With a diverse array of possibilities for consumers to purchase product or services from your website, SEO only represents one attention funnel for driving qualified visitors to your pages.
Regardless of how consumers arrive, whether they (1) clicked a link from PPC pay per click ad (2) conducted a search in a search engine (3) clicked a banner advertisement or (4) followed a link from a directory, blog or website linking to you, the fact is, now that they HAVE arrived, it’s all about conversion and conversion optimization.
Traffic is Only One Variable
With SEO, determining key performance indicators that are clear, cut and dried to assess the quality of traffic. What may not be so clear to prospects reaching your website is what action they need to take to complete the desired objective. This is where the adage “you can bring a horse to water, but you can’t make them drink” has a distinct parallel in search engine marketing. Getting the traffic is half the battle, however, getting that same user to engage your offer is the real reason for developing a traffic funnel to begin with.
Here are a Few Other Metrics for Consideration:
View the time spent on your site by page and (1) determine the average time on key landing pages with most traffic and then (2) find the dead space and fill it with an action item to funnel diffused attention (like a widget, graphic, etc.).
Despite the fact they we love our own content, most people skim and do not really READ your content word for word. This is why it is important to have visual aids (supporting images) or methods to refocus their attention.
Most people read 200 words per minute, knowing this, you should add an actionable item after 400 words (since most people skim 1-2 minutes to extract the gist of your offer). Naturally, you can adjust this metric based on analytics data whereby you have a high bounce rate or your website just does not meet the relevance or requirements of the visitor.
Make it Easy for the Reader to TAKE ACTION
By using graphics, bullets, numbers with steps to break things up, graphic representations such as, pie charts or illustrations to convey supporting positive interaction you can triple or quadruple conversion. Please note that traffic can drift in on one keyword and if you are looking at one metric alone negate the fact that a user can change their mind.
If you feature enough supporting elements to aid the conversion objective the original intent can be transcended and someone who may have had the intention of just browsing around gets the feel good effect from your content and decides to take you up on your offer. We implemented a similar strategy where we used the top 3 landing pages on our site and incorporated action items in the key areas where attention wavers and lead generation increased lead gen 10 fold.
Also, by calculating the number of steps a person is willing to execute to be considered a qualified lead such as filling out a quick form with 2 fields (name and email) vs. name, email, best time to reach you, mothers maiden name, what color underwear you are wearing, etc… Just stick to the basics, build the relationship, provide value and let them know in at least three spots on the page (if it permits) what they gain from taking that action then measure the results.
This simplified tactic can single-handedly transform lackluster pages to stellar blockbuster landing pages. The takeaway here is, SEO is great, but SEO fused with common sense and value based conversion marketing is even better.