Let’s talk about something that’s been buzzing around in my head—and with my clients—for a while: traffic versus sales, or what I call volume vs. conversion models in online business. I see two main types of business owners in my community—those chasing more traffic, and those focused on making more sales. Sometimes we want both, but when the internet shifts (hello AI and algorithm changes), it gets extra confusing. So today, I’m breaking down the difference between these models, especially in the Pinterest world, and how to figure out which one actually supports your goals.
What Is a Volume-Based Business?
A volume-driven business thrives on eyeballs. It’s all about more traffic, more clicks, more page views—especially if your income comes from ads, affiliates, or sponsorships. This model works great for content creators who are pumping out blog posts, YouTube videos, and podcasts. But it also comes with risks. As SEO changes and AI-generated content floods the web, traffic is becoming harder to earn. If your revenue depends on volume, you need to be constantly innovating how you reach new people and grab their attention. It can feel like a never-ending game of “more.”
What About the Conversion-Based Model?
In contrast, conversion-based businesses are focused on turning traffic into something tangible—email signups, sales, or booked calls. They still care about traffic, but only if it leads to action. For example, if I know that for every 100 clicks I convert 10 people, I want to optimize that funnel to get 15 or 20 conversions from the same amount of traffic. Conversion-focused marketers track different metrics: how many subscribers, how many purchases, how many warm leads. This model requires more strategy around content, opt-ins, user experience, and even paid advertising. It’s less about chasing numbers and more about refining the path.
Can You Have Both?
Absolutely. There’s a hybrid model—think of it like the Costco approach: high volume + smart conversions. You might want to build brand awareness (volume) while nurturing leads into buyers (conversion). That’s actually how I run my own business. I use Pinterest, YouTube, and Google to bring in fresh eyes, but I focus on conversions through email list building, client onboarding, and sales. I’m not obsessing over sessions or clicks—I care about how many people actually take action after discovering me.
Clarifying Your Pinterest Strategy
So, here’s your takeaway: Know which model you’re operating under. If you’re volume-driven, you’re probably feeling the pinch from algorithm shifts and AI disruption. It’s time to find sustainable strategies for visibility. If you’re conversion-driven, lean into funnels, landing page optimization, and email marketing. Knowing your model helps you measure success on Pinterest. Are you trying to get more clicks to boost ad revenue, or get the right clicks that convert into clients? That clarity will change everything. So pause, reflect, and get honest about your business model—because once you do, Pinterest (and your whole strategy) will start making a lot more sense.
