So you’ve got to the top of the search engines, getting loads of traffic from SEO, PPC, social media and a bit of link bait but what happens to the traffic then? Any good SEO will not only help you get traffic to your website but also help you convert the traffic into sales or enquiries. This is known in the industry as CRO (Conversion Rate Optimisation).
CRO (Conversion Rate Optimisation)
Converting visits into actions
- Optimise landing pages
- 3 click rule
- Keep It Simple Stupid (KISS)
Ideally, any traffic that comes to your site should land on the best page for them to convert but this isn’t always the case.
If you have PPC landing pages set up or are promoting specific pages then optimise these pages to be easy to use and appeal to the target demographic so they don’t bounce off the site.
The 3 click rule is a guide that on average if a user has to click more than 3 links on a website to find something they won’t convert therefore important content needs to be on the higher level navigation and easy to find. Clear calls to action will help users navigate to promotions or videos and sign up forms or data collection forms should be easy to find and quick to use.
Don’t overcomplicate your website, keep it simple, clear and concise, it can be tempting to add more and more elements to your site but bolting lots of things on will just create Frankenstein’s monster, have a clear goal in mind and stick to that. User friendly websites are simple and easy to navigate around.