Over the last five years, investment in websites and online marketing by small businesses has increased rapidly. Business owners are now coming to understand that website traffic through online marketing provides numerous benefits to customers that rely on search engines at low risk and high returns.

The single aim of all marketing efforts is to extend sales and so as to attain this online, your website must have traffic to convert into a purchase or a lead. Therefore it may be stated that the primary goal of your online marketing efforts should be geared towards acquiring qualified traffic—lots and lots of it.

Listed and discussed below are five points that demonstrate why traffic is essential to your business, the most effective ways to source it at last, the way to calculate a return on investment.

1. The Premise of Online Marketing Includes a Website’s Traffic and Its Conversion

Website conversion measures the speed at which visitors of said website complete a certain and desirable outcome, for example — the submission of an enquiry or purchase of a product. However, to own a true effect on your bottom line, it is critical to grasp that traffic and conversion rates go side by side. You can’t convert your target market to customers without traffic, and without conversion your traffic is pointless.

This is why a good website design is also critical to meeting your conversion goals. A memorable website will give your visitors a thorough understand of your business and raise your perceived value resulting in more sales. Here are some more reasons why you should invest in a professionally made website.

2. Where is Traffic Found and Which is the Best?

The following is a breakdown of the four primary types of traffic:

  • Paid Traffic — Ad Words, Facebook, Remarketing

Paid traffic offers businesses access to a number of the foremost prime positioning on the web and is geared towards exposure to relevant audiences. Paid traffic includes Google AdWords, Social ads, and even many social media sites as well. Because there’s a price for each visitor there’s a robust emphasis on generating an efficient conversion rate that delivers an economical return on investment. Furthermore, what’s reliable with paid traffic is that you can receive very accurate data analyses to measure the success of your advertisement. With some paid campaigns the cost per click (CPC) will be quite high, so it’s worth calculating the ROI to determine if it will be a viable option for your business.

  • Organic Search Results and SEO

The goal of SEO is to boost the organic placement and ranking of a website being listed on the results page displaying search engines. There is an initial expenditure of time and resources in getting results in every SEO program. Yet when achieved successfully, organic traffic and SEO are also a more lucrative and efficient long-term solution. As opposed to competing directly with PPC, SEO should be used in tandem with PPC, as SEO Image describes ‘Gaining a presence in both the natural and paid sectors would lead to double the effectiveness of online marketing strategy.’

  • Referral (Content Marketing)

While internet marketing is commonly used to boost organic SEO rankings, this content can be an abundant source of links and reference traffic if effectively performed. A blog is a great place to start with content marketing and according to Hubspot — businesses that have 55 percent more visits to the website and 97 percent more connections to the website. By providing high value content, you are likely to be cited by others, or even have the opportunity to build up your connection profile and guest blog as well.

  • Social Media

Not to be confused with paid social media advertising, social media as a traffic source refers to having a social media presence which encourages a group to visit your website. Social networking, unlike search engines, allows you to create relationships within a targeted network of users, often resulting in more skilled traffic. One of social media’s best aspects is that the larger the audience is, the better the audience will get. For instance, if your monthly social media marketing activities produce a 10 percent increase for your audience and your audience is 1000 people, that’s an increase of another 100 viewers, but if your audience was 100,000, that’s a 10,000 increase for the same effort.

3. Qualified Traffic vs. Random Masses

According to Incapsula “bots accounted for 56 percent of all website traffic in 2014 and for smaller websites, bots can make up 80 percent of all website traffic.” There are several ways to boost traffic to your website quantitatively, but without qualifying this traffic you’ll likely see a dramatic decrease in conversion levels and little impact on your bottom line.

Therefore it is important that you attract skilled traffic using an online marketing strategy which is consistent with the intent of your customer.

4. Website Traffic Results in Conversions

While businesses may track their traffic, they are often unable to measure this in relation to their conversion rate. According to recent studies, it was concluded that 34 percent of businesses that collect data for their website traffic are not sure what to do with it.

Successful online marketing approaches rely on one specific idea-attracting eligible traffic and then converting it into sales. Therefore, once it is obtained, it is important that traffic converts; otherwise the return on investment will be inexistent.

As stated before, majority of your conversions will depend on how effective your website is – hence why a good website design plays a big role in this.

5. Strike a Balance and Calculate Your ROI from There.

The fine balance on the effectiveness of an online marketing campaign that conversion rate optimization and traffic have is irrefutable.

When you understand how acquisition and conversion operate on your website and how to predict their impact on your ROI, you will be able to determine much more accurately the channels used to obtain traffic.

Focusing on relevance and diversifying the networks used is the secret to producing significant volumes of content traffic that converts. In one overall approach, multichannel marketing is used to characterize the use of various outlets to complement each other. By concentrating on attracting eligible traffic, you can then set up several platforms to meet a larger number of consumers–setting yourself up for a steady long-term rise in revenue.