A few years ago, all online marketing was focused on was how to boost website traffic – at the end of the day, with a conversion rate of 2% for as many as 10,000 visitors a month, your total number of conversions would be 200. If you boost your website traffic twice as much, you’ll have 400 instead.
In those days, however, website traffic was not that much of a challenge: the model was affordable and easy to acquire, and once everyone did it, the market became surprisingly competitive. Year by year, boosting website traffic was becoming more expensive, and people began thinking of other conversion rate optimization tools that would generate subscribers with the traffic that was already there.
That’s how Conversion Optimization & SEO were born – with both practices being extremely popular today, marketers face one of the most difficult decisions: Should they apply some of the conversion rate optimization best practices, or simply focus on increasing traffic?
What is SEO conversion?
Conversion rates are the core element of paid for inclusion campaigns which measure their effect and success. The SEO conversion rate is calculated as the number of potential visitors completing the desired action (filling forms, subscribing, buying a product/service, etc.).
For instance, websites with 100 visitors accessing a page via pay-per-click advertising, and only one of them performing the expected action have a conversion rate of 1% for that exact ad. Basically, the success of that website equals the success of its paid inclusion campaigns and depends on its conversion rate.
Large business websites often experience difficulties measuring their SEO and conversion optimization rates, as their paid campaigns intend to make money. Most of the time, they acquire a professional analytics system to calculate the rate for them, each time a page is accessed via pay-per-click ads and campaigns.
Web analytics systems automate the process of behavior tracking and pull off data from a variety of sources including the current conversion rate of the company. Once they gather all necessary information, they compare it against other important performance indicators to check whether the site’s conversion rate is as good as it gets, (and which modifications should be put in place in case it is not).
In order to earn money sending traffic, the website owner should make everything possible to turn visitors into conversions. There are several ways to do this. For instance, websites that match visitors with products they are interested in at a time that is convenient will most likely have them convert.
This is not as simple as it sounds, but that’s exactly where SEO and paid inclusion campaigns take their share of the heavy lifting. There is an easier way to make visitors convert and respond with ease to the desired action, and that’s by making the experience as easy and enjoyable as possible, and offering them additional benefits.
Put into perspective, a website’s success depends on how well it meets customers’ requirements, and how effectively it makes them recognize its genuine value and potential.
CRO vs SEO
What is conversion rate optimization? In brief, it is the best possible strategy to make random visitors convert, and earn from those conversions. As practice shows, there are websites where almost all elements (on-page, social, technical, and so on) are already optimized, but conversions are still lacking.
Basically, all organic search efforts to improve your website traffic have been in vain. Luckily, conversion rate optimization has a lot to do with SEO, and the secret is to balance between the two to see customers convert.
Examples of quality conversion rate optimization
While looking to improve conversion rates, start by making sure that your content is well-written, and most of all useful to readers. Being able to give each user a piece of content they can use is the ‘wow moment’ in website management, as in this case, it is not only you who wants them to perform an action but them as well.
Another way in which SEO can help boost conversions is by analyzing visitors’ behavior and sending the data to your intelligence team, including stats of why people are not converting.
There are a plethora of solid analytic tools available on the market, among which Crazy Egg that generates valuable insights and using a heat map to check visitor clicks on the site. In such way, it depicts the element on the landing page users prefer to the call-to-action trigger button, changes it, and tests it carefully until your conversion objectives are reached.
You can obviously test the landing page and different elements yourself, preferably with multivariate and A/B testing. There are many tools that do this as well (Optimizely, to start with), and will assist you all the way towards better conversion rates.
Popular websites also turn to surveys and feedback platforms to discover why visitors are not converting. Clicktale is a great system offering usability tests, where visitors can easily share what they don’t like about the interface, and what they’d want to see improved.
How to boost traffic to your website
1. Remarket content on Facebook
Leaders in the B2B and B2C sectors have already worked out the many benefits Facebook has to offer to the promotion of their service. Setting up a remarketing campaign on Facebook is very easy – all you have to do is to install a special tracking pixel on the site, and Facebook will repeatedly promote the product/service to customers who bought, or visitors who saw what the site was about. This is probably the least time-consuming and hassle-free method to secure return traffic to the site, regardless of whether we’re speaking of 100 or 10,000 visitors.
2. Remarketing on Twitter
Facebook and Twitter remarketing strategies are almost the same – you’ll once again need to install a pixel so that the product/service would be promoted on Twitter. What is different with Twitter, however, is that it requires a larger minimum audience quote for a website to be advertised, namely 500 people.
3. Create and distribute email lists
Emails are great for social promotion, but what they also specialize in is distributing newsletters and boosting traffic. Therefore, include a newsletter opt-in on the site (Drip or Optimonk, for instance, as they come for free, and they are easy to install).
4. Use Facebook to promote your blog content
It is no secret that Facebook has become more rigid with organic search, which, observed from the website owner’s perspective, means posts will be almost invisible without a proper investment. The most reasonable and cost-effective thing is to trigger a constant campaign that will distribute all of your posts, and target in such way a larger audience for remarketing.
5. Optimize your website for search engines
Nowadays, it is no longer possible to trick and manipulate search engines with disloyal practices. What you should be concerned with instead is how your website looks and performs, and whether the engine’s robots will be able to crawl the information they need from it. For complete and automated SEO audit, you can purchase tools such as SEMrush and ahrefs.com, but the best way is always to think about it, and do it manually.
6. Look for websites with similar/relevant content and exchange posts with them
The practice is known as syndicating and helps a lot to attract new visitors to a particular website/blog. Take some time to find the blogs performing the best in your industry, and have similar content, size, and audience as you do. Then, connect with their editors/tech team, and suggest a swap of blog posts linked to each other. The practice is beneficial for both ends, as it gives visitors to you and to your partner, as long as you avoid duplicating content and not mentioning specifically which the source for that article is. More inspiration for blog posts in this article.
7. Advertise on Pinterest
Creative agencies, consumer goods vendors and companies with some beautiful visuals should consider also Pinterest adds. The platform is relatively young, but extremely popular, and known to boost conversion rates more than any other social network can. For a new platform, Pinterest also has a modest and reasonable pricing scheme.
How to get traffic on WordPress
Traffic is a very powerful tool and involves many other things next to driving people to visit your site. The term ‘traffic optimization’ refers to attracting the right audience to your website, namely interested people who would convert, and not look at other elements displayed on the landing page. This is a strong tactic used to boost conversion rates, reduce costs related to attracting visitors, and preparing the website for all possible scenarios and SEO outcomes.
The same as conversion rate optimization, traffic optimization takes time and efforts, but the core of the process is still to look for ways to improve the quality of the website and to use the adequate testing approach to evaluate what you’ve done.
Checking whether your website is well-optimized is easy and desirable even when you’re not directly connected to the online marketing process, just in order to keep CRO and traffic campaigns in the same line.
Most importantly, remain in constant control of your traffic, and track all things you believe are relevant for attracting and targeting visitors. If nothing else, this will help eliminate poor and void practices and focus on those that actually work.
Remember, traffic is not necessarily a precondition for effective CRO. The precondition is to attract the right visitors.