What To Do When Your Traffic Goes Up and Your Sales Go Down.
I can't stress enough the importance of understanding content 'themes' when it comes to creating niche websites.
I have a client whose theme was quite narrow and she was running out of ideas for creating content. So via her blog she started to cast the net into what she thought were related themes for her website, to expand the options for building useful content. (Think about selling coffee beans and coffee supplies. When you have good traffic and sales on beans, it stands to reason that you might want to add more content on say 'coffee percolators', assuming that you sell those too).
About a week ago her sales dropped off sharply by almost 40%, yet a quick look at Google analytics showed a 17% increase in traffic over the previous week.
So after a short and excited phone call from her I set about trying to figure out what had happened.
To cut a long story short, she'd gained some traffic on the new content she'd been adding to her website, covering coffee percolators. And at the same time she'd lost some traffic on her primary product - coffee beans. There's was an overall gain in traffic but a sharp drop in sales.
One way to have perhaps avoided this would have been to do some test marketing with PPC. Had she created a PPC campaign for 'coffee percolators' she could have seen the conversion rates were poor. Then she could have taken steps to improve conversions prior to adding the new content, or looked into a different category altogether.
So now it's a mad scramble to find more coffee bean links and content and to try to get some sales out of her percolator traffic
There's a lesson to be learned from the above. I'm wondering if anyone else has bean(sic) through something similar and how you dealt with it.
Cheers!
I have a client whose theme was quite narrow and she was running out of ideas for creating content. So via her blog she started to cast the net into what she thought were related themes for her website, to expand the options for building useful content. (Think about selling coffee beans and coffee supplies. When you have good traffic and sales on beans, it stands to reason that you might want to add more content on say 'coffee percolators', assuming that you sell those too).
About a week ago her sales dropped off sharply by almost 40%, yet a quick look at Google analytics showed a 17% increase in traffic over the previous week.
So after a short and excited phone call from her I set about trying to figure out what had happened.
To cut a long story short, she'd gained some traffic on the new content she'd been adding to her website, covering coffee percolators. And at the same time she'd lost some traffic on her primary product - coffee beans. There's was an overall gain in traffic but a sharp drop in sales.
One way to have perhaps avoided this would have been to do some test marketing with PPC. Had she created a PPC campaign for 'coffee percolators' she could have seen the conversion rates were poor. Then she could have taken steps to improve conversions prior to adding the new content, or looked into a different category altogether.
So now it's a mad scramble to find more coffee bean links and content and to try to get some sales out of her percolator traffic
There's a lesson to be learned from the above. I'm wondering if anyone else has bean(sic) through something similar and how you dealt with it.
Cheers!
>>>Get your websites ACTUALLY ranked by checking these out: Quantum SEO Labs, Home Page Link Building & SERP Ability. Want to get rid of negative listings? Check out Reputation Enhancer.