B2C: More Visitors, More Conversions?

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Restaurant Business

If there was a magic wand that brought all interested parties to your website, you’d never have to put time, energy, and money into marketing campaigns again.

Unfortunately, conversion isn’t so simple.

Put yourself in your target customer’s shoes. How do you behave when you are getting ready to buy an item or sign up for a service? What makes the difference between one product or service compared to the other?

How you come to your decision is a personal, highly-individualized trait that website design and product can only go so far to influence. Your B2C company website’s conversion rate is ruled by these extremely unpredictable variables.

Even if you follow every piece of expert marketing advice, a high conversion rate is never guaranteed. This is because the pillar of the problem is not website design, it’s psychology.

Human Variables and B2C Conversion Rates

Imagine you’ve spent time developing a new pet food brand – a range of kibble for cats and dogs. Your price is competitive. You offer free shipping to customers from your own country. You’ve got a great responsive website with just the right amount of keywords and have looked into every button’s size and color. 

All potential questions are answered in your FAQ. You’ve tested your product extensively, and 99% of cats and dogs love it. An appropriate marketing campaign has been designed by experts, using several channels.

You have invested time and money in the entire process, from product development to the launch. Even so, your post-launch conversion rate is low. What have you done wrong?

Very little. 

What Human Factors Decrease Conversion Rate?

Most e-commerce business owners already know how to attract potential customers. So when you have spent time and energy, creating an excellent product and website, tweaking details won’t make a huge difference.

Humans Bounce

Let’s go back to the imaginary dog and cat food. Your national launch brings in 10,000 new visitors a day for two weeks or 140,000. All visitors have been targeted as pet lovers. Subsequently, your bounce rate is low. 

A low bounce rate can be the result of landing pages with quality content that immediately gives people the information they are searching for, we will assume you and your marketing team are fully aware of website design in relation to bounce rate. In this example, the bounce rate is due to people being interested enough in pet food to navigate the site.

A very low bounce rate is 25%. If we apply this rate, you now have 105,000 potential customers left.

Geographical Targets Are Tough

Even when you have done your best to set geographical limits during the pet kibble launch, not all new visitors will be from countries that qualify for free shipping. Delivering 25 kg of qualitative and fairly-priced kibble from the US to Europe costs more than the kibble. 

This variable means 20% of your visitors – 28,000 – are no longer interested. Lack of geographical eligibility is not necessarily due to a launch error – it is incredibly difficult to set such distinct limits on multichannel marketing campaigns, especially when these campaigns are in universal languages such as English.

You have 77,000 visitors left.

Brand-Loyalty

25% of your total visitors – 35,000 – are thrilled with their current pet food brand and do not want to change. They might remember your products at a later stage, perhaps when their pet begins to tire of the usual menu or when they see the positive feedback your pet food begins to generate over time.

It is too soon for them to trust your brand, but your launch was quirky and interesting. That’s why they didn’t bounce.

This third variable means you now have the opportunity to convert 42,000 pet-loving visitors.

Right Price, Right Moment

25% of your total visitors – 35,000 – are not happy with the product prices. Some think the pet food is too cheap to be high quality, some think it’s too expensive. This is an example of basic human socioeconomic variables.

With this fourth variable, you now have 7,000 potential conversions. Let’s add another 2% who know they are going to the store later in the day and can get dog food there. You just didn’t get them at the right moment. Without knowing how every individual plans their daily schedule, you can’t always get the timing right.

After this fifth variable, you have 4,200 visitors left. If these made an order, you would have a conversion rate of 3%. According to the experts, this is slightly better than average. 

Thousands of Possible Variables

Finances, logistics, good days, down days, overtime, stomach bugs, the need to research, or the willingness to make spontaneous decisions. Volumes have been written about the human psyche, and there is only so much our marketing strategies can do to influence it.

For example, 6% of your potential customers don’t like to order everyday items like pet food online because there’s no-one home during the day to accept the delivery. They would only ask the neighbors to accept an important package. 

This is one of the reasons why offering evening and weekend delivery times makes a difference. You are probably aware of this, and your virtual pet food store offers out-of-hours deliveries. Instead of losing 8,400 leads (6%), you only lose 1% – 1400. This loss is due to those people who work shifts or don’t believe you can make good on your promise to deliver out of office hours.

2,800 left after variable number six. A conversion rate of 2% – on the low side.

Even so, we have only looked at six variables so far. There are thousands of reasons why an individual from your targeted group isn’t buying your product.

Some might not order because you don’t do venison flavor. Others because you don’t supply kibble for specific medical disorders – kidney disease or osteoarthritis, for example. These visitors spend time on your user-friendly website because they are genuinely interested in buying pet food; they do not contribute to the bounce rate. 

A small number won’t order your product because they can’t remember their PayPal password. Many suffer from that terrible disorder called shopping cart abandonment. Books have been written about them.

These other variables aside, at the end of your launch, you have 2800 conversions from 140,000 targeted visitors. Your conversion rate is 2%- not so terrible, depending on how much you paid for the launch.

Boost Your Visitors – Boost Your Conversions

Now imagine that instead of relying solely on your campaign and social media to bring in (partially) targeted visitors (pet lovers), you paid a web traffic provider dealing in human (not bot) traffic to send an additional 300,000 visitors to your website. This is in addition to the 140,000 of your launch.

Webmasterreviews lists various website traffic providers, together with user reviews. The many mixed results – trusted website traffic providers and not so trusted – indicate why buying website traffic is not the first option that comes to mind for many marketing departments.

When you sign up for help from a traffic provider, you need to know that the company deals in 100% human traffic. Bot traffic does not increase conversions; a bot has no wallet (and no pets).

However, a reputable web traffic service such as Maxvisits deals only in human visitors. These people sign up to this provider’s numerous self-managed websites. Maxvisits websites attract millions of visitors every day. They give permission for the provider to collect specific data. 

Because your chosen, reputable, and AdSense safe website traffic provider collects data, it can delegate individuals into different groups.

When you order a package from a website traffic provider, you can select up to three visitor countries of residence. When these countries are eligible for free shipping in our pet food example, the geographical variable is more or less non-existent. Of the individuals that use VPNs, very few use them continuously.

How Do Website Traffic Providers Increase Conversions?

Using website traffic providers does not increase your conversion percentage. This tactic will probably lower it. 

Buying website traffic – as long as it is 100% human-only increases visitors’ number. 

However, purchasing website traffic from a trusted provider that manages multiple popular websites of its own means, you can buy visits from target groups and target locations.

  • 2% of 140,000 = 2,800 orders
  • 1% of 300,000 = 3,000 orders

Quantity counts

If you supply a viable product and sell it on an easy-to-navigate, smoothly running, and attractive website, buying website traffic to complement your campaigns is smart.

Sending extra visitors to a service or product that nobody wants or to a badly designed and functioning website is unlikely to succeed. This is not the case with the majority of B2C businesses; when you have faith in your product, quantity counts, too.

It’s time to take a quick look at the price of buying 300,000 extra targeted visitors form a web traffic seller like Maxvisits.

Now compare this sum to the price of your last campaign.

Enough said…

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