As a marketer, it’s common to get consumed with the desire to rank top on search engines. At times it’s so much that you’ll forget about the main goal of your marketing campaigns — to increase your ROI. Although search engine optimization can give you free organic traffic, you’ll still need to optimize your content for conversions in order to make sales.
Most people forget about conversion rate optimization and end up losing more customers to their competitors. Among other things, conversion rate optimization can help you reduce the customer acquisition costs, increase your revenue per customer, and get you more clients.
Here are some of the top benefits of optimizing your content for conversions on search engines.
Learn More About Your Audience
Image via Flickr by Ged Carroll
In digital marketing, your main focus should be to offer your customers the products that they desire. You can only do this when you’ve completely understood their desires, needs and wants. Otherwise, you may end up attracting the wrong audience to your website.
After you find out what your audience wants to read, you can split test multiple versions of the content to see what tone interests them. By testing different content variations, you can easily find out the right way to speak to them and see what they want. You’ll also be able to eliminate fallacies that don’t make sales.
Increase Your Organic Traffic.
When you work to improve your conversion rates, you’ll, in turn, reduce the bounce rates on your website. Search engines rank websites higher based on the websites’ ability to answer the users’ queries. With the low bounce rates, search engines will rank your websites higher on your target keywords and mark it as more relevant.
This way, your website will pull more customers and people more guaranteed to buy your merchandise. However, do not be tempted to appeal to everyone on the internet. Choose your target audience wisely and focus your attention on them. Find out the right keywords to use and the amount of money they are willing to spend on your products.
Increase Your Return on Investment
The main goal of conversion rate optimization is to increase your ROI. Your goal is to boost your conversion rates, increase your sales, and pull more traffic to your email and retail store.
After conversion rate optimization, your site will increase in revenue from direct sales at a considerable percentage. The costs of running a conversion rate optimization campaign are minimal as compared to other marketing strategies, which means the return on investment will mostly be high.
Beat Your Competitors
Through conversion rate optimization, you can also upgrade your content to match and beat your competition. To do this, you’ll need to find out what your competitors are doing and what’s working.
Using a tool like SpyFu, you can analyze your competitor’s website, check out how they are garnering their customers, and copy their tactics. Your products may be similar but the marketing strategy is what makes the difference.
Remember, there is always room for improvement when it comes to increasing conversions. The best companies are constantly iterating and improving their sites and apps to create a better experience for their users and generate more sales.