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May 22nd, 2010 by Susie
If you are looking at hiring the services of a search engine optimisation company then you will be searching for specific criteria and success stories. You will possibly be looking for a company who can provide strong and relevant content and links to encourage natural searches. From a hard data point of view you may be looking for evidence of increased click through rate (CTR), a higher page ranking within search engine results pages (SERP’s) or a reduced cost per click (CPC). One of the other key factors which a search engine optimisation company will use as a strong selling point is conversion rate.
Conversion rate basically refers to the number of people who visit your site who then complete a transaction or process. The end result could be to register as a new member, sign up for a free trial, or make a purchase. In theory, the higher the conversion rate the better your search engine optimisation services are, however beware of companies offering something which appears too good to be true.
As much as we would all love there to be, there is unfortunately no such thing as a 100% conversion rate when it comes to online marketing. No matter how strong and effective your search marketing methods are, they are never going to achieve this level of conversion. The reasons for this are due to the fact that you can never please everyone, and despite your best efforts, you cannot cater for every user’s needs.
This does not mean that having web design and search marketing techniques in place is not worth it, all it means is that there are some things that will happen, or not happen, whatever you choose to do. It is important that any company is aware of this and does not expect the impossible from their online marketing and SEO.
When we look at the trend in web users, there are those who are searching the web for the sole reason to make a purchase. They know what they want and will not leave until their transaction is complete. Granted, search engine optimization methods can be used to drive them to your site in particular, but they would have made a purchase regardless.
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Great post – thanks! You are absolutely correct that there is no magic formula to achieve 100% conversion, but there are certain things you can do to increase your odds, like retargeting, which keeps track of visitors who leave your site without converting and displays your ads to them as they surf the web. Adding techniques like this to SEO and other types of online marketing can create a more well rounded strategy and help achieve a much higher conversion rate and ROI.