A lot of the time on our journey for rankings and traffic we lose track of the ultimate goal: conversion.
Over the years I have learnt a lot of useful techniques and gained insight into what drives the ultimate conversion rate.
#1: Matching Search Intent to Product/Service
I cannot emphasise how important this is.
Before building a single page, building a single link to that page or doing anything, you need to be a 100% certain that the person searching that term will be interested in buying the product or service which you are selling on that page.
More over, even within very closely related searches you need to isolate searches with someone who has cash on the other end of the search.
Taking for example one of my properties: fishinguae.com
There is ‘fishing in dubai’ with approximately 1900 monthly searches and there is ‘fishing trips dubai’ with approximately 300 searches.
Since my conversion is to generate a lead/enquiry for a fishing trip – I have made the 2nd search term, with lower searches my priority.
Business Intent + close match to my service = high conversion rate = $$$
Without this, nothing works.
#2: Answering Key Questions
The next step should be identifying a set of questions that the searcher will have in mind.
Most people focus on secondary questions like aesthetics, colors, layout etc without figuring out the core questions.
Most of the questions will start with:
- What is the price of the offering?
- What is included in the price of the offering?
- Any particulars of the service that need to specified/emphasized?
- Is this company trust worthy? Are they likely to offer the service as promised?
- How do I go ahead and book the service? What is the procedure for booking?
If you are working on the property for a client, you need to sit with the client and spend time understanding the service/product thoroughly before you can rank it.
A good idea to make sure you have covered every base is to spend time analysing the top 5 results that rank for your selected term.
The answers on that page should give you a clue about the commonly asked ‘questions’ – and to include that into your list.
#3: Building the Page
From an SEO perspective, I prefer to think of every page as a standalone web property/landing page.
Infact in many ways google sees the web the same way.
Keyword = URL
Its not the entire site that ranks, its the page.
Its that page level in-depth analysis and focus that yields results in the long run.
In section 2 we have identified the questions that need to be answered.
Next, we need to prioritise them in the correct order.
For example, the question of ‘How to buy/book/order’ will come only after the ‘What is sold?’, ‘What does it include’?, ‘How much does it cost?’ are answered.
Thus the entire content and layout of the page must be built around answering the questions, in the right order.
Some useful advice:
- You need to invest in high quality images. Stock or custom, it needs to be done. The images need to closely match your message and answer the questions. For example if you are selling a product, pictures of the product will work much better than any words. Similarly for a service.
- You need to have very sparsely used and thoroughly selected words, written in a ‘scanable’ form. Short sentences. Easy to follow.
- Graphics, Videos, Virtual Tours and whatever else helps answer the questions.
Besides clearly answering the identified questions in the correct order, the page should also:
- Have a fast load time
- Look relatively modern/clean and uncluttered
- Be mobile responsive
#4: Conversion Mechanism
The actual mechanism of conversion is very important too, and must be matched to your service.
From experience, if you are looking at a digital product, you must naturally have a very similar seamless checkout with instant product delivery.
If you are looking at a high value service, from experience a lead form followed by a manual follow up yields a higher conversation rate.
In some case simply publishing the right email ID or phone number is the best way to go.
Automation of course is ideal, but not always a good match.
Whatever your selection of the conversion mechanism, it must be tested against another.
For example, for dubairelaxtours.com, I had initially tried a lead generating form and then decided to switch to a shopping cart checkout. The result was a drop on sales and I reverted to the form.
Selecting the appropriate conversion mechanism and fine-tuning it is a big aspect of conversion.
#5: Acquisition & Follow up Mechanism
What happens after the initial response is equally important.
Outside of a simply delivered digital product – follow ups and customer life cycle is very important.
Besides actually closing the deal with all possible up-sells, its very important to retain the customer for future purchases.
Its very important to have a CRM system which will ensure that the customers will continue being customers after the initial purchase.
This exponentially increases the value from the initial conversion.
- You need to focus on organic traffic that matches your product service EXACTLY.
- Your UX needs to be based around answering the questions which the consumer is asking himself.
- Your conversion mechanism needs to match the nature of your service or product.
- You need to focus on the post conversion mechanisms.