One of our clients lost 20% of their website traffic. That was the right outcome. Their site was ...One of our clients lost 20% of their website traffic. That was the right outcome. Their site was ...
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Bojan Mitevski
pro
• 8h
One of our clients lost 20% of their website traffic. That was the right outcome.
Their site was organized around who they are and who they serve. Almost nothing about what the product does.
So we rebuilt the website around the product, with each item named after what it does. The customers page was built as a trust center, because in compliance software nobody signs before they trust you
Every one of those choices narrowed who the site talks to. Traffic was going to fall.
Three months on:
Page views: down 20%
Clicks: down 26%
Clicks per user: up 8%
Conversions: up 7%
Fewer visitors. More of the right ones.
Traffic is the easiest number to grow and the easiest one to panic about. A quarter where views and clicks both drop looks like failure on a dashboard. It was the quarter this site started converting better.
Decide who a website is for, and you have decided who it loses.
If your traffic fell 20% next quarter and demos went up, would your leadership call that a win or a problem?
If you're a VP of Marketing with a website rebuild you cannot afford to get wrong, connect with me.
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