Conversions happen on a website when a user performs an action that takes them further along the buying cycle. For example, a conversion could be requesting a quote, or buying your product outright. A company’s website should always be built with a view to having a good conversion rate.
SEO/digital marketing campaigns should not only make your website more visible in search, but should also improve the user’s experience on your website, so that there is a better likelihood of a user converting.
Improving User Experience
SEO and User Experience (UX) are closely intertwined and both should be taken into consideration when aiming to increase conversions on a website.
Web visitors now expect your website to load faster than ever before, and 22% of users will not return to your site if they encounter a problem on it.
Clarity of information
Acquiring more traffic to a website is vital for a good conversion rate, but, web visitors also need to be able to access the necessary information easily once they’re on your website. Otherwise they are far more likely to leave it in favour of another, more user-friendly site.
Decreasing bounce rates
Google Analytics says, a website’s bounce rate is defined by “the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).”
Bounce rates rise when users click onto your site and quickly click off of it again; having already decided that, for whatever reason, your website is not of interest to them.
Bad webs design and UX are sometimes enough to make users bounce out of a site, but content also plays a vital role in a site’s bounce rate.