Here’s the scenario: You worked for months to build your organic search traffic and your website is finally ranking well for your target keywords and traffic is steadily flowing to your site (congrats!). You sit back and wait for the calls that will surely be coming in. Only problem is, it’s not ringing. No website purchases are being completed. No forms are being filled out. So what went wrong?
Anyone who sells products or services online should be very familiar with the terms website optimization and conversion optimization. We talk a lot about search engine optimization (SEO), but these systems rely on each other for optimum function and sales.
What is Conversion Rate Optimization?
Conversion optimization, or conversion rate optimization (CRO), is the system used to increase the number of website visitors that turn into customers or leads. This can be measured by actions such as making a purchase, filling out a form, signing up for a mailing list, or any other action your deem significant enough to justify a conversion.
The most effective online marketers know how to expertly leverage both SEO and CRO to tackle the user journey on two fronts. We’re not only bringing traffic to the website, but also effectively influencing those visitors into following a call to action.
How Can You Optimize for Conversions?
Use engaging, attractive, and relevant photos and videos to improve readability. Visitors often get discouraged by text-heavy pages. Instead, use images that show (not tell) visitors about your product or service.
While you’ll need text as well, break up your content with visual elements and you stand a better chance of engaging visitors and converting them to customers. Images can also affect the SEO value when you optimize them with file names and alt text.
Sharpen Your Focus
Want to improve your ranking on Google or Bing? Provide immediate answers. Don’t fall victim to the temptation of optimizing pages for a broad audience to reach more people. The first page of search results is always filled with pages that answer search queries most efficiently.
Think quality over quantity in terms of website traffic. If you engage people who are already looking for the product or service you offer, you’re much more likely to convert them into customers.
We can’t overemphasize the importance of great content. Not only does it affect how your pages perform in searches, but it is also arguably the most vital factor in conversion rates.
Make sure you’re engaging your human audience. While it’s tempting to over-include keywords for SEO, content that is designed solely for search engines can turn off actual visitors—the ones you ultimately want to take action.
Test it Out
Regular testing allows you to set benchmarks, monitor your page’s performance and inform and improve your overall optimization strategies. Use Google Analytics to identify your top pages. What do these pages have that might be missing on lower performing pages? Where do people most commonly exit?
Regularly analyzing this data and making small, consistent improvements will go a long way toward increasing your conversion rate.