15 Internet Marketing Lessons For Turning Lookers Into Bookers

All too often, websites get trapped in thinking that all they need is sufficient traffic

, and their website will succeed. This attitude has driven down click through rates and conversion rates, as well as the average attention span of an internet user, to extremely low levels. Some websites need 1000 visitors to make a single 'conversion'; users now give each webpage they land on about 8 seconds worth of attention; visitors will immediately ignore anything that is designed like an advertisement.

The antidote to much wasted internet marketing funding and many frustrated users is conversion rate optimization, an activity that must be implemented in conjunction with search engine optimization in order for businesses to succeed online. Today we check out some of the most important lessons that conversion rate optimizers (CROs) have learned so far.

1.Web design is by far the most important CRO factor

People increasingly make decisions about websites based on split-second impressions garnered from their web design. User opinion and usability testing is crucial before you set down a web design, since it forms the basis of your entire future internet marketing success.

2.Headlines are often the second most important factor

Use web analytics split testing tools to determine which variant of a headline gets the best conversion rate. Unfortunately, this may sometimes be at odds with the headline that performs best in search engine optimization, given that search engines want terms with keywords, and users want something short, direct and non-repetitive. If a large portion of your traffic comes from search engine ranking optimization, you'll need to balance conversions with Google Performance or check in with your internet marketing consultancy for alternative solutions.

3.Calls to action are key

Given the fact that you can link directly to any place on the web from any other place, users will see it as lazy if you fail to give them a direct link to the place that you obviously want them to go! You need ensure you have a call to action on every relevant page, and provide a direct link every time you use that call.

4.Less is more

People are overwhelmed with information on the internet. If the entire internet was printed out, it would create a stack of paper 10,000 feet high. People appreciate simplicity ... resist the urge to explain a benefit or introduce the detail of a concept where it isn't necessary. Simpler, clearer pages often have stunning internet marketing results.

5.Long tail targeting is critical

Just like in search engine optimization, the long tail is a key area to pay attention to in CRO. The long tail gets more traffic, and it also converts more visitors ... as long as you have clear calls to action to support your web marketing strategy.

Conversion rate optimization using both common sense, established wisdom and the website-specific tools provided by web analytics, is often the best returning decision a company can make.

by: Gregory Smyth

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