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Digital Marketing: The Difference Between Traffic and Productivity (and Why It Matters)

If you’re a business owner, there’s a good chance you’ve made the mistake of confusing traffic with productivity. Just because your website gets a lot of visitors doesn’t mean it’s actually doing anything to help your bottom line. In this blog post, we’ll explore the difference between traffic and productivity—and why it’s so important to focus on the latter if you want your business to succeed.


What Is Traffic?

In simple terms, traffic is the number of visitors your website receives in a given period of time. Traffic can come from a variety of sources, including organic search, social media, paid advertising, and referrals from other websites.

There are a few different ways to measure traffic. The most common is unique visitors, which counts the number of people visiting your website in a given period. You can also measure pageviews (the total number of pages viewed on your site) and sessions (the total number of times people accessed your site).


What Is Productivity?

Productivity, on the other hand, is a measure of how effectively your website achieves its specific goals. These goals range from generating leads to making sales to growing your email list.

There are a few different ways to measure productivity. The most common is conversion rate, which measures the percentage of people who take the desired action on your website (e.g., make a purchase, sign up for your email list, etc.). You can also measure things like bounce rate (the percentage of people who leave your site after only viewing one page), time on site (the average amount of time people spend on your site), and pages per session (the average number of pages people view during each session).


Why Productivity Matters More Than Traffic

Now that you know the difference between traffic and productivity, it should be clear why productivity matters more than traffic on your website. Simply put, it doesn’t matter how many people visit your site if none of them are taking the actions you want them to take.

For example, let’s say you run an eCommerce store, and you’re trying to increase sales. In this case, conversion rate would be the most vital metric to track because it measures how many people are buying something from your store. Even if you’re getting a lot of traffic to your site, if none of those visitors are buying anything, then you’re not going to see any increase in sales.



The bottom line is that businesses should focus on productivity over traffic if they want their websites to be successful. Productivity measures how effective your website is at achieving its specific goals—goals crucial to your business’s success. There are a few different ways to measure productivity (conversion rate, bounce rate, time on site, etc.), but whatever metric you choose to track, make sure it aligns with the overall goals of your business. Only then will you be able to ensure that your website is helping you achieve success—not just getting a lot of visitors.


Start Using Our Digital Marketing Strategy For Your Business Today!


Digital marketing is an essential tool for businesses of all sizes. Whether you’re just starting or have been in business for years, the benefits of digital marketing are undeniable. 

From increased brand exposure to improved lead generation and sales conversions, online marketing can help your business reach new heights and succeed in today’s competitive landscape.

One great way to take advantage of the many benefits of digital marketing is to schedule a Marketing Playbook with a meeting with Edgewood Solutions. 

At the end of the Marketing Playbook Process, you will have a complete Digital Strategy and three options available to you:


  1. Set the Playbook on the shelve and save it for later
  2. Give it to your current marketing team and allow them to run with it
  3. Allow Edgewood Solutions to execute the strategy on your behalf.


So why wait? Start reaping the rewards of digital marketing today by partnering with a skilled team that understands how to bring results!



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