Why is it we are obsessed with optimising our websites for the search engines? All of us can get carried away with the desire to generate more traffic. We figure that if our site currently gets 100 people a day and we make 1 sale, then getting 200 people per day will double our turnover.
Why aren’t we obsessed with optimising the landing pages on the site for conversions? It can be easier and quicker to do and can bring far greater results. Increase that 1% conversion rate to 2% by identifying the different personas that visit your site and catering for their motivational needs so they take the required call to action. And you’ve doubled your turnover without the cost of an SEO campaign. If any of our readers have got examples of sites that are truly conversion focused why not share them with us. Comment below giving us the URL, your target persona(s) and the desired call to action. We want to see some example of some good profitable websites – especially some South African ones.
Anyone wanting a good read on the subject get yourselves “Waiting for Your Cat to Bark” by the Eisenburg brothers.
- Perky
In terms of the SEO vs on-site optimisation angle, I think the answer is ‘do both’: Set up pages to catch visitors at each stage of the buying process; optimise those for the terms your ideal customer(s) would search for at each stage & tailor the landing pages to best move them toward purchase (if you’re in the later stages), or toward a bookmark/email signup/whitepaper download in the earlier stages of the buying process.
I totally agree. And its our job as web marketers to relay this to our clients who can be a little obsessed with Google at times:-)