Search Engine Land is running an insightful article by Scott Brinker about the next frontier in marketing -- someting called conversion optimization. Brinker dwells on several aspects of how to get customers involved once they've landed at your site.
All those search engine click throughs to your site won't do you any good unless they are potential customers who are going to purchase your goods or services. Brinker draws parallels between conversion optimization and search engine optimization (SEO) and makes some significant distinctions between them.
Some important takeaways I got from the post:
All those search engine click throughs to your site won't do you any good unless they are potential customers who are going to purchase your goods or services. Brinker draws parallels between conversion optimization and search engine optimization (SEO) and makes some significant distinctions between them.
Some important takeaways I got from the post:
- Like well-done SEO, conversion optmization is a process that is refined over time.
- It requires a mindset that can collect data, analyze it, and draw meaningful conclusions about it so that techniques can be refined.
- While conversion optimization dovetails with SEO, it's also useful to use with paid search result placements.
- You may need to think about refining your calls to action to match different market segments.
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