Improving Conversion Rates
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You have optimised your website and attracted a large number of inbound links
by one means or another. The results of this are that your site now appears on
the first page of the top three search engines, Google, MSN and Yahoo, for your
chosen keywords or phrases. You have cracked it! Now you are getting hundreds of
visitors a day to your website. Unfortunately very few are staying to browse
your site and even fewer are purchasing your products or enquiring after the
services you offer.
You must look closely at your site to find the reason behind this if you wish
to improve your conversion rates. There are two immediate actions you can take.
Have you optimised your site for the search engines or your visitors? You should
always optimise your site for your visitors as they will provide you with your
income not the search engines. The search engines are simply a means to an ends.
It is better to have twenty visitors to your site 15 of whom purchase a
product or service than it is to have 500 of whom only 5 make a purchase. When
developing your site keep in mind your potential customers and put text into the
site that they will appreciate, like and find informative. Never write your copy
with the search engines in mind and those omnipotent algorithms. Algorithms do
not make enquiries or purchases people do.
If your copy is attractive and readable and encourages real people to contact
you or buy a product then it is highly likely to be equally attractive to the
search engines. When writing your copy you should not be trying to ‘sell’ your
product or service with blatant over the top advertising. Be more subtle. You
are fulfilling a wish or a need or solving a problem so be informative. People
have carried out a specific search so the need is already there you have to now
give them the information they need to convince them to purchase of you. So as
always the content is the key to making sales as well as attracting the
attention of the search engines.
You must work hard at getting this content right. The second line of
investigation is to analyse your sites visitor statistics carefully Look at each
visitor and how they arrived at your site. That is what search terms did they
use? What page did they land on? What pages did they navigate through? What page
did they exit on? What area of the World or country did they come from? If they
made no enquiry or purchase, look at their search phrase, and where on your site
they went, and attempt to calculate why they left without making that enquiry or
purchase. Was it because their search was not appropriate for ypour actual
product or service? Do you not perhaps provide your service to their particular
area? Did they miss or could not find exactly what they wanted on your site
because of badly designed navigation paths? Or is it perhaps because the text is
simply not up to standard?
If you think it is a structural problem then you can alter this so that
people find it easier to navigate to places on the site that they actually want.
It may also be a matter of your content so you can change this.
By constantly monitoring your site’s statistics you can dramatically increase
your conversion rates, that is, convert more of your visitors into paying
customers. Finally do keep note of what you do so that you can accurately
monitor the changes you make to find out if and by how much they are making a
About the Author
David Andrew Smith runs a successful contract cleaning company
for both commercial and domestic customers in the UK. He has devoloped and
maintains the company's website.
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Article Published/Sorted/Amended on Scopulus 2009-08-11 02:26:34 in Marketing Articles