First, a hard, cold dose of reality: more than half of website visits are made by bots, and a third of the money you pump into online ads goes to fraudulent companies lying about their statistics. Furthermore, half of online ad impressions in 2016 were never seen by human eyes, and – despite all this proven data – Expedia and Priceline still spend over US$8 billion a year in advertising.
Are you scandalised yet?
How are you supposed to develop your online business in these circumstances? The answer is that you need a trusted guide to navigate the myriad challenges and complex landscape of digital.
Fortunately, there are simple things you can do to reduce the complexity and realise the full potential of your website. The first, and most basic, is to make sure you and your visitors are secure from hackers by installing an SSL if you haven’t already. An SSL certificate ensures the safety of your most important asset – your guests. Without one, don’t even think about asking for the personal details or credit card information you need to maximise the potential of your site as a sales portal.
Second, your most important asset, after your guests, are your website visitors. They are already interested in your brand, but are you doing everything in your power to capture their direct engagement and convert them? My second suggestion is a strong conversion rate optimisation, or CRO, plan to get the most from your site visitors – ultimately turning them into guests and long-term advocates.
The third, and perhaps most important, thing is reading, understanding and harnessing the power of your own statistics and numbers. Accurate reporting of the right data is critical to pinpointing performance flaws and identifying opportunities.
Lastly is something that many business owners don’t like to hear: you must consider high-quality SEO services as a long-term strategic investment. If it helps, think of SEO and PPC as two equal line items in your traffic budget, one ushers in traffic organically while the other delivers traffic you’ve paid for with each click. In the end, SEO may prove the better investment, you pay for it once and the impact is long term. In the long-run, this expenditure will pay off for your business.