Sunday, August 2, 2009

Improving Conversions

Any web page has a purpose. Perhaps it's a click through to a second page, a sign-up, a form to be completed, or any other clear Call To Action (CTA). Optimising a page only for keywords is a great way to start your SEO, but it's only half the battle. If you're a good Search Engine Marketer, you'll know that once the visitor arrives on your page, they need to act on what you've planned. This is what's known as a conversion.

Money on a table - Barcelona SEO

Conversions can easily be set up as "goals" in your analytics software, for example, it's a really quick exercise in Google's Webmaster Tools. You will be able to see the amounts of visits to the page in question and the goals completed, or the conversions you have managed to get. You might be pleased with the current results, but there's always room for improvement. What use is the analytics data you have if you don't aim to improve, right?

One of the best ways to improve on conversions, which I've touched on before is to start doing testing. It's amazing how stagnant a page can become with nothing changing it over a period of years. You have to ask yourself this question: If it's free (minus your time) then why not do it? There are a ton of free tools out there, and it makes sense to test everything. EVERYTHING. Start with split tests A/B and check the bounce rate, and the conversion rate. Then make follow up tests to see if your choice is right. Google's website optimiser is a great tool for this - I really, really like it.

Ask your friends who have no idea what you do to take a really quick look at your website, and get them to tell you what sticks out. Tone down colours, leave out images, see what happens. Don't make your page too "noisy" with too many choices. Funnel your visitors to the right page, and the rest should follow naturally.

Not getting the conversions you want? Barcelona SEO can help. Contact me for a chat and we can brainstorm some ideas. I also offer comprehensive SEO Training in Barcelona - both in-house or one-on-one.

No comments: