When looking at your website stats it is easy to get carried away purely with how much traffic you have going through to your site and not worry about the conversions.
You need to make sure that a percentage of the traffic is converting to sales or at least enquiries otherwise there is little point in having the traffic. There are several stats that you can check which can help you find out why traffic may not be converting well. Looking at the bounce rate for the site and for individual pages will show you if there is an issue with that page that is causing people to leave quickly. If there is a high bounce rate on a contact us page then it may be because people just want a phone number or email address, in which case that’s fine. But if it is your home page or another one of your main pages then you need to investigate the reason for it. Often it can be that your site is taking too long to load, visitors are finding the navigation too confusing or it may just be that you are not offering what they are looking for.
All pages should have clear call to actions, this may be a banner or link that promotes the visitor to do something i.e. request a brochure, buy a product or enquire about a product.
