Do You Have Solid Traffic But Poor Conversions

Not sure what happened?

You’ve had an SEO expert optimize your site and you’re getting traffic but the conversions on your site are way below your targets. Congratulations – you’ve impressed the search engines — now its time to impress your prospects

Getting traffic to your website is a fairly mechanical exercise in optimization (meta tags on your web pages and keyword rich content are two big factors).  But getting that traffic from landing to conversion (contacting you or purchasing online) is a completely different challenge.

The same rules apply online as offline:

• a visitor needs to see content which connects to them directly — either via needs, pains, features or product needs or their demographic / industry.
• Most importantly, the perception of value must be built and the obstacles to conversion must be removed

Creating the value perception among website visitors is an exercise in targeting each segment’s unique needs, perspectives and doubts with precise and time efficient content.  If you look at your website visitors, one way to divide them up is by their relative knowledge of your product category, company and products.  Depending on their level of awareness and connection to your products, visitors will need varied treatment and content.

On the surface the most knowledgeable visitors would appear to be the most promising prospects.  But they come with a price — a competitive sales cycle.  Prospects who already know what product type they want will typically already be talking to competing companies when the reach you.

To avoid the pressures of competitive sales, reaching prospects when they are searching for a solution rather than a specific product can represent a less competitive scenario.  Converting that traffic can take more time and a more targeted and optimized online experience.

Using an approach which we call targeted value selling, our company creates separate envrionments on clients’s websites for each key customer group. Taking advantage of more specific buying criteria for a specific segment, we create a deeper understandng of the value proposition, brand strength and compelling reasons to convert for each customer group.

At that point, our clients are putting as much effort into impressing their prospects as they’ve put into impressing the search engines