CRO Expert Reveals Why Your SEO May Be Killing Conversion Rate and How to Fix It
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Neil Rimmer
Aug 10, 2014, 1:36:25 PM8/10/14
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Article Title: CRO Expert Reveals Why Your SEO May Be Killing Conversion Rate and How to Fix It
Author: Neil Rimmer
Word Count: 856
Article URL: http://www.isnare.com/?aid=1901874&ca=Internet
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1901874
Easy Publish Tool: http://www.isnare.com/html.php?aid=1901874
*********************** ARTICLE START ***********************
A conversion rate optimisation specialist, also known as a CRO expert, is paid to generate more online sales by optimising the various web components that make up a website. To find the weak web components, conversion rate experts use sophisticated traffic analysis tools and heat mapping software. Once the problems have been fixed, a CRO expert can deliver far greater ROI than SEO, PPC, or even social media marketing because the increased sales last for years after the work is completed. This is because conversion rate professionals make permanent changes to your core website components, including:
•Website Design
•Direct Response Copywriting
•Paid Traffic Campaigns
•Web Programming
•Website Marketing Funnels
•Call-to-Actions
Once the changes are made, a CRO expert will statistically verify results via web split testing and careful monitoring of Key Performance Metrics, or KPM’s. From start to finish, a typical CRO project can be completed in 4-8 weeks, including verification.
Unfortunately, most website owners spend months or even years trying to optimise themselves. And because they don’t use website traffic analysis to isolate the conversion problems, most assume the issue is caused by bad copywriting and/or design of their primary sales or landing pages. But while there may be indeed be serious copywriting and design issues on the main sales page, they could all be fixed to perfection and still not dramatically increase overall online sales. How is this possible?
Because your visitors aren’t even seeing the sales page. Seriously, let’s look at a sample website that:
Receives 200 unique visitors each day
Generates a .5% conversion rate for the entire site
That means the site is generating just one sale per day and sounds pretty bad, right? And if you were not a CRO expert, no one could blame you for assuming the problem was probably on the sales page. But what if you also knew that a mere 15% of total traffic even made it to the sales page?
How much does that change the calculus? Well, that means the sales page itself is converting at 3.3% because just 30 visitors are reaching the sales page each day to generate that one sale. Suddenly, it doesn’t make too much sense to go investing money to replace your sales page if it’s converting above 3%, does it? And you certainly don’t need to be a CRO expert to know that the real conversion problem is actually your sales funnel because you simply aren’t getting enough visitors to your sales page.
This is a very common problem for websites that get a high percentage of organic traffic and is caused by the very SEO that helps generate that traffic. You see, when reviewing website traffic data, a CRO expert is looking to see the distribution patterns and where the visitors end up. On newer websites that are more dependent upon PPC marketing, the vast majority of visitors will arrive to the site via the Home Page because this is where the ads are pointing visitors. With most traffic arriving on the Home Page, this makes it very easy to then funnel those visitors to the primary sales page and hopefully convert them into buyers.
But with an SEO-heavy site that gets a large percentage of organic visitors, a CRO expert will see a very different distribution pattern in the web traffic data. Instead of most visitors arriving on the Home Page, they will be scattered and arriving on the “traffic generating” content created by the SEO experts to gain rankings and traffic. These are typically articles, blogs, and other informative pre-sell content that is designed to inform but not directly sell prospects. And sadly, most visitors enter the website on these informative pre-sell pages but never reach your primary sales tool. Thus, the very SEO that is bringing much-needed traffic to your website is also the very thing that is scattering visitors and preventing them from reaching your primary sales tool and thus killing conversions.
Fortunately, a CRO expert can fix this issue by creating a powerful CTA that redirects prospects to your sales or landing page. In fact, the primary CTA (redirect to sales page) should be placed at the bottom of the article or traffic-generating content and a secondary CTA (sign up for free lead generation product, etc.) should appear in the right hand column. This primary and secondary CTA should appear on all traffic-generating SEO content and will dramatically increase the percentage of visitors reaching your main sales or landing pages and ultimately increase online sales.
Using simple but highly strategies, a CRO expert can quickly and permanently increase your website conversions by up to 100% or more. In our example above, just getting 15% more people to the sales page would double the existing conversion rate. And by adding CTA’s to your primary traffic generating content, you can quickly redirect visitors to your primary landing pages using this simple but effective conversion rate optimisation strategy.
*********************** ARTICLE END ***********************
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Message delivered directly to members of the group:
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*****************************************************************
Please consider this free-reprint article written by:
Neil Rimmer
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1901874
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1901874
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: CRO Expert Reveals Why Your SEO May Be Killing Conversion Rate and How to Fix It
Author: Neil Rimmer
Word Count: 856
Article URL: http://www.isnare.com/?aid=1901874&ca=Internet
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1901874
Easy Publish Tool: http://www.isnare.com/html.php?aid=1901874
*********************** ARTICLE START ***********************
A conversion rate optimisation specialist, also known as a CRO expert, is paid to generate more online sales by optimising the various web components that make up a website. To find the weak web components, conversion rate experts use sophisticated traffic analysis tools and heat mapping software. Once the problems have been fixed, a CRO expert can deliver far greater ROI than SEO, PPC, or even social media marketing because the increased sales last for years after the work is completed. This is because conversion rate professionals make permanent changes to your core website components, including:
•Website Design
•Direct Response Copywriting
•Paid Traffic Campaigns
•Web Programming
•Website Marketing Funnels
•Call-to-Actions
Once the changes are made, a CRO expert will statistically verify results via web split testing and careful monitoring of Key Performance Metrics, or KPM’s. From start to finish, a typical CRO project can be completed in 4-8 weeks, including verification.
Unfortunately, most website owners spend months or even years trying to optimise themselves. And because they don’t use website traffic analysis to isolate the conversion problems, most assume the issue is caused by bad copywriting and/or design of their primary sales or landing pages. But while there may be indeed be serious copywriting and design issues on the main sales page, they could all be fixed to perfection and still not dramatically increase overall online sales. How is this possible?
Because your visitors aren’t even seeing the sales page. Seriously, let’s look at a sample website that:
Receives 200 unique visitors each day
Generates a .5% conversion rate for the entire site
That means the site is generating just one sale per day and sounds pretty bad, right? And if you were not a CRO expert, no one could blame you for assuming the problem was probably on the sales page. But what if you also knew that a mere 15% of total traffic even made it to the sales page?
How much does that change the calculus? Well, that means the sales page itself is converting at 3.3% because just 30 visitors are reaching the sales page each day to generate that one sale. Suddenly, it doesn’t make too much sense to go investing money to replace your sales page if it’s converting above 3%, does it? And you certainly don’t need to be a CRO expert to know that the real conversion problem is actually your sales funnel because you simply aren’t getting enough visitors to your sales page.
This is a very common problem for websites that get a high percentage of organic traffic and is caused by the very SEO that helps generate that traffic. You see, when reviewing website traffic data, a CRO expert is looking to see the distribution patterns and where the visitors end up. On newer websites that are more dependent upon PPC marketing, the vast majority of visitors will arrive to the site via the Home Page because this is where the ads are pointing visitors. With most traffic arriving on the Home Page, this makes it very easy to then funnel those visitors to the primary sales page and hopefully convert them into buyers.
But with an SEO-heavy site that gets a large percentage of organic visitors, a CRO expert will see a very different distribution pattern in the web traffic data. Instead of most visitors arriving on the Home Page, they will be scattered and arriving on the “traffic generating” content created by the SEO experts to gain rankings and traffic. These are typically articles, blogs, and other informative pre-sell content that is designed to inform but not directly sell prospects. And sadly, most visitors enter the website on these informative pre-sell pages but never reach your primary sales tool. Thus, the very SEO that is bringing much-needed traffic to your website is also the very thing that is scattering visitors and preventing them from reaching your primary sales tool and thus killing conversions.
Fortunately, a CRO expert can fix this issue by creating a powerful CTA that redirects prospects to your sales or landing page. In fact, the primary CTA (redirect to sales page) should be placed at the bottom of the article or traffic-generating content and a secondary CTA (sign up for free lead generation product, etc.) should appear in the right hand column. This primary and secondary CTA should appear on all traffic-generating SEO content and will dramatically increase the percentage of visitors reaching your main sales or landing pages and ultimately increase online sales.
Using simple but highly strategies, a CRO expert can quickly and permanently increase your website conversions by up to 100% or more. In our example above, just getting 15% more people to the sales page would double the existing conversion rate. And by adding CTA’s to your primary traffic generating content, you can quickly redirect visitors to your primary landing pages using this simple but effective conversion rate optimisation strategy.
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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