It’s not uncommon for organizations to focus all their digital efforts on acquiring more traffic. The logic goes something like: the more visitors, the better – right?
In reality, website traffic can be a misleading metric; it lends itself to shortsightedness. Sure, you could blow your budget on acquiring web traffic – but if that traffic doesn’t help you achieve your overall objectives, your investment is wasted.
Once you get past the excitement of racking up visits on your website, you can focus on acquiring visitors who are more likely to convert. By getting those visitors to complete actions that further your objectives (like download your white paper or register for your event), your conversion rate will go up and you’ll achieve real, measurable success.
In case you’re still not convinced, our infographic below illustrates the difference between investing in traffic versus investing in conversion.
Conversion vs traffic: