What to do in order to Improve the Quality of Traffic on Your Website
Now that you know what to look for when determining the quality of your website traffic, here are the top 8 ways to improve the quality of traffic on your site:
1. Target High-Intent Keywords
Depending on your particular business goals, you need to and must target high-intent keywords that are commercial in nature. As WordStream suggests, a search query can be divided into three types: navigational, informational as well as transactional. Only transactional queries out of these three search type, have high commercial intent resulting in a sale.
PPC ads around commercial intent keywords can result in good and effective ROI. However, the definition of transactional keywords differs from one business to another. Commercial-intent keywords can be classified into two categories:
- Buy now keywords
- Product keywords
The keywords “Buy now” signify that the user has already decided to purchase the product, the examples of these keywords include the following:
- Buy
- Discount(s)
- Deal(s)
- Coupon(s)
- Free shipping
Unlike prospects searching for “buy now” keywords, people using “product” keywords might be a little hesitant to purchase the product immediately, but they also have a high conversion rate. Examples of “product” keywords include:
- Brand-name goods
- Specific products
- Product categories
- Affordable
- Best
- Cheapest
- Comparison
- Review
If the main purpose of your website is to generate sales, then prepare a list of high-commercial-intent keywords and rank your website for those keywords both in organic and paid search results.
2. Regularly Monitor Your Traffic Quality Level
Traffic quality level is actually a metric that monitors the overall traffic quality of a web site. Analytics tools such as Finteza lets you analyze the traffic quality level by comparing the type of traffic your website receives on a regular basis. Once you’ve logged in to Finteza, navigate to the Quality tab located in the left-hand sidebar where you’ll see a donut chart comparing the traffic statistics over a selected period. The information is grouped on the basis of color for easier viewing:
- Green indicates real traffic
- Red indicates traffic from spam IP addresses
- Yellow color indicates traffic from VPN as well as proxy servers
- Gray color indicates traffic from social networks as well as search engine bots
The best part about Finteza is that it will alert you if there is any possibility of an external attack. You will notice a sharp increase in “Attackers: SSH, Brute-force, DDoS” column, where it will provide the reason the increase. This generally happens when there is an unexpected traffic increase on a web site. You can then take steps to protect your website from unwanted traffic.
3. Send Emails That Speak To Your Customers’ Interests
The highest quality of traffic on your website are the visits from your existing customers. And there’s no better means than email marketing to enable them to visit your website more often. The idea is to send emails that speak to your customers’ interests. According to DMA, a campaign that is segmented can improve revenue by 760%.
The best way to segment your list is by capturing data about your visitors in a sign-up form. Instead of sending a sales-oriented email, share tricks with them regarding how they can solve their pain points. This will make them read your emails further and take the required action (following a link) by visiting your website. Keep emails short to pique curiosity in the minds of the readers.The most important or vital things to keep in mind while doing passion-based email marketing are mentioned below:
Always create a subscription-based email list, because if you start sending emails to people who haven’t subscribed, you are wasting your time as well as your reader’s time.
Segment your contacts based on their interests. The simplest way to do this is by asking your users about their interests. Have a look at the below email-subscription form sent by Robert Paul properties in which people are able to choose the type of listing they would like to receive and never receive an email that isn’t relevant to them.
Gamify your emails for readers who are too slow to take action. Yes, there are people who like to visit your website and would like to take action, but they never seem to get around to it. For such users, a gentle push is necessary and gamification is an awesome way to do that. Have a look at the below “Bestseller Bingo” email sent by Penguin Random House to its subscribers.
4. Leverage the Power Of Retargeting
According to Retargeter, only 2% of traffic converts on the first visit. This means that you need to follow up with prospects in order to convert them. Retargeting is a great way to connect with prospects who are already in the middle stage of the sales funnel. Most businesses make the mistake of spending heavily on content marketing, email marketing, PPC ads, and SEO, but never take remarketing seriously.
Remarketing is the best and most effective way to acquire quality traffic.No matter which channel you are using to acquire traffic to your website, always invest in retargeting because it’s a surefire way to bring interested visitors back to your website. Depending on how likely your visitors are to convert, they can be divided into three stages: cold, warm as well as hot traffic.
Cold Traffic: Those individuals who have never engaged or gone through with your content before visiting your web site are classified as cold traffic. Though it is very difficult to convert them at this stage, you can use their email address for remarketing through Google Ads.
Warm Traffic: The people who have shown some interest in your product but are still searching for products or services to find solutions to their problems are classified as warm traffic. You can use the carousel ad format to display the product that they’ve clicked on your site to retarget them.
Hot Traffic: People actively looking to purchase the product and are coming to their final decision are considered hot traffic.
5. Use Influencer Marketing To Boost Awareness Of Your Product Or Service
There are various types of influencer campaigns you can run. Affiliate marketing is a type of campaign where you compensate influencers who get sales for you by tracking ROI through custom URLs and unique discount codes. The best way to drive engagement and get great brand exposure is by running contests and giveaways. Depending on your product’s price point, you can give away a handful of products each month to the winners.
People trust influencers and if they say they have started using your product and it is really good, the audience who has never heard about your brand will be encouraged to give it a try. Set a goal and document your key performance indicators (KPIs) while building your influencer strategy.
6. Improve Your Ads Quality Score
Google rates the quality of your ad, keywords and landing pages. The higher your ad Quality Score, the better your ad will perform. It also means that it will lead to cheaper clicks. The ad Quality Score depends on factors such as click-through rates (CTR), the relevance of each keyword, and landing page quality. The past performance of your Google Ads campaign also might affect your ad Quality Score.
Ads with a good Quality Score get higher rankings (without increasing the bid), and if your PPC ads meet customers’ needs, your ad score will increase. You can achieve a higher ad Quality Score by improving your ad text, optimizing the landing pages and removing negative keywords. Research continuously for relevant keywords and divide them into individual Ad Groups and campaigns.
In general, the higher you’re Quality Score, the lower your cost per conversion (CPC). As WordStream puts it, a high-Quality Score is Google’s way of saying that your PPC ad meets your potential customers’ needs. It is true that the higher that your ad ranks, the higher your traffic will be. PPC campaigns are costly, especially if you don’t have a good quality score. Focus on keywords to optimize your ad.
7. Use Native Advertising to Your Advantage
Paid advertising made to look like it is a part of the content on the page is referred to as native advertising. Native advertising earns 3X more time and attention and performs 10X better than traditional mobile ads. Native advertising will overcome banner blindness as well as reach your target audience, and, if used properly, it will drive high-quality traffic to your web site.
They work better than any other ads because they don’t look like ads and fit naturally within the content. Native advertisements have the potential to increase your brand awareness better than any other type of ads because they have the ability to attract more attention from your readers. Another advantage of native advertising is it can pass ad blockers.
When placed in the right context, native ads will generate higher click-through rates. Focusing on native advertising can help you drive more traffic to your website, hence generating more revenue. There are various native advertising formats such as in-feed native ad units, search and promoted listings, content recommendation widgets, custom content units, and in-game native ads.
8. Drop Under-Performing Channels
Have you ever wondered if dropping an underperforming channel could make a huge impact on your overall conversion rate? Take these numbers as an example:
- SEO provides a conversion rate of 15%
- PPC gives you a conversion rate of about 10%
- Social media conversion rates are around 20%
- Email marketing conversions are about 4%
Out of these, the underperforming channel is clearly email marketing with a conversion rate of 4%. This means that traffic generated via email marketing isn’t converting. If we drop this channel, then we can easily improve the quality of traffic on our web site and improve conversion rates.
