Every website on the Internet is designed to attract the highest number of visitors. Websites are innovatively designed with various components and tools to make them stand out of the thousand of websites presented on the Internet. The real traffic to a web site determines its popularity and exposure on the internet. Having a large amount of web traffic is not as important as the amount of quality traffic which comes through. Quality traffic may be defined as the real traffic which generates conversions and brings in revenue for a business. The goal of various online campaigns, is to generate the highest amount of quality traffic which directly translates into better conversions and revenues.
Factors which determine the quality of traffic to a website
1) Bounce Rate- Bounce rate is calculated by dividing the total number of users who come to the home page but do not enter into the website and skip it. This could occur due to various reasons, including lack of clear and compelling landing pages, poor content, or session time outs or even web server errors. The bounce rate is calculated using various online analytics tools, which help in tracking the bounce rate for individual pages and websites and present a consolidated picture.
2) Number of Page Views- Quality traffic is also determined by the total number of page views. While calculating the number of page views, does not give the estimation of the amount of the quality traffic generated. It it may be safely assumed that around 20-30% of the online traffic which comes to website would be of quality traffic which would result in conversions.
3) User Time - The amount of time a user spends on a site, determines the amount of quality traffic which the website will get. The number of conversions is generally proportional to the amount of time which a user spends on a site. Genuine visitors would spend more time on the site by viewing related products and services which are offered by a business. This would definitely lead to an increase in conversion ratio and benefit the business owner.
Methods of generating quality traffic.
1) Using Google Adwords- Google Adwords is the largest online advertising provider in the world. Use of google adwords in pay per click campaigns is a definite method to increase traffic to any website. The effective combination of strong keywords and effective content, would increase the number of quality visitors to your website by over 40%. Those ppc ads and pages which have strong keywords and effective content are clicked more often by users, who require highly specific product or service information.
2) Strong Content Base- The need of having a strong content base cannot be overemphasized for increasing the amount of quality traffic. Strong content which is appealing, cohesive and focused, attracts visitors as they are quickly able to find the information they require. Web pages which have good content but limited graphical presentation, generate equivalent web traffic as large graphic based web pages which sometimes may have relatively poor content quality.
3) Focused PPC Campaigns- PPC campaigns generate a large amount of filtered quality traffic, which comes through from the various ad campaigns which are run on the Internet. This ppc campaign traffic enhances the conversion ratio for any website, which uses a strong ppc campaign base. Improving ppc campaigns and making them focused and target oriented, directly improves traffic quality and is one of the easiest methods of directly influencing web page conversions and revenue.
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