WEB DESIGN FOR THOSE SERIOUS ABOUT IMPROVING SEO AND CONVERSIONS
Ally Marketing helps businesses and non-profits improve their web design for optimized SEO and increased conversion rates. Structuring web design for maximum SEO involves planning for the following
- site design elements that are easily crawled by search engine bots (e.g. no AJAX, etc.)
- keyword research that reveals consumer search habits and how they can be leveraged for your products/services
- a proper taxonomy that is informed by keyword research
- design elements that are minimally harmful to page/site speed
- responsive design for mobile-friendliness
- pages optimized for social sharing of compelling content
Many believe that optimizing a website is mostly about improving search engine optimization. While that can be part of it, Ally is also passionate about conversion rate optimization.
Do you know what percentage of your website traffic converts into leads or sales? If you don’t, you should consider enhanced website analytics. If you do, you’re going to love discovering ways to increase your site’s conversion rate – and profitability. And why not? As marketers, we invest money, time and effort to attract website traffic, yet nearly half of us invest less than 5% of our budgets to turn more of that traffic into actual buyers.
The simplest improvements often produce the most dramatic results. So how is it done? Testing. Your organization must have an appetite for real-time testing. Here’s an example of how it works:
- “Prospect A” clicks to your website from an email offer you sent, reads messaging (test variable A) about one of your products, and does not purchase.
- “Prospect B” clicks to your website from the same email offer, reads slightly different messaging (test variable B) about the same product, and does purchase.
- Over time, test variable B (the slightly different product messaging) converts 2x more customers and experiences enough web traffic to generate a 95% confidence rate.
- Test variable B is deemed “the winner,” so you make it a permanent fixture on your site.
This is an example of A/B testing, but you can also perform tests that measure other variables, including
- calls-to-action (register for a webinar, sign up for email, free trial, etc.)
- lead capture forms (length, style, language used to set expectations, etc.)
- font type and size (for readability)
We use many affordable tools that can help you with this type of fine-tuning, including Optimizely and Google Experiments. Both use A/B/n testing; the latter is free and is often a great way to start.
Don’t argue with colleagues (or yourself) about which language or image you should use for website optimization. Let your audience tell you which is better, and improve your site’s conversion rate at the same time. We can help you develop a feasible testing strategy that suits your goals and your budget.