Smaller scale businesses are advised to focus on improving conversion rates, dedicating the necessary attention to not just traffic generation but also increasing traffic retention and conversions. This advice comes in light of new data revealing the increasing costs of PPC advertising for competitive keywords and the level of competition for organic rankings, as established websites and affiliate networks dominate the search results.
New and low-authority websites should scrutinise the conversion process; whether the goal is a phone call an email or purchase, it’s more important than ever to ensure aspects of website usability, functionality and clarity aren’t preventing sales.
A poorly designed website could be thought of as a leaking bucket. Marketing investments that funnel visitors to a website, then fail to convert them due to poor conversions will provide a very low return on investment.
A useful video from the team at Google, about analysing and improving website conversion rates.
- 7 methods to increase conversion rates in 2011
- 3 Ways to Boost Your In-House Marketing in 2011: Part 2