In the movie Sling Blade, Billy Bob Thornton plays a mentally impaired man who works at a small engine repair shop.
One day, after successfully repairing a lawnmower that no one else could fix, the owner of the repair shop asked Thornton what had been the problem with the lawn mower. Thornton deadpanned, "It ain't got no gas in it."
Even though he was mentally impaired, Thornton had the common sense to check the gas tank first. That same logic applies to website traffic. If your traffic isn't converting, you have to check the most obvious source first - the traffic itself.
Or, more specifically, the origin of the traffic. If your traffic is originating from traffic exchanges or guaranteed traffic programs, it's garbage traffic, and it's not going to convert - or will convert very poorly.
If you're advertising on websites or in publications that have nothing at all in common with your website, that traffic is not going to convert. And if you're exchanging links with websites that have zero relevance to your website, that traffic is not going to convert.
All traffic is not created equal, and when it comes to traffic, quality trumps quantity every time. If you want higher conversions and more sales, focus your energy on attracting quality, targeted traffic to your website.
I promise, it will make all the difference in the world to your conversion rate.
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