For several years now, businesses have been focusing on SEO and Pay per click (PPC) campaigns to improve traffic on their websites and achieve top rankings with Google, Yahoo and Bing etc. The sole purpose of SEO and PPC budgets has been to get as many clicks as possible. This is not a bad goal in its own right. However, recently, marketers have shifted their attention and budgets toward improving the conversion aspects of their websites apart from focusing on the traditional SEO and PPC campaigns.
What happens once a visitor has clicked on your website? What if she leaves your website immediately because she could not find what she was looking for or, the navigation was too bad, or the design was too boring or there was no call to action button. The list could go on and on.
Optimizing your website for improved conversion rates is a worthy goal aiming to understand what your customers want and, actually help them get what they want. The best course of action for marketers to spend their ever shrinking budgets wisely is to clean up the house before they invite guests. So, you understand now what you need to do first after you get your next marketing budget approved by your boss.
There are two phases of website ROI. pre-click and post-click. Both SEO and PPC involve improving the visibility of a website while conversion optimization entails the overall customer experience- the way customers actually interact with different aspects of your website. Marketers need to prioritize which effort needs to be taken first. Have you got any thoughts on this?