Holistic Conversion Rate Optimization

Posted on 21. May, 2009 by Pete Hollier in Search Marketing, Search Optimization, Web Usability

Converting Web Site Traffic

There are numerous benchmarks used to determine how web site is performing such as:

• Traffic volumes
• Time on site
• Return visitors

However, the true benchmark of how your web site is performing is how well traffic and visitors are converting to the web site goals identified by your business.

What is your web site’s conversion rate? This is the ultimate indicator of your web site’s business performance and success.

Defining the Web Site Conversion

What is considered a successful web site conversion?

A successful conversion is determined by your web site’s business purpose, goals and objectives. An Ecommerce site is likely to determine a successful conversion to be a sale, a content site may determine a successful conversion to be a new subscription or newsletter sign up. The first step to ensuring web site conversions is identifying what your business considers to be a converted web site visitor.

Conversion Rate Optimization – It is Holistic

As with anything related to your web site’s performance Conversion Rate depends on numerous elements which all must be effective and working together to ensure the objective is achieved.

The following web site design and promotional elements are integral to the overall success of your web site’s conversions:

Conversion Rate Optimization – Web design, graphics and content

First impressions count, the professionalism of the design is of considerable importance to web site conversions. Think about your own impressions. How do you feel about purchasing a product of service from these one page web sites that scroll to eternity? Does it instill confidence? Do they appear professional or spammy?

A professional looking web design provides your business with credibility and assists to create visitor confidence a key factor in Conversion Rate Optimization.

Design factors which are considered important to Conversion Optimization are:

Conversion Rate Optimization and Web Site Usability

Web Site Usability has the potential to make or break the web site. Over time Internet users have come to expect certain standards and conventions of design and layout. If your web site does not meet these expectations, more often than not the web visitor will click away from the site and any chance of gaining an additional conversion has been lost.

The key Web Site Usability factors to consider include:

Conversion Rate Optimization and Search Engine Optimization

The primary purpose of Search Engine Optimization (SEO) is to improve web site results in Search Engine Results Pages (SERPs) which effectively increase web site traffic.

When considering SEO and conversion rate optimization the main consideration should be the Keyword Research aspect of SEO. Keyword Research provides your business with the keywords and phrases Internet users submit to Search Engines to find your product and services.

Effective Keyword Research is critical to your Conversion Rate Optimization, integrating the correct keywords into your web site content will assist in bringing traffic to your web site that is targeted and searching for exactly what your company has to offer. How targeted your web site traffic is has a significant impact on your web site’s conversion rates.

Conversion Rate Optimization and Social Media

Social Media is another aspect of web site promotion which must be considered and utilized to improve web site conversion rates.

As with Search Engine Optimization the target is the key to using Social Media Marketing to increase conversions. Identifying and interacting within the online communities populated by your potential customers is imperative. If you select the wrong target audience or join Online Communities which are not relevant to your product or services the effect Social Media has on your conversion rates will be nil. However, get it right and Social Media is a powerful method to increase web site conversions.

Trust and reputation are an important factor web site visitors consider when deciding to proceed with a purchase or even supplying an email address. Participation in Social Networks enables the business to increase brand awareness and interact in the community both having a positive affect on consumers perception of trust and reputation of the brand. Achieving this trust and reputation within the Social Networks will assist you conversions due to the visitor having decided to visit your web site because of prior knowledge of your business brand and reputation.

Conversion Rate Optimization – Conclusion

Web site conversions are what really determine if your web site is a successful business investment or not. As with all web site programs it is not just one factor which determines if success will be achieved but a combination of all the factors working together to reach the business goals and objective.

Conversion Rate Optimization does require attention to all facets of web design and promotion in a holistic approach. Consideration and initiation of the above factors will improve your web site’s conversion rate. It will take time, it will take effort but in the long term you business will benefit and prosper.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

If you would like to use this article on your web site please contact pete@seowizardry.ca for an html version. All I request is you provide Pete Hollier and Seo Wizardry with a reference to this article and provide a link back to www.seowizardry.ca