Search Engine Optimization (SEO) is one of the most important tools we use to drive business growth. Whether it's optimizing to improve organic search rankings or driving traffic through ad placement, our goal is to drive potential customers to our website and ultimately convert. However, there are times when we succeed in attracting traffic, but we are unable to convert it into actual orders. This article will focus on how to achieve effective conversions with organic search traffic.
First, we need to identify the main reasons why paid and organic traffic can't convert.
The attracted visitors are not real potential customers, and it may be due to poor keyword selection or inaccurate targeting of the target group.
Even if the visitor is a potential customer, it is difficult to promote conversion if the page design, content display, etc. cannot impress them.
*Complex navigation, slow loading speeds, cumbersome form filling, etc., will affect the user experience, which in turn will reduce the conversion rate.
In view of the above problems, we can start from the following aspects:
Make sure that the targeting and content are targeted to the ultimate decision-maker. For example, if your target customer is a business manager rather than an employee, then the content should focus on conveying the value of the product or service to the manager, not just attracting the employee's interest. You can do this by optimizing your content, CTA (call to action), and onboarding processes. For example, the page provided to employees should have a clear CTA that encourages them to share information with decision-makers and provide appropriate supporting materials, such as pre-written email templates.
Optimizing key pages is the key to increasing conversions. Make sure key pages include a clear value proposition, a clear CTA, and provide social evidence to build trust, such as customer testimonials and award information. In addition, leverage marketing automation tools to provide customized content and support to visitors at different stages to help them qualify in the decision-making process.
Implementing a post-purchase strategy is key to reducing customer churn. Don't stop marketing after the deal is closed. Stay in touch with your customers through email marketing, offering regular updates and special offers to encourage them to buy again. In addition, reward the most loyal customers with referral programs and further increase customer satisfaction and loyalty by monitoring product satisfaction with automated tools, as well as improving products and services based on customer feedback.
Here are some tips and tricks from hands-on experience:
1.Lead-to-convert with CTA (Call to Action):Set up a clear CTA button or link in the page to guide the user to the next step, such as "buy now", "inquire", etc.
2.Optimize form design:Try to simplify form filling out and collect only the necessary information, while ensuring smooth form submission and reducing churn.
3.A variety of payment methods are available:In order to meet the needs of different users, a variety of payment methods are provided, such as Alipay, WeChat Pay, credit card, etc.
4.Leverage social evidence to enhance trust:Display social evidence such as customer reviews and case sharing on the page to enhance users' trust in the product or service.
5.Conduct a B test:Compare different versions of page design, content display, etc. through the A B test to find a better conversion plan.
Improving the conversion rate of organic traffic is not something that can be achieved overnight, and requires continuous optimization and improvement in many aspects such as positioning, page design, and user experience. Only by constantly trying and innovating can we stand out in the fierce market competition and achieve business growth.