Lower Conversion Rate Remedy

May Marketing Madness Conversion Week, Post #7

Online marketers spend the majority of their time trying to increase:

1. Traffic to their website and
2. Conversion rate.

Usually, one should complement the other. When traffic goes up, conversions should go up too, or the proportion should at least stay the same. However, too often this is not the case.

If increased traffic to your site is resulting in a lower conversion rate, first, congratulate your business on increased traffic :-) Secondly, don’t worry, as there are powerful web analytics tools that can clue you in as to WHY this is occurring.

PPC + SEO Keywords  – Target Your Traffic

This circumstance is quite popular with businesses that run PPC and SEO keyword traffic campaigns. While your ads and keywords can be doing a great job at getting visitors to click to your site, they are not leading them to landing pages they want to see. This results in an increased bounce rate and lower conversion rates.

A few questions:

•    Are you targeting your ads to the right audience in the right sources?
•    If so, does your ad content link to the relevant landing pages visitors want to see?
•    Do your keywords point visitors to the pages/products they need/are looking for?

If you answered no to any of these questions, you may want to reevaluate your PPC ads or keyword landing pages.

One Step Forward, Three Steps Back

Sometimes to improve your business and go forward with your website, you have to take a few steps backwards. Getting more visitors to your site is nothing short of amazing, but now you have to keep in mind other demographics, other traffic sources and cater to different needs and expectations of your website. As long as you are continually monitoring your site and how multiple types of users experience your site, you can optimize your landing pages accordingly.

This post is one out of ClickTale’s month long May Marketing Madness series. Each of our daily posts will highlight and explain today’s best practices, useful tips and smart tools to measure and improve your online business performance. This week’s theme is conversion. Make sure to stay tuned in for more!