A Search Marketing Standard article by Kevin Gold about conversion rate marketing made some points I try to drive home through Lead Optimize.
Our clients were asking for more “traffic†and assuming that meant more actions (e.g. sales, leads, opt-ins.) As for-profit businesses, what they ultimately wanted was to make more money (ideally profits.) Yet after experiencing this thinking pattern, it became clear that more traffic did not equate to more actions even though it is the assumption most clients (and businesses in general) hold.
The article discusses four considerations that are important to understand whether you are a small business owner with a new website or a seasoned site-design professional who is open to taking a second look at your own work. They are:
- Improving Conversion WITHOUT Increasing Sales Volume
- Conversion Rate Optimization isn’t Always about Website Design
- The Quality of the Visitors Directly Influences Conversion Rate Optimization
- There are Many Ways to Slice and Dice a Conversion Rate
I was glad to find the article and I think you will be glad you read it.
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3 Comments
Great Article especially for someone who is in desperate need to learn more about Search Engine Optimization.
Joey,
I am glad you liked the article. It is really about going a step further than SEO. A website can be flooded with traffic but if those visitors take no action much of the purpose of the site is often lost.
If you want to know more about SEO, my tools page is at http://www.leadoptimize.com/blog/2007/05/29/seo-traffic-builders/
Thanks,
Chris
I came across the article a few days ago. Search Marketing Standard is on my daily list of feeds and I subscribe the their print magazine.
The conversion article was a good one and the considerations mentioned aren’t really talked about enough.
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