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SEO (search engine optimisation) is rising in popularity and becoming a huge part of the marketing strategy of businesses large and small due to the amount of traffic that can be driven to your website for a relatively low cost (when compared to other marketing strategies). However, if you aren't doing anything to convert this traffic or to optimise conversion levels then you're missing out on potentially hundreds of customers.

Are you currently optimising your site for conversions?

So your SEO and Pay-Per-Clcik marketing campaigns are in full swing and you're enjoying increase volumes of traffic to your site. But have your conversions risen in line with your expectations? If not then you need to take a good look at your site to understand why not. Once you understand why your site's not converting get your web agency or internal team on it instantly. If you haven't got any conversion optimisation specialists internally then ask your online marketing consultancy, and if they give you a confused look as to say what's conversion optimisation, then it might be time to think about changing your online marketing service provider.

What should I do to convert more of my traffic?

Okay, so you've done the hard bit and you're driving increased levels of traffic to your site. What next? let's start with the basics:

• Are you driving traffic to the most relevant pages on your site? If you're not directing your organic traffic to the most relevant pages then get your SEO company to get the best possible pages ranking. If the same is true for you PPC campaign then set up custom landing pages with the specific purpose of converting the visitor.
• Check your site and server analytics and check for page with high bounce rates - improve them and add a call to action to your pages
• Check your site and server analytics for any abnormally high errors, or 404's
• Have you got call to actions on your landing pages, if not add them.
• If your site has a product search look at the stats, if a user is carrying out more than two searches then you are not returning relevant results to them
• Set up funnels in your web analytics package so that you can track the number of exits at each stage, this will instantly tell you if certain pages just aren't working as they should

Conversion Optimisation - Vital but certainly not complex

Conversion optimisation is a vital part of any online marketing campaign. The most important aspect is using the correct analytics software to put the relevant data in your hands. Once you have all the data you arrive at the hardest part which is interpreting it, but hey if your not confident with this aspect get a specialist involved as when done correctly you'll make you're investment back in no time at all.

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