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Monday, December 11, 2006

Stop Wasting Search Engine Traffic – 3 Top Conversion Tips

Posted by @ 3:41 pm
DIY Tips and Advice
Posted by Rene LeMerle

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I was listening to some recent client feedback the other day and was baffled when I heard their concerns.

Customers’ comments (and not just one):
I’m visible in the Google and Yahoo! search results and I’m getting lots of traffic, (no problem yet!) but – I’m getting no sales. Hmmmm

Well, I can see that would be an issue for many small businesses, so I delved a little further. Of course there’s a range of reasons why you might not be converting search engine traffic into paying customers, but upon reviewing their sites, it occurred to me that 3 simple issues were causing their pains – so heed these tips:

1. Send the traffic to the right web page
So many website owners make the mistake of promoting/optimizing the wrong web pages. Not all of your web pages are designed to turn visitors into buyers. I don’t know how many website owners send all the traffic to their homepage. Just because your homepage looks great, doesn’t mean they’ll navigate around your website to buy your products or services.

It’s a simple process to decide which pages to drive traffic to. If a customer can “buy” from the page or “submit an order request”, then send the traffic there. It might sound obvious, but sometimes when you’re using SEO (search engine optimization), the focus is often directed to the wrong pages.

While a holistic approach to SEO is good (optimize the whole site), get your priorities right and start with the pages that make you money.

2. Get your “Call to Action” visible
Here’s the second major mistake. Website owners feel the need to hide their “Call to Action” so that visitors need to hunt it down. Your Call to Action is your “Order Now” button, or “Buy Now” button or “Submit Request” form.

Let me give you the tip, internet users are impatient – so if they can’t find where they make the purchase…you’ll lose the sale. To make it easy, make sure your “Call to Action” is above the fold, so basically a visitor doesn’t need to scroll anywhere to find it. And make sure to check this in different browsers and on different screen resolutions, as it will appear differently for each.

Secondly – make it stand out. Don’t be afraid to use a big bold “Order Now” or bright “Buy Now” image to draw their eye to the action you want. If you hide it, you’ll lose them.

3. Give them a reason to act now!
People like incentives and reasons to buy. It works their WIIFM meter (What’s In It For Me). So make sure your strong offer, special discount or key selling point is boldly placed near your “Call to Action” area. That way, you’ll minimize their tendency to want to shop around.

Like I said, this isn’t all the factors that ensure you’ll turn your search engine traffic into sales, but if you haven’t got these right, you’re seriously wasting valuable visitors.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

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