In this article, we offer you different ways to easily identify whether or not your website is acquiring the (quality) traffic it deserves!
1. Your bounce rate is above average
According to Google, “bounce (in the web realm of course) is a single-page session” and “bounce rate is a single-page session divided by all other sessions, or the percentage of all sessions on your site where users viewed only one page. In other words, a site visitor is said to bounce when they visit a webpage, but do nothing else.
On average, the bounce rate is 60%. So, if the bounce rate on your website is 80%, it is a signal that your traffic quality is poor. The graph below (source: Conversion XL), shows the average bounce rates by activity area:
To reduce your bounce rate, you will need to analyze your web pages with Google Analytics or any other web analytics tool. This will allow you to understand why people are leaving your site so quickly.
2. The average duration of a session on your site is less than 2-3 minutes
According to a study by Databox, around 41% of websites have an average session duration between 2 and 3 minutes:
55% of sessions have an average duration of less than 3 minutes and only 27% of sessions exceed 4 minutes. The best tactic for increasing average session length is to include visuals – such as relevant videos, charts, and infographics – on your page to grab your visitors’ attention.
3. The percentage of “returning visitors” is less than 30%
According to Mike Sullivan, an early contributor to the Google Analytics support forum, the percentage of returning visitors to your site should be around 30%. A good rate of “returning visitors” is around 50%. It’s up to you to ensure that people who visit your website for the first time want to come back to discover new content.
Most websites attract more new visitors than returning visitors. However, it is the “loyal” visitors who are the most interesting since they are the most engaged: they have a lower bounce rate, they see more pages per session and have a longer session duration. They also tend to have higher conversion rates and close more sales.
How to improve the quality of traffic on your website?
Now that you know how to identify if the quality of your site’s traffic is “poor””, here are some tips to improve it all.
1. Target high-intent keywords
Depending on your goals, you should target keywords with high commercial intent. In other words, keywords used by Internet users when they are very close to making a purchase (which are at the end of their decision-making process).
As WordStream suggests, a request can be of three types: navigational, informational, or transactional. Of these three types of queries, only transactional queries have a high commercial intent that results in a sale.
Buying keywords of this type can be a very good idea to boost your return on investment. However, please note that the definition of “transactional” keywords differs from company to company. High “commercial intent” keywords can be classified into two categories. the first category is for “buy now” type keywords. In other words, the Internet user has already decided to buy the product (these keywords can include elements such as: abuy, discount, offer, coupon, free shipping). Also, unlike prospects who search for “buy now” keywords, people who use “product” keywords may be a little more hesitant to buy the product immediately, but they also have a higher conversion rate. raised. These keywords can be: branded products, specific products, product categories but also queries related to the terms: “affordable, “better”, “cheaper”, “comparison”).
If the main purpose of your website is to generate sales, then prepare a list of keywords with strong commercial intent and use them organically on your website or by paying, carrying out sponsored campaigns of purchase of words -keys.
2. Send emails that speak to your customers’ interests
As a website owner, know that you need to pay close attention to visits from your existing customers. These are the most profitable. And there’s no better way than email marketing to capture their interest.
In order to carry out a successful emailing campaign, you must segment your Database (BDD) using information obtained about your visitors via a registration form, for example.
Therefore, instead of sending a very commercial email, focused on your products, your promotions, share with them tips, advice, tutorials, etc. This type of content makes it possible to captivate Internet users. And these are then more likely to come back to discover new elements on your site.
- Always remember to send your emails to individuals who have opted in to receive your emails! If you start sending emails to people who are not subscribed to your newsletters, you are wasting your time and that of your readers.
- Segment your contacts based on their interests. The easiest way to do this is to ask your users what their interests are. When subscribing to your newsletter, for example, ask them to choose the type of announcement they wish to receive (and never receive at the same time elsewhere).
3. Leverage the power of retargeting
According to Retargeter, only 2% of traffic converts on the first visit. Retargeting is a great way to connect with prospects who are already in the middle stage of the sales funnel. Most businesses make the mistake of spending a lot of money on content marketing, email, CPC advertising, and SEO, but never take remarketing seriously. Remarketing is the best way to acquire quality traffic.
Whatever channel you use to acquire traffic to your website, always invest in retargeting afterwards as it is a surefire way to bring interested visitors back to your website.
According to the conversion probability of your visitors, they can be divided into three stages: cold traffic, “warm” traffic and Hot Traffic.
- Cold traffic: These are the people who never engaged with your content before visiting your website. Although it is very difficult to convert them at this stage, you can use their email address for remarketing through Google Ads.
- “Warm” traffic: These are people who have shown some interest in your product, but are still looking for products or services to find solutions to their problems. You can use the retargeting format called “carousel” to display the product(s) they have looked at on your site.
- Hot Traffic: These are people who are actively looking to purchase the product and have already made up their mind to purchase. It’s just about remembering them.
4. Use influencer marketing to increase awareness of your product or service
There are different types of influencer campaigns you can run. Affiliate marketing is a type of campaign where you compensate influencers who make sales for you by tracking ROI through custom URLs and unique discount codes.
The best way to drive engagement and get great brand exposure is through contests and giveaways.
Internet users trust influencers and if they use your product and it meets real needs and expectations, the public who has never heard of your brand will be encouraged to try it.
5. Improve the quality index of your ads
Google evaluates the quality of your ads, keywords and landing pages. The higher your Quality Score, the better your ad will perform. It also means that it will lead to cheaper clicks.
Ad Quality Score depends on factors such as click-through rates (CTR), relevance of each keyword, and quality of landing pages. Your Google Ads campaign’s past performance can also affect your Ad Quality Score.
Ads with a good Quality Score rank higher (without raising the bid).
You can achieve a higher Ad Quality Score by improving your ad text, optimizing landing pages. Continually research relevant keywords and divide them into individual groups and ad campaigns.
In general, the higher your Quality Score, the lower your cost per conversion (CPC). A high Quality Score is Google’s way of telling that your ad meets the needs of your potential customers.
6. Ditch underperforming channels
Have you ever wondered if abandoning an underperforming channel could impact your overall conversion rate? Let’s take these numbers as an example for a lambda website:
- SEO provides him with a 15% conversion rate
- CPC ads lead to a 10% conversion rate
- Social media conversion rate is around 20%
- Conversions from email marketing are around 4%
Among all of these channels, the one that seems the least efficient is clearly email marketing with a conversion rate of 4%. This means that the traffic generated by email marketing does not convert much. By dropping this channel, it is possible to improve the quality of website traffic and improve conversion rates.