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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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Quality of Traffic (Visitors)

The terms quality of traffic and quality of visitors are used in the online space to indicate how interested your website visitors are in the service or product you offer. These terms are mirrored in the offline world with the common sales and marketing term quality of leads. If you run an online advertising campaign to sell shoes, for example, you should drive visitors who are searching for shoes to your website. Although the majority of these visitors may not convert, they are well targeted for your particular product, which means your landing page is getting high-quality traffic. If, however, you drive visitors who are looking for furniture, these visitors will have no interest in what you have to offer. Your landing page in this case is receiving poor-quality traffic.

Quality has a direct impact on conversion rates, both offline and online. If your sales team has good-quality leads, they will be able to close more business. The same applies online. High-quality leads translate into more orders and higher conversions. This is an important point to keep in mind, especially when you pay for people to visit your website. So, how do you control the quality of traffic? Several factors impact visitor quality, including:

  • Traffic sources

  • Traffic medium

  • Keywords

  • Ad copy

Traffic Sources

Websites receive visitors directly, through search engines, or by referring websites. Each of these sources will drive a different quality of visitors based on the specific product ...

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