Maximizing Conversion @ SES
So you have got people visiting your site and perusing what you have to offer. Are they visiting or intending to buy? Following on the heels of Landing Page Testing Overview, Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch introduced a panel of speakers to further your ability to get your customers to buy what you are selling. Jennifer Doss, E-Commerce Marketing Manager, Lids.com, Jamie Smith, CEO, Engine Ready, James Beriker, President, Efficient Frontier, and Chris Leggatt, Senior Account Executive, Moniker focused this discussion on conversion behavior and turning the customer into cash.
Paid and Organic Search
Pay less for advertising by optimizing pages for indexing. Target specific keywords that pertain to your product. Optimize paid search ad copy. Increase keywords into the thousands or tens of thousands.
Make more cash by organically focus on generating optimized tags. Instill a blog strategy targeting specific keywords. This will increase your link value as well as expand your customer base. Having a dynamic Google sitemap file will help as well.
Maximizing Conversion in Retail
Creative, Continuity and Conversion are the 3 C’s for success. Need a visibility strategy based on target market, goals and objectives. Creativity is measured by click through rate. Continuity is measured through the lowest possible bounce rate. Conversion is measured by maximum possible return on ads spent.
Look at why the customers who nearly purchased your product left your site. This applies to non- and new customers as well. Step into your customer’s shoes and see what they didn’t find on your website. There are analytic programs that can follow the steps of your customers so you can see what the trends are among visitors to your site. This path analysis will show where your site is working and where it is not.
Look at keywords that don’t work and look at keywords that you may not have realized were driving traffic to your site. Consider expanding your site to include social media outlets such as blogs.
Search for Retail – The Domain Factor
It all starts with your domain name. A good domain name will be generic if possible, easy to remember, addresses the industry, and it needs to look good on a business card. 70% of people use direct navigation to find the products they want. The rest use search engines. Traffic from direct navigation is twice as likely to buy your product.
It’s not just about having one name. There may be other domains that are similar and common miss-spellings can be helpful. You may want to purchase domains related to specific products in your site.
More Conversion Information on Retail
Internet sales are expected to continue to increase. People spend 21% more this year over last year. Google search grew 134%. Much of the internet growth is coming from Google Search.
User experience is based on Ad Copy, Landing Page and Search Query. Google has a formulation to decide the Quality Scores based on these elements. Does the keyword represent how users are searching? Is the ad copy relevant to the keyword. Does your landing page offer what is being searched for? You must ask these questions to rank a high score.
Align online and offline promotions. Landing pages should keep in with any other advertising or promotions. Any incentives such as a coupon or free shipping should be included on every page to reinforce them to the customer and encourage them to buy for that reason.