Conversions: Turning Prospects into Purchases

“A Conversion… is when a prospective customer takes the marketer’s intended action. [www.Wikipedia.com]

 

A Call to Action generally initiates a Conversion. We see them all the time: a retail business offers a coupon [call to action] to entice a purchase [conversion]. A service-oriented business may identify a service your business needs followed by an easy solution [contact form]. You may have several actions, or conversions, that are desired for your business. Your website should be able to generate most of them, and it’s likely that the point of conversion doesn’t always happen on the home page. How do you find the right page[s]?

Optimize your website for better conversion rates[#1]: Identify Conversion Opportunities: Generate a list of all the desired outcomes, or conversions, for your business prospects. This could include requests for more information or follow-up, completed purchases, subscription enrollment, or submitting contact information to download a white paper – and there are many more possibilities.

[#2]: Locate Conversion Points: Where on your website does each of these occur? Is there a Call To Action? Make sure the opportunity is easy for the visitor to find and understand what action they should take. This may be a contact page, or a sign up or purchase form, for example.

[#3]: Optimize for the conversion: By embedding metadata on targeted landing pages, that are relevant to the specific search phrase of each visitor, you can create a virtual path to the desired outcome: conversion.

Some additional points to consider:

  • In order to maximize the conversion rate it is crucial to have a well thought out and well developed landing page. See Our 2¢ post on July 15, 2010, and www.activemedia.com.

  • Attempts to improve conversion rates often involve testing different landing pages to see which perform best. See Our 2¢ post on August 10, 2010, and www.thehoneypotbook.com.

When we focus on search engine optimization we sometimes lose site of the fact that increasing traffic to our website is not the only desired result. In the end, if our traffic improved dramatically yet we have not sold more product or service, have we accomplished what we set out to accomplish? Conversions offer us a way to track our progress by creating opportunities for site visitors to identify themselves to us as prospective clients, or to potentially complete a purchase transaction directly.

Are you confident you’re getting great conversion rates from your website? A call to Graphic Matter will help ensure your website is working hard for your business 24/7.

Does Your Website Need An Alignment?

More specifically, is the content of your site in alignment with your searcher’s keywords? Is there a clear path to your virtual doorstep? The sample below will demonstrate the typical process:

1. Keyword or Phrase Searched: A searcher types in keywords into the search engine [google, msn, aol]. In this example: “iPhone 4G reviews”.

2. Results Listed: The search engine results are listed, showing organic search results and sponsored links. Also know as paid advertising or pay-per-click [ppc], sponsored listings are usually called out by a colored background and the words “sponsored link”, and appear in the main list and in the side columns as well.

3. Keywords Matched: The words that were included in the initial search phrase “iPhone 4G reviews” will be highlighted or bolded in each of the resulting search listings.

Click on one of the top sites listed on the first page and notice the keywords that are organically placed on this page. You can reference the SEO terms we described in our post Finding Hidden Opportunities On Your Website, to help you look for the keywords in each area – page title, file name, metatags, alt tags, etc. Note how many times the keywords you entered appear in each of the components of this page.

When the keywords appear in all of the page components listed above, and the content on that page is relevant to the keyword phrase, then you have organically optimized this page by making all of the components align with this keyword phrase.

This aligned page is known as a “landing page” for that keyword phrase. See our post about landing pages to refresh your memory.

Does this landing page have a “call to action”? Does it ask you to submit your information, or call the office, or to buy now? If so, then it is also a Conversion Page.

We know what you are thinking: What is a Conversion Page? This answer is coming soon in our next post, and may be your “aha” moment that puts all the SEO pieces together for you.

How can you be in that #1 spot in your prospect’s search results? By methodically “aligning” the key messages on your website, from the inside out. Your own [keyword] alignment is just a phone call away!