Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Chapter Thirteen

How to Optimize Traffic for Conversion

Before anyone gets to your website, they have to find it. In the timeline model of Holistic Conversion Rate Optimization (HCRO), optimizing traffic happens before people get to your website, and it is just as important to your bottom line conversion rates as what happens while they’re there. Ideally, you want the most targeted traffic you can get. Then you should have alignment all the way down your linear conversion funnel. The traffic should be aligned with the website, and all the way down through the follow-up. Each step in the funnel should be created as a continuation of the previous step. It’s about lining up the pins on the Plinko® board, as we discussed in Chapter 2.

Traffic optimization is the science of increasing conversions and lowering the cost, most often to allow for more volume and growth. When it comes to traffic, conversions matter. If you can target exactly the right people and show them hyperrelevant, customer-centric ads that drive them to hyperrelevant pages on your website, you’ll be doing very well. If you remember back to Chapter 2, this is the traffic portion of building linear conversion funnels.

There are lots of people out there buying traffic these days. If you’re not optimizing that traffic, you’re probably wasting money. There’s always a way to get better converting traffic, which usually involves being more targeted and following the principles of HCRO. Look at traffic as one part of the funnel, ...