Traffic: Of Browsers and Buyers

It’s the age-old topic—Web site traffic. In every nook and cranny of the Internet Web site owners focus on the number of visitors arriving through the turnstiles. And it’s the source of endless discussions.

But, wait. Why aren’t more people talking about quality? Now that social marketing is all the rage, companies are once again just flying by the seat of their pants without implementing real quality controls.

Is it more important to increase the bottom line or egos? Does it matter how you lure someone to your Web site?

Internet visitors can be broken down into two main categorical states at the time of their visit—browsers and buyers. How they are targeted and what they are fed can help determine what state they arrive in.

And knowing what state they are in can increase revenue.

Recently, I did a test on a new Web site. The goal was to get a few thousand visitors from places, such as Digg, StumbleUpon, etc. Would visitors come and browse around—possibly leaving profit on my table in the process—or would they just soak up a minute of content and vanish.

The test sources were fed general informative content about the site’s topic.

As expected, thousands of users came to the various points I mapped out, but when the dust settled not one dollar was earned—not even one click on the site’s advertisements.

However, another test that focused less on providing “research material” and more on selling products yielded positive results. The traffic was much lower, but the income was well above $0.

In the first test, the visitors had no reason to do anything but enjoy the content and move on with life.

Stop ignoring the “why.” It’s not rocket science, but it’s not tapioca pudding either. Often site owners and marketers focus on the “where” and not the “why.” Ignoring the “why” will hurt you.

Sure, we can look at stats and see where people are coming from all day long. But why are they coming? Ah, and there it is.

Are they coming because of research? Are they in a buying mood and coming because you offer a product or service that they want?

I like marketing with article distributions and social media sites, because it gives me an easier way to determine why someone is coming to a Web site. For instance, if visitors are coming to read an article entitled “Why I Love Autumn,” they are most likely just browsers—perhaps we can convert a handful to fans.

On the other hand, if visitors are rushing to the site for a page about how to save $500 on a specific HDTV, then they are buyers (at least potentially).

A classic example is an informative travel site. Let’s drive this home by looking at how potential travelers interact with the common everyday information-based travel site.

Before taking a trip, “browsers” will start hunting for travel guide sites to do some research. At some point, unless travel arrangements are already booked, that browser turns into a buyer.

The buyer then visits a trusted source, perhaps a source that’s been the “purchase point” all along, and takes care of business.

And by understanding the browser behavior, site owners can better capitalize. For instance, rather than featuring major travel options, such as flights and hotels, the site could feature creative tours, special travel cards, luggage, and destination-specific products and services that aren’t likely to be featured by major purchase points.

Not just numbers. When left alone, visitor numbers are just ego boosters at best. Whether you’re a site owner or a marketing communications specialist, you’ve got to go deeper.

Learn why people are coming to your Web site and you’ll be in a much better position to communicate with them.