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

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.

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