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Most webmasters make the assumption that more traffic equals more sales. And while that may be true in some isolated examples, it is not necessarily true in most situations. It is more often the "quality" of the traffic that a website gets that will directly impact the rate at which the traffic converts from web visits to actual sales.

Any webmaster that has taken the time to evaluate web logs and conversion rates will tell you that all web traffic is not created equal. It is a myth to think that any web traffic is good traffic, and it is a complete fallacy to think that the more visitors that come, the more will buy. The most effective web traffic is qualified, and the best web traffic not only has an already-existing interest in your product or service, but is also looking for a solution and is ready to purchase.

In order to properly understand a sales cycle, we need to take a close look at a website's design, and understand the value of a website and its influence and impact on sales. A "sales funnel" refers to the concept that the vast majority of visitors only have a cursory interest in the materials provided; the longer a visitor remains on the website or takes the desired actions, the deeper into the "sales funnel" they will go, and the likelihood they will eventually make a purchase increases. The goal is to move prospective customers further into the sales funnel.

For example, a website visitor expresses a preliminary interest in a topic or product. The website visitor investigates solutions or content that encompass their topic of interest. In order to maintain the website visitor's interest, you must provide information on the content or product they are seeking. Additionally, the website must instill confidence in the visitor that the solution you have to offer will satisfy their need and solve their problem. The final stage of the sales funnel involves closing the sale. Close the sale by encouraging customers and by telling them what actions they should take.

The more website visitors who move through the funnel, the more sales will be closed. If the vast majority of website visitors do not have a legitimate interest in the product or service, moving them through the sales funnel can be a challenge. The goal is to attract a large volume of potential customers who have an interest, are looking for a solution, and have the money to spend on a solution.

Some website visitors are simply a waste of bandwidth. They may not have any interest in your products or services. And not only do they not have a need for your product or services, they may have compatibility issues, or no desire to spend any money. By targeting the right types of traffic, you can increase the number of closed sales.

Make the most of your web traffic by targeting your advertising. All web traffic is not created equal.

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