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Why Search Engine Ranking Counts For Sales Conversion

by Barry Harrison

It seems that everyone's looking for better search engine rankings. If you have the right keywords, a high ranking in the search results can send targeted traffic to your site. But how many of these visitors become customers and clients? Conversion—not ranking—is what pays the rent.

CONVERTING VISITORS INTO CUSTOMERS AND CLIENTS

Search engines, print ads, referrals, and links all play a role in an effective web marketing strategy. But once visitors arrive at your site, how do you go about persuading them to take the actions you want them to take? There are 2 main considerations: content and usability.

CONTENT

Make sure that your fundamental message is crystal clear to your visitors. Don't make them think. Provide answers to their most obvious questions and you'll build your credibility.

Good copywriting may be the single most important factor in raising your conversion levels. The text on your pages should speak to your visitors in an appropriate, consistent voice. And it should offer the right information at the right time.

Support the personal and psychological variables of your potential clients. Some people want to read. but others prefer to see photographs and diagrams. Still other prospects may respond better when they listen to your instructions (think about web audio).

Provide the photographs and documents they need to fully evaluate your products and services. Make sure they're really useful: not every picture is worth a thousand words. Use high-quality detail shots and enlargements to tell the full story.

USABILITY

Make it easy for them to find what they want. Consider landing pages that are directly relevant to the search terms they used to find your site. Visitors will quickly 'get' that they're in the right place and can begin to move along the conversion process: submit a form, contact a rep, or make a purchase.

Plan for different visitor scenarios. Do you have a good understanding of the steps a 'typical' visitor will take? Good navigation leads them through the conversion process with clear action steps. They should always know what to click next to achieve their goal.

Don't overwhelm prospects with too many options. Eliminate extraneous information: links that distract from the conversion process, copy that doesn't really say anything, and graphics that serves no function. Yes, less IS more.

Test the conversion process yourself. Fill out a form. Register for membership. Make a purchase from your own shop. If it's not painless for you, it is going to be tough for anyone coming to your site for the first time. Here's the golden rule: keep it simple.

Put your efforts into improving your conversions. Think about it. Even a small increase in your conversion rate can make a big difference to your bottom line. Then you can go ahead and target more traffic.

Barry Harrison is the author of REDiTIPS eMarketing Newsletter and a partner in Resolve Digital.

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