Just a few years ago, internet marketing was focused on how to get more traffic to your website. If you had a conversion rate of 2% and 10,000 visitors a month, you’d end up with 200 conversions. But, if you doubled that traffic, you’d end up with 400 conversions. The more traffic, the more customers, right? Well, in theory, yes, but there’s much more to it than that now that we’ve seen so much competition come into play and we’ve learned more about the importance of user experience.
In the early days, it was easier to get more traffic – it was affordable and easy. But as everyone started doing it, the market became competitive, making it more expensive to drive more traffic. As such, people started focusing on improving the conversion rate of traffic they were already getting, rather than driving sheer volume and hoping for the best.
That’s how we ended up with both search engine optimization and conversion rate optimization. Both practices are essential to online marketing success today, but it leaves marketers faced with a tough decision: Is it more important to apply conversion rate optimization techniques, or focus on increasing traffic?