So you’ve spent months perfecting your SEO campaign and your site is finally ranking in the top spots for the best keywords. Now what? Sure, you want to maintain your rankings and search for new keywords to rank for, but that’s only half the battle. Just because your site is raking well doesn’t mean that it is successful. To really have a successful site, you need to have a combination of great rankings and high conversions. If your site could use some improvement in conversion rates, here are a few tips:
If You Haven’t Already, Define Your Conversions
The term “conversion” means different things to each website. To retail sites, it probably means a sale or purchase. To blogs that supply great content, it could mean getting people to subscribe to your RSS feed or follow you on social media. Defining what a conversion means to your site will be key in tracking your success.
Make Your Call to Action Clear
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When visitors come to your home or landing page, can they make a clear assumption as to what the purpose of your page/site is? Your call to action should be visible almost immediately when someone visits your site. Whether your goal is to get visitors to call you, fill out a contact form, purchase something, or read more, make sure it’s obvious and also give them a clear way to accomplish that. Your call to action should be present in more than one place, too. For example, if a site’s conversion definition is how many phone calls they receive, a phone number should be clearly visible at the top of their page, in the page content, and even at the bottom of the page as well. The same principle applies to sites that want to get visitors to “purchase now,” “read more,” “follow us,” etc.
Re-Evaluate Your Traffic Flow
How easily can visitors navigate your site? If your goal is to get more people to purchase your product, how complex is your check-out process? If you want visitors to subscribe to your feed or follow you on social media, where are your buttons located? In this case, simplicity is almost always the better option – the fewer steps someone has to take to complete a conversion, the better. Even if you think your traffic flow is everything it should be, don’t always rely on your own opinion. Ask a few friends or co-workers to see what they think, too.
Track Your Results
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Tracking conversion results is an absolute must for any one that wants to have a successful site. Thanks to Google Analytics, some of the best tracking tools are right at your fingertips – and the best part is it doesn’t even cost you anything. Setting up funnels and goals in your analytics is one of the best ways to find out what is and what isn’t working on your site to increase conversions. The new in-page analytics feature can give you great insight on how visitors are actually using your site. If you haven’t taken advantage of those tools already, your site could be missing out on a lot of potential success.
About Guest Author
Erika Potter is a professional writer, public relations specialist, and currently works as the SEO manager for Epic Marketing, one of the fastest-growing advertising agencies in Salt Lake City.