With this post and some other posts about web usability and web metrics I take a different approach. Instead of going straight to the point and talking about web metrics and web usability, I chose a lengthier but more unexpected route — telling story for a change. Hopefully, you find it useful and interesting to read.
Sorry to hear that your website has tons of traffic!
A web designer guaranteed his client “I’ll optimize your website so that in the next couple of months you’ll get tons of traffic to your online store!” A couple of months later, the client came back to see her designer and requested “Could you… somehow de-optimize the site so that it gets less traffic?” “Huh????”
This is a… fictitious story, but it does have some truth in terms of web traffic. High website traffic is usually a good sign; it shows that your web content and coding have been effectively optimized for search engines to some degree. High traffic is good but not sufficient; what you really need is a lot of QUALIFIED traffic. The type of web traffic that well represents your target audience and will likely to buy your products/services from your website.
Just imagine instead of an online store, you own a brick-and-mortar store. You don’t just want to see your store packed with PEOPLE; you want it packed with CUSTOMERS.
More people/traffic visiting your store/your website means that more of your resources [time and labor in case of brick-and-mortar store, or bandwidth and server response time in case of online store] are being used. If you can’t get any income from those traffic for a long time, it’s just the matter of time that your business will be over.