November 24th, 2009 
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High Numbers of Visitors Does Not Always Mean a Successful Business
By Ian D Spencer
Some would say a difficult question which is difficult to answer, but if you are in this scenario you simply can not afford to bury your head in the sand and ignore the problem, you have to study every last piece of statistical or analytical data to hand and try to identify the problem.
Every client wants to see an increase in traffic from the engines, this is one of the main reasons we are called to speak to companies in our local area. Most of the time we can quite happily agree to help them increase their traffic, but we will always make sure their website is in perfect working order, in terms of optimisation and usability, else increasing their traffic is very unlikely to have any impact on the success of their business.
If you were running a shop on the high street, the equivalent would be opening later to capture extra shoppers, but only employing one person to man the tills, therefore frustrating your customers so much that they walk off due to the wait, or charging far more than your neighbour who only opens in the morning, as they will simply wait until the morning in order to save their money.
Assuming your website is in perfect working order, you can normally identify why you are not seeing an increase in converting business, and we have listed some of these reasons below:
Prices Too High – Website A is selling Product I Want for £20, you are selling it for £30. The customer can find this out with out much hassle, so even if they land on your site, the likelihood is they already know that the product can be purchased elsewhere for much less money, hence even though they found your site, they will not be buying from you. You need to make sure your prices are competitive and match most others, as on the Internet you can see 50 shops in an hour, which is much harder to do on the high street.
Over Complicated Ordering Procedure – Some websites ask you for more information than you would need to get a passport just to buy a product, and visitors do not like this. Sometimes making them register is the worst thing you can do, even if you want their information to retain the client. It is a hard balance to strike but it is vital that you let the customer do what they need to do with out making things look complicated and over thought out.
Not Offering A Wide Enough Stock - We live in a consumer world where people expect to be able to get the product they want, when and how they want it. The increase in searches for specific products has seen a sharp rise over the past few years, which means the consumer is now doing more research, rather than just know they want Product Something, they know now they probably want Product Freezer White Z450. Try to stock all of the products people are searching and finding you by, so keep an eye on the analytics for your site and make sure you are matching their needs.
Navigational Issues - If people can not find an easy way to sign up or place the order, they will get frustrated and move on to somewhere else. You might have the best service in the world or the cheapest priced product to be found, but in this day and age, people are busy and they will not wait. That is why it is so important to make sure your customers can do what they need to do easily, efficiently and quickly, so make sure you run tests with many friends and family to ensure your website is easy for the user to do what they need to do.
Lack Of Information – Some websites give to much information, that is very true, but the majority just do not give enough information to allow the consumer the choice as to whether they should buy your product or sign up to your service. Try to make sure you provide as much information as you are physically able to, which will not only help your visitors but will also help your site in the engines, as content is king in the eyes of the major search engines.
Ian Spencer works for Clear Web Services, a SEO Web Optimisation and Web Design company serving the Forest Of Dean, Gloucestershire and South Wales.
He has worked in the SEO and Internet Marketing world for many years, and working in partnership with another company has launched the new SEO business.
http://clearwebservices.com/ For More Information, please call 01594 835 857 or email info@clearwebservices.com
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