The goal of search engine optimization (SEO) is not merely to direct more traffic to your website. You need them to do something when they get there, like buy a product or create an account. Each time a visitor does this is known as a conversion. If you’re getting lots of visitors but conversions are low, all the extra numbers are doing is making your website slower for your actual customers. Luckily, there are some steps you can take to improve your conversion rate.

1. Work with an digital marketing agency

Getting more conversions is actually a digital marketing specialism unto itself. It is known as conversion rate optimization, or CRO. While there are ways to do this yourself, many digital marketing agencies offer expert conversion rate optimisation services. Lots of businesses choose to outsource CRO, so it would be remiss not to mention that this is an option.

2. Focus on keywords that show intent

In both SEO and CRO, you need to choose keywords that are relevant to your audience. This means words or phrases that relate to what you offer and which your target audience searches for. Getting these right can bring lots of visitors to your website, but some of them might still be at the stage where they are learning about your products or industry. They’re not going to convert.

If you want more conversions, you need to add another factor into your keyword research: intent. What words are your audience searching for when they actually want to buy products like yours instead of just read about them?

3. Improve your visitors’ experience

There have probably been a number of times in your life when you clicked on a website that loaded so slowly you just closed it right down again. Well, if your business’s website is too slow and clunky, you might well have visitors doing that to you. This is obviously not good for your conversion rate.

Make sure any images or videos on your pages are appropriately sized and not trying to load in too high a quality. Avoiding redirecting visitors to pages other than the ones they clicked on and limiting elements from other websites on your pages can help.

Remember that many visitors today will be browsing your website on a mobile device such as a phone or tablet. Make sure that your website is smooth and fast when it’s loaded on these too.

Conclusion

There’s plenty more to learn about CRO than this, but if you’re having trouble getting conversions then these are good ways to start fixing the problem.