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Multiple Conversion Points On a Website Isn’t Bad As Long as They All Work

March 6th, 2009 | | Conversion Optimization

Not all conversion points on a website are created equal. Sure, numerous sites have a clear-as-day conversion path from initial click to desired action, and that’s great. However, what do you do with a website that needs mulitple conversion points and each one speaks to a different user intent? Simple, you treat each one differently and optimize accordingly to give each user what they want.

As my cohort John mentioned earlier today, SEO is not just about keywords: it also about conversion optimization. Don’t get us wrong, keywords are important. But if your SEO plan doesn’t result in more leads, sales and revenue, then your plan is flawed.

The website that I mentioned above has a few options for users to interact with my client (i.e. become a lead or sale). And each action is highly valuable so I have been optimizing each conversion path in order to generate as many leads and sales as possible. Let me break down each conversion point:

Custom quote request: My client offers workbenches that can be custom built to a customer’s specifications. These products are high-dollar and high-quality. To become a lead, a user needs to complete a lengthy contact form, providing intricate details about the product they want built.

General product query: A user can request a quote for a non-custom workbench. This means that they have found the product they want to purchase and they need to contact my client for ordering details (not custom-build details). The contact form for these leads is less robust, and easier to complete.

Catalog request: If the website doesn’t provide enough information (it does) and a user feels more comfortable reviewing a catalog, they can do so. The form for this conversion point is also not as robust as the custom quote request.

Direct orders for smaller products: My client also offers smaller products that are not customized and can be purchased directly from the site without consulting a sales representative.

You’ll notice that I mentioned the contact form for each conversion point in these descriptions. When I started managing the site, all of the products (aside from the direct sale) lead to the same contact form. If you wanted a custom quote, a pre-built bench, or a catalog, the website requested the same basic information. The contact form that was used site-wide was actually the smaller, less robust form.

My client said that customers often wanted to provide details upfront about the product they need built. Since the website mentions “custom built” and “personalized products”, why not create a contact form that follows this train-of-thought?

So, I suggested that we give the users what they want. As a result, we built the longer contact form for individuals who want to provide product specifications, and our conversion rates increased significantly. Users on the site can now provide a lot of detail and specifications, or simply request a follow up, or make a direct purchase from the site.

Now, an ongoing project involves tweaking and optimizing each contact form since they each work well but differently. If we eventually discover that one conversion path out performers all of the others, we will adjust and act accordingly. Right now, there are a few ways to convert on the site and that’s okay with us – as long as a visit results in an action taken.

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