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  • Writer's pictureAndre Havro

From Fleeting Visits to Loyal Subscribers: Making the Most of Your Website Traffic

From Fleeting Visits to Loyal Subscribers: Making the Most of Your Website Traffic

Don't Eat the Flies!

Have you ever heard of the proverb that says, "If you're not taking advantage of opportunities, you're eating flies"? Yucky, right? Fortunately, it's not meant to be taken literally. While I don't know the exact origin, I imagine it paints a picture of someone standing still, mouth agape, as life zooms by. I was reminded of this saying when I came across the phrase, "Whatever flies, you eat." Essentially, it's a call to seize every opportunity life throws at you. This could be a catchy t-shirt slogan!

But what does "whatever flies, you eat" have to do with your website traffic? Everything.

You might've observed in your Analytics that many visitors land on your site but leave without any interaction. Some linger, a few might make a purchase, but most exit without engaging further. This fleeting visitation might seem like a missed opportunity, but it's a gold mine waiting to be tapped. Techniques to bolster your email list or offers of exclusive benefits can transform these visitors into loyal subscribers. It's about establishing and nurturing a deeper connection.

It's no secret that generating website traffic is arduous for any marketer. While countless resources are poured into SEO, digital PR, and paid advertisements, what happens after the user arrives is equally crucial.

My work with clients across different industries indicates that a well-presented offer can cause 0.05% to 2% of monthly visitors to sign up for newsletters. Even better, more than 30% can register for a VIP area to access exclusive content. But you have to be careful; if done incorrectly this number can drop to zero. Simply incorporating a generic "sign up for our newsletter" form is a minimal effort at best and often ineffective.

Email list building is a marathon, not a sprint

With over 4 billion daily email users worldwide, dismissing email as passé is a misstep. It boasts a staggering ROI of $36 for every $1 spent, solidifying its status as a dominant tool in customer retention strategies.

Constructing an expansive email list requires technique, expertise, and, above all, patience. Long-term strategies may seem antiquated in today's fast-paced digital age, characterized by webinars, videos, and viral posts, to name a few. Yet, remember, the followers you amass on social media platforms aren't indeed "yours." Platforms can abruptly alter algorithms or even delete accounts. Similarly, the fickle nature of SEO means a Google update could decimate your traffic overnight.

On the other hand, an email database you've meticulously built is entirely yours. Even accounting for unsubscribes or email changes, a well-maintained list is an ever-growing asset. You can foster lifelong relationships by harnessing techniques like Double Opt-In, segmentation, remarketing, and delivering high-quality content. And a fully engaged audience? That's conversion gold.

As you evaluate your website's performance and the influx of daily visitors, think about the potential opportunities you might be missing. Don't let those chances fly by—begin cultivating your email list now.


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