Search Engine Optimisation versus Conversion Optimisation

Most people when looking for a website design firm, or evaluating a Web Site Design have a basic understanding of search engine optimisation and know that it is important. Most commercial projects won’t even consider getting off the ground without first getting input from their SEO Company.

This is based on the basic premise that to be successful online, you need to get traffic to your website, and you won’t get traffic if either nobody knows about you, or no one can find you. Everyone can understand this concept, and the general consensus is ‘the more traffic the better’.

This is mostly true, but does come with a caveat.

Take an E-Commerce Website for example - would you rather have 1,000 visits or 500 visits? That’s easy you say - I’ll take the 1,000 visits, thank you very much.

Now what if the conversion rate of the first site was 2%, and the conversion rate of the second site was 8%?

All of a sudden you’re comparing 20 sales with 40 sales, and the number of visits becomes far less relevant. So what went wrong for the first, or right for the second site? It can be many things - but generally traffic volume should always be considered alongside the conversion rate to get the true perspective.

A ‘conversion’ can be many different things depending on the business and the type of website. An E-Commerce Website Design is there to generate sales, where others may be trying to attract leads, or generate distributor enquiries.

So how do you optimise your website to improve conversions? That depends on your business, but here are some key points to consider:

What is the aim of your website?

The primary function of your site should be obvious when users first arrive on your site, or in the key areas. If it is a retail store, then products and shopping function should be easily visible and accessible, not hidden away.

Is it functional?

How easy is it for people to do what they came for? If people can’t use your site or find it confusing, they will leave, guaranteed. Try it yourself, and ask others to try it who don’t know the site - you may be surprised what sort of feedback you get.

How does it compare?

What is the competition doing, and how do you compare to them? If you’re not aware, your users certainly will be. Most people are happy to compare several providers online - it’s easy and costs them nothing - make sure it doesn’t cost you.

Build trust and credibility.

Small things can help like visible phone numbers or contact details, industry standards, association memberships and clear information regarding privacy, delivery, charges etc. No one likes to be surprised.

With a small amount of work, a small increase in conversions can lead to large results when your website is easy to use, functional and informative.

Happy building