Types of Website Traffic and How to Attract Them
Ideally, the more people that visits your website, the more chances to gain conversion. But the real challenge lies in there.
Let’s say, for example, your website performance is good. You have enough traffic, it is user-friendly, there’s an engagement that’s happening, etc. However, your conversion doesn’t work so well (and that’s a really, really big problem). Then you will probably ask yourself, “How was that even possible?” “What am I missing?”
So you go to your reporting tool (like Google Analytics) to analyse where are the possible fall-offs of your visitors. Then you see that most of your visitors did not proceed to the last step of your goal, which is buying your product, getting your offers, whatnot. How can you make these visitors do what you want them to do?
What you can do is to segment these visitors--are they new or returning? Knowing this information will allow you to tailor your digital marketing strategy according to your visitors’ needs. Make a play and treat them differently by giving them offers that would match the level of their needs and knowledge to your product or brand.
There are three types of web traffic that go to your website: the cold, warm, and hot traffics. They are similar with lead types because they offer the same opportunities for conversion. Let’s go through each one of them.
1. Cold Traffic
Users who visited your website without knowing anything about you or what you offer are basically cold traffic. They did not search for you specifically. They have just stumbled upon your website through your paid ads or in the search engine listings when they were doing their research.
Since they don’t know anything about your business and no trust has been established yet, the chances of converting them is very low. But that doesn’t mean that it can’t happen in the future.
Cold traffic doesn’t stay cold. You can start warming them up by offering resources that they might find valuable. In exchange, you will receive their personal information and email address. Once you have them, you can begin cultivating your relationship with them. Gain their trust by showing your value.
2. Warm Traffic
These are the people who know about you, your brand, and the products or services that you offer. They have engaged with your website, read your content, opted in to your email subscription, downloaded lead magnet pages, and so on. Yet, despite all these, they still didn’t buy anything from you.
How can you convert this warm traffic into sales? Simple. You have to drive them to website pages that have the most value while making sure that they are reminded of their interest in your products or services. You can offer them content like webinars, events, free tools, free trials, ebooks, products demos, etc.
3. Hot Traffic
So this traffic is your loyal customers. They are the people who bought your products or services. People who know you well and trust your brand.
Since they have already purchased once, the goal is to make them buy from you again or re-engage customers who haven’t bought from you for a long time. This can be done by using PPC ads to see if they are still interested in what you offer. You can use these ads to drive them to your services page, offers page, product page, sales page, and landing pages.
The type of traffic your visitors fall into is one of the factors you should consider when creating your online digital marketing strategy. If you want to effectively market to your visitors by serving them with the right content, make sure you segment them first to cold, warm, or hot traffic.