by Mike Ricotta - January 30, 2019
Website traffic is a key performance metric in digital marketing. In fact, website traffic is one of the big three digital macro-data points that also include average order value and conversion rate. These three variables are critically important because they all directly impact revenue. From a high level, it is easy to understand that elevation any of these three metrics will positively impact revenue. You might even say that the job of an SEO, digital marketing professional, or e-commerce manager, in a nutshell, is to increase traffic, AOV, and CR. Although this may be true, it’s easier said than done. In time we will discuss the micro-optimization of AOV and CR but in this post, I will focus exclusively on traffic.
What are the factors that influence the amount of traffic that reaches your website? In order to understand your website’s traffic, you must first break the contributing variables that influence traffic into two categories, direct and indirect traffic influencing variables. Direct traffic influencing variables are those that can be directly measured while indirect variables account for lost traffic which is typically not measurable and difficult to identify. Creating a strategy that is designed specifically to address both direct and indirect traffic variables is the micro-optimization of website traffic. Let’s break down each in order to illustrate the steps necessary to increase the total traffic to your website.
Direct Traffic Influencing Variables
Indirect Traffic Influencing Variables
You must be obsessed with growing the amount of traffic that visits your site. If you break out each of the shipping variables defines in this post and micro-optimize each one individually, you will see your traffic increase. Take the time to address each variable individually but don’t stop until you understand every dynamic of each traffic related variable, direct and indirect. Eventually, you will see a traffic tipping point where it will begin to grow organically because of your efforts. Stay focused on the fact that more website traffic equals more conversion which equals more revenue!
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