What’s the point of having a website if you don’t have traffic? Sure, SEO can attract visitors but what good is that in the long-run if that traffic does not convert?
Branding and exposure is one thing, but track-able conversion is what impacts the bottom line. In order to make sure that your promotion and advertising dollars are well spent, focus on conversion optimization and realize that it’s not always about improving traffic, but maximizing conversion that matters (which translates as closing more leads or increasing sales and user engagement time).
For example, think of the limitless possibilities for capturing data which you can use to compile, assess and utilize for a later date. We know that people purchase when they want to, not always when you want them to, so, with this in mind, make it easier to establish a connection with your brand.
Things such as:
- Free downloads
- Site Reviews
- Informative Blog Posts
- On-site Tools or Widgets
- Giveaways or other Promotional tactics
All can be utilized to put your business in a favorable position when the prospect shifts from being a window shopper into a qualified potential client. SEO gets traffic to your website, but it still must convert if you expect to replicate any degree of user engagement (which is a precursor to conversion).
Impressions are kindled based on how you introduce and reinforce your brand (during the nonchalant interactions) which all lends it credentials to the grand finale from your call to action (the moment when they give your value proposition the “A ok”) and click submit, buy now, proceed to checkout or subscribe to an RSS feed. All paths lead to an opportunity to make an impression, what you do with that impression is up to you.
Remember, each layer of intent (supported by an attention funnel) draws your website and prospects closer to the moment of convergence. The more favorable the impression, the more likely your marketing will convert into business when the time comes to launch an email campaign, deliver a targeted newsletter or funnel eyeballs to your new offer during a promotion.
Through the process of elimination, you will find which pages have the highest “feel good” factor that people respond to. The point of optimizing your business (and not just your website) it to do more with less effort, by operating in this capacity, you can move on multiple fronts.
Just as SEO is not just a topical layer, neither is conversion optimization, both must work together to make sure your site is not losing visitors faster than it can retain them.