When there’s low traffic on your Sleep Industry e-commerce site, your sales will suffer. You’ve likely seen this pattern in your statistics. Your business needs visibility to get leads and sales.
Low traffic doesn’t indicate poor content; it does mean low conversions. Any goal you have requires traffic to work. Analyzing your content performance will give you cues to problems — and guide you to solutions.
Measuring Content Performance and Fixing Low-Traffic Pages
#1 – Blog Audit: A blog audit is a systematic analysis of your website’s performance, including every piece of content to improve your content strategy. This includes:
- Content creation
- Engagement
- Blog layout and design
- Search engine optimization (SEO) ratings
- Monetization strategy
- Social media sharing
You can perform a web page audit manually or using tools.
Manually, you check each webpage and add links with comments in a spreadsheet. However, this can be too time-consuming for e-commerce sleep company owners.
Content auditing tools like Semrush, Ahrefs and Screaming Frog allow you to collect URLs and quickly identify and fix the less-performing content.
Google Analytics and Google Search Console are also critical for a blog audit — as they help with website indexing, metrics, and sitemap analysis.
#2 – Fix Low-Traffic Pages: When you’ve identified the “problem pages,” it’s critical to take action to remedy the situation.
Improve pages:
- Add metadata — meta descriptions and title tags
- Add relevant target keywords
- Update or restructure the content
- Add alt texts to your media files
Remove poor-quality pages that don’t:
- Answer questions your target audience is asking
- Give new insights into your topics
- Relate to your ideal customers or brand mission
- Offer monetization or lead generation benefits
Merge Pages: Improving every page can be difficult, so merging pages can be a good option.
This allows you to create a more extensive and meaningful page.
Use Heat Mapping: Heat maps are data visualization tools to analyse user behavior on a webpage. The maps show you which content pages receive more attention, to help you understand how your pages perform.
Improve Hosting: Poor hosting causes multiple problems, including:
- Slow-loading websites
- Website downtime
- Improperly displayed website
- Website crashes
These factors hurt your user experience and increase bounce rate, leading to low-traffic pages.
Create a User Survey: Learn your audience’s opinions to determine what they like and what they want changed. A user survey allows you to directly measure content performance, so you can better understand your audience’s behavior on the website — and why they avoid clicking on specific web pages.
User testing helps you understand your ideal sleep customer’s interests, improve your low-traffic pages and create better content they want to see.
Improve Search Engine Optimization (SEO): SEO should be a core part of your content creation strategy — because 40% of website traffic begins with a search query.
SEO decides how high your content will appear in the search engine result pages (SERPs). SEO affects your brand awareness and organic traffic volume — and plays a critical role in whether your ideal customers find you pages in search.
Overwhelmed? Let us handle the details
Somnowell Marketing has a team in place to work with your sleep industry e-commerce site — conducting website audits and fixing all traffic problems. Our team will create high-quality content and execute your marketing campaigns. Social media, blogs, web content, emails, messaging — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your sleep industry e-commerce site deserves a professional team to ensure optimal traffic flow — and sales.
It’s an investment in your sleep company’s reputation — and that’s undeniably priceless.
