Optimization Is So Last Year
Here is one of the best and truest quotes we've heard about conversion optimization:
“Trying to increase sales simply by driving more traffic to a Web site with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.”
At this point, everybody knows what SEO is - at least vaguely. It's easy to get caught up in traffic numbers, especially when your search engine optimization (SEO) program is launched and you start seeing hefty increases in organic and referred traffic. But no matter how many visitors come to your site, the question you have to ask is this - is my traffic converting?
Converison is the holy grail of internet marketing. You must attract traffic to your site and conver that traffic (i.e. make them do something) – whether that is submit information, buy something, etc. Conversion Rate Optimization is the process of increasing website leads and sales without spending money on attracting more visitors by reducing your visitor "bounce rate". Some test methods enable one to monitor which headlines, images and content help one convert more visitors into customers.
Even companies that are blogging and actively engaged in social media often focus on SEO related metrics such as rankings, inbound links, referred traffic, and mentions. This is all good but if your rankings top out on every term, if you've loads of links, tons of traffic and mountains of mentions, but no one is being converted to do something...
Why are you spending the money?
A strong search engine presence and a high profile in social media absolutely advance brand strength, brand awareness, thought leadership, and authority. But in terms of ROI, in terms of getting the full value from your SEO investment, nothing is better than qualified leads and new orders. ROI.
No matter how much traffic a website gets, if visitors aren’t taking action, a company is wasting its online marketing investment. Here are some things that companies like us focus on when devising a conversion strategy:
- Landing page design and optimization
- Website and landing page conversion analysis
- Conversion process mapping
- PPC management services
- A/B split testing
- Complete SEO services
- Standalone conversion optimization or complete integrated marketing services
