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Sunday, 27 May 2012
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Why
Search Engine Ranking Counts For Sales Conversion
by
Barry Harrison
It seems that everyone's
looking for better search engine rankings. If you have the right
keywords, a high ranking in the search results can send targeted
traffic to your site. But how many of these visitors become
customers and clients? Conversion—not ranking—is
what pays the rent.
CONVERTING VISITORS INTO CUSTOMERS AND CLIENTS
Search engines, print ads, referrals, and links all play a
role in an effective web marketing strategy. But once visitors
arrive at your site, how do you go about persuading them to
take the actions you want them to take? There are 2 main considerations:
content and usability.
CONTENT
Make sure that your fundamental message is crystal clear to
your visitors. Don’t make them think. Provide answers
to their most obvious questions and you’ll build your
credibility.
Good copywriting may be the single most important factor in
raising your conversion levels. The text on your pages should
speak to your visitors in an appropriate, consistent voice.
And it should offer the right information at the right time.
Support the personal and psychological variables of your potential
clients. Some people want to read. but others prefer to see
photographs and diagrams. Still other prospects may respond
better when they listen to your instructions (think about web
audio).
Provide the photographs and documents they need to fully evaluate
your products and services. Make sure they're really useful:
not every picture is worth a thousand words. Use high-quality
detail shots and enlargements to tell the full story.
USABILITY
Make it easy for them to find what they want. Consider landing
pages that are directly relevant to the search terms they used
to find your site. Visitors will quickly 'get' that they're
in the right place and can begin to move along the conversion
process: submit a form, contact a rep, or make a purchase.
Plan for different visitor scenarios. Do you have a good understanding
of the steps a 'typical' visitor will take? Good navigation
leads them through the conversion process with clear action
steps. They should always know what to click next to achieve
their goal.
Don't overwhelm prospects with too many options. Eliminate
extraneous information: links that distract from the conversion
process, copy that doesn't really say anything, and graphics
that serves no function. Yes, less IS more.
Test the conversion process yourself. Fill out a form. Register
for membership. Make a purchase from your own shop. If it’s
not painless for you, it is going to be tough for anyone coming
to your site for the first time. Here’s the golden rule:
keep it simple.
Put your efforts into improving your conversions. Think about
it. Even a small increase in your conversion rate can make a
big difference to your bottom line. Then you can go ahead and
target more traffic.
Barry
Harrison is the author of REDiTIPS eMarketing Newsletter
and a partner in Resolve
Digital.
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