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Conversion Rate Optimization

Search Engine Optimization will only take you so far. Being found in the top ten on page one of your desired search engine for your desired search term(s), then having the searcher click through to your landing page is only part of the equation.

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Don’t Let Customers Get Stuck in the Conversion Funnel


Search Engine Optimization will only take you so far. Being found in the top ten on page one of your desired search engine for your desired search term(s), then having the searcher click through to your landing page is only part of the equation.

You can lead a horse to water… so how do we make the horse convert?

Well, we can implement Conversion Rate Optimization; the method of creating a positive user experience on a website with the overall goal of increasing the percentage of visitors that convert into customers.

Phew! That was a bit of a mouthful.

Here are our 4 steps to increasing your conversion rate:

1. Keyword Research

Understanding your customer and their browsing & buying habits will help you understand how you can positively influence that behaviour to result in them taking the action you wish them to take.

Most people take to the internet as a means of problem solving. Your website has to exist as the answer to that problem. Knowing what users are looking for when they come to your site will give you an opportunity to keep them there.

Use your analytics to investigate further, focusing your attention on keywords that are performing well, driving both traffic and converting. By identifying which keywords and which landing pages are performing better than others, you can begin to build a solid strategy and form a funnel for conversion.

2. Design, Develop, Deploy

Once you have a grasp on what’s bringing people to your site, and what content you need to develop to keep them there, the next hurdle is User Interface design. There are many things to keep in mind when adjusting the design of a landing page. The $300 Million Button serves to illustrate how even the tiniest of changes can have a huge impact.

Going back to the analytics, look out for pages with a high bounce rate. What’s causing users to leave? What can you improve to stop them from leaving? Everything from contact forms and call-to-actions, to button colour and placement can help improve conversions, however determining which is right for your website is more often than not the real challenge.

Which brings us to the next step…

3. Test, Test and Test Again

Once you have implemented some UI changes it’s time to test them. A/B Split Testing is the process of putting those UI changes head to head either with the existing landing page or another redesigned landing page, where traffic is split equally and randomly and the user actions are recorded.

A/B testing is a simple, yet powerful concept. Be sure to only include new visitors to your website in your testing, as including returning regular visitors could be detrimental.

4. Rinse & Repeat

When you know what works, build on it. Whether it’s as simple as changing a button to red from green, or as complicated as completely changing your marketing message, make sure that you learn from the results and implement the changes.

Be sure to develop targeted landing pages for specific campaigns and continue to iterate and test.

Fancy a chat about Conversion Rate Optimization? We’re your guys.

Fill out the Contact Form and we’ll be in touch!


photo credit: Michaela and Kids via photopin cc

Written By David Bova

David Bova

Article Comments

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