Conversion optimization: pick up where SEO stops

 

Search engine optimization (SEO) takes them to the site. What they do (or don't do) after SEO has done its job is up to the site owner or designer.

Most visitors see the home page and leave. Wrong products. Strange typography, confusing navigation - it can be anything from color motifs to lack of clear pricing. SEO takes them there, but it doesn't make them buyers.

What is conversion optimization?

Is it easy for visitors to find the right product? Is check-out convenient and does it offer numerous payment options? Is there a phone number that visitors can call to speak to a human? If not, the site is not optimized for conversion.

Generally speaking, conversion improving the usability of your website improves the visitor experience when they visit to browse. Such an optimized site is: attractive, attractive, very simple, convenient and secure. The objective?

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Let visitors quickly find what they are looking for and move quickly through the site checkout process, just like in the world of retail.

How to optimize the conversion

Perform regular site analysis

Site metrics are statistics, raw data that reveal the actions (or inactions) of visitors and their behaviors. There are dozens of site analysis programs that create metrics to help with site refinement.

To develop useful metrics, first establish a site baseline for comparison as conversion optimization is done. Keep records of metrics to determine which improvements are working and which are not.

Target metrics for most desired action (MDA)

The first step in improving conversion rates is to define the goal of the site: selling products, spreading information, generating clicks, or providing customer service, for example. By targeting the defined site, it becomes easier to develop useful metrics to increase the number of people taking the most desired action.

The owner of a commercial site would not find the "number of page views" especially useful, as it is not specific to the site's objective: to sell products. On the other hand, it would be useful to develop a list of keywords used by most buyers. It is a great way to refine a site's keyword list.

Metric programs generate raw data. That's it. An understanding of the dynamics of e-commerce is needed to convert that data into useful information, also known as site metrics. And the first important step in developing useful information is defining the objective of the site.

A site owner or web designer should be able to set a site's goal in one short sentence. If more than that is needed, redefine the site's goal. Then develop metrics that facilitate an improved conversion rate.

Site metrics application

The purpose of developing site metrics is to create a data-driven strategy to induce more visitors to perform MDA. It is not enough to identify problems and trends. Site owners must take steps to address issues and improve the overall site experience for visitors.

For example, site metrics can reveal that less than 5% of traffic passes the home page. In this case, break down the home page to find out why so many visitors are leaving. Too confusing? Too much information? Is not sufficient? Difficult navigation? If only five out of 100 visitors see inside pages, something is wrong with the home page.

Another example? Which search engines are delivering the most traffic? And because? Is it just page rank? Does the site even appear in SERPs?

Useful site metrics will provide data on visitor activity, search engine activity, keywords, text and layout, payment procedures, and virtually every other aspect of site design and its impact on visitors.

Site usability and conversion rate

The easier it is for a visitor to complete the MDA, the more likely it will be. If buyers don't find complete and detailed product descriptions, they will be less likely to make a purchase.

If they face endless data fields that need to be completed, they are less likely to complete the online form. The ultimate goal in site analysis, therefore, is to improve the usability of the site. The more useful and usable the site is, the higher the conversion rate will be.