Not only flow, but also customer conversion rate

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At present, the domestic SEO too much attention to the specific ranking technology research, but neglected the marketing knowledge of learning. Stone Writing the purpose of this article is to use a small example to make a point, so that more SEO not only focus on technology, but also pay attention to the basic marketing theory and effectiveness evaluation analysis methods.

Recently, a customer consultation, he hopes to be able to double his site traffic. And then improve the site's product sales performance. The customer is a small industry subdivision of a certain type of product sales, most of his keywords in the major search engine itself has been in the money three. Show me his traffic statistics, I asked: "Have you ever counted the conversion rate of your site's customers?" The other replied that they did not know. They do not know exactly how the site's access to the site background of the number of new customers have any relationship, the proportion is how much.

So I asked again: "So, how do you judge your performance to improve the current method is to improve the site traffic?" Perhaps through the search engine to find you this kind of product the whole number of times per se is very little, your site traffic promotion is close to saturation? ”

The above is a small example, want to illustrate, for some sales of specific products or services site, in the implementation of the site SEO, we must simply judge:

A. The scope and growth potential of the current broad search volume across the industry.

B. The current site search traffic is how much.

C. What is the current customer conversion rate? And what is the general conversion rate of the whole industry?

If the conversion rate has reached a normal level, and through keyword tools, such as the discovery of search traffic growth has great potential, then the focus is to further improve the flow. This situation is also encountered in most sites. There is also a situation, the site's search traffic in the peer, has been good. and conversion rate is too low (for example, less than 3%), this time, by modifying the site's product description, purchase process, improve online service functions such as promotion conversion rate, the effect is more obvious than the increase in traffic!

Of course, these are relatively simple, if more complex, but also need to calculate the cost of each customer input and average income. And then it's more efficient to measure that marketing approach.