As an SEO you’ve done your job, increased visitors from the site by a substantial margin.
But wait there is something more important and pressing, your conversion ratio. Is it better to have 1000 visitors and sell 5 items or have 100 visitors and sell 5 items? Trick question….. not really.
The conversion ratio, is 5% at 100 visitors which is a nice healthy ratio. Your conversion ratio is only 0.5% with 1000, this is something that needs attention. To sell 6 items you would only need another 20 visitors on the 100 site but a big 200 with the 1000 site.
Conversion is ultimately one of the most important aspects of your SEO work. Goal of any website is to do something, meet a goal which should be predetermined in the design stage. Know what you want to accomplish and the message you want to say. Include what you want your visitors to get out of your site, what is the purpose? Determine what your goals are in order to find if your site is converting into those goals. You need to have goals setup in order to achieve what you want on the site.
You only have precious 2-5 seconds to keep you visitor attention on your site. You need to captive them within these precious first second or they will hit back and move on. This is where your goal comes in play, you need to be working towards this goal whatever it may be either time on site, selling your products or other connection goals.
If your conversion ratio is low you need to ask yourself why are people not achieving the goals I have set out?
Are the calls to action clear?
Are the calls to action easy to find?
Are there too many calls to action?
Is your message and goal clear to the first time user?
I would suggest using a tool such as website optimizer from Google. This tool allows you to setup testing environments and actually test get real results. By testing and finding results you can increase your conversion ratio. Test see what works, make the change and test again.
Lars Svekis
Digital Marketing Strategy Specialist
@lsvekis
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