Very often when one takes a long hard look at a website’s landing page, a common error will be noticed. The landing page is very – Generic – in nature, it’s trying to convert well for all types of visitors. Such a landing page will regretfully never convert as well as it should. Landing pages cannot be all things to all site visitors a fact that is all too often overlooked by website designers, copywriters and/or owners.
All site visitors that hit a website are certainly not the same. Visitors who come to the site from a LinkedIn or Facebook page would be very different from those who hit the site via Google.
Hence the perennial question – How to maximize website conversion rates?
Okay, so you’ve built a great E-Commerce website. The design is impeccable, colors and images carefully chosen. A photo shoot was commissioned so that the images are original and fresh. The content (copy) carefully crafted.
On page SEO blended into webpage content and Off page SEO processes are applied consistently. Google analytics indicates that sufficient traffic is visiting the website.
None of the site visitors are transacting any business on the website. In fact it seems that they do not stay long enough on the website to reach transaction mode.
Something must be going wrong.
Step back a bit then take a long careful look at the E-Commerce website’s Home page and all its other pages.
Does the E-Commerce website Home page (and all the other pages) on the website deliver a clean, clear value proposition to the site visitor?
Very likely not, which is probably a prime reason why site visitors are not staying on your E-Commerce website long enough to transact any business.
All too often businesses do not fully understand and exploit – Social Media – to expand. Having said that as of today there are very few businesses that deny the social media marketing is important for their growth. Whether a business has the ability to understand and exploit – Social Media – for business expansion social media marketing is here to stay.
It’s really up to each business to make sure that it uses social media to its best advantage. There are a ton of advantages to using Social Media Marketing (SMM) for growing business:
- Enhanced customer service
- Brand recognition
- Lasting customer relationships
- Multiple fans and followers that can be converted to paying customers
- Multiple – Likes – that will help push the business deeper among customers
Search Engine Optimization ( SEO ) is yet another technique used by business for marketing themselves online. Millions of customers use search engines like Google, Bing, ( among others ) to locate what they are searching for on the Internet.
Any business that cannot be found in a search engine is invisible to millions of potential customers. Such invisibility is detrimental to any business. SEO and SMM do not exist in complete isolation of each other. There must be a strong blend of SEO techniques applied to all SMM material created and deployed. The SEO techniques blended in help the SMM material to get found by potential customers. This does translate into money in a bank account at the end of the day.
Here are a few useful tips that you can apply to your SMM activities which aids SEO.
Links Tweeted on Twitter Matter for SEO
Google and Bing, currently include the links within Tweets when determining a website page rank. Several authority sites have posted on this issue of late. Do have a look at the post made by Danny Sullivan in his December 1, 2010 post on Search Engine Land.
Let’s keep firmly focused on Google ( with a quiet eye on Bing ). Google uses hundreds of different signals, delivered via the Internet, to determine how it should rank a website page. Some of these signals would be:
- The number of inbound links to that page
- Its webpage title tag
- Site load speed
- Visitor bounce rate
- And so on.
The theory is that only if your website really has great content, will people want to share such content on their Blogs and websites or via a Tweet on Twitter. As Google increasingly identifies and marks social activity such as the links contained within Tweets, having a good social media presence, with multiple links contained within such content becomes increasingly important for the website and it’s pages.
Now that Google and other search engines are paying attention social media content, i.e. factoring the number of times that a website’s page URL appears in Blog posts, Tweets, or finds a mentioned in comments on Facebook and LinkedIn, many companies are employing creative social media posts as part of their marketing strategy to get their website pages to rank well within Search Engine Result Pages (SERPs).
Just for those not completely familiar with Twitter, Tweets are 140 character ( or less ) content, that people post to their Twitter accounts. This 140 character ( or less ) content then becomes immediately visible to all the followers of that specific Twitter account.
Marketing a brick and mortar business is driven by seasons. What this means is that business processes that determine income are not constant year round, but morph depending on seasons. Hence, marketing processes for a brick and mortar business are not identical across all seasons in the year, but change to create varying seasonal – Client appeal – for the business as the business process change.
Internet delivered businesses are no different. Marketing techniques used for Internet business need to change seasonally as well. This means that Internet marketing campaigns run to market any Web / Blog site should change to fit the season of the year.
Web / Blog site business seasonal cycles must be understood, documented and referenced when deciding on an SEO strategy. The site’s SEO strategy has a direct impact on the success of its marketing campaign. What one must bear in mind is that a seasonal business cycle will vary greatly across business models, for example seasonal / cyclical changes within B2B business and B2C businesses. Once this is known and pegged, an effective SEO strategy needs to be built around such information.
Among the multiple business cycles that support businesses, what should be tracked carefully is their:
- Sales cycle
- Conversion cycle
- SEO cycle
||When site visitors fail to stay on your site long enough to realize how much value you site adds to them it’s a lose:lose for both the website owner and the visitor.
The website owner just cannot connect with the site visitor, build trust, which helps get the site visitor to purchase products and services available on the website.Here are some tried and tested – free ways – to get a site visitor to stay longer on your website, which can become a win:win for both.
Once your website has exceeded about 15 pages or so, it’s a great idea to add a – Search Facility – to your website. Place the site – Search – text box prominently on the website. Some where in the top right hand corner of the website’s head section is the usual position.
Label the search text box clearly and simply use – Search it´s a great label for the website´s search text box.
Definitely test the website Search system. Establish whether the site search process works accurately or does not. If it does not, then get it fixed. Having a site search system that works erractically is a lot worse than having no site search system at all.
There are times when a client complains because they feel like the number of site visitors to their site has plateaued. Their website has already been optimized, or at least it´s been optimized as far as their SEO staff or specialist has been able to take it.
Here are at least five of the most common issues that can be addressed to remedy this kind of client situation.
It´s All About Google
I´ve often discovered that such clients could have 10,000 pages indexed at Google, yet only 500 in Bing. Or they´re on the 1st page of Google for dozens of high value phrases, yet they´re stuck on the 2nd, 3rd or even 10th page at Bing.
Often SEO staff or specialists focus all their effort on Google, figuring; If I focus on Google, Bing will take care of itself. The reality here is that if you only focus on Google, you may be missing out on a lot of business opportunities.