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Low-Traffic Pages on Your Sleep Company Website?

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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.

Loran Simon

Loran Simon

Loran Simon is the Founder of Somnowell, one of the UK’s leading oral appliances to help to cure snoring and sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency consistently generates thousands of new patient enquiries for Somnowell’s network of dentists.


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