Traffic Vs Conversion: Is One Better Than Another?

Marketers love traffic. Web designers root for conversions. Does
traffic equal increased sales? Which is better for your site, traffic
or conversions?No matter what you're selling, if you are not providing
a user-friendly website experience, you might as well forget about
quality traffic and meaningful conversions all together. If you are an
online media outlet or content aggregator with an ad-based site model,
driving traffic to your pages is your goal. However, if you are a
company that measures goals based on the sales of products or
services, conversions are your measure of success. Here are three easy
tips on how to make your website more user-friendly and optimized for
maximum conversions.1. Eliminate a Flash Introduction or a Splash
Page
Even though a flashy intro or homepage seems like a great way to
impress your visitors, it often does the opposite. Most visitors are
seeking information, and although visuals are often helpful a
completely flash based website takes longer to load and navigate and
can actually hurt your SEO scores in Google.2. Use an Appropriate Font
Color and Size
Having a font less than 10 point can have users
straining to read your site. If they are coming to your site for more
information, make sure the key points are easy to find and read.
Smaller font can affect usability of your site and increase your
bounce rates. Similarly, if your font color is too close to your
background color, your users will also have a difficult time reading
your site. Large text may be seen as unprofessional and can cause
problems for certain screen resolutions. When choosing a font, modest
is best. Only use larger and bolder fonts when bring attention to
calls for action.3. Re-consider Your Music
Although you may want to
give your users a soothing or enticing feeling as they enter your
website, there are many industries (such as healthcare, law or
insurance) where music just is not appropriate. Many people consider
background music as annoying and disruptive to their web experience.
For a business website, silence can be golden.In the end, traffic and
conversion are not really rivals, but rather complimentary of each
other. You cannot drive conversions without traffic, but if the
traffic is there, it might be time to focus on converting your
visitors.