Newsletter - Secrets of Customer Acquisition
Performance Marketing
Volume 1, Issue 4
April 2009
Feature Article: Secrets of Customer Acquisition
In this economy customer acquisition is critical, and search engine marketing is a key tool to attract new buyers. But to leverage search, you need to make sure that both
search engines and customers can move through your site intuitively. You need a site that converts visitors into customers.
While well-designed SEO improves rankings to drive traffic, it's also important to streamline navigation and add content that appeals to consumers who want to find information quickly and, ultimately, sign up as a lead or make a purchase.
When implemented together, SEO and usability enhancements are effective techniques to boost conversion rates and close the sale.
How do you know it's time to revisit your SEO strategy and redesign your site?
Your rankings are slipping.
If your site once enjoyed prominent listings on Google, Yahoo!, MSN Live, or one of the other specialized search engines but is not on the top 10 (B-to-C) or top 30 (B-to-B) results for your most searched for keywords, it’s time to update.
Your competitors outrank you.
Search on a handful of keywords that your customers typically use to find you. See who else shows up. You might be surprised by who is in your space and how well they’re ranking, especially if they’re now surpassing your site.
Visitors don’t become buyers.
A well-optimized site will generate traffic, but you need to fine-tune if those visitors aren’t becoming customers. Attracting prospective clients and customers to your site is only half the struggle—the other half is actually making the conversion or sale.
Making it work
One way to increase your conversion rate is to make sure your site is easy to navigate and information is easy to find. You need to have a clear message and a prominent, above the fold, call to action. Colors, look and feel, themes need to be thoroughly tested to appeal to consumers or clients. You need to think about integrating dynamic content.
Below are a few steps you can take to improve search engine visibility, usability and, ultimately, conversions:
Take a second look at your site.
Most sites change over time as your company unveils new products, services and content. That's why it's crucial to put yourself in your visitors’ shoes and evaluate what they experience.
Ask yourself if visitors can quickly find what they are looking for. Searchers in general are spending less and less time browsing. If your site is confusing or hard to navigate, they’ll simply move on.
If your product offering evolves rapidly and you need to make frequent changes, think about implementing a dynamic content management system.
Don’t assume product knowledge.
Even though you know your product inside and out, your prospects probably don't. Show them why it is the best, how it can be used and how it will benefit them. Offer free demos or trials or provide customer testimonials or third-party reviews from professional sources.
Find out what customers don’t like.
Your analytics technology should be able to tell you where visitors enter your site and what content interests them. But it’s also crucial to find out what isn’t working. Look at page views and track bounce rates to get insight into when consumers left your site.
Use common terms.
When it comes to keywords, don't invent new words for familiar products. Search engines won't rank them among similar products or services. For example, lipstick, lip stain and lip color come in three different types of applicators. It can make a difference in how well the terms rank in search engines.
Avoid jargon.
Many brand managers focus on product messaging rather than on how people are actually searching online for their product. Some common errors include the exclusive use of taglines, brand names and industry jargon instead of the language consumers are using to describe their needs, issues and problems.
Keep your promises.
To avoid destination disappointment, you must fulfill the promise of your offer or headline, whether you're directing traffic from pay-per-click and banner ads or links to specific pages. For example, if you advertise, “Order A Free Trial,” then be sure to give searchers the free trial without making them jump through hoops, fill out long forms or read lengthy explanations of your other services or products.
Make it easy for customers to find you on the search engine results pages and to see your product’s benefits once they arrive. By analyzing your site regularly, making sure it's easy to navigate and delivers what you promise, you’ll convert your visitors into happy, long-term customers.
