What Is Cold Website Traffic?
Simply put, cold website traffic basically means website visitors who are not familiar with your brand, product, or service. Cold traffic is very common. Most sponsored social media ads or online advertising services are comprised of cold traffic. Cold traffic should be treated differently than warm traffic (a visitor who is already familiar with your brand). Many people try to convert cold traffic too soon and do not establish the credibility & trust needed to gain a customer or client’s confidence.
Here are a few basic tips to turn cold traffic into hot leads and even conversions:
1) Does Your Website Look, Professional?
This is one of the most obvious conversion killers. If your website looks dated, doesn’t function well or you are using old stock images that look unprofessional, you are already diminishing your possibilities for leads and conversions. You only have a few seconds to make a good impression and establish credibility but if your website is sub-standard, your conversions will suffer. So will your brand. Your website appearance plays a significant role in how people perceive your brand. If your an older company you may even want to consider upgrading your branding design and logo. It’s important to make your website visually appealing and easy to navigate. It should reflect the fact that you are a real company that takes your online business seriously.
2) What is your USP (Unique Selling Proposition)?
What makes your product or service different from your competitors? Why should people choose your product over another? This needs to be relayed to prospective clients immediately, in clear and understandable terms. Is it your price-points? Is it the way you make your product or the way in which you dispense your services? Make a list of the top three characteristics that differentiate you from your competition and illustrate it clearly right away.
3) Do You Have a FAQ Section?
The frequently asked question section can be very important because it allows you to address your prospective clients’ questions and concerns immediately without them having to go out of their way to learn basic information and policies. The FAQ section is also a great way to highlight and go into further detail about your USP to potential clients.
4) Testimonials
If you do not have testimonials on your website, you’re missing an important piece of the sales process. You need to establish trust and social proof early on in the sales process. When people can see testimonials from real people who have benefitted from your service it can go a long way in establishing trust.
5) Video Testimonials
Video testimonials are even more effective than written ones. When prospective clients can watch previous clients on video describing their experience with your service it allows for a much stronger message to be conveyed. Video testimonials can be done very easily and inexpensively. They do not need to be professionally produced either (it should not be shoddily produced). All you need is an iPhone and a youtube account. Make sure to present real testimonials with a clear and concise message.
6) Explainer/Product Video
A simple 30-60-second explainer video can be very effective in helping prospective clients understand your product or services better. More and more people are becoming used to consuming their content through video sources so you should take advantage of this trend.
7) Start a Blog
Offer value to your clients by providing free information that can educate them about your industry or product. Show your audience that you are knowledgeable about your industry and establish credibility. A blog allows you to communicate directly with your audience and is another great way to establish trust with prospective clients. A blog can be very useful for a whole host of reasons. Depending on the frequency of publications and the keyword difficulty in your niche, it can even help your website’s organic traffic and SEO score.
8) Create a Facebook Page and Link to Your Website
Create a simple Facebook page and establish a digital presence. The idea is not to spend a lot of time and resources building up your Facebook page but to establish social proof somewhere other than your website. A Facebook page can help index your brand in search engines easier too. You can also test ads on Facebook. Ask the clients who gave testimonials if they can post them on your Facebook page as well.
9) Email List
Start collecting email addresses from your site’s visitors. Emails are very effective for communicating with your audience and developing relationships with cold visitors. Send them exclusive content, ebooks, the latest blog posts, and special deals through emails. Don’t spam them and don’t sell other marketers your email list!
Summary
At RealTraffic.Org, we provide keyword targeted organic cold traffic and we want our clients to be successful because your success ensures our success. This is why we encourage people to educate themselves on website conversions to better optimize our services. Warming cold traffic & Conversion Rate Optimization is a deep topic. We only listed a few of the basic fundamentals for better-converting website traffic here. There are a lot of great resources that go into much greater detail about every aspect of website conversions. We linked a few below.
HubSpot: The Beginners Guide to Conversion Rate Optimization (CRO)
MOZ: Conversion Rate Optimization (CRO)
Simply Social: 33 Tips To Increase Website Conversions in 2020