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How much website traffic should my business be Getting?

Posted by Kevin Fouche on Nov 5, 2015
Kevin Fouche

As you might imagine, the answer to the all-to-common question "how much traffic should I be getting on my website?" can vary wildly.

Depending on the size, scope, and marketing strategy of your business, you may have entirely different definitions of what it means to be successful.

How much website traffic should my business be Getting?

Yet, while determining how much traffic your website should be getting depends heavily on your individual business, you can still find out dependable success metrics - either via your business size, or via a calculation.

How much website traffic should my business be Getting?

Measuring Ideal Visitors Using Business Size

As you probably know, the amount of exposure your business should be getting online is directly connected to the size of your business. So why not tie your web visitors to it?

That's exactly what the marketing experts at HubSpot did, any ways. Based on data from its customers, the service estimated average weekly unique web visitors for both B2C and B2B companies based on the number of employees at a business. If, for example, you employ between 11 and 25 individuals, your average weekly reach should be 269 if you sell goods to other businesses, and 685 if you sell directly to consumers.

The discrepancy between B2C and B2B web visitors is easy to explain: business customers tend to visit websites with an already-existing intent to buy, looking at the website as a resource that can ease their decision. Consumers, on the other hand, are much more likely to come across the site as part of a casual browsing session.

Of course, simply using HubSpot's numbers has its downfalls. True desired reach may vary based on your industry, your web strategy, and much more. A local fashion store that conducts all of its business to passers-by, for example, will expect less web visitors than a fashion store that engages in e-commerce, even if the company's size and industry are the same. 

So what do you do? If you're an inbound marketer, you reverse-engineer the process to calculate your ideal visitors.

Using Inbound Marketing to Calculate Your Desired Web Visitors

Begin with the desired revenue you look to generate each month. Then, divide that by your average transaction revenue to get the amount of transactions generated each month:

desired transactions per month = desired monthly revenue / average transaction

Next, determine how many of your leads turn into transactions each month. Knowing your yield rate will help you understand how many leads you need to get to your desired monthly revenue:

desired leads per month = transactions per month / yield rate

Finally, you need to know how many of your web visitors, on average, turn into leads. This number is right between 2% and 3% for most businesses.

desired web visitors = desired leads per month / conversion rate

Voila! Using this three step process, you've determined how many visitors your website should get. And if that's a bit to abstract, allow us to demonstrate with a concrete example.

Say you're looking to generate $1,000 in revenue each month, and you sell only one product that costs $50. That means your desired transactions per month are $1,000/50, which is 20. On average, about 25% of your leads turn into transactions, which means that you should look to generate 100 leads each month(20/.25).

And if 3% of your visitors convert to leads, you will need 3333 web visitors each month to reach your goal of $1,000 revenue. 

Of course, this calculation does not take into account any off-line or store front marketing efforts you might engage in, which is why we refer back to our initial answer: it depends. But using these formulas and comparing them to the HubSpot numbers above should give you a good idea just how many visitors your website should be getting.

And if you need any more help in designing or optimising your website, we'd love to help! Contact us to get started.

Further reading:
Small Business SEO: 10 Reasons Your Business Needs Google Analytics
On Page SEO Optimisation: 7 things to do on every page on your website
SEO: Pro's and Con's of Organic vs Paid Search Marketing
What is Search Engine Optimisation and how can SEO help my business?

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Topics: Search Engine Optimisation, Website Design