It´s no longer enough to have a website … Too often designers build very nice websites that comply with all the rules of art and good design, but do not have a good position in search engines and do not generate good business results.
When we talk about business, getting traffic to our website using it as a real tool to attract customers and generate sales, it is necessary to talk about a web optimization process as fundamental and necessary that must be present from the conception of our virtual office.
A web optimization strategy consider and analyzes the following aspects:
SEO – Search Engine Optimization
Web optimization and web design and development adapted to the search engines. To accomplish the first positions in the search engines, you must meet not only the needs of users who buy our products or services, but also with certain search engine robots requirements in order to be found and get properly indexed.
Architecture Review
The site should be linked internally by single text links in basic HTML. Search engines basically see text when looking a web site, so it is advisable to avoid excessive use of Flash or images links for proper positioning.
Navigability / Usability
The site should be intuitive and easy to navigate, both for our returning visitors, as for those visiting us for the first time, as well as for search engine robots too. It is well proven that a messy and confusing design causes many potential buyers leave our site disoriented.
Load time
Web pages should be light, we can not rely on all our potential visitors to have broadband connections. Even it is known that heavy web pages are penalized by google. A good web optimization usually involves the use of cache system to speed up the process of bringing information and images from the server.
Content Optimization
Sites made in Flash or image-only sites can not be read by search engine robots nor indexed in their databases. Search engines give priority to their first positions to web sites with unique and interesting content. For proper Web optimization, you must generate a keyword density from 3 to 5%, fall below these ratios imply lower positions in the search results and a higher percentage could be classified as spam and therefore be penalize and in late positions.
Link building
Involves obtaining incoming relevant to your business text links from high quality rank sites. This is one of the factors most valued by search engines when they rank your website in results, since it is one of the few that can not be easily manipulated.
Web Analytics
The use of these tools is essential in any strategy or online marketing action because it allows to know traffic source of a website in detail and determine the outcome of every action we do, knowing how users interact when navigating our website and allowing to measure and maximize return on investment in our internet marketing strategy.
Landing Page Optimization Process
What is a Landing page?
A Landing Page is the first page to which prospects or leads from a digital marketing campaign access after clicking on one of your banners or links.
This first page is very special because it is the one that gets to potential customers, and its main function is to try to generate business opportunities and turn them into actual customers.
On the internet we only have between 5 and 8 seconds to grab the attention of a prospect, therefore, there are certain factors that critically influence on the design and Landing page optimization to achieve the success of your advertising campaign.
Among the most important factors when optimizing a landing page we can mention: – Attractive, clear and modern graphic design with a clear call to action. Who visits the landing page should be clear about what is being offered and what is the action to take to buy, register, request more information.
– The presence of images and videos helps, as do the recommendations or reviews of other customers about the product or service that is being sold.
– The optimization of landing pages with a focus on mobile first is fundamental considering that the traffic coming from cell phones will be the one with the highest flow.
– Generating a sense of urgency or invite to specify the action through the use of limited time offers, there are few vacancies or phrases of the style always favor the increase of conversions on the landing page.
– A/B Testing is usually recommended to test the effectiveness of a landing page by varying messages, design and different ways of presenting the offer.
Conversion rate optimization
Conversion Rate Optimization aims to increase the volume of contacts and sales through a website, ecommerce or landing page.
The conversion rate is the ratio between the number of visits a website or landing page receives and the conversions achieved (contacts, sales, subscriptions, calls, etc).
The higher the conversion rate, the more leads and sales with the same number of visits.
Getting visitors to a website is not an easy task, and it has a cost, either by SEO actions, buying clicks (SEM), display or banner ads, off-line advertising, etc.
So maximizing visits obtained is important and helps to reach the online ROI more quickly. Conversion Rate Optimization is achieved with a continuous work measurement, analysis, content and design changes, and navigability of a website.
Our experience tells us that most of companies websites have medium or large deficiencies in these areas.
There are sites that have high quality information, graphics or design, with good levels of traffic but with many difficulties to achieve conversions, and therefore they resign results, contacts and sales.
We are a Google Partner Digital Marketing Agency, that specializes in Digital Strategy and Business Development and know how to make the Internet a valuable resource for your company.
