It is a part of SEO which is rarely spoken about. However what is the point of generating large quantities of free (non ppc) organic search traffic if visitors do not the required action. Benedict are a conversion optimisation agency that specialises in maximising a clients spend on SEO. The majority of our work once a site ranks on the first page for a keyword is CRO or Conversion Rate Optimisation, See also visitor journey optimisation.
B2B CRO Example
One part of the website that is not often visited by business owners, designers SEOs or developers is the contact page. This part of the process is often ignored once it is working and left alone. However we have shown over and over again that this is actually the most important page on a website as it connects the buyer and the seller. Often forms are poorly laid out of contain such a large number of form fields that the user is put off and decides to shop elsewhere. This can be the same on ecommerce sites where the delivery charges are too high etc.
One thing Benedict discovered is that faces within images were actually part of Google's trust factors! Another discovery was that companies with livered vans, if they added this image in a prominent position then conversion rates improved by over 1.9%.
Sometimes it is a case of giving customers what they want right now. In the case of Kenwood Plc we build a calculator to sell their damp roofing services. Here the customer was given instant prices with a range of options. Here is a link to the page.
What we are trying to portray is there not one size that fits all and a client's conversion optimisation strategy is very unique. Sometimes it is as simple as ensuring that a telephone number is clickable on in a mobile version. If you could like help with improving your conversion levels then please contact us.
Example Mini COR strategy summary
Launch new website (done)
Create 301 re-directs (done)
Add geo pages for quick win (done)
Build links to geo pages (done)
Optimise internal pages (169) for core keywords
Create hub pages for all variations of keyword longer tail (non-geo)
Link hub pages together
Write supporting content for more competitive keywords
Build new backlinks to the site
Monitor monthly traffic to the site and improve conversion rates through
Identifying exit / landing pages
Brainstorm improvements to main exit pages
Comment on bounce rates
Introduce steps to take to reduce bounce rate
Introduce new contact us variations (ie quick callback, live search)
Comment monthly on the success or use of these variables
Compare CORs on old website
Look to introduce test contact form to reduce user time spend
Look for new avenues to move visitor down to improve conversions
Introduce testimonials / reviews to home page and test increase COR
Introduce less SEO standard page titles and introduce more salesy or catchy phrases
Introduce video to hub pages and comment on improvements in Session Duration / COR
Change social media icons into a count (with numbers) to show "social proof".