This is going to be a short post - but on a topic that is quite often overlooked. I have a website and I have great rankings in the search engines! Job done. My site is now collecting a decent amount of traffic that is of relavence. I’m doing great. Well, too be honest - traffic is stage one. After SEO- you’re no way done.  You’ve not even started.

photo credit: eduardoizquierdo

Ask yourself: What is your website conversion? The answer should be something that impacts your bottom line.

Well, OK….what is my bottom line? An event on your website that produces revenue or contributes to the success of your website.

For some websites a conversion is much more tangible than others.  For example; a conversion for an e commerce site is quite simple; a sale.  A conversion of my blog could perhaps be a blog registration, time spent on site or somebody to comment on my blog post.

Bearing this in mind, how easy is it for your obtained traffic to carry out an event on your website that results in a conversion?  Is there a path for visitors to follow?  Do you reasure your visitors? Why are you better than your competitors?

Following on from the above; consider the following steps:

1. Install Google Analytics on your website and identify your website conversions.  Configure these as goals.
2. Do all the usual SEO procedures and techniques.  Title tags, heading one tags, link building etc…
3. Monitor the results of your SEO in Google Analytics.  What is working?  What is not working?
4. Move away from using a “rear view mirror” and use Google Analytics to influence change on your website.
5. Test your website using Google Website Optimizer.  Are the visitors finding your conversion point ultimately impacting your bottom line?

Ask yourself: what is my website conversion? Can people easily find my conversion point?  Do I provide them a simple map to the treasure?

Tackle this problem and you’ve identified how to maximise website conversions without obtaining any new traffic.