How to see if you are getting the right traffic to your online course pages..without use of a complex tool
This isn't your regular blog article about how to get people to find your courses online.
I’m not interested in just sending out any old content that adds no value to your training business.
Knowing how much traffic a website gets helps you validate the website’s content and know how much traffic you need to get to see similar results.
You can’t just publish your courses online and expect the right learners to just flood in.
You need to ensure only quality traffic hits your website, that is most likely to convert to interest in your courses (leads).
Your course pages represent you - it’s like your business card.
You only have seconds to make an impression.
Understanding where visitors to your course pages are coming from is a good approach to making improvements for the benefit of your business.
Over 5.5 billion Google searches are made everyday and 85% of all web traffic come from search engines such as Google (Hosting Facts statistic).
“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.” Bryan Eisenberg
- A solid traffic strategy starts with knowing who your preferred visitor is
- Search engine traffic from sources like Google needs tackling but is not impossible to understand
- You don’t have to use an expensive and complex tools to understand visitors to your website
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A solid traffic strategy helps
Most website owners think that getting as much traffic as possible is the one important thing to focus on.
This is not necessarily the case.
You should be aiming for the ideal visitor with the highest chance of booking one of your courses.
So how do you know your ideal visitor?
If you release a new course specifically for Fire Officers, start your strategy by creating a fire officer "persona" in your local area. Documenting it makes it more real.
Download this FREE worksheet for determining a customer persona (no sign-up required).
Once you have a persona, optimise your course page content to increase the likelihood of said fire officer finding your course pages in search engines, e.g. Google.
Most people now search online for products and services.
The undeniable truth is that optimising your course page content is more likely to attract your ideal customers which does your conversion rates no harm at all!
Where things usually go wrong..
So you have released a new H&S course for Fire Officers and added details to your online course page.
The right traffic should start flooding in with no effort from your, right?
The old ethos “build it and they will come” no longer applies. Traffic does not magically arrive at your website.
You need to put in the right effort and time to bring in that traffic
It is out there - but you are only interested in attracting traffic from your target 'persona' as most likely to convert.
You may after a few months be wondering why no one has booked a course via your website.
It takes a simple, FREE tool to help you understand and monitor activity to your website and find out why.
That tool is called Google Analytics
You don’t have to use an expensive and complex tool
Google Analytics is a free and easy to use service that, once setup properly, allows you to monitor all visitor activity on your website.
You can see where website traffic is coming from, how many visitors, where they are going, and which keywords they used to find your website.
A keyword is a word or phrase that is typed into a search engine search field.
For example, a fire officer based in Bristol and searching for a course could type in Google ‘fire officer asbestos training in Bristol’.
If you have optimised your course content for that keyword, Google Analytics would show the number of visitors to your website who entered that keyword.
The beauty of using analytics is that it allows you to make the required changes to give a boost to your website visitor numbers and increase your conversion rate.
So how do I start knowing the right traffic to help increase my conversion rate
As discussed, Google Analytics is the most common tool for measuring web visitor activity.
This article includes a sign up to get a “quick and easy way to get started with knowing your traffic using Google Analytics” guide.
Assess your Keywords
If your course pages are not getting the expected traffic numbers from your target visitor, try reviewing the keywords in your course content.
Another tool, Google Keyword Planner, is another free and useful source for finding the relevant keywords to help your website to be found in search results.
Count your Blog Post comments
Keep an eye out for the often missed source of traffic measures - blog post comments.
Popular and engaging blog content will attract comments.
Using the fire officer persona example, if you have a blog post to promote a fire officer asbestos course, 20 comments from fire officers in the local area is a good indication that relevant traffic is arriving at your website
So there you go!
The truth about knowing if the right traffic is coming to your course pages is using analytics to see the amount of traffic and where it is coming from.
Google Analytics is a FREE and easy tool used to monitor web traffic.
Make sure you optimise your course content pages to detect numbers for your target persona.
The best part about this is that Google Analytics is easy and quick to set up.
Just keep in mind that you need good quality and optimised content to get sensible numbers.
Improvements based on those numbers will, ultimately, increase interest in your courses and conversion rate.
Not sure where to start?
If you're serious about knowing if you are getting the right traffic then you need to check out my easy and quick Google Analytic guide.
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