The Difference Between Traffic and Conversions (Plus 5 Ways to Increase the Latter!)

If you’ve been studying your Google Analytics, you may have noticed a metric called “website traffic.” But what is the difference between website traffic and website conversions? Should you focus your energy on one more than the other?

The Difference Between Traffic and Conversions

Simply, website conversions are like leads. They are website visitors who have taken action and become more than just a passive bystander. Whether they filled out a form on your site, reached out to you through email, or contacted your office, they took that next step. These are considered conversions. The two metrics, traffic and conversions, are similar but conversions take things one step further.

How You Can Increase Conversions

So if conversions are the goal, how can you have more of them? Below are a few tips you can take to increase conversions:

1. Keep Your Form Fields to a Minimum
Studies show that the more form fields you have, the less likely people are to fill it out. Because of this, you should aim to ask for as little information as necessary, such as just a name, email address, and phone number if necessary. You can always ask for more information later when you connect with the prospect!

2. Add More Action to Your Calls to Action
Calls to action like “Submit” and “Learn More” are used too often on website forms. Make your offer more enticing by using action verbs that make it clear what the person is receiving when they submit the form. This could be “Download our eBook” or “Discover the 6 Investment Secrets.” Instead of “Sign Up for My Newsletter,” you may try “Get Weekly Financial Tips.” The clearer you can be, the more likely someone is to take action.

3. Keep Forms Above the Fold
You want to make it as easy as possible for someone to see your website forms and take action and some website visitors won’t scroll all the way down your page. Instead, they’ll land on it and make their decision on whether or not to stay within a matter of seconds. Take advantage of this by adding a web form above the fold, whether it’s in the sidebar or as a popup.

4. Highlight Your Credibility
Trust is essential in the financial services industry and your website should emphasize your expertise. While advisors can’t highlight testimonials, there are other ways you can provide proof and increase credibility. For example, you could share specific benefits of your services or offering, emphasize your centers of influence, and give “social proof” by connecting your social media profiles to your website.

5. Make Sure Your Website is Mobile-Responsive
When over 50% of website traffic is on a mobile device, it’s absolutely critical that your site is mobile-responsive. This doesn’t just mean that your site is accessible on a phone. Mobile-responsive sites respond to the device’s screen size so all pertinent information remains readable and the design and layout flows nicely. If someone can’t easily move around your site on their phone, they’ll be inclined to leave.

 

Conversions are a great way to get tangible results from your website traffic and eventually drive new business.

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