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TRAFFIC
&
CONVERSION
///A POWER THREAD\\\\\\
&
CONVERSION
///A POWER THREAD\\\\\\
You need both
Traffic alone gets you fuck all & conversion doesn't happen without traffic
But let's break down why you need to optimise for both and a couple of things to stay away from
Traffic alone gets you fuck all & conversion doesn't happen without traffic
But let's break down why you need to optimise for both and a couple of things to stay away from
1. Building traffic
You've heard it before, but value really is the aim of the game
What you won't have heard much is what value actually means
It doesnt always have to be life changing advice, Nike for example don't teach you to run, they entertain
You've heard it before, but value really is the aim of the game
What you won't have heard much is what value actually means
It doesnt always have to be life changing advice, Nike for example don't teach you to run, they entertain
Guinness don't go on and on about the taste, they create an emotional connection between you and the person you think you'll be if you drink Guinness
Value comes in many forms, entertainment, advice, stories, evidence, inspiration.
How best can you connect with you audience to build traffic
How best can you connect with you audience to build traffic
2. Maintaining traffic
The enemy of most brands is time, to constantly create new and refreshing content, amongst a sea of others doing the same, whilst trying to stay on brand is difficult
The enemy of most brands is time, to constantly create new and refreshing content, amongst a sea of others doing the same, whilst trying to stay on brand is difficult
Every year fashion labels must do better than they did last year, do better than their competitors and do better than the new comers fighting for the lime light
And surely theres only so many crazy new ideas you can do with a pair of Jean's...
However you must concentrate on this, new audience is great but you must maintain as well
IMO keeping your current audience/customer base is more important than new
IMO keeping your current audience/customer base is more important than new
3. First touch conversion
It is unlikely that you will convert at first touch point
This means the first time someone lands on your SM or site they arent likely to purchase
Notice that, as the sales cycle and cost increase this number only decreases
It is unlikely that you will convert at first touch point
This means the first time someone lands on your SM or site they arent likely to purchase
Notice that, as the sales cycle and cost increase this number only decreases
Therefore try not to do everything the first time
As long as you are building and maintaining traffic, conversions will come
As long as you are building and maintaining traffic, conversions will come
4. Second touch point
This isn't isolated to just the second time they visit your site for instance, this includes any further communication you have with them
Email
SMS
Offline material
Etc
This opportunity must resolve any issues that arose from lé first touch
This isn't isolated to just the second time they visit your site for instance, this includes any further communication you have with them
SMS
Offline material
Etc
This opportunity must resolve any issues that arose from lé first touch
Cost - highlight the real value more
Quality - showcase more benefits of your product
Offers - can you give something to entice a initial purchase ( remember LTV is the goal)
Quality - showcase more benefits of your product
Offers - can you give something to entice a initial purchase ( remember LTV is the goal)
This is a very simple talk through of your traffic building and conversion closing.
Want to know how I would apply it your brand?
Get in touch
Want to know how I would apply it your brand?
Get in touch
