If you are a marketing professional, you know the responsibility for getting quality traffic that converts to qualified leads and sales sits squarely on your shoulders. With effective content production and advertising in place, traffic volume is rarely an issue. It’s traffic quality that’s constantly a cause for concern for smart digital marketers. So, how do you know the eyeballs you’re generating are legitimate leads? How can you ensure your volume has a fair shot at converting? How do you determine that your numbers aren’t inflated due to bots and software?
This blog provides telltale signs of poor traffic and tips for auditing your traffic quality to ensure there are real people behind the numbers (and the keyboard) who can ultimately impact your ROI.
Before you begin vetting traffic, it is important to fully understand why quality is king. Paying for traffic is common practice on the web, but there’s plenty of suspicious traffic solutions out there designed to drive numbers without real users to back it up. In fact, in 2016 more than 50% of web traffic was bot traffic. While not all bot traffic is considered low-quality, the prevalence of bots is concerning. If traffic being pumped to your site is not of the highest quality, it can be detrimental to your business.
It’s critical you audit your traffic sources regularly. While there are innovative tools out there that can make this process a breeze, it’s also important to take a proactive approach to the many metrics and indicators of traffic quality. Revenue, lead generation, sustainability and audience data are all directly impacted by the quality of your traffic. So, are you keen on quality? Let’s dive deeper as you start asking yourself, “What percentage of my traffic is actually real?”
Now that you understand that traffic quality and bottom line go hand in hand, it’s time for a crash course on the signs of poor traffic. The following are common indicators of low-quality traffic, helping you immediately identify problematic sources.
While completely eliminating low-quality traffic may not be feasible, identifying and decreasing low-quality sources is a must.
Start by ensuring all antivirus software and security tools are up to date. Whether this means updating plugins or upgrading versions, the juice is worth the squeeze as this minimal time commitment is the foundation for a protected website. With security in place, keep a watchful eye on the data. Analyze your analytics frequently using the indicators mentioned above. Navigating Google Analytics with custom dashboards is the simplest way to start this process. Additionally, try adding heatmaps to your pages to catch odd behavior early on. If you believe your site is infested with low-quality traffic, consider traffic-evaluating tools, such as DataDome, that provide detailed reports on suspicious traffic.
Remember, traffic quality has an impact on everything from ROI to audience insights. Use the aforementioned tips and tools to identify traffic-related issues and win the war against low-quality traffic.