Optimising your conversion rate should be one of your biggest goals as a marketing manager, SEO manager, or anyone with responsibility for the operations of a website or digital platform.<\/p>\n
Driving traffic to your website is one thing, but it\u2019s very much a leading the horse-to-water situation if you fail to optimise your on-page content ahead of time to ensure that visitors and leads become customers.<\/p>\n
In this guide, we\u2019ll explain why conversation rate is such an important metric for SEOs and digital marketers, explain how to measure it and optimise it, explore the SEO conversion funnel\u2026 in short take a deep dive into conversion rate optimisation (CRO).<\/p>\n
Conversion rate is the percentage of users that complete a certain desired action once they visit your website. Conversion rate optimisation is a key element of SEO and related digital marketing disciplines, including UX<\/strong><\/a>, sales and copy, that aims to improve the percentage of users taking actions you\u2019re tracking.<\/p>\n You may track the following conversions:<\/p>\n Why is CRO important then? Well, it allows you to compare data over a period to see how your business is performing. Have a poor conversion rate? This tells you it\u2019s time to focus on CRO. You can then set benchmarks for poor and good performances to measure your activities.<\/p>\n So, conversion rate optimisation is the process of attempting to improve your conversion rate, whether that is on one specific webpage and for a particular desired goal, or across the board.<\/p>\n Businesses should be motivated to improve their CRO for a few important reasons:<\/p>\n Conversion rate optimisation is important on a website in various areas.<\/p>\n Homepage<\/strong> \u2013 homepages are typically the highest traffic page for a website. Making a first impression is important, right? The homepage is also a chance to keep visitors on your website and direct them to the most valuable sections.<\/p>\n This can be done through effective linking, emphasising linking through buttons and eye-catching colours, menu hierarchy organisation, sign-up buttons and even using a chatbot to attract user\u2019s attention.<\/p>\n Pricing page<\/strong> \u2013 this is where you list the price of your services. It is typically the page with the highest bounce rate on a website. This is where you want to convert customers to purchase your product or service.<\/p>\n Here you can emphasise contact details for inquiries, add useful content and FAQs and include a sign-up form or pop-up form to encourage goal conversions.<\/p>\n Landing pages<\/strong> \u2013 are designed for people to take action. They\u2019re often the first contact a visitor has with your website after clicking on an ad or other touchpoint in the buying journey.<\/p>\n Here you want to ensure your contact forms are optimised for data capture, and that questions gather the right data for follow-up sales. If you are trying to encourage the download of useful content, you can boost conversions by previewing some of your content on the landing page to entice downloads.<\/p>\n Improving the conversion rate on websites can be achieved in numerous ways. To understand whether your rates have improved for desired goals, you will need to start effectively tracking conversion rates<\/strong><\/a>.<\/p>\n This can be done through tools such as Google Analytics<\/strong><\/a>.<\/p>\n Methods to improve the conversion rate on your website:<\/p>\n There are various tools that can be used for tracking SEO conversions and SEO strategy planning.<\/p>\n We\u2019ve mentioned Google Analytics, currently on version 4, a free web analytics service created by Google that tracks and reports website traffic and interaction.<\/p>\n For SEO conversions, return on investment is an important metric to track. This shows how much revenue is being generated from SEO efforts.<\/p>\n You can use this data to see where the most conversions are coming from and where improvements are needed. Google Analytics can provide a breakdown of the most visited pages, including which pages bring in the most revenue.<\/p>\n This gives SEOs the opportunity to continue to optimise high-performing pages and make necessary changes to pages with potential that are underperforming.<\/p>\n The SEO conversion funnel is the customer journey from awareness to conversion.<\/p>\n It has three main parts:<\/p>\n Example:<\/p>\n Your company sells garden hoses. They launch a new advert.<\/p>\n You can optimise the funnel at each stage.<\/p>\n At the awareness stage focus on how customers interact with your promotional material. If you\u2019re running an ad campaign look at click-through rates, bounce rates and cost per click. If you\u2019re using retargeting or advertising on specific websites track which sends you the most customers and focus your efforts (and budget) there.<\/p>\n At the consideration stage, you can make your business more compelling by ensuring your website features recent reviews and that any platforms you have an account on are recently updated. You might encourage your current customers to leave you a review with an incentive, before launching an ad campaign in the future.<\/p>\n At the decision stage, the customer has reviewed the information presented at the other stages of the funnel: it\u2019s now make or break. Focus on your website\u2019s user experience, including sign-up forms, check-out carts and landing pages to push them over the line with frictionless experiences. You can also ensure your website content<\/strong><\/a> is useful and the design is well presented to encourage conversions.<\/p>\n\n
Conversion rate optimisation<\/h2>\n
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Conversion rate optimisation on websites<\/h2>\n
How to improve conversion rates<\/h2>\n
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SEO conversions<\/h2>\n
SEO conversion funnel<\/h3>\n
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Outsource your CRO to an SEO agency<\/h2>\n