Search Engine Optimization (SEO) is used to increase organic traffic. You drive people to your website with the expectation of converting them into clients or, at the very least, leads. The conversion rate is the percentage of users who have been persuaded to take action. And you want to increase the conversion rate as much as feasible. This might be accomplished through CRO – Conversion Rate Optimization.
1. Choose High-Converting Keywords
CRO is not the same as SEO, and the relevancy of keywords is assessed differently for these two optimizations. In SEO, you usually use keywords with a high search volume since they expose your website to a larger audience and result in more impressions and visitors. The fact is that these high-volume phrases attract a wide range of people who aren’t necessarily looking to make a purchase. As a result, you receive a lot of visitors but very few conversions.
2. Optimize Page Experience
This step is about making your website as enjoyable as possible for users. What is it that makes a page enjoyable? What are the elements that lead to conversions? What are the elements that lead to a bounce?
To improve your page experience, start with page speed optimization. Speed is a massive factor in the user experience. A page loading slow will make a visitor leave it. While on the other hand, people are more likely to stay on a page that loads fast. If a page takes more than 3 seconds to load, you have to do something about it.
Besides, you have to work on the content of your website, making sure that it is relevant, easy to access, and easy to understand. You have to make the text both informative and entertaining. All in all, you have to make sure that the visitor is taken through all the proper steps of your sales funnel, leading to a conversion.
3. Optimize Your Forms
Forms are the gateways to conversions. And this is where you should put a lot of effort.
The first thing you should do is make the form short and comfortable to complete. So check whether you have too much information on the form. Remove unnecessary fields. If you still have lots of fields for one type of conversion, split them into several copies, and make each one unique.
Next, use labels, or hints, for every field. It will help users understand what to do and what kind of information to provide.
Form validation is another feature to take into account. No matter how well you design your form, there may be users who won’t follow your instructions. So make sure that you have error messages.
And, of course, use drop-down menus to reduce the number of entered characters.
4. Optimize Your CTA
CTA stands for Call to Action. It is what you want your users to do after viewing your page. “Follow us on Facebook,” “Subscribe now,” “Book your tour,” and “Buy your ticket” are examples of CTA. Even a tiny change in the CTA button can lead to significant results. Many tests are trying out different approaches to conversions depending on the niche: bigger buttons, longer sentences, or even videos.
5. Identify What is Preventing Users From Converting
You may discover that your users are navigating through pages and abandoning the website before reaching the desired conversion page. This behaviour pattern indicates that people are interested in what you have to offer but cannot discover the information they want for whatever reason – this might be due to a bad user experience, a lack of the information they require, or anything else. You must carefully monitor your users’ activity to determine what they were looking for and why they failed.
If you think your conversion rates are not high enough, don’t worry. Conversion rate optimization is a process that requires time and effort, and it can’t be done overnight. You will have to start with researching the process, understand what hasn’t been working, and change your approach. So don’t lose hope!
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