How Early Stage Startups Can Make the Most of Limited Web Traffic
This post originally appeared on blog.up.co
Startups have big dreams and they set a fast pace to reach them. Once you start to gain momentum and are growing fast, it can be easy to focus so much on scaling up that you don’t notice the smaller wins happening along the way, like converting each and every new user.
But when you’re at an earlier stage, every small win is something that you worked for, whether that’s a new enterprise customer or a single website visitor. You’re still somewhat scrambling, and can feel the work that goes into acquiring each new lead and audience member.
How will you make the most of them?
Website traffic is a stream of potential customers walking into your business, not just numbers in your analytics dashboard. And just like in a physical store, your job isn’t over once you’ve gotten them in the door. You still need to get them to buy.
When you’re starting out, traffic’s likely lower. While many would be quick to pinpoint that as a problem to be solved, it can also be an opportunity to pay closer attention to the visitors you do have.
You can further engage them, learn from them, and more to make up for the fact that you haven’t had a million hits.
In addition to increasing traffic, you should also be looking to increase the value of your existing traffic, whether that’s through increasing conversions or collecting insights.
Follow up with visitors
The important thing is to remember that someone landing on your site is only at the start of their journey. Don’t neglect the path to conversion in your focus on growing traffic. Especially when it’s low, you should always be looking for how to make it easier for visitors to move to the next step in your marketing funnel.
For example, is there a plan in place to capture users who don’t convert on their first visit? If someone leaves without signing up, go find them again.
Run retargeting campaigns to follow and reach people wherever else they spend time on the internet and recapture them. This gives you more time and opportunities to move them through the conversion funnel outside of your own website.
Say your blog section gets traffic that doesn’t convert well on-site. You can use it to pixel your audience and run ads back to them. Showing them an additional content offer or free trial can bring them back to your site and to the next step in your buyer’s journey.
Collect audience insights
You can also learn more about your limited visitors with audience intelligence. Having a smaller audience with fewer segments and pockets of customers, you have the opportunity to dive deeper into each one of the people engaging with your owned media presence.
Tracking software like Leadfeeder can repackage your Google Analytics data as dashboards of leads and integrated CRM entries to give you sales insights on your website visitors. You can segment your custom feeds per UTM parameter, which is especially useful when testing numerous paid media channels.
Not that you should drop your email automation program. It’s just that in the age of conversational selling, no one wants to opt into email drips just to flip through a pdf anymore. It takes a more sophisticated mix of CRM-based lead scoring systems, cross-channel paid targeting, triggered onsite personalized messaging, content upgrades, social bots and more. All along the winding journey, the CRM collects signals at every touchpoint.
This level of visibility lets you continuously learn about the predictive lifetime value of your audience, at a stage in your business when you need to squeeze as much value as you can from limited data signals.
Optimize what you have
Gaining more insights about users lets you hone your personas and audience targeting for marketing campaigns and advertising. Plus such granular insights allow you experiment with more assertive social selling initiatives.
You also have the opportunity to engage visitors in real-time conversations when they land on your site, instead of waiting for them to find and take the next step on their own. Onsite messaging platforms like Drift let you create a more personal experience where you can start building a relationship with someone from their very first visit.
This makes your website a much more effective conversion tool. For example, LeadPages targeted pages visited by their highest value leads with real-time messaging to increase their conversion rate by 36% without a change in traffic.
Finally, so many startups are overeager to A/B test before their traffic is ready for it. But that doesn’t mean you can’t further optimize your website at all while it’s still growing. Other methods like Hotjar heatmap analytics help you see how users are interacting with your site to the tune of results like 30% more conversions.
That allows you to see how different users use your site and where they get stuck in the conversion process so you can make it as easy as possible.
Remember what matters
With measures like these, you aren’t just attracting website visitors, you’re also working to convert and activate them just as well.
When this entire buyer’s journey is laid out clearly on your website, smaller traffic numbers won’t need to have a detrimental effect on your startup’s growth.