Aside from search engine optimization, conversion optimization is a topic that anyone striving in a competitive marketplace should be familiar with. So often, businesses tend to look past the traffic their website already receives and thinks of online marketing, advertising and ROI as simply a numbers game.
If increasing trust and revenue is your objective, nothing is more important than securing “emotional currency” for conversion. It is the human factor that must be embraced as the focal point of your online endeavor if you intend to achieve genuine engagement from consumers perusing your pages that already have strong intent to purchase who simply need the appropriate emotional triggers to commit and take action.
Instead of following the blind impulse to increase your PPC budgets or insist on optimizing more organic keywords to drive more traffic and increase relevant visitors to your landing pages. There is one less-traveled train of thought that you may wish to consider, (converting more of the existing traffic you have into customers).
How many visitors a day is your site losing?
Increasing website traffic is not always the solution if your have not refined a compelling benefit-based value proposition for your visitors, it doesn’t matter if you get 1000 visitors or 10,000 visitors per day. If your pages do not encourage readers to take action, sign up for something, pick up the phone or click another supporting page to encourage trust and conversion, then you have missed the boat entirely when it comes to online marketing.
Honestly, you have to ask yourself, do you want the top ranking vanity plate keyword or key phrases? or would you rather find the low hanging fruit that converts?
Content creation is two fold, if you create content with reckless abandon, you could dilute your precious theme, if you create pages that lack continuity with the other pages in your site, you could be contributing to an internal power struggle that may shift the way search engines view your main subject.
The takeaway here is, it may be time for an audit to assess just how effective your on page content is. Is it clear what your main pages are about, do they have a clear flow of intent from start to finish, can you read the entire page without one hiccup or do you have to read a segment two times to really GET it?
These are just considerations in shaping the ideal user experience, and sometimes you are simply too close to see with new eyes the things that could be blatantly creating user objections or for lack of better terms lack the proper usability.
Conversion Optimization is simple in theory, you assess the number of people visiting the page divided by the number of people who performed the desired action. Then you assign performance benchmarks that you can track and assess to increase over a specified time. This is more about finesse and no budget will fix a problem of this magnitude on its own.
Sure, having a big budget is great, but why keep pumping money into something if that is not the solution. The only flaw in that type of thinking (such as buying more ads, increasing your PPC budget or optimizing more organic keywords) if the pages simply aren’t converting?
So, before you start spending money on things that may or may not work, get an objective opinion from an outside business consultant to test and refine your pitch, so that instead of losing sales and visitors without a clue, you make the most of the ones you receive each and every day.
