Saturday, October 08, 2005
Improving conversions
I started a big project this week improving a client's site's sales conversions from both free search and paid search traffic. Here are some observations that fall in line with solid marketing understanding:
Conversions, by and large, come from very specific keyword searches. Best selling keywords are very specific ones that show that the customer was looking for pretty much exactly what we sell rather than coming in on more generic terms and eventually finding something they like.
Even in sales from pay-per-click traffic, a significant amount of the converting traffic came not from the exact terms I targeted, but from broad match terms based on the terms I targeted.
The point is, cast a wide net. Don't expect to get conversions from high traffic, but generic, keywords. Use generic keywords to draw people in who can opt-in to your list or newsletter and then build a relationship with them that can persuade them to buy later.
Cast a wide net also of very specific keywords that can generate high-ranking combinations that you might not even think of yourself—but that searchers will. While each keyword might not bring you a lot of traffic, the volume of traffic that many of these keywords build up can be substantial—and will bring you your most ready-to-buy customers.
Jeff
I started a big project this week improving a client's site's sales conversions from both free search and paid search traffic. Here are some observations that fall in line with solid marketing understanding:
Conversions, by and large, come from very specific keyword searches. Best selling keywords are very specific ones that show that the customer was looking for pretty much exactly what we sell rather than coming in on more generic terms and eventually finding something they like.
Even in sales from pay-per-click traffic, a significant amount of the converting traffic came not from the exact terms I targeted, but from broad match terms based on the terms I targeted.
The point is, cast a wide net. Don't expect to get conversions from high traffic, but generic, keywords. Use generic keywords to draw people in who can opt-in to your list or newsletter and then build a relationship with them that can persuade them to buy later.
Cast a wide net also of very specific keywords that can generate high-ranking combinations that you might not even think of yourself—but that searchers will. While each keyword might not bring you a lot of traffic, the volume of traffic that many of these keywords build up can be substantial—and will bring you your most ready-to-buy customers.
Jeff
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