinned and 750 million boards created. Even what once was a heavily female dominated user base has now shifted from over 80% females, to 68.2% female and 31.8% men.

It’s become very clear Pinterest has established itself as one of the top marketing tools, and in no time businesses small and large will be benefiting from the use of Promoted Pins. When do you plan on starting?

Tips for Creating a Successful E-Commerce Website

Written by Brandi Bennett

Tuesday, February 24th, 2015

Ecommerce
Your e-commerce site is flashy; it loads quickly, and you’re selling a decent amount of product. But no matter how good your site is, it can always be better. There is always room for improvement. This is not meant as a criticism of any site, it is simply a fact. Technologies evolve and with them comes room for additional improvement to any site.

 

Some Suggestions

There are certain tips that that will work to ensure that your e-commerce site stays as good as it is, improves drastically, or will serve to benefit your site in some way. As with any suggestion, please don’t take it personally, and remember, I most likely have not been to your site (though I could have!). These suggestions are more like a compilation of different issues I have seen on the e-commerce sites that I frequent and feel that they need addressing so that others can constantly improve. With that in mind – the suggestions:

  1. Keep it Simple – as I have mentioned in a previous post, simple is better. If customers have additional questions about your products and services, they will ask (as long as you have a place for them to do so). Do not inundate your customers with information. Most online consumers already have a good idea of what they are looking for and have a basic idea as to what those products will entail. Give a basic description and that’s it. Have a place for them to add the item to the cart, a place to ask questions (like an easy to spot customer service email address or chat support) and you’re all set.
  2. Don’t Make Me Register to See Your Items – Seriously, this is one of my biggest pet peeves (and I’m not alone in this one). If your site makes me register to see what you have for sale, I’m either going to go somewhere else to investigate the product (like Amazon) or if I’m really curious and you’re one of the only places selling it, I will sign up with a completely fake name, fake email address, etc. You won’t get my real information, and I still most likely won’t purchase the item from the site that made me do that. Why? Because you don’t need my information. You’re not mailing me something that I bought from you, you’re trying to preemptively gather information on me, and that’s just not cool.
  3. Make Your Site Easy to Navigate and Make it Easy to Search – Personally, I’m not a huge fan of Etsy. I dislike trying to navigate through to find the cool stuff. The site is non-intuitive and clunky. I begrudgingly go there anyway, because it’s one of the few places to get handmade items, and I like that. I maybe visit the site once every six months, why? Because it is NOT easy to navigate. If it was easier to find things without having to look through hundreds of pages of stuff, I would absolutely spend way more money there. Thriftbooks.com is another site I would spend more money on if their search was more intuitive. I want to put in a book name or an author and just go. I don’t want to specify half a dozen things to try to find one or the other. Make it easy for me to search, like Amazon or Barnes and Noble and I will spend money all day long. Make it difficult for me and you will get little to no money. This basically goes back to the first point – keep it simple. Don’t over complicate things and you will get more money from consumers.

 

E-commerce can be rewarding, and it can be frustrating, but the key to making money is, as always, make it easy on your customers to spend money. This is why those little stands next to the checkout line work. Someone sees lip balm or a candy bar or a soda and thinks, man my lips are chapped/something sweet sounds great/I’m thirsty and grabs it. If those items were too difficult to find or too hard to get to, stores wouldn’t make as much on the little items. Your e-commerce website is a virtual store. Make it easy on your customers and they will reward you for making the experience a better one for them.

 

Image Source: U.S. Media Consulting. (2014). E-Commerce. Retrieved from http://latinlink.usmediaconsulting.com/wp-content/uploads/2012/12/Ecommerce-Latam.jpg

Domain Names Matter

Written by Brandi Bennett

Thursday, February 19th, 2015

http

It is generally understood these days that a domain name is necessary for brand recognition. Domain names also serve many higher purposes as well, including being a primary contributor to the overall user-friendliness of the Internet. Without domain names, we would have to memorize IP addresses in order to visit websites… instead of “Googling” something, we’d “74.125.227.229” it.

 

Time To Select A Domain Name! ACK!

The truth is that many people fail to consciously think of a domain name that they want, or several alternatives, prior to the signup process. As such, when it comes time to pick a domain name, they panic. This can lead to a host of different issues, as with the case of the now defunct, ill-fated domain name “The pen is mightier” a.k.a. thepenismightier.com. As you can see, while “The pen is mightier” is a pretty nifty name from a very famous quote (and one that worked well for a site that made custom pens, it just doesn’t work so well as a domain name, and can lead to a host of unfortunate situations. The site has long since been taken down. It would be best, however, to learn from their unfortunate mistake.

 

How Do I Avoid An Awkward/Inappropriate/Unfortunate Domain Name?

It’s quite simple. Open a word document or pull out a pen and notebook and start jotting down potential domain names. See how they look in text and see if they communicate your message properly. From there, circle or highlight the five top choices. You can then check the availability at https://register.hostgator.com.

If your choices are available, you can proceed with the registration process. If none of your choices are available, it’s back to the proverbial drawing board. Remember, you don’t just want to take any old domain name, you want one that will represent your site, convey your business appropriately, and adequately display your professionalism.

Domain names matter. Give them the treatment they deserve and put some time into it. You are naming your site. If you wouldn’t just type in random characters on a child’s birth certificate, don’t do it to your site! Your business is not unlike your child. You are working to nurture and grow your site – your business – don’t put it at a disadvantage from the get-go!

 

Image Source: Wikipedia. (2014). Domain Name. Retrieved from http://upload.wikimedia.org/wikipedia/commons/7/75/Internet1.jpg