Monday, April 24, 2006

Conversion Rates are the easy wins

Working in search engine marketing usually means looking after online ad campaigns as well as the optimsation. This then normally leads to clients expecting the conversion rates to increase with the levels of traffic.

What seperates the SEO people from the Techie is understanding online business. Traffic generation is marketing but once someone lands on the website it should be a well though out sales process. Throwing someone straight to a sales order expecting to close the sale is a trap people can get. Push heaps of traffic to a website isn't necessarily a magic pill to increased sales.

Sometimes just making small changes on a website can increase conversion immediately and is an easy win. Something as simple as more relevant copy or adding a stronger call to action can lead to greater sales from the current traffic that is going to the site already.


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