Focus on Increasing Traffic or Improving Conversion Rates?

Blog, iD Blog | June 27, 2016

Guest post from Robert Rand, VP of Operations at Rand Marketing

Merchants traditionally seek to invest their marketing budgets into driving potential customers to their stores, but every now and again, there comes a time when it’s crucial to invest into a facelift or other upgrade, or risk facing dwindling returns from your marketing efforts. E-commerce storefronts are no different. Digital consumers, both retail and wholesale, have a variety of sources that they can buy from. If your shop doesn’t meet their expectations, they’ll continue to look for other websites to purchase from.

Some cases are drastic. For instance, if a site is not mobile-friendly, loads extremely slowly, may show security warnings at the checkout step in some web browsers, it may be worth temporarily cutting back, or even pausing some marketing efforts until the issues can be addressed. On the other hand, most digital stores are not facing such significant issues. As such, it’s typically better to gradually work toward better conversion rates while continuing forward with your marketing campaigns.

An experienced e-commerce expert will be able to recommend website improvements that can be expected to yield improvements in the conversion rates of website visitors into sales. This can include modifications such as offering quick-checkout options like PayPal Express or Amazon Payments, integrating a loyalty (reward points) program to help you stand out from other merchants, or adding LiveChat to better communicate with shoppers. While not all conversion optimizations require a 3rd party technology or costs, there are dozens of such features and changes that may help to make customers more comfortable, and assist them in making a quick purchase before they can be distracted. It’s normal to test and measure these kinds of changes to your website while you continue on with your normal marketing efforts.

In some cases, conversion rate optimization technology is more deeply rooted in marketing technology and campaigns, and has less to do with website development or programming. For instance, abandoned cart emails are a way of sending email messages to shoppers whose contact information you have, and who added items to the shopping cart on your website, and then left your website without checking out. Many popular email marketing and similar e-commerce marketing Software as a Service (SaaS) platforms include such features. Similarly, internet marketing systems like Google AdWords, AdRoll, and SteelHouse allow digital marketers to show banners ads to shoppers who visited your site without making a purchase. These ads can be displayed on news sites, blogs, and other various websites that allow for this form of banner advertising. The goal of such campaigns is to cost effectively entice the shopper to come back and complete their purchase.

Overall, it’s also important to consider what types of marketing you’re engaging in, and how your marketing campaigns are directly impacting your conversion rates. Systems like Google Analytics provide free statistics, allowing you to compare efforts from organic search engine traffic, pay per click advertising, social media marketing, email campaigns, and other types of digital marketing. If a campaign is under-performing compared to others, it may not mean that form of marketing is hopeless, but rather, that it’s in need of some retooling. For example, if your conversion rates from organic search engine traffic are much higher than your conversion rates from paid search engine traffic, such as from a Google AdWords campaign, it may mean that your paid campaign is not focusing on the right keywords, or has other parameters in need of adjustment.

When in doubt, don’t be afraid to call in a digital agency for a free consult. The team at can provide you with an evaluation and consultation at no charge.

About Rand Marketing

Rand Marketing is a Ft. Lauderdale, FL-based firm specializing in responsive website design and programming, including WordPress; e-commerce web development, including Magento; search engine marketing including SEO (search engine optimization) and PPC (pay per click marketing); social media marketing; and, online content marketing, including blogging, article writing, and press release writing and distribution.