How many visitors do I really need on my website?

Let’s face it, it’s unlikely you’ve found yourself reading this just for summin to do. You probs want to earn more money through your website—organically.

To do that you need to know what you’re currently working with, and what you’re aiming for. How many website visitors do you really need on your website? Let’s find out…

Time to complete: 10-20 mins
How many users do I really need on my website?

Step 1. Work out your current conversion rate

Working out your conversion rate might sound a bit bro-marketing-y, but it’s actually a simple step to better understand your website.

Your conversion rate is the percentage of visitors that are actually doing what you want them to on your website.

They’re taking desirable action

Usually, these are the actions that make you money – like sales 🤑 – but it can also be things like filling in a contact form or booking an appointment. To keep it simple, let’s stick with your sales.

To work out yours, review your website analytics over the last 6-12 months and perform the following sum:

Number of conversions ÷ number of website sessions × 100 = your website’s conversion rate as a percentage

For example if you’ve had 200 visitors and you’ve made 4 website sales this would look like:

4 ÷ 200 × 100 = 2% conversion rate

If you don’t have access to your website’s analytics, don’t panic! We’ll let you know how to set these up on Day 2, in the meantime, go with one of these industry averages:

  • Product-based biz = 1.84% – 3.71%*
  • Service-based biz = 2.23% – 4.31%*

  • * Stats from Geckoboard

    Step 2. What are you currently making?

    We need a rough idea of how much money each conversion makes. In the last 6-12 months, what’s the average amount of each conversion?

    Add up the totals of each sale and then divide the answer by the total number of conversions. 

    For example if you’ve made 4 website sales that were £23, £34, £56 and £17 your calculations would look like this:

    23 + 34 + 56 + 17 = 130
    130 ÷ 4 = 32.5 on average

    If you don’t have access to your website’s analytics, or you’re just getting started in business, think about how much your products and services are. Take a rough guess at what your average sale might look like.

    Step 3. How much do you want to make?

    How much do you want to earn from your website each month? You’ve probably got at least a rough idea. (If you’re not sure – I can highly recommend our business coach Holly for biz strategy support)

    Let’s say it’s £1,000 and your average conversion amount is £32.50. Calculate:

    Goal monthly revenue ÷ your average conversion amount = Goal number of conversions

    Or in our example 1,000 ÷ 32.50 = 30.7692307692

    Rounded up that’s 31 conversions each month to reach your goal.

    Step 4. How many visitors do you need to reach your goal?

    We know our current conversion rate AND we know how many conversions we need. Here’s how you translate this to the number of visitors you’re aiming for each month:

    Number of conversions ÷ conversion rate = 1%
    1% × 100 = Your goal number of visitors

    Or in our example:

    31 ÷ 2 = 15.5
    15.5 x 100 = 1550

    We’re aiming for 1550 visitors each month 😌

    Things to remember

    ⬆️ You might find your conversion rate is higher than the industry average (this is quite often the case with small biz – yay!)

    ⬇️
    You might also find your conversion rate is a bit lower – if this is the case stick around – we’ll talk about ways you can improve user experience and in turn increase your conversion rate.

    👻
    This isn’t supposed to be a scary task that bogs ya down – it’s simply a tool to guide you. Now you know what you’re aiming for, you can use it to inform your decisions going forward.

    📈
    Your conversion rate may change slightly over time – and so might your goals! For a small biz owner, we recommend repeating this step every 6 months or so.

    And that’s it for today! WELL DONE 👏

    Make a note of your numbers somewhere you can easily come back to them, and we’ll be back on Day 2 of SEOyourself to talk about Google Analytics and Google Search Console and how to get set up for success.

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