Landing Page Optimization – Driving increased conversion rates

When you hear folks speak about Internet Marketing or Web Marketing typically the conversation will go to SEO or Search Engine Optimization. It’s understandable and for good reason. It’s the first thing that folks think about and indeed getting traffic is key. You do need traffic. Keep in mind though that if the only tool in someones belt is a hammer they tend to see all your needs as requiring a nail.

Often what is not discussed is conversion rates and “landing page optimization” on that traffic. If you are getting traffic but it does not convert to your intended outcome you’re spinning your wheels. In fact, I’d argue that loads of traffic that does not convert well is not zero-sum, it is in fact a net negative. You’re damaging your brand online. Simply getting traffic is not the sole solution. You need that traffic to convert… to do something.

Conversion rates are a function of two things.

1. Is your traffic targeted?
2. Is your landing page optimized to it’s intended purpose?

Of course your offer needs to be compelling including pricing, merchandising, timeliness  etc. That said, if your “internet marketing” efforts extend only as far as getting traffic to your site you may not reach the fullest potential of your efforts. To put a point on it… You likely have ROI objectives. And ROI dictates further funding and continued development of your online initiatives. You need to maximize conversions on something and that may be…

• Sales conversion
• Lead generation
• New member registration
• Donations, accepting a free trail, pick up the phone, stop by your store/offices etc.

But we’re not selling anything. The mission of our non-profit organization is to inform and engage our target community.

Perhaps you’re not converting on an action taken. Conversion for you is measured in how effectively you are communicating with your target market. Conversion for you may be…

• Increasing the number of visitors/readers of your information on a given page or prioritized range of pages.
• Increasing the amount of time spent on your information on these pages.
• Broadening your “Reach” into targeted regions, markets or audiences.
• Increasing the “Frequency” that your target audience accesses your updated information.

Understand that there is typically an inverse relationship between traffic volume and targeted traffic and/or conversion rates. If you’re not careful, maximizing one can often come at the expense of the other. If your focus is solely on SEO and getting traffic numbers without consideration for conversions you are likely missing the boat. The objective is to, over time work to increase both. How do you do that? Analytics, testing and marketing methodology.

Is there something specific you would like your visitors to do or know? Let’s talk about what that is and how to make that happen.
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