Focusing on traffic instead of conversion

Matthew Zammit

Nov 29, 2020

Conversion matters.

But improving 5% of nothing is still… NOTHING! 🤯

For that very reason many times you should be focusing on traffic instead of conversions.

Sometimes founders get me in to solve a conversion issue.
“We need signups”, they say… “What’s wrong with our site?”.

But upon looking at their analytics we quickly notice that there is simply not enough traffic going to the website to get the numbers they are after.

This is a common problem I come across.
People can’t buy from you if they don’t know who you are!

☑️ Traffic builds brand awareness and trust;
☑️ Traffic increases the number of conversions overall;
☑️ Traffic gives you the information you need to run reliable tests to improve your conversions;

Of course, if you’re driving qualified traffic to your website and still not converting, then it’s time to focus on conversion rate optimisation and seeing what to improve.

But many times, it’s a traffic issue, not a conversion issue.

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