Increase Web Site Conversions

Written by Liza Hartung
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You may be noticing that your website isn't doing nearly the business that you had expected it to do. The good news is that this problem can be rectified fairly quickly. If you simply aren't getting any traffic, you might want to check out online companies that submit you to search engines and take care of marketing for you. If you are receiving a fair amount of traffic, you will want to look at your site.

Reevaluating Your Site

One very important aspect of your site that you will want to go over is the point of entry. This is the page that people arrive at after having done a search. If everyone arrives at the same page, you might want to make a few changes. First of all, don't make it confusing or difficult for customers to complete a purchase. People are used to a certain way of buying online. If you try to get creative with that process, you could lose customers.

There is what is known as the "Three Click Strategy." This is where you make it so that customers don't have to do more than click three times from the beginning to end of a purchase. Keep it simple. As far as point of entry is concerned, it's a good idea to have three levels of keywords. The broadest words should go along with the main page of the site. The next level should bring you into a product category, while the third should bring people to a specific product.

Let me give an example. Let's say your site is on camera equipment. If someone types in "camera equipment," your main page should pop up. If someone puts in "Canon cameras," a page containing only Canon cameras should come up. If someone enters "Canon EOS A2E," just that one product should come up. This should make for a higher conversion rate.


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