How to convert traffic to customers

Effective search engine optimisation can lead to a company's website being ranked highly but there are a number of variables which are likely to affect whether the traffic which results from this converts to revenue, it has been claimed.

In a post for Search Engine Watch, Carrie Hill notes that is important a website is set up in a way which helps visitors to convert to customers.

One such variable is knowing the audience and what and how they choose to buy, which can be time consuming but is likely to pay off in the long-run, she says.

It is also important that businesses know their product, Ms Hill continues, recommending that competitor websites are examined to see what they are doing both right and wrong.

If a website is set up to convert traffic into regular customers and consumers can easily find what they are looking for and buy it, a number one ranking position will make a firm more money, she asserts.

"Visitors are only as valuable as the website that converts them. If the website doesn't convert, then the visitors are worth nothing," Ms Hill concludes.

Jim Howard, chief executive officer of CrownPeak, recently explained that in pay per click campaigns, links should be included to tailored landing pages, rather than the homepage, Biz Report noted.

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