After months of web design changes, search engine optimization (SEO) techniques and other internet marketing strategies has increased traffic to your site. But unfortunately, this does not mean more conversions. While online marketing may attract the visitors, what seals the deal? Here’s where web conversion and page optimization practices come in.
A conversion is a particular action taken by a website’s visitor that accomplishes the site owner’s intended goal. This goal may be a number of things – a lead, sale, phone call, or registration. The ultimate goal of a marketing campaign is to increase conversions once traffic has been channeled in. A conversion rate comprises of a comparison of the conversions versus the amount of traffic. This handy metric can be used to judge the success of an internet marketing campaign.
Most online retailers do not wield the power to drive huge conversions like the giants Amazon or eBay do, but every visitor is a potential customer. Therefore, tracking and optimization can significantly impact conversions. Smaller businesses must focus their SEO attention on tweaking content that can generate conversions.
The most important factor for conversions is the landing page. A landing page is where visitors go after they click the URL from the search engine results page. It is crucial to have precise, concise and relevant information, and a call-to-action is essential. The next step is tracing the patterns of the navigation. This includes where they arrived and where the left, and this information can provide the SEO firm with clues on how to optimize these pages. This is referred to as a Click Stream Analysis and can be achieved with tools like Google Analytics.
One way of retaining your visitors is to include a lead form on the landing page. This helps you capture vital information – names, contact details, and corporate affiliation. Another overlooked strategy is allowing visitors to browse through your product or services more easily. The design and content of the sites are the cornerstones of a successful SEO campaign that lead to higher conversion rates.