Infinite Path

There is an element of online that many ignore. Or, if not ignore, don’t pay enough attention to. This element is Conversion Rate Optimisation. The aim of SEO is to drive traffic to a website, but once the traffic is there, then what? Many ignore the crucial requirement of converting traffic. To some, traffic is everything – they think it’s all a numbers game. When you get eyeballs on your site you want to convert that traffic into sales, or whatever it is that your site is designed for. To an extent it is a numbers game. But imagine if you could get more sales and conversions from a lot less traffic. You could save a lot of money on the techniques employed to drive the traffic there in the first place.

On this basis, it is crucial that your site is geared up correctly to encourage action from the viewers. The last thing you want is to get lots of traffic to your site, only for the people visiting to bounce straight off the site because they don’t like the look of it, or they can’t figure out how to use the site. Usability comes into this a lot too. If your site is hard to navigate, and people can’t find what they’re looking for they will often go elsewhere.

If you are selling on your site, it makes no sense to have poorly performing products on your front page. If you are trying to direct people to the front page of your site then you are best off having your top sellers on there waiting for them as soon as they hit the site. Calls to action on the site must be very prominent also. It must be easy for your users to do what they came to your site for. Because the internet offers so many options, there is no need for people to waste their time going through a site trying to find something when they could go elsewhere and find it quicker. You must connect with your target user immediately and give them what they want before they know they want it.

Remember that your website is for the user, not for you. Just because you know where everything is – and how easy it is get the information/buy the product – does not mean everyone else will think the same.

You could spend thousands of pounds on SEO and other techniques to get traffic to your site, but if you haven’t put enough time and thought into conversion rate optimisation then you may find that your traffic generation efforts are entirely wasted.