Step 4: Fix broken steps along the paths
This is pretty self-explanatory. Once you’ve uncovered any problems with your conversion paths, fix them. Patch holes, fill cracks in your web design or otherwise improve the performance of each step along the way. Use your analytics to identify problem areas and test different versions to see which performs better.
Step 5: Add or remove steps to create the most efficient path
Again, using your analytics, determine if there are places where steps need to be added or removed in order to make the conversion process more efficient. Your goal is to make the site as streamlined as possible. Add no more steps than are needed and no fewer than what it takes to get the job done.
Remember, each set of visitors is different. Some paths may be long, others short but you need to have the options there for each segment of your audience.
Step 6: Create and test new paths
Once you have tested, fixed and retested your original paths and everything is functioning as it should, it’s time to start building and testing new paths. Consider your users carefully here. The first pass at creating paths should have been designed to hit the majority of your target audience. Now it’s time to accommodate the rest. While the broader target is easier to hit, the smaller target is no less important. Build paths specifically for these users as they can be the source of many additional sales, and often result in higher conversion rates.
Step 7: Test new stepping stones
By this time your conversion process should be going strong and you have pretty solid conversion rates. Well, if it ain’t broke… fix it anyway. Never stop looking for new opportunities to improve your SEO Campaign and conversion process. Test, test, and test some more. Sometimes adding new steps in the process can help improve conversions with certain audiences. Just be careful to keep an eye out for any negative effects as well. The goal here is improvement, not to add clutter.
Building a cohesive path from your visitor’s landing point to the conversion goal isn’t easy. What makes it even more difficult is that you never know what any individual’s preference or needs will be. But by taking the time to know and understand your audience, you can find ways to build and improve upon the conversion paths that will satisfy the majority of your visitors.
Follow these seven steps and there is no doubt that you’ll find ways to improve your conversions rates. It may be incremental or you may find huge gains all at once, but every gain is a good gain.
Tags: SEO Campaign