The first thing to know is that like most business, your success is dependent on many factors.
Like any other business, your success or failure is in part is dependent on how many people know about you, relate to what you are selling and have the means to purchase it.
Let’s face it, all businesses are numbers driven to some degree, but online businesses need to prepare for the reality that it often takes a large number of website visitors to create enough conversion for a viable business.
And small improvements in each step of the process can lead to great improvements in sales conversion.
Four Pillars of Building Online Sales
Successful online businesses keep a dogged focus on the four pillars of building online sales:
Pillar One: Build Visitor Traffic
The first pillar is whether (or not) you are getting found.
In the online world, this is measured by amount of visitor traffic to your website.
Ways to Increase Visitor Traffic
Since visitor traffic is the engine that drives the online sale machine, having adequate visitor traffic is a key component of online success.
Online traffic starts with gauging consumer interest…
Step One: Demand
The first thing you will want to know is how many people are searching for what you have to offer?
How many monthly searches of your keywords are there?
Step Two: Supply
How many people are supplying websites with what you want to offer compared to the demand?
The online world is no different than the rest of the business world. The laws of supply and demand still apply.
- High demand and low supply is the sweet spot
- Low demand and high supply is a recipe for disaster.
- How many monthly searches of keywords
- How much competition is there for your market niche?
Does it seem like there is sufficient demand and manageable competition levels for your business to succeed?
Yes or no?
Step Three: Search Engine Rankings
If you answered yes to the last question, are you currently showing on page one, above the fold of Google for those keywords in search results?
Yes or no?
Step Four: Methods to Increase Traffic
All traffic to your website comes from time, money or some combination of the two.
If people find your website directly it is because you have communicated your web address.
- This could be done by advertising such as flyers, direct mail, billboards, TV ads, or referring sites such as YouTube. Pinterest or affiliate offers.
Search Engine Optimization
If people find your website from search engine results, it is because Google has determined your site is highly relevant to the search terms that were entered by the person entering the keywords.
- This could be done with lots and lots of content creation such as blogs, videos, and web pages with lots of quality original information
- This strategy to be found “organically” or “naturally” by Google is often mistakenly viewed as a “free” way to build traffic.
Many business owners prefer to use paid placement such as pay-per-click (PPC) advertising of their websites to move their website to the front page of search results.
Another strategy is to use Facebook or LinkedIn advertising to get seen and make offers that drive traffic back your website.
Still a third strategy for paid traffic generation is developing relationships with affiliates or referral partners who already have large audiences and (for a fee) will endorse your products or services and send people to your website.
Whatever strategy you use, it all starts with being seen.
Are you driving enough traffic to your website to meet your business goals?
Want help building traffic to your website?
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Lucy Morgan, CPA, MBA
Trainer, Speaker, Author