subject: Buyer's Attraction Marketing Onsite Conversion Strategies [print this page] The second step in my Buyer's Attraction Marketing series deals with OnSite Conversion Strategies or how to set up your site to be able to convert your traffic from simple visitors into sales (or opt-ins or whatever you desired action may be). There are specific factors that help in this task, and to be very honest, while I believe Targeted Keyword Research to be the most crucial element of BAM, if you have great keywords and are able to drive boatloads of traffic to a site that doesn't convert to sales, then you may as well be flipping burgers!
Whether you intend to optimize your site for pay per click or organic traffic, there are certain elements that need to be present for Google (or most other search engines) to reward you with either a great quality score (for PPC) or a highly-ranking page for organic search. Here are your lucky 13 areas of onsite conversion that you can have a direct effect on, thus improving your chances in any area of search.
1.Make sure you have a Privacy Policy, Contact Page, and a Disclaimer (if you need one). Google considers these as pages that a legitimate site would not be without.
2.Populate your site with GREAT content. Give visitors a reason to not only read on but to also take the action you desire them to! Life's too short to put up rehashed content on your site. Give them your best!
3.Focus on benefits, not features! People want to know that you, your product, or the subject you're writing about will be of help to them now not any arcane features it may possess. How can you help them today?
4.People love bonuses. If you are offering them, make sure they are worthwhile!
5.Make your deal as attractive as possible upfront. Don't wait for an exit popup to ensnare them. Make them an offer they can't refuse!
6.Make sure you have a compelling call-to-action on your page. Be sure to ask for the sale (opt-in, free download, etc.)!
7.Make sure the content on your page is relevant to the keyword the page is optimized for. This is huge for Adwords Q-Score and factors heavily into organic search as well. Don't send traffic based on the keyword hobbies to a page about Viagra and expect not to get slapped!
8.Make sure your site is easy to navigate. Using internal contextual linking as a navigational aid is very big in Google right now. Make sure every page in your site links back to your home page.
9.Don't clutter your pages with unnecessary flash, banners, or anything else that would detract from its main purpose. Bells and whistles may look and sound pretty, but they are a conversion killer.
10.Make sure your pages load quickly. It's been said that you have about 10 seconds to capture someone's attention. Don't waste it in a page load!
11.Have a super-simple checkout process! Here's one of my pet peeves: I've made a decision to buy a product, and I'm now forced to jump through multiple hoops to make it happen. I'm now thinking, "How fast can I hit that exit button?" Definitely test your process before taking it live.
12.TEST! Make sure you do a lot of testing, preferably multi-variant so that you can optimize for the best price, colors, titles, buttons, and much more.
13.Employ conversion tracking on your site, whether in the form of Google Analytics or another program. You need to know what's going on under the hood!
Making sure that you take care in crafting your onsite conversion strategies can make a huge difference in the success of your site. Think how far ahead of your competition you'll be!
