Driving traffic to your website isn’t enough to get the conversion rate you need to break even and profit from your online business. You also need the right kind of traffic to make sure that people who visit your site are not mere browsing—but also potentially converting. To know the kind of traffic mix hitting your website and how that traffic mix is performing is one way to know which traffic source you should be focusing on improving. To test your website’s traffic also requires an analysis of what type of traffic it is and what sort of marketing effort drove each kind of traffic to your site.
There are several key marketing methods used in ecommerce, including email, social media, search, pay per click, remarketing, offline marketing and partnership marketing. These methods are either free or paid for and they either build brand awareness or potentially drive conversions. Not all marketing methods are the same and they don’t necessarily fit at one end, in that, some marketing methods can build brand and drive conversions to your website at the same time.
When strategizing marketing activities, it is important to consider how that particular method should be performing. Brand building activities, for example are supposed to have low bounce rates. A high conversion rate is a bonus, but having low bounce rates should be the main aim if you want to establish your brand. Conversion driving activities should be concerned about raising conversion rates as the AOV or average order value. For bought traffic, low bounce rates and good engagement should be the main target because high bounce rates may indicate that the marketing strategy is poorly targeted. Good engagement is determined by conversions and the number of page views.
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