You think you’ve written killer ‘content’ and effectively search engine optimized your site with all the goods. You’re ready to start raking it in with the expectations that sales are going to soar but… it doesn’t happen. Now you’re wondering ‘why’ because you thought you executed it perfectly. Could it be possible that you forgot one very essential bit – the website was not optimized for conversion?
The competitive marketing area of the Internet makes it difficult if not impossible to reach top SERPs (Search Engine Result Placement).
“It is therefore imperative to understand that traffic is not the ‘be all and end all’; converting visitors into customers is as important as having them in the first place. You may win the ‘battle for traffic’ but if the website is not optimized conversion you will ‘lose the war’.”
A successful conversion happens when visitors that come to your website perform the desired action/goal. Conversion rate is simply the percentage of visitors that perform the desired action/goal.
The goal of the website is usually broken down into 3 categories:
1. Informational Conversion: visitor finds desired information
2. Transformational Conversion: visitor subscribes to a newsletter or free service
3. Transactional Conversion: visitor purchases a product/service
Simply put, maximizing conversion rate = increased ROI, and therefore you are getting for most ‘bang for your buck’.
Hotel restaurants use a similar concept where they calculate the percentage of hotel guests dining at restaurant, this is called a Capture Rate. Numbers such as Capture Rates and Conversion Rates are perfect examples of how something ‘little’ can make a ‘big’ difference.
Written By: Sam Kim
Information Provided By: www.kneoteric.com