Converting Search Marketing Visitors to Customers
Search engines can bring highly qualified, relevant traffic, but they can also bring irrelevant traffic. And today, we’re paying more and more for it. The challenge, is to deliver the right people to your site and drive them to the actions you want them to take.
Site Layout
It is essential to view the site from the perspective of a first-time user, as what’s familiar to the site owner or developer may not be familiar to the target audience. You can’t assume that people know who you are.
People need to think of every page on the site as a ‘home page’. There need to be consistent elements on every deep page to make it feel as if the browser has reached a true destination online for what they are seeking.
Some content tips on how to stand out from the clutter and connect with your audience:
- Provide valuable information relevant to your visitors’ needs.
- Develop a distinct, unique voice that separates you from your competitors.
- Connect with your audience on a human level.
Testing and Tracking
So how can you tell if you’re tracking the right people on your site? Pay attention to where that traffic is coming from and going. Start to figure out the best paths through your site. If the main purpose of your website is selling products or services, reviewing information that will help you to increase sales volumes and reduce the cost per sale will probably be where your attention is drawn. However, to build relationships and repeat customers, other metrics are important.
Questions
- Are you taking your visitors directly to the page that matches their keyword searches?
- Are you putting yourself in your visitor’s shoes to decide how content should be structured and offers should be presented in order to get people to go from just looking to actually shopping?
- And are you ensuring that the customer’s experience is so positive that they will come back again and again?