Conversion for a Successful Optimization Program

Conversion for a Successful Optimization Program

The main aim of any marketer is to ensure the business is profiting in any and all circumstances. For any eCommerce marketer to succeed, search engine optimization (SEO) is an important factor. But you must not rely on SEO that much. What you need to do is find a way to effectively convert the traffic created by it. Traffic that is not converted is just a waste of time and a waste of space. Conversion should be the priority of each eCommerce marketer.

In a webinar hosted by Convert, Brendan Regan showed us why you cannot rely on SEO alone and expect your business to be profitable. Of course, you are looking for ways to accomplish some business goals and professional goals as well. Therefore, when you try to build a great and successful business optimization program, you have to look at the input you’ve applied, and the output you expect. This is the first thing that will make your campaign successful. Regan shows in his webinar other ways you could use to make sure you maximize in profits; and that is through conversion rate optimization or CRO. If you want to learn more about his, you can watch the full webinar here.

Strategies for a Successful Optimization Program

How to Convert Traffic Generated by SEO

Converting traffic is the only way you can turn page views into profits. Taking in traffic is not enough on its own. You have to make sure that the traffic you are creating can be converted into paying customers. It is better to have a higher CR (Conversion Rate) on small traffic rather than low CR on high traffic. According to the article – How to Get TrafficThat Converts – by Ott Niggulis,

Your conversion rate is mainly determined by the quality of traffic. The right traffic with the right expectations makes all the difference. This post will tell you how to get traffic that converts

As mentioned, relying on SEO alone will not take you far when it comes to online business. However, it is still an important factor in eCommerce marketing. After SEO, you have to look for ways to convert the incoming traffic into paying customers. The heavier your traffic, the more important it is to have great conversion.To simplify, conversion can be in the form of:

  • Signing up for an email newsletter
  • Creating an account with your website
  • Price competition for making a purchase
  • Downloading your app

For this method to work, first you have to create a strong attachment with your visitors. When you can communicate and interact with your visitors, you can convince them to visit other parts of your website, and that increases the chances that they will become paying customers. Just the small act of guiding them to another page on your website increases your CR.

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The Input

In Regan’s webinar, he has grouped all the factors, strategies, and costs of building a successful marketing and optimization program as the Input. Depending on different business goals and marketing strategy, the input may differ. Each business and each website is different, but marketing, even eCommerce marketing, is run on a essentially the same elements. Some of the most important inputs include:

  1. Analytics
  2. User Feedback
  3. A/B test
  4. Conversion Funnel
  5. Costs

Get the most out of your website’s traffic by understanding what conversion rate optimization is, and how you can apply it. It is not just getting one of these elements applied to your website, but getting all these elements to work together fluidly on the website. Once you get proper conversion applied to you website, the more profitable your traffic will be.

The Output

The output is the outcome that you expect after applying your optimization program. In most cases, the output is very good only if applied in the correct way. Just applying one of the input elements can increase your conversion, but you can make the most of your conversion by applying them all. Once you have applied all the inputs, the profits will surely improve, and this includes improvement in traffic converted into paying customers. Need to know more? You can watch the full webinar here

Originally published March 02, 2015 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
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