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Conversion Ratio

The first thing I ask most of my clients and students when they ask me about conversion is (and I ask them to be truthful): How many clicks does it take to get to checkout, and how many checkout options are there?

Conversion Ratio
expert seo development

A Simple Solution

You would be surprised how many of them put their "buy" button at the bottom of the page where the customer has to go on a treasure hunt to find it. Now, don't get me wrong. I like a treasure hunt as much as the next Guy, but I must also say that when it comes to shopping online for anything.

One Click One Sale

You would be surprised to find out how many web stores we build, on which the store we are overhauling does not have anything to sell on the home page. And, of the ones that do, the buy button is buried at the bottom of the page.

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Heat Maps And Eye Gaze Data

We have all seen the heat maps and eye gaze data. And, we have all seen the Stompernet software that just blurs your screen (That was good entertainment!). But, I have to tell you that many times the eye will look past the Volkswagen to the Cadillac, so a catchy title tag can potentialy outweigh the boring listing above you. Eye gaze data is awesome in most cases but there are instances where you can defy gravity. You need to think out side the box if you want to be an SEO Expert.

SERP Heatmap
Conversion Ratio Tips

Conversion Ratio "Mechanics"

Most SEO experts are well aware that there is far more work after rounds of optimization, rankings, and traffic. There is an entire world beyond what most web designers comprehend. Conversion mechanics are the set and subset of revisions made to a particular page to match it with visitors and specific search queries. For example, using a stock image is in many cases sub optimal as it creates a very generic experience. Images should define and be placed to inform your visitors and add additional information to the text on your site's pages. If you split test different pages using 2 different feature images, you will see that each page is unique and has its own conversion rate. Using conversion mechanics and proper analisys of the data, you can test different images, headlines and text to acheive an optimal convertion ratio.

Michael Guy