introduction to web2.0

5 Website Conversions: How to Turn More Visitors into Customers - Part 2

Conversion Process Flow

Let's walk you through a typical client example of the process that our conversion rate optimization team goes through to increase customer acquisition and traffic for a client. These are the steps we take with each client to determine the best targeted areas of improvement, and the processes we can implement to support goals.

• Marketing Activities Aimed at Driving New Traffic

'      Increase Search Traffic (SEO, PPC)

'      Increase Referral Traffic (Partners, Inbound Links, Blogs, Email)

'      Increase Direct Traffic (Word-of-Mouth, Refer-a-Friend Programs)

 

• Enhancements that encourage Registration and Confirmation Conversions

'      Increase conversion from registration to confirmation by implementing guest account functionality

'      Address user experience for sign-up process

 

• Enhancements that Encourage Membership Upgrade Conversions and Membership Retention

'      Improve System Requirements/Performance

'      Improve design to fully address user's needs

'      Address path-finding issues

'      Add additional interactivity

'      Increase incentive to play longer

'      Improve transaction flow, add more payment options

'      Integrate video advertising to drive revenue. Create more incentive to upgrade (for no ads)

 

So it's easy to see from this list that there are SO many ways to improve acquisition, but where to begin? It helps to look at these based on ease of implementation versus impact.

Marketing Activity Prioritization

So it's apparent that low impact, high implementation items are probably not a priority, but those are few and far between. Our team recommends that you do a mixture of high impact, easy implementation with high impact, hard implementation and vice a versa to contribute to a successful long-term strategy. Below are a few of the activities that potentially fall into each category:

• High Impact, Easy Implementation

-          Pay Per Click Advertising

• High Impact, Hard Implementation

-          Search Engine Optimization

-          Landing Page Optimization

-          Advanced user Tracking & Analytics

-          Usability & User Experience

-          Social Media Marketing

-          Landing Page Optimization

• Low Impact, Easy Implementation

-          Social Media Marketing

All these items really have the ability to move from one category to another, based on the time and strategy involved to explore different opportunities. Now that we have the action items for a web conversion strategy, what is a successful flow for incorporating them into existing processes?

Model for Success

• Analyze ' Understand your conversion pipeline and its inputs and outputs for each step.
• Develop ' Create clear, measurable actions and plan for how they are going to impact your conversion.
• Implement ' Put your plan into action
• Measure ' compile your metrics and compare results against your benchmark

 

As ever, our search visibility team gets really excited about all things relating to search engine marketing, and we strive to bring our clients the highest impact toward their business goals. Feel free to check out our search visibility and conversion optimization services.

About the Author:
About Monica Valdez

As the Search Visibility Manager at Amadeus Consulting, Monica's knowledge is extensive in search engine marketing and conversion optimization strategies. Monica is dedicated to helping both Amadeus Consulting and our clients succeed online and is passionate about all things search. The Search Visibility Insights blog offers knowledge and market-related information for readers interested in the ever-changing world of online marketing trends