Crossing the fine line between web traffic and web conversion ratio PART 1

If you are savvy enough you would know it's actually of no use to have increased footfalls and no real conversions. So, how to go about it and ensure that the conversion ratio is as high as possible? This article will aim to address some of the conversion ratio related issues in relation to search engine marketing.

Globally a 1% conversion ratio is thought to be good enough. That effectively means that one out of hundred visitors will actually buy something from your website. This ratio can perfectly suit big websites having thousands of visitors daily, but for small and medium size enterprises, one percent just may not be enough. Even though traffic more specifically targeted traffic remains the holy cow, conversions/ lead generation has increasingly become an important parameter in defining the success of a search engine marketing campaign.

There are two search engine marketing tangents that can help you achieve increased conversions. They differ in the level of control you as a search engine marketer have on what a prospect sees on your website. The two scenarios need not be mutually exclusive and can be applied in tandem.

* Visitor has more control This is the typical scenario when a surfer searches for anything on the web. You generally can't term them as targeted visitors (although they might be searching for something specific), but you as a marketer can't exactly pin point their need. Here the visitors have complete freedom and you augment it by providing him with as many options as possible.

The most important action that you can take in such a condition is to have an easily navigable website. The visitor should be able to reach out to what he is looking for in a maximum of three to four clicks. That's why the proper application of all web usability parameters gains importance. To be continued in part 2

About the Author

Submitted on behalf of Search Engine Marketing India Company Brainpulse.com