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What is more important than getting more web site traffic?

Many webmasters focus on getting more traffic to their web sites. While getting visitors is very important, it is much more important to increase the conversion rate of your web site.

This article will tell you why improving your conversion rate will have a much higher effect on your web site than getting more traffic.

The conversion rate of your web site is the ratio of sales to visitors to your web site. If your web site gets 30,000 visitors per month and 300 of these visitors purchase something from your web site then your conversion rate is 1/100 or 1%.

Scenario 1: Increase your sales by getting more traffic

For example, you could use IBP to improve the search engine rankings of your web site to get more visitors. Or you could run ads on Google AdWords to get 500 additional visitors per day.

That would be 15,000 additional visitors per month and a traffic increase of 50%. You have to invest a lot of time and money to get 50% more traffic. Is it worth it?

Let's say that you sell a product that costs $50. Before increasing the traffic to your web site, you had 300 sales per month = $15,000.

Now that you have 15,000 additional visitors per month, you'll make an additional $7,500 per month (Your conversion rate is 1%. That means that 150 of the 15,000 new visitors will buy the $50 product from you).

That means that you'll earn a total of $22,500 after getting more traffic to your web site.

That's not bad. However, depending on how you got that extra traffic (pay per click, search engine optimization, ads, etc.) you had to pay a lot to get these additional sales.

Scenario 2: Increase your sales by improving your conversion rate

On the Internet, you'll find many articles that explain how to increase the conversion rate of web sites. You have to tweak some web page elements, you have to write good copy, your web site must be clean, visitors must be able to immediately see the benefits, etc.

After some tests, your conversion rate might go up to 3%. Depending on how your web site looked before, this is not hard to do.

Although you still have just 30,000 visitors per month you now make a total of $45,000 per month.

Your new conversion rate is 3%. That means that 900 of the 30,000 visitors will buy the $50 product from you. And you don't have to pay for traffic to get these additional sales.

Do you want $22,500 or $45,000?

It's much easier to increase your conversion rate than to increase your traffic. You can quickly change the contents of your web page and you can quickly test different options on your web pages.

Increase your traffic and you'll earn $22,500. Increase your conversion rate and you'll earn $45,000. To increase the conversion rate of your web pages, you just just to spend some time to learn and to tweak your web pages.

That's where AxROI comes in. AxROI tells you how many of your visitors buy something on your web site and how much they spend on your web site.

If you use AxROI with different landing pages you can quickly find the web page on your web site that delivers the highest conversion rate.

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August 2006 search engine articles