These are questions every business should have in mind regarding their online presence.
Where to Start:
Perhaps you do have some visitor analytics reports to look at, but are not quite sure how to translate this data. It takes a qualified professional to not only understand all the metrics of modern traffic analysis, but to recognize issues and know how to fix them. When working with a new website, it is important to get feedback from a sample of your target demographic since there is no history of traffic to draw from.
Attract the Appropriate Audience:
If your website is receiving a lot of traffic, but the number of leads or sales seems disproportionately low, then effort needs to be made to narrow the audience it attracts in the first place. The more focused the sales funnel, the higher the conversion rate will be. The links and ads pointing to your landing pages need to be coordinated with your overall marketing strategy.
User Experience Issues:
Another common reason for a low conversion rate is a poor user experience. Most folks will not wait around for a page to load for more than a few seconds. If your website is bulky or hosted on an overwhelmed server, then it is likely you are losing potential customers. Eliminating non-essential content, processing images appropriately, and hosting on a quality server environment are key to having a website that responds quickly.
A website should be easy to navigate, and display in a presentable fashion on a variety of devices. One of the current challenges of design is accounting for how a layout works on both a mega size monitor or screen, a pocket sized phone, and of course tablets in-between. The solution is often as much art as it is science.
People see your website one way - search engines another. It is crucial to keep both "views" in mind. If search engines do not have the proper information to determine what your content is about, then you will rank poorly when potential customers are searching for what you offer. To increase traffic, a variety of things need to be properly configured.
Learn more about general considerations regarding project planning.