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If you run a website, especially a commercial site, you know how important visitor traffic is to the success of your website. You also probably spend a lot of time and money trying to increase the amount of traffic you get through the search engines and other promotional channels.

If so, do you spend an equal amount of time or money on getting more from the visitors you get already ?

You will be among a tiny minority if your answer is YES !

Getting ever more visitor traffic from the search engines has for many website owners become an obsession. Countless schemes, reports and articles are written about ways to increase traffic, but far less is ever said about getting more from existing traffic.

Let’s suppose we were to spend 15 hours a month for 3 months, promoting a website and our time is worth $50 per hour, so that’s $750 per month. From those efforts, let’s be optimistic and say we manage to get 1,000 more visitors to our site each month.

Or let’s assume we use Google Adwords to drive 1,000 more visitors per month to our site costing 75cents per click, so that’s $750 per month.

If 2 out of every 100 visitors sent to the landing page buy our $100 product those 1,000 visitors would provide 20 more orders valued at $2,000. That gives us a net gain of $2,000 – $750 or $1,250 per month after deducting advertising costs. Over 3 months the net return would be $3,750.

Assume rather than promote the site or buy traffic using PPC we spend the equivalent amount of $750 per month on landing page optimization spread over 3 months.

Let’s assume that of the existing website traffic, 1,000 visitors are split off and presented with an optimized landing page that converts 5 in every 100 visitors into buyers. Those 1,000 visitors would produce 50 orders, or 30 more orders per month than they would have generated going to the existing un-optimized landing page.

Those 30 extra orders, worth $3,000 would give a net gain of $3,000 – $750 or $2,250 per month after deducting the cost of landing page optimization. Over 3 months the net return would be $6,750, which is $3,000 more than from traffic promotion.

So, if we compare the net gain from traffic promotion versus landing page optimization using the figures shown, landing page optimization clearly produces the better return and more profit.

Of course one might argue that with different numbers the results for landing page optimization would be different, or that these figures have been chosen to prove a point. However there is nothing special about the figures used, they are quite average.

One other important consideration and benefit to landing page optimization is that unlike traffic promotion, you don’t continue to pay for it month after month. A typical landing page optimization using the figures presented here would take about 12 weeks including testing and could pay for itself within 3 months.

You can calculate how long landing page optimization is likely to take with our online landing page optimization test duration calculator and determine if your page would be suitable for optimization using our online landing page optimization qualifier.

Using traffic promotion, an extra 1,000 visitors per month would cost us $750 every month, with a net gain in income of $1,250 per month.

Using landing page optimization on 1,000 existing visitors we stand to gain initially $2,250 per month rising to $3,000 per month after the 3rd month.

Using our 1,000 visitor scenario we have shown how it is possible to make far more money from landing page optimization than through traffic promotion.

About the Author: Tony Simpson has many years of experience in web site design and search engine optimization and offers a wide range of website optimization services.