If you were to ask 100 marketers how to increase sales on a website, chances are they’ll be a huge selection of different answers.
However, it’s very likely that the majority will respond with ‘increase traffic’ as their solution.
The theory behind it is that more traffic equals more conversions. Whilst the theory is relatively accurate, it’s missing one vital factor.
Increasing traffic doesn’t necessarily mean you will be able to bring more users to your site that buy the same as they do currently.
And if you’re spending money on paid ads to acquire that traffic, it’s also going to cost you to do it!
If you were to ask me the same question, I would give you one straight answer: Conversion Rate Optimization.