Traffic is Great - Conversions are Better
Search Engine Optimization is an interesting, dynamic and challenging endeavor. However there is a danger that you can get too carried away chasing down the algorithm and become overly obsessed in optimizing your sites content for the search engines alone. Getting traffic is important, but let's face it, unless it is 'targeted' you're unlikely to reap the full benefits of your SEO efforts.
So remember think visitors first, search engines second. Ultimately search engines won't buy your product or use your service so never lose site of the big picture.
So how can you increase the likely conversion rates on your own site? Well firstly you need to decide what a 'conversion' means to you. Is it a sale, an enquiry form submission, someone signing up-to a newsletter or perhaps even a telephone call. Unless you know what you want, how will you know when you get it?
So for arguments sake lets assume you want to get someone to sign-up for a newsletter, how can you increase your conversion ratio? Here are some high level tips that will help increase your conversion ratio.
6 Conversion Tips
1. Make sure you have a means of measuring your conversion goal. - In our example this would be a newsletter opt-in form.
2. Have the newsletter opt-in form in a prominent position. - Don't hide it 'below the fold' i.e. bottom of the page.
3. Ensure that there is a 'call to action' in the body of the text. - Remind the visitor of the benefit of signing up for the newsletter.
4. Target your message and position the offer as specifically as you can. - Get inside the head of the target audience.
5. Keep the message simple, clear & concise and use 'plain English' - Don't compromise the message and the action you want the visitor to take.
6. Don't talk feature, feature, feature. - Talk Benefit, Benefit, Benefit. Answer the 'What's in it for me?' question.
Finally it's really important to remember to put in place a system that will help you track your conversion ratio on a continual basis. If you make any changes to your site, ensure you have a clear view of your sites metrics before the alterations so that you can accurately assess the results.
About the Author
About the author
Kevin Anderson is an Internet Marketing Consultant based in Scotland. His company Search Marketing Scotland provides a full range of SEO and PPC services. Kevin also runs a magazine style blog (The SEO Way) to help educate newcomers to the world of Search Engine Optimisation.