A website without traffic is useless. Rankings without traffic is useless. And traffic without conversion is just as useless. Keep in mind that not all keywords are created equal. Some will bring “empty” traffic, non-converting, while others will bear a lot of fruit. Ask yourself the following questions:
- Where is your organic traffic landing?
- Is the traffic flowing to the correct pages for maximum conversion?
- Are you targeting the correct keywords?
- What percent of your keywords and pages convert the user?
- Do you know your keyword groups that have the highest conversion rate?
- Do you need to optimize your inbound traffic or your landing pages?
Some may not even know the answer to these questions and that would be the starting point. Some know they have a problem but don’t know how to fix it. Contact us today to find out how we can help you increase your conversion rate.
What are your KPIs (key performance indicators)? What are you measuring and how do you define success? Ad impressions, number of leads, number of sales, downloads, sign-ups, etc.
How is your organic traffic helping the business? What is your conversion rate? You need to have a complete picture of your current situation before you can improve.
Analysis & Research
In this phase we’ll determine what keywords, pages, sections, and elements need improvement for increased conversion. Is there a group of keywords that fail to convert the user? A group of pages? Are the trends seasonal? Are there keyword variations that could increase conversion? Are there different landing pages within the site the user should be going to? Do you have adequate and efficient offerings on the page to convert the user?
Testing & Reporting
Once you’ve defined your areas that need improvement you can begin working with the various teams to launch tests in production. If the landing page is being tested this could include a multivariate or A/B test. If the keyword is being tested or the entry page is being switched different testing methods may be used.