Though’ conversion optimization is considered as the newest SEO technique in practice there is a basic difference that exists between conversion optimization and traditional search engine optimization process. Unlike SEO, conversion optimization is not a one shot attempt to improve your website ranking in the search engine. Conversion optimization has proved to be an integral part of modern online marketing and is something more than optimizing a landing page or other traditional methods. Short cuts and black hat SEO techniques are never a solution for successful online marketing and often bring terrible and disastrous results.
But there are also some similarities between conversion optimization and traditional SEO techniques as both of them are data-driven. But conversion optimization digs deeper in the user behaviour and conducts a very crucial segmentation analysis on the interaction of different segments of visitors and helping you to optimize your website depending on those particular experiences. The other most attractive features of conversion optimization are
- Though some positive results of conversion optimization can be achieved with a paid search but the investment worth the last penny of it. In combination with PPC or Pay per Click search advertising and organic SEO, conversion optimization can allow scope for highly controlled experimentations.
- As blog post may be considered as the atomic unit for SEO experimentation, in case of conversion optimization it is the PPC with a perfect landing page that serves the purpose.
- Most of the time the functional area of conversion optimizes extends beyond a single page and the multi-step landing pages used in the process have the potential of generating a better conversion rate because it engages the respondents in a dialog that is mutually productive and allows scope for segmentation at the same time which are also known as ‘conversion paths’.
How Messaging and Design Affect Conversion Rates [Infographic]
The bottom line of conversion optimization is to effectively converting visitors into sales. It is actually the process of fine tuning a website so that your site achieves a lower bounce rate and you can make the visitors to do as you wish them. Metrics and usability analysis, landing page and sales funnel optimization, multivariate and A/B Testing along with website optimization, maintenance and reporting Key Performance Indicators (KPI) are the common steps taken during a conversion optimization process.
It is not only the website owners who can avail the benefits of the conversion optimization process but bloggers can also use the method with equal success for the same result. The most important reason about making your search engine optimization process and conversion optimization work in tandem is that while SEO can ensure more traffic to your website it can not improve the conversion rate which can be quite successfully achieved by a proper conversion optimization strategy.
Infographic: Does your company need a chief conversion officer?
9 Steps to better conversion [Infographic]