You have an e-commerce business with a great website. The site has an awesome look, cool and user-friendly functions, big offers and rewards, and probably even a massive – however not targeted – traffic. The problem: you are not getting any real sales and your bounce rates are sky-rocketing.

Given the fact that your traffic is not targeted, it is not a surprise to be having such a scenario.

Traffic that's targeted plays an important part in making sure that your website gets quality visits. When traffic is targeted, the visits are worthwhile and are sure to reflect your website with genuine importance. There is a great likelihood that the visitors will buy if you are selling through the site. And rest assured that your bounce rates are going to improve perhaps down to 50% (generally the ideal bounce rate for websites, blogs are expected to normally have higher bounce rates).

What exactly are the benefits when the traffic to a website is targeted? Does it always matter even for a website that is not e-commerce in nature?

As previously stated, an e-commerce website will have a high likelihood of selling if its traffic is targeted. Since the traffic is particularly interested in the nature of your website, the visitors can be expected to be looking for exactly the products or services that you offer. You may have obtained these visitors via banners that clearly tell what someone will find if he clicks on that banner; perhaps too through a pay-per-click campaign; or through reciprocal links with anchor texts and descriptions that directly tell what to expect from the webpage that will show up once the banner, ad, or link is clicked.

Due to a message that's specifically targeted to only the confirmed interested portion of website viewers, what you get are clicks that are a few steps away from sale – not wandering web surfers who may be even unaware of what they are really looking for.

And then of course there are those visitors who particularly find your website content as relevant. They may not really buy from you but their continued visits and stay will prove to be very beneficial in increasing your page rank and authority.

When a visitor lands on your page then stays (instead of exiting quickly which happens if your page proves to be unrelated to the search query, and which is measured by bounce rate), it means that your page satisfies the viewer's requirements. Search engine crawlers will give your website credits for this and will soon put you on top of search engines which will make you a lot more visible.

A website with traffic that is targeted will also find great opportunities to generate income. If you do not sell, other e-commerce businesses will surely affiliate with you and will sell through your website via ads. The targeted traffic that goes to your website may be the type of traffic other web-based businesses are dying to achieve. You can then impose marketing rates or commissions for every sale that your affiliates get via your own website.