If you have a low converting website and need to hit your performance numbers quickly, do you think it’s better to focus on driving more traffic or optimizing pages for conversions?

It's really important to understand what's behind your specific performance numbers and figure out if there's an opportunity to pinpoint and improve those factors directly. If your website is indeed one of the key drivers, it's worth investigating why it's not converting. Is there something off in your messaging or is there something on the page itself that's creating friction and stopping users from converting? We can tackle these issues by making it easier for users to find relevant content and by improving the user experience. It's also totally normal to see a majority of your traffic drop off, especially in the B2B world. As a growth marketer, your goal is to strike a balance between bringing in a good quantity of traffic and ensuring its quality.

I would definitely focus on optimizing pages for conversions. This is a better use of your time and will have both short- and long-term benefits.

Why?

Firstly, it is a more cost-effective approach. Secondly, it can generate faster results. And finally, it solves the root problem rather than just increasing traffic to a website.

While qualified traffic is very important, it is more effective to improve conversions than to solely focus on increasing traffic.