Content and website conversion analysis are closely linked to your search engine optimisation efforts. If done in close symbiosis, you can expect to see great outcomes.
Let’s start with your current content and determine what to consider.
Entry points for your web content
If your competitor and keyword analysis have been done properly, you will be more likely to see visitors coming in to your website from a wide range of keywords.That is of course a good start, to have a wide stream of visitors coming in. But what do you do with them while they are on your site?
Is your content unique and selling?
When you get visitors on your site, it’s important that your content is interesting enough to keep them there. Otherwise, they will not suggest it to others, nor will they become potential customers for you.You need to ask yourself: Is the website content authentic, unique while answering queries from visitors? That’s usually the most important part.
Furthermore, you need to ask yourself, ‘What is the purpose of my content’; does it lead to a satisfying level of sales/conversions? If not, perhaps it’s time to come up with a new plan.
What’s your web conversion metrics?
There are many types of Key Performance Indicators (KPI’s) to measure how well your website is doing in connection with search engines optimisation.Today, it’s usually rather simple to set-up conversion optimisation. All you need to do is to define what matters to you and set names on your conversion metrics. (e.g.: Newsletter Sign-Ups, Order Requests). Conversion goal measuring doesn’t need to be harder than that.
There are many types of metrics to include in a website conversion analysis and below we have listed a few of the most common ones.
Examples of Website Conversion Metrics
- Sale, common on e-commerce sites. This can be any product or service, such as a golf-set.
- Lead, such as filling out a contact form.
- Sign-up for a newsletter or your brand’s social media presence.
- Request a proposal.
- Register for a forum or community. A common type of conversion.
Which content? Landing page vs website
With a well optimised website, it’s possible to get visitors from 1000’s of various keywords every day to various pages on your website. If you participate in paid search, you are also likely to use landing pages. This is often a good way of getting highly targeted traffic to convert well. Either way, you need to set-up conversion metrics for both your landing pages and normal website if you are serious about your search engine optimisation ambitions.Free tools to analyse & improve website conversions
-Clicktale-Google Analytics
-Google Website Optimiser
-Yahoo! Web Analytics (Free for Yahoo Advertisers)