How often do you check your website’s analytics to see tons of traffic going to a page you consider of little value or importance to your overall message or product line?
A headline that draws a lot of traffic but doesn’t convert well, shouldn’t be discounted fully without further examination. From the amount of traffic, you have found an obvious hook to pull people to your site. That is half of the battle in any online sales funnel. The problem now is converting more of those users. If the headline is appropriately targeted, the traffic should be similar to your target demographic. In many cases, it may be a product already in your catalog or closely related. Ask yourself a few questions:
- What were those users really looking for?
- Can we sell it to them profitably with PPC?
Answer both of those and you’ve just created another profitable sales channel!