This concept is rather simple, but the execution can cause many businesses to falter. After all, this is no longer the early days of the Internet when you could use unsophisticated practices to raise your SERP ranking. Instead, you need to use a targeted SEO approach that acknowledges the latest Google algorithm changes. It is also vital to utilize inbound marketing to get the most out of your marketing budget.
To turn your dream of combining a high SERP ranking with an increased conversion ratio into a reality, you will need to need fully embrace the following tips.
1. Blog on a Regular BasisIf you start a blog, you will be able to maximize inbound marketing and boost your SEO ranking. According to HubSpot, your odds of enjoying a successful ROI from your blog are 13 times higher than other inbound marketing techniques. Additionally, 82 percent of companies that blog daily have experienced an increase in customer acquisition.
In other words, maintaining a blog should definitely be an integral piece of your marketing and SEO strategies. Always remember that driving more qualified leads to your website should be your ultimate goal because this will result in a better conversion ratio. By posting high quality, relevant blog entries, you can more easily attract the attention of qualified prospects.
2. Use Images and Logos to Your AdvantageStudies have proven that there is a strong link between recognizable brand imagery and sales, which makes it critical for every business to place a big emphasis on logo design. When creating a logo that will define your company, it is necessary to ensure that the image is eye-catching, unique and memorable. This logo should then be proudly displayed on your website and social media pages, along with having a spot on all of your packaging materials.
The other images that you use online will also play a major role in your bounce rate. In fact, the caption that you put underneath each header image on your blog will receive a 300 percent higher engagement rate than the rest of each entry. With this in mind, you must choose imagery that is interesting enough to make people take in the associated caption.
If you do this successfully, consumers will be more likely to stick around long enough to make a purchase. As an added bonus, the title and caption of each image offers yet another place to harness the power of SEO in order to boost your SERP ranking.
3. Widgets Can Boost SalesNow that your images, logo and blog are pushing more traffic to your site, how do you take advantage of the influx of prospects? It is helpful to be aware that positive reviews have an impact on 90 percent of the consumers who read them. In other words, if you can get positive reviews in front of your website visitors, you should naturally experience a noticeable boost in your conversion ratio.
But how do you put reviews in front of consumers without getting them to click on a testimonials page? The answer is simple: use a conversion rate optimization widget. This will enable you to put positive reviews on your homepage without having them be the focal point at all times.
Instead, the widget will pop the reviews on top of your other content until the visitor minimizes them. This is effective because consumers will have easy access to your reviews, which will make them feel more encouraged to commit to a purchasing decision.
The ultimate end goal for employing all of these techniques is to make it easier for people to find your website and buy something during their first visit.
Images, regular blogging and an eye-catching logo will all be beneficial, but make sure that you have the proper conversion tools in place to take advantage of the increased attention that a high SERP rank provides. A review widget is a great place to start, and you should also strongly consider using a responsive, mobile-friendly website design to make your site as accessible to consumers as possible.
In the past few years, Conversion Rate Optimization has become as essential to a business as SEO. If you’re not optimizing – and your competitors are – you’re missing opportunities to gain new customers.
While A/B testing is one piece of CRO, simply testing different variates of your site against each other is only one way for you to increase conversion rate. For most businesses, split testing will get you an initial lift but won’t go the extra mile to get a higher conversion increase.
Here are 5 more advanced methods for you to personalize your site. To make things easy, I’ve included real-life examples of each along with the software you can use – enjoy!
There is absolutely no question that personalizing your site will lead to higher, sustained conversion rates. Giving each customer exactly what they want at exactly the right moment is one of the most reliable ways for you to generate more sales.
Here’s an excellent example from Gardener’s Supply Company:
The company noticed that it’s conversion rate was low from Pinterest users as compared to other sources of traffic. So, they worked with the team at Evergage to show a personalized banner to each visitor who came to their page from Pinterest and giving them a special offer.
This simple banner saw a 3x increase in conversion!
Generating 10% – 50% conversion increases is not uncommon for personalizing a site. And not only is the conversion lift significant, it’s often sustainable, lasting for years (a lesser talked about fact in CRO is that A/B splits can have a shelf-life and stop converting as highly – that’s a topic for another article).
If you’re interested in personalizing your site, here’s a few resources for you to try:
- Evergage: Generally the easiest to use, with a point and click editor that makes it easy for you to segment audiences.
- Optimizely: Makes it easy for you to create pages based on traffic sources – similar to Evergage but in my opinion not as robust in personalization
- Personyze: Focused on e-commerce. Makes it easy for you to offer different products to different users. different creative, etc. The software is not as easy to use as Evergage or Optimizely but it does have some advanced features for e-commerce.
2. Dynamic Pricing
For any e-commerce business to succeed, pricing must be competitive – I cannot find a clear study on this, but anecdotally I can tell you that your pricing strategy can easily affect your revenue and profit by 10% – 20%. Especially if you are selling a product in a competitive environment, you need to have a handle on your pricing strategy.
Let’s say that you type into Google “laptop case”:
Then, you decide that you want the pelican 1085 hardback case:
Which one are you going to get? This is a heavily researched question, but I’m going to bet that you’ll go with the retailer with (1) the lowest price + shipping, (2) the best return policy, and (3) the best overall brand experience.
Even this simple example raises a number of interesting points:
- How do you price on intent and product? Clearly a commoditized sale (like this case, where the product is the same everywhere) has a far different pricing strategy than an intent-driven sale, where a customer comes directly to your website
- What do you optimize for? Conversion, profit, revenue, etc? Most people will simply say “profit” but this turns out not to be an easy question to answer – simply acquiring a customer will often have benefits (like long term customer value)
For most e-commerce merchants between $500K and $10M in revenue, simply optimizing price for conversion is going to be your best bet. There are a few platforms we recommend for doing this:
- Wiser: Software is easy to use. Unfortunately they do not offer plans for smaller size businesses but they are a great fit for clients with $1M+ in revenue.
- AppEagle: This is a great product for an Amazon-focused retailer. They are not as strong though for retailers who sell across multiple channels.
3. Dynamic Landing Pages
Simply adjusting the headlines of your landing page to match – or closely match – the search query text can boost conversion rate by 10%.
Here’s an example:
Personalizing your landing pages to PPC traffic is a general best practice, and fortunately it’s extremely easy to do this. The best tool for you to use for this is:
- Unbounce: Probably the easiest landing page builder. You can easily create different versions of your landing page and then customize the headlines or background images for different traffic sources.
You could also simply create duplicate versions of the landing page and use dedicated landing pages – many DIYers do this and it’s a perfectly good practice.
Just a one-second decrease in page load time can decrease conversions by 7% or more.
Here’s an excellent graph from Web Performance Today showing how page speed affected conversion rate at Walmart:
I often find when optimizing conversion rate of clients’ websites that page speed is overlooked – not because people don’t realize it’s important, but because people often don’t realize that their page speed could be improved.
Here are a few excellent resources for you to check your website’s speed:
- Pingdom: This may be the single best spot for you to check your website for performance issues.
- GTMetrix: Also a great resource; results will be similar to Pingdom
- Google Page Speed: For developers, Google offers a page speed API that will let you build speed testing into any single one of your apps.
Generally, the best tip for you to optimize page speed is to reduce the amount of code that you’re using on your site or to upgrade to a faster platform (for example, Angular.js, if implemented correctly, can be extremely, extremely fast). This is easier said than done, however, and is a topic for another article.
5. Response Time
For any advertisers who are in the lead-generation business – or even customer support – response time is one of the biggest variables that affects whether your leads become paying customers (or whether your customer support customers end up referring you or not).
Lead Response Management did an impressive study showing the best time to follow up with leads and how your speed affects response.:
- If you call a lead 5 minutes after they email or call you, your chances of reaching them are 100 times better than if you call them 30 minutes later.
- If you call a lead in the first hour, your chances are 10 times better than afterwards.
Of course this can be difficult for international-based lead generation businesses, but for businesses in a real need – say for example, an auto accident lawyer, where there is urgency – being the first person to respond to a lead can often seal the deal.
For higher value sales, I would recommend trying to respond to as many leads as you can yourself, but for high volume lead-gen, an automation solution might be best.
About The Author
Andy Hunt is the founder of UpliftROI.com. He’s got years of solid experience in conversion rate optimization and digital marketing in general.