Conversion optimization and search engine optimization are really two sides of the same coin. Getting conversions is the process of making a convincing site that compels people to make purchases.
If your SEO doesn't bring in people to be compelled, though, there's no use in trying to make convincing content. We're here to focus on conversion optimization techniques today.
Here are seven techniques that you can use to boost conversions:
Conversion Optimization Techniques
Before you get started, the value of SEO can't be understated. You should see SEO as the left hand and conversion optimization as the right. With that in mind, let's get started.
1. Useful Content
The template of your conversion optimization is the content that you create. Your call to action at the end of a blog post or video is really the final push, but you need to get people to stay long enough to read it.
Writing quality material is essential. That means getting a feel for what it takes to write a compelling article or blog post. You should start by reading the posts of successful sites and get a feel for trends in their writing.
A good place to begin is by keeping in mind that a piece of writing should have a narrative to follow — something that a person can stay with and seek to complete.
2. Compelling Visuals
Packing your site with huge clumps of text is not the way to go in this day and age. People are stimulated by visual advertisements and videos.
You need the writing to match, but it's essential that people can visualize what your product will do for them, which brings us to the next point.
3. Make Your Value Clear
Nobody will buy your product if they aren't sure how they can use it to benefit themselves. Sure, a consumer will probably know what type of product you sell, but how is it different from all of the others?
Use your images and videos to exemplify how your service works in action. Additionally, write clearly about what advantages your product gives. Be direct about this, there's no use in being fancy.
Succinct statements about your product's results should be paired with videos and images that embellish the cold hard facts.
4. Lace Calls to Action Throughout
The traditional format of an article or ad is to place the call to action at the end. Most people give examples and arguments for a particular idea then state how their product can solve a problem.
Try and place links and calls to action in different places, catching your audience off guard. Wherever the product placement or suggestion would fit best is a good place to but a call to action.
5. Cross-sectioning Products
It's also key not to get too pigeonholed with your product placements. One element of SEO is the idea of site architecture.
Site architecture generally refers to the arrangement of your website and how all of your pages work together. As for as blog posts and links go, it's a good idea to have a number of peripheral posts that lead back to pillar pages.
So, peripheral posts are those that cover specific topics that are generally related to a product or service that you offer. Those pages should link back toward the pillar pages that are concretely related to your product or service. Pillar pages are the heavy hitters that should generate a lot of conversions.
The link from peripheral to pillar doesn't have to be linear, though. In other words, one peripheral page doesn't have to relate back to only one pillar page.
When you're writing your blog content, try and touch on issues that relate to a number of your products and link to those products' pillar pages accordingly. This way, a customer who doesn't need to buy one thing may be compelled to purchase something they weren't looking for in the first place.
6. Don't Be Too Pushy
There's nothing that loses a customer's confidence like an overbearing salesman. In the same way, a page that overly promotes its product seems a little fishy.
In a world of spam and fluff products, consumers have gotten good at sifting the products of value from the ones that don't matter much. One of the ways that people with poor products try to sell is by overly hyping and pushing calls to action too often.
Have a light touch and suggest your products only when relevant. Don't go out of your way to push anything too much.
7. Social Proof
Showing your users that other people are buying and using your products is an essential way to prove that you have value.
The fact that other users have had success with a product or service that you offer will be extremely convincing. Think about it, if you were on the street and wanted to buy food from a food truck, would you go to the truck that had a decent line and satisfied looking customers or the truck that had no one at it.
You would think there was something wrong with the product that the less successful truck was selling. On the other hand, you'd be curious about the buzz around the truck with customers.
Similarly, if you're looking for a product that works, you're going to use the one that others have already had success with. It's difficult to do this, though, because cheap customer reviews are a dime a dozen.
Try using social notifications to build the confidence of your customers. Finding ways to show your company's value to new customers is a lot easier when your current customers are promoting you.
Lacking Conversions?
Hopefully, these conversion optimization techniques will put your website in a better position to make sales. If you're looking to make big improvements in your conversions, though, you may need to consult with the pros.
Contact us if you're interested in learning more about how to improve significantly.