Harnessing the Power of your Website, Part II. Understanding Quality Traffic.

Posted on Categories Vacation Rental Marketing

Is your traffic quality traffic?

Put your site and your marketing efforts to the test.


So you’ve had 2,567 visitors this month and only two sales online. What’s going on? You’re doing SEO, PPC, and other offline marketing tactics.   Your results should be more, right? Yes. They should be more. So, let’s take a look at what might be causing this slump of proportion of sales per visitor.


Back to the basics. Whether or not your site is booming or dragging, do you know who your customers are? Are you targeting the right audience? In the past couple of years, buyer’s behavior has really shifted. They have more control then ever, more information thanks to the internet, and are much more cost conscience because of the recession. So take an immediate look at your buyer from the last year and also look at their buying behavior and cycle. What’s the sex, age, average income? Where do they live? When are they buying? Here are some cool tools and analytics to find out.


Microsoft Ad Center has a great program to help you look at the demographics of your website. Check out their demographics prediction tool: http://adlab.microsoft.com/Demographics-Prediction/DPUI.aspx


Click on URL next to tool input and put in your website URL. It will bring back the results of your website based on different factors they record.


Then, put some of your top keyword phrases in the query tool and see what the results bring back.  Compare your site demographics to your keyword phrases as well as what you thought the results would be. You may be surprised on how far off you may be.


Check out some of your competitor’s sites and see where they pan out in comparison to the popular keyword phrases pertaining to your industry.


Then, pull up your Google Analytics or your analytic software and there you should be able to pull a map that shows you all of the geographical locations your traffic is coming from. Is that your target area?


Look at your bounce rate. If it’s high, you may need to adjust your content or your site or your marketing efforts. Look and see where your traffic may be exiting your site. Is there a disconnect somewhere? Are you able to take your visitor down the right path? Or, are they getting frustrated and leaving?


Next you look at your marketing both online and offline. It’s not necessarily the amount of traffic you send to your site, but the quality of traffic you drive to your site. The more targeted your marketing efforts are to your core audience, the more your inclined to have more sales. 


For more information about how to evaluate your marketing and traffic, contact us as info@icoastalnet.com with your questions or call 1-866-249-6095