Ideas on multi layered conversion opportunities
-
I was speaking with an SEO and he brought up multilayered conversion opportunities - means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price.
Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.
-
Hi Christopher. There are quite a few of these depending on what it is you're selling. Things like SaaS providers who are providing a managed service for an entire enterprise typically have a very robust sales process but within analytics they'll do things like associating goal values with watching a video, downloading a PDF, attending a webinar, number of pages on the site visited, and so on. All these actions get tallied into a score that is associated with the lead and best case recorded into the CRM so that sales has an understanding of which leads are closer to purchase than others or how qualified a new lead might be.
Avinash Kaushik also goes into great detail on this in several places on his blog. Here's one such example: http://www.kaushik.net/avinash/web-analytics-tips-identify-website-goal-values/ You'll hear these called goal values, micro conversions, lead attribution (in the context of valuing multi-channel work), and so on. Basically it's everything that isn't a sale in the classic sense, but could be associated with a value in terms of "free" marketing, engagement, life-time-value, and so on. Sales are often included in the full model as well, but nearly any business starts out tracking those. Hope this helps your study further. Cheers!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Is being in position 1-3 without a featured snippet better for conversions?
I'm a cosmetic dental practice so we're local and want people to visit our website, look around and make a booking. I've followed very closely the featured snippet debate on WBF and in the blogs here and everywhere else on the web. I've got many 1-3 positions and have been optimising for featured snippets with great success. I have noticed though that once I get a featured snippet the CTR of the page that the snippet is taken from drops significantly. This can often put me from position one into two or three. The same thing happens sometimes on the local listings. You get in the pack and people start visiting your homepage rather than the particular services page in the SERP. At a conference I was at, here https://www.youtube.com/watch?v=1iXlVcbpvd0 (11:14) there is a suggestion that Vodafone de-optimise because a position one or two is better for their sales than a featured snippet. After all my interests are not the same as google. They want to answer questions and I want to sell cosmetic dentistry. So is answering a question without bringing a user to my site a good idea? I've certainly seen the amount of enquiries drop once the category has a number of featured snippets. Are they as good as everyone says they are? I think possibly not from my data and this Vodafone talk is the first time i've heard anyone agree. I've scoured the web for answers and it's all just "GET FEATURED SNIPPETS", "HERES HOW TO GET THEM" etc. But my business is not about getting more traffic it's about selling. Could someone please point me to research on conversion rate and featured snippets. or ROI and featured snippets? Thanks.
Conversion Rate Optimization | | Smileworks_Liverpool0 -
When to determine that a change DIDN'T affect conversion rates
Hi everyone, Description of test: We're a lead gen site trying to add more value by providing users with real, live quotes after they submit a lead. However, we don't want showing the quotes to tank our lead conversion rates. So we're running a test where 50% of leads see quote results and 50% don't, and we compare the lead conversion rates for each. The best possible outcome is to show that showing the quotes DIDN'T negatively affect conversion rates. My issue: When do we conclude the test? In the end, we're hoping to see that the change didn't cause a statistically significant difference between the control and version B, which is the opposite of every other test I've ever run. So, at what point do we conclude that the changes in version B didn't have a significant effect on lead conversions? Currently the control is doing 5% better than the variation with a p-value of .379
Conversion Rate Optimization | | ted-zarceczny0 -
Vat conversion rates (UK)
Does anyone have any evidence about the impact of displaying or not displaying prices including VAT on your website on conversions? A client wants to show prices excluding VAT so the prices look competitive with their competition who also display excluding VAT (20% UK sales tax). I have explained that the sudden 20% increase to the basket cost will put off a lot of customers (even if all prices are marked as excluding tax) but they will not listen. We have previously displayed both prices but this looked messy and customers got confused. What I really need is some research that shows what the impact of doing this is (ignoring the fact that it is not even allowed by HMRC). Any thoughts welcome!
Conversion Rate Optimization | | MrFrisbee0 -
Brand Name: Conversion Rate Optimizing: Eponymous VS Generic
Good day all, We are entertaining the idea of changing the Domain Name & Brand Name for straplessfashion.com. While still in development, the website sells women undergarments. We did some survey research and it seems that women (age 18-40) really liked either "Demi's Dream" or "Almost Skin" as a good name. More specifically, Almost Skin seems to be the more popular choice over "Demi's Dream". I think "Almost Skin" catches attention quicker and may work best in PPC. However, when personalizing a brand name is considered, "Demi's Dream" might be the best choice. Would you please offer your advise on which of these two names might be the best for a new Domain and Brand name for the website mentioned above? Which would convert better? Thank you for your help. Carlos
Conversion Rate Optimization | | 90miLLA0 -
How to Improve Conversions?
One of our two prime goals is to increase visitor --> shopping cart --> order conversions. I would appreciate any advice on how we could improve our conversions from product pages like this one: http://www.audiobooksonline.com/Alex-Cross-Run-James-Patterson.html All our product pages are presented in the same format.
Conversion Rate Optimization | | lbohen0 -
How important is Conversion Rate Optimisation?
Silly question I know but just wanted to talk about it, more of a discussion then anything. How important is CRO to you? Anyone have any stats before and after? Cheers
Conversion Rate Optimization | | activitysuper0 -
Low conversion rate, high ticket item... but not THAT high
Oh great mozzers, I fall at your feet... I feel like I'm going insane... My client, 35 Degrees (http://35DegreesSteaks.com) is quite the mystery. I handle SEO and paid search for them, and we're doing great in those areas... however, we're just not seeing the conversions once I deliver these folks to the site. The people are targeted, the keywords are sound, and from what I can see, the checkout process isn't a mess... but they are just not getting the sales. We're currently starting to test some price points with some newer, lower cost "intro packages", so we'll see if that's one of the pain points. I'm also in the process of convincing them to include a Verisign or some other logo in the checkout process. However, I was hoping the great minds here could take a quick look and see if I'm missing anything else. Thanks in advance! Jeff
Conversion Rate Optimization | | fangdigital0