Conversion rate: You want to know about this!

If you do business online or have any kind of Internet presence, you’ve probably heard (or heard people talking) about traffic and conversion rates. But, have you ever wondered what, exactly, a conversion rate is and why it’s important?

According to Wikipedia, “In Internet marketing, conversion rate is the ratio of visitors who convert casual content views or Website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. If the prospect has visited a marketer’s Website, examples of conversion actions might include making an online purchase or submitting a form to request additional information.”

Now that you’ve read the description and know what a conversion rate is, ask yourself… am I getting a satisfactory yield in the number of quality transactions coming from my Website? If not… read on!

Reasons Why Your Efforts May Not Be Converting

Loads of traffic… no business.

You may be getting loads of site visitors but none of those visitors are clicking through to a purchase. If this is the case, best practices in the industry recommends you take a good look at the keyword sets you’ve optimized the page for.

Typically, your Search Engine Optimization (SEO) specialist will have ‘optimized’ each page of your site using distinct keyword phrases to target a very specific segment of the marketplace. If your site is realizing traffic but not conversions, you may need to research and tweak your existing keyword phrases to attract the right consumers.

Your keyword phrases aren’t specific enough.

As keyword phrase selection is the foundation of quality SEO work, we’ll need to take another look at this. Do the phrases you’ve optimized for properly express what’s located on the page?

For instance, are site visitors landing on your page expecting to find “ornate silver rings” but instead finding “solid silver bands”? This disconnect is potentially all it takes for unsuccessful conversions.

Call to action.

It’s easy to miss this one. Lots of money, time, and effort go into creating a worthy online presence. You’ve worked hard to create relevant content that’s interesting to your target market… now that it’s all in place, don’t forget to ask for the sale: purchase, order, sign-up, donation, etc!

A well positioned call-to-action is a long-established marketing tenet and one that, when applied to electronic media, can support efforts to increase conversion rates.

Design Matters.

Again, you’ve gone to a lot of trouble and expense to create and implement a great SEO strategy… but where/what are you driving the traffic to? And what sort of impression will the visitor get when they finally arrive at your site?

If your site design is dated, badly laid out, hard to navigate, takes forever to download, is full of typos and old information… what sort of conversion rates are you expecting?

A site that’s well designed and easy to use will provide a positive experience for your site visitor. Your business/organization’s credibility will increase and you’re more likely to enjoy a boost in newsletter and/or social media sign-ups, survey responses, etc.

If you want your efforts to yield results on the Internet, you’ll need to be concerned with conversion rates. You’ve learned that conversion rates can either positively or negatively affected by factors such as keyword phrases, content, and design. A little attention paid to these items could net a large result!

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