How Do I Improve My Web Site Conversion Rate? Part 1
What do you mean by conversion? Do you mean getting someone to answer the simplest call to action such as "read more here" or actually selling a product or service?
What you're talking about here are two different ways to measure your website. "Read More Here" is what I would call a variable affecting your conversion rate. I call these kinds of variables "Micro Conversions" because they are all small (microscopic even) steps toward a full conversion. A micro conversion is something that you should test and measure. "Read More Here" might get a worse click-through rate than "Click here to find out how to win a month's supply of vintage wine." So by improving this click through, you get the person browsing to take another small step toward your final website goal. By doing this, you improve your overall conversion rate, which in this case is to get someone to register or subscribe to win a month's supply of vintage wine. Micro conversions can be tracked by measuring the click through of links, or the read time for content, or the bounce rate for headlines and copy. Full conversion is persuading your visitors to do what you want them to do. In my example, it would be registering to win wine, but it could be subscribe to a newsletter, download an audio file, buy a product, sell a service or whatever, but it should reflect what your website's business objective is.
What strategies would you suggest when there is no "online" conversion possible? I need them to call me for more info, to learn more and to eventually give them a proposal.
There is no such thing as "no online conversion". You're looking for leads who will eventually phone you but the visitor is the one with the power. If you don't give your visitors a reason to let you continue to have a dialog with them, then they won't. Using opt-in is one answer. If, for instance, you ask for a name, email address and telephone number from your visitor so that he can then get useful information from you in the form of a free report or audio file, you do two things. First, you qualify the visitor as someone who is interested in your services, and second, you get permission to contact him/her again. You need to build into your website a powerful reason for your visitors to give you permission to email or talk to them rather than expect someone to pick up the phone. In your case, you say they need to ring you to learn more. Put what they need to learn into some form that they can opt in to get, such as a white paper, report or audio file. Then you have a conversion rate that is the percentage of people who give you permission to continue the dialog with them by giving you their email address or phone number so that they can learn more about your offering. People visit a website to get information, so give them the means to get it.
What if the product you sell is also sold by several others on other websites? How do you get someone who is browsing the Internet to notice your site and want to order from you?
In offline marketing, a successful tactic is differentiation. It's no different online. If you stand out from your competition, then you get noticed. What makes you different (not necessarily better, just different) from your competition? A USP makes an enormous difference to conversion rates. We improved subscriptions by 11% per month for six months by differentiating ourselves. The second point is that your site should be of use to your visitor. The one thing that all people online have in common is that when they browse they are looking for information. So give your visitors what they want in the form of education. If your potential customers become educated about your offer and take away something useful from your website, they will remember you over your competition.
How do you get the address, telephone number and name of the owner of any company that you're trying to get in touch with to see if they would be interested in what you sell?
You need to get permission from the visitor to get that information. It can't be done with any tracking tools available. There is a very good reason for this and it's called privacy. If you or I went online and could have our names, addresses and phone numbers tracked by software, it could be potentially dangerous. Imagine if you were online and were talking in a chat room about going on holiday in a faraway land for the next few weeks and your personal information could be gathered. The person who sees that information then knows when to go to your address and rob you while you're away. It's OK to track browser behavior because no personal details are ever tracked. I for one hope it stays that way.
What should one look for in the web logs to determine conversion rates?
Web log files are a problem because they record everything. Web logs record every request to your site's pages from search engine indexes, to email harvester software, link harvesters and visitors. So first you need to filter out from log files the information that isn't relevant to visitors. Then you're looking for unique visitors (not visits) or unique sites. Once you have that filtered figure, you have the approximate number of visitors coming to your site, still not close to 100% because of proxy servers recording multiple visitors as one browser, but it's as close as you can get with log files. Then you divide the number of people who complete the conversion action by the total visitors. That is your conversion rate. If you can get software that doesn't use logs like IRIS Metrics or log software that works out the filtering like Web Trends, it makes your job much easier.
What factors have the biggest impact on conversions on my web site?
The short answer is differentiation, target marketing, your site's relevance to your desired audience, measurement, experimentation, and most importantly trust.
Differentiation is the first step in the process. You must find a way to stand out from the competition. It should start with the domain name, and continue throughout your entire website's strategy.
Then in your content, your copy and your design, you must smack your target audience between the eyes. You have to find out exactly what it is they want and answer the wants and needs of that audience.
Relevance is hugely important, too. If you're running a campaign on Overture or Google with certain keywords, your audience should land at exactly the right place after typing those keywords and finding your website. So if the audience types "Red Vintage Wine" into Overture and your link appears, on clicking through they should be taken to the page on your site talking all about and selling red vintage wine. They shouldn't land at the home page of your website which has a small link to the red vintage wine section and 5 or 6 other types of wine for sale.
Measuring and experimenting is then the key to improving conversion rates. You can't improve conversion without measurement unless you're making educated guesses or you're just plain lucky. So get a good measurement system, learn what it's all about, and test your changes.
In part two of this series, we'll be looking at measurement software tools, the pros and cons of logs versus ASP vendors, average conversion rates, why it helps to track visitor activity using the software which is available, and what you should test and tweak to improve conversion rates.
Steve Jackson is CEO of Aboavista, editor of The Conversion Chronicles and a published writer. You can get a free copy of his e-book sent to you upon subscription to the Chronicles web site (http://www.conversionchronicles.com).
SEO myths busted by an ex-Googler Search Engine Land
SEO Content Strategy Tips to Boost Your Ranking in 2019 The Content Standard by Skyword
Reciprocal Links: Do They Help or Hurt Your SEO? Search Engine Journal
The Future of SEO: What SEO & Marketing Pros Need to Understand Search Engine Journal
SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid Search Engine Journal
SEO Is Everyone’s Responsibility: 5 Tips to Get Non-SEOs Bought Into SEO Search Engine Journal
Elevating Women in SEO: The Industry Still Has a Long Way to Go Search Engine Journal
Here’s how to leverage long-tail keywords for your SEO Search Engine Land
Ongoing Education: Your Secret to SEO Success Search Engine Journal
A framework for SEO success with structured data Search Engine Land
Real-Time Insight & Real-Time Action in SEO: How Automation Bridges the Gap Search Engine Journal
A 50-Point Audit for Getting Started with Local SEO Search Engine Journal
Here’s Why Inclusive Web Design with SEO Wins 2020 Search Engine Journal
Google’s Baby Algorithms: How to Think About Them for SEO Search Engine Journal
Google Launches New, Animated Video Series About SEO for Beginners Search Engine Journal
What is SEO? businessjournaldaily.com
SEM vs. SEO vs. PPC Defined: What’s the Difference? Search Engine Journal
Google’s John Mueller Speaks on SEO for Dark Mode Websites Search Engine Journal
How to find your ideal SEO agency Search Engine Land
SEO best practices support ADA compliance for digital accessibility Search Engine Land
5 SEO Tips to Optimize Your Next Blog Post Business 2 Community
Let's Untangle the Knotty Mystery of SEO Radio World
TF-IDF: Can It Really Help Your SEO? Search Engine Journal
30+ SEO Stats from 2019 to Guide Your Strategy in 2020 and Beyond [Infographic] - Social Media Today
Three Off-Site Tactics That Seriously Boost SEO Traffic MarketingProfs.com
Why the University of Arizona changed its abbreviation for SEO Search Engine Land
The Lowdown on SEO This Year (infographic) Digital Information World
How to Make Your Social Media SEO-Friendly INSTORE MAG
Video: Eric Enge on Google advice vs. real-world SEO experience Search Engine Land
5 Free Keyword Research Tools for SEO & PPC JumpFly PPC Advertising News
For SEO, How Fast Is Fast Enough? Practical Ecommerce
Tesla Solar: Is Google SEO the Only Issue? Market Realist
Screaming Frog releases SEO Spider version 12.0 Search Engine Land
Benchmarking Beyond SEO: What Competitors' Website Traffic Can Reveal Search Engine Journal
University of Arizona switches from UA to UArizona for SEO The Associated Press
SEO: Google's BERT Update Helps Ecommerce Product Pages Practical Ecommerce
Travel SEO: 8 Ways to Build Links & Get Press as a Travel Brand Search Engine Journal
Barry Schwartz on Covering SEO News, Productivity & How to Grow a Business [PODCAST] - Search Engine Journal
Barry Schwartz on Covering SEO News, Productivity & How to Grow a Business [PODCAST] Search Engine Journal
How to Boost SEO for Coworking Spaces Commercial Property Executive
The psychology of SEO on Brains Byte Back The Sociable
5 DIY SEO Tips That Your Small Business Needs Business.com
How Google's BERT SEO Update Will Impact Content and Search PR News - For Smart Communicators
5 SEO Trends to Help Marketing Leaders Prepare for 2019 The African Exponent
Google BERT Update – What it Means Search Engine Journal
5 SEO suggestions to market your food truck | Commentary Food Truck Operator
Rand Fishkin on optimizing for and against Google Search Engine Land
Could Blogging Boost Your Ecommerce SEO? Practical Ecommerce
Guide to Local Franchise Marketing Business.com
10 Best SEO Podcasts to Master the Art of SEO 99Signals - Tech News, Tech Hacks, & More
Enterprise SEO Services Market 2019 Size, Development Strategy, Analysis, Opportunity Assessment, Key Players and Trends by Forecast 2026: Clutch.co, Solomofy, Conductor, ClickMatix, Sefati & Co., CATT Inc, Profito Interactive Pvt. Ltd. - Market Report Gazette
Enterprise SEO Services Market 2019 Size, Development Strategy, Analysis, Opportunity Assessment, Key Players and Trends by Forecast 2026: Clutch.co, Solomofy, Conductor, ClickMatix, Sefati & Co., CATT Inc, Profito Interactive Pvt. Ltd. Market Report Gazette
Watch: Oh Yeon Seo And Ahn Jae Hyun Can't Stand Each Other In New Look At “Love With Flaws” - soompi
Creative & SEO Copywriter, Penguin General - London The Bookseller
Search Engine Optimization (SEO) Tools Market – Major Technology Giants in Buzz Again | Yoast SEO, Ahrefs, SEMRush, KWFinder, MOZ - Daily Market Insight
Search Engine Optimization (SEO) Tools Market – Major Technology Giants in Buzz Again | Yoast SEO, Ahrefs, SEMRush, KWFinder, MOZ Daily Market Insight
What Does It Mean to ‘Do SEO’? Search Engine Journal
The Best Free SEO Tools to Increase Your Rankings Entrepreneur
Should you do 100% of your SEO in-house? Search Engine Land
My experience with SEO Practical Ecommerce
7 SEO best practices you should be doing regardless of what Google says Search Engine Land
Can SEO Be Made Predictable? Search Engine Journal
6 Brilliant Reasons Why You Should Use SEO Tools Search Engine Journal
SEO Testing Service Market Research Report (2019-2025): New Opportunities, Key Trends and Growth Factors | SEO Tester Online, WebDepend, Click Information System - Daily Watch Reports
SEO Testing Service Market Research Report (2019-2025): New Opportunities, Key Trends and Growth Factors | SEO Tester Online, WebDepend, Click Information System Daily Watch Reports
7 Best SEO Tools to Help You Rank Higher in Google Entrepreneur
6 SEO Tips to Benefit Any Business Entrepreneur
10 Ebooks About SEO You Should Download & Read Now Search Engine Journal
Lee Na Young, Park Seo Joon, Lee Jin Wook, And Jung Hae In Attend Donation Event For Warmer Winter - soompi
Lee Na Young, Park Seo Joon, Lee Jin Wook, And Jung Hae In Attend Donation Event For Warmer Winter soompi
What's the Value of SEO? Practical Ecommerce
7 Ways to Improve Your Website's SEO Business.com
Search Engine Ranking - What Works Now
The methods employed to increase your search engine rankings may seem like rocket science to you, so you have probably avoided dealing with this issue. I am here to tell you - the time has come to face your website! A high search engine ranking for your website is so essential that if you have the slightest desire to actually succeed in your business, there is no way you can continue to avoid this issue.
I was all set to write an article predicting the future of search engines, when Yahoo dropped Google and replaced it with its own engine. Now that's big news.
How to Avoid Getting OOPed On by Google?
Earlier this year, I was having trouble getting good search engine placement for one of our sites. I was trading links like crazy, spending many hours a week trying to optimize the site properly, checking my linking structures, keyword density, etc.
Dont Submit Your Website To Any Search Engines
We all want to get our websites high up in the search enignes but how do you do it? One thing you shouldn't bother doing is submit your site to any search engines. Not Google, not Yahoo!, not AltaVista.
DIY SEO - Part 2 Tags n Things
Part 2 Tips 4 tagsMeta tags are the descriptive tags used by website designers to explain to the search engines exactly what your website is all about. They look like this,title Put title of your page here, include important keywords /titlemeta name="Description" content="Put a short keyword rich description of your site here" /meta name="Keywords" content="Put your keywords in here" /meta name="AUTHOR" content="Your name or company name here" /meta name="COPYRIGHT" content=" Your name or company name here " /meta name="DISTRIBUTION" content="Global" /meta name="RATING" content="General" /meta name="robots" content="index, follow" /meta name="revisit-after" content="1 Week" /meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" /Note: the opening and closing brackets have been missed off to make this article compatable for publication.
How to Get Tons of Top 10 Rankings Guaranteed
Okay I admit it. I was kidding.
Google Slavery...Old Habits Die Hard
For the first few months after Yahoo decided to go their own way with natural search (and MSN decided to get serious about the search business), the search results provided by those two could only be described as bizarre. Enough time has now passed that the dust has somewhat settled and there are three main (from a traffic standpoint) sites for quality natural searches.
Google Rank Cake
6 cups thick content mix 1 jar word of mouth, whipped 2 tablespoons meta tags 1 cup creativity1) In a bowl, stir content mix with 1 cup creativity. Stir.
Building Link Popularity As Easy As 123
The most difficult area of SEO is building link popularity. You may be thinking why? Because there are no easy ways to build link popularity.
SEO and Google Indexing - Why It Requires A Complex Blend of Skills
If it was easy, everybody would be doing it. Getting a company's name and products, or services, onto the first page of a genuine Google search isn't a trivial piece of work.
Googles PR System Explained
The complexities of Google's PR (Page Ranking) System have grown more difficult to understand since the Hilltop Algorithm was introduced. This beginner's guide to the PR system explains the basics of what PR is, what it does, and how it affects your site's rankings.
Search Engines The Masters Of The Internet Universe - Part 3
This is part three of the article series and deals with the paid inclusion and organic search results from search engines.We touched on the topic of Kibitzing in the last part, now we will deal with some of the new concepts in search engine submission namely Paid Inclusion and Sponsored Results.
SEO for CEOs - Search Engine Optimization Unmasked for CEOs
If you're like most other CEOs, the term "search engine optimization" will mean very little. Either that or it means expense! But it doesn't have to be that way? If you feel like you're standing in a dark room handing money to strangers to get you in the search engines, then this article is for you.
Why is Search Engine Optimisation Expensive?
Many of our customers (http://www.internet-marketing-australia.
Choosing your Meta-Keywords
Introduction This article assumes you already know what a 'meta-tag keyword' is and know a little about their importance to search engines. In this article I will attempt to explain the art of choosing the most appropriate and best performing keywords for your web pages.
The internet is the largest market place on earth. It offers unparalleled access to an international base of consumers - and referrers.
Why SEO (as we know it) is Doomed to Failure and How You Can Avoid the Trap
Search Engine Optimization (SEO) has become one of the biggest internet buzz-words recently. Everyone is talking about it.
Five Tips to Improve Your Chances with Google et al.
"Dear David: I just created a website on baby toy safety. What should I do to make sure gazillions of people find me through the search engines?"I can't promise you gazillions, but there are a few things you should do to make it easy for search engines to find you.
Understanding Googles Algorithm
What is the Google Algorithm?An algorithm is a mathematical equation that uses certain information from your website in order to define its rankings. If you're looking for a printout of the specific equation Google uses to rank sites and how much each factor is weighed, this is not the place to get it.
10 Basic Rules for Where to Place Your Keywords
First of all, Google and most other search engines do NOT look at the META keyword tag. Many people say not to bother with it, but I use the META keyword tag and I place my keyword phrases in it.
|home | site map|