First things first : no traffic = no sales. Without a stream of visitors, a site will never make any money; advertisers won’t want to advertise, products won’t sell, affiliates won’t make any income.
However, even exponential increases in traffic don’t necessarily lead to rapid (or even moderate) increases in sales. Subsequently, web site owners need to make sure that they make the most out of each and every visitor.
The typical measure is something known as the conversion rate. Visitors are converted into prospects. Prospects become customers. Customers become repeat customers, and something to be nurtured, and respected.
So, the first step in traffic testing is to set up tracking around the flow of traffic through the site. A simple landing page, followed by sign-up, and upsell pages, for example, needs only a set of three counters to count:
- the number of hits
- the flow to the sign-up page
- the number of sales
This can be expanded to cover tracking by product type, site, and varying price points, upsell packages and so on, but the key for those just starting out is to keep it simple - a free counter from Statcounter.com (for example) and a Google spreadsheet are all that’s needed to get started!
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