In the world of online marketing and Search Engine Optimization (SEO), getting visitors to your Web site is only the first hurdle to overcome for a business. It is like having shoppers come into your store and walk around. The next logical step is to get them to actually purchase your goods or services—a conversion.
Conversions and Analytics
Converting potential clients into paying customers online is a complex task that requires skilled SEO. One important aspect of SEO is the analytics used to track website activity. Understanding analytics can be overwhelming; so, we’ll take it slow. Below is information for two of the analytics used to track website behaviors and how to use each one for improving your website’s ability to convert visitors into buyers.
One of the most crucial analytics to keep track of is your site’s monthly page views—most and least popular. The page views analytic shows how many times every specific page is viewed per month. Interpreting these numbers takes a bit of know-how.
Just because one page on your site gets the most views does not mean that is the most important page or even the page with the most important information. You need to determine why people are visiting that page the most, how long they’re staying there and what they’re do after they arrive. Likewise, just because one page on your site gets the least views does not mean it is the least important.
For example, perhaps your homepage is your most viewed page. And people are spending adequate time there, but they’re not taking the action you want them to take. And perhaps you are getting more conversions from your least viewed page than your most viewed page. You need to figure out how to maximize the conversion opportunity on your most viewed page and/or figure out a way to get more people to your least viewed (high conversion) page.
Extracting meaning from your analytics can be complicated and confusing. Conversion specialists can help you understand your analytics and make recommendations on how to increase your conversions.
When writing the copy for your pages, it is critical to incorporate relevant keyword phrases so that clients can find you for a given search. However, if people are finding your site through keywords, but have no intention of buying your product or service, you won’t increase conversions. The key takeaway: don’t just optimize your site for keyword phrases that sound good, try to understand a person’s intent behind any given key term phrase.
If you see that people are finding your site through keywords that have nothing to do with your product or service, this may mean that you need to improve or adjust the content on your website to more accurately reflect your business. If the keywords used to drive traffic to your site are mostly your company or product name, you are not reaching people who are unaware of your company, and growth can be stagnant.
Analytics can show you if the keywords you rank for are actually increasing conversions or simply page views. If watched and analyzed properly, they can help show you whether current SEO tactics are working or need adjusting.
During the SEO process, many people forget about the stats. SEO allows you to track your investment dollar for dollar and show you areas that need improvement—if you’re paying attention.