Conversion Optimization in Washington DC

Optimizing for conversion is essential for website success.  Conversion optimization ensures that your customers "buying experience" (whether they are buying a product or supplying their information for a lead) is targeted, consistent and relevant to what they are searching for.  It's important to look at the steps they will go through during the discovery of your advertisement or search page result, and to link those steps tightly together to "convert" their search into a sale or lead.

Conversion Optimization - an Example

Take this page, for example.  The assumption is that you have arrived here via a pay per click (PPC) advertisement, from one of the search engines, or from a link to this page.  We know that our advertisements all mention "Conversion Optimization" and "Washington DC" and that our search results display the same information.  Therefore, it's natural and comforting when the customer lands on this page to see the page title reflect some combination of the keywords they searched for  - "Conversion Optimization in Washington DC".  This is the customer's first check for "relevancy", and it's an important first step.  They feel they've landed in the right place.

Optimizing for Conversion lowers PPC costs

Interestingly, Google and the other PPC platforms perform the same relevancy test when they match your pay per click advertisements to your landing pages.  The "relevancy" of your page to your ads is reflected in the "quality score" for your page, which affects the cost of your PPC ads and the positioning of those ads by the pay-per-click platforms.  So the process of ensuring a relevant page actually saves you money on advertising costs.  This occurs because Google and the other PPC platforms know they will get more business when customers are consistently rewarded with relevant advertisements and search results.  The virtuous cycle continues, and yields benefits for all.

More Relevance means more Conversions

Relevancy is accomplished using three simple rules:

1. Keyword use must be consistent both on the search engines (organic and PPC) and the landing pages of the web site.
2. The desired goal action (lead form completed, product purchased) must be displayed clearly and prominently in order to boost the probability of conversion.
3. Text and keywords in the lead form or the product pages must be the same as the text from ads or the keywords that were searched.