3 Strategies to Profit When Click Prices Increase (Part 2 of 3 Series)

What are Website Conversion Strategies?This is very similar to the traditional salesmanship
Website conversion strategies are marketing andstrategy of getting the prospect to say "yes" multiple
technology efforts focused on increasing yourtimes before asking for the sales close. Your job as a
website's efficiency with turning visitors into prospectsmarketer is to get the search user to say, "Yes, that's
or customers. The majority of website conversionwhat I want" from keyword, to ad copy to website.
strategies involve redesigning your current website andThen your website's specific call-to-action asks for the
re-writing your website's copy. However, to build anclose.
effective paid search campaign, conversion effortsWebsite conversion occurs when you satisfy a
must also be allocated outside your website and onvisitor's preconceived expectation.
selecting keywords, re-writing paid ad copy andThe primary strategy for increasing your website
considering the paid search engines' user demographicconversion is getting to know your customer. By
and psychographic profiles.satisfying your customer's needs first; you will
The process of converting visitors into prospects orcorrespondingly satisfy your own. In the book, "The
customers through a paid search channel starts thePsychology of Persuasion" author Kevin Hogan
moment a person sparks a thought, launches adescribes the Law of Reciprocity which states, "When
browser to search and selects a keyword. At thatsomeone gives you something of perceived value, you
moment, the potential visitor has developed aimmediately respond with the desire to give something
preconceived expectation to what they are looking forback."
and what they are planning to find. As a marketer, byAlthough effective website conversion is not always
choosing the right keywords, you begin the process ofas clear-cut as the Law of Reciprocity suggests, the
pulling a qualified search user to your product orprinciple applies - if you give your website visitor what
service.they require such as confidence, comfort, convenience
After the search user enters their selected keyword,and fair value then they will reciprocate by completing
they scan the search engine results page for relevantyour call-to-action.
listings that match their preconceived expectation. ByWhether you are a B2B or a B2C enterprise, website
knowing your customers and therefore understandingconversion strategies concentrate on connecting a
what potential customers want, your ad copy targetsvisitor to what they want in a convenient, clear and
the search user's expectations and pulls them into aconsistent manner. Here are some quick website
click-through. The click-through transitions a searchconversion strategies to keep in mind for your website
user to a website visitor.or custom landing pages...
Your website visitor has followed a "path of1. Always add your phone number (preferably a 1-800
consistency" from the keyword they selected to thenumber) in a prime location on each page of your
relevant ad copy they clicked-through. They expect towebsite - preferably in the header or another
continue to find equal consistency and relevancy asprominent position like the upper-right margin of your
they land on your website.web page. A phone number not only adds credibility
For example, let's imagine a visitor entered thebut also provides a convenient communication channel
keyword, "silver apple ipod." They found your "Sponsorfor visitors to contact you if they need assistance.
Results" ad on Google which stated, "Silver Apple iPod;2. Use customer-benefit copy meaning more "you" and
32mg, free shipping; $439" and clicked through to your"yours" than "us" and "we." The principle here is to
website.focus on serving the needs of your visitors. Answer
At this point, the visitor's expectations have been mettheir question, "what's in it for me?"
with the keyword they selected and the keyword ad3. Offer multiple order or relationship-building contact
copy you displayed in the search results. As they landpoints. For example, B2C enterprises should provide
on your website they expect to find the samethe means to order products via mail, fax, phone, and
consistency and relevancy that led them through theonline using all major credit cards and even PayPal. For
click-through.B2B, offer a white paper download, a webinar
Let's assume you understood the "path ofregistration, online brochure or product demonstration in
consistency" concept and the visitor landed on yourexchange for the visitor's primary contact information,
website with a headline stating, "Apple iPod" with clearas well as a phone number and a contact us form.
product specifications including the $439 price, a "silver"Make it easy for your visitor to start a relationship with
color choice option (clearly visible), a free shippingyour enterprise.
statement (including shipping policy) and other essential4. Test various calls-to-action, headlines, positioning
e-commerce policies and shopping cart components.messages, testimonials, layouts, graphics and other
The consistency immediately identifiable by the visitorwebsite components under an A/B split-testing format.
increases their confidence, comfort and commitmentOne of the greatest benefits of paid search and the
to completing their intended action.Internet in general is your ability to quickly test and
Unfortunately, many marketers view paid search as atrack results from different website conversion
way to generate traffic versus a way to increasestrategies.
website performance that generates positive financial5. Implement keyword-specific landing pages for your
results. By sending the pay-per-click traffic to apaid search campaign. Consistency and relevancy are
website's home page, a marketer mistakenly createsessential and a custom landing page offers the most
a disconnect in the "path of consistency" process.effective opportunity for completing the "path of
Using the same example, if a visitor clicks-through anconsistency." Coupled with A/B split-testing, custom
ad stating, "Silver Apple iPod; 32mg, free shipping;landing pages have helped increase many of our
$439" and lands on the home page which promotesclients' results by 60% and greater.
hundreds of technology products, the visitor willWebsite conversion is a process and not a destination.
momentarily feel lost. They expected to find an AppleBy continually identifying and learning new conversion
iPod but now are confronted with the task ofstrategies for fulfilling your visitor's desires, you will
searching again for an Apple iPod using the website'sincrease your website's performance and generate
navigational and on-site search architecture. Agreater positive financial results in return.
momentary break in the path of consistency forcesThe next and final article of this series will focus on
the visitor to think, reassess and decide whether tolifetime value of a customer and how it enables you to
move forward or back-track in search for greaterturn more visitors into prospects and customers
consistency and relevancy from a competing website.regardless of rising paid search costs.
By completing the "path of consistency" from keywordUntil next time, get to know your customer and test
to ad to website the visitor has a greater probability ofnew website conversion strategies to more effectively
converting to a customer. As Leonardo Da Vincisatisfy your customer's needs. Remember the "path
stated, "It is easier to resist at the beginning than at theof consistency" and implement landing pages for your
end."paid search campaign.