Conversion rate is a pretty subjective metric. 80% might be considered underachieving if the goal you are measuring is how many website visitors have signed up for free chocolate but 5% could be very well received by a retailer of a very highly marked up product in a seriously competitive market.
But subjective or not, it is probably the most important measure of whether you are achieving relative success in the 2 most important elements of your website:
- Are you driving qualified, targeted traffic to your website?
- Is your website doing everything it can to convince visitors to take a prescribed action?
Answering ‘yes’ to those 2 questions is invariably qualified by a steadily increasing conversion rate. With that in mind I wanted to examine the successful ingredients of a recent project that have combined to achieve a healthy 22% conversion rate for one of my clients.
Geneva to Morzine airport transfers (Shameless – I know…) are what Geneva2Morzine.co.uk sell. They wanted a simple, cheap website that would help them to book their service out via the web.
Now, this isn’t an SEO client and we haven’t even really looked at that yet so this is not about ranking in Google for a relatively low competitive phrase set but about best practice in productivity.
Here are the basics from the last month:
- The top search terms used to drive traffic to the site via Adwords
- geneva transfers
- transfers geneva to morzine
- geneva to morzine transfers
- The landing page headline: Door to door transfers to and from Geneva Airport to Morzine, Avoriaz and Les Gets
- Some simple and honest service information
- A great big, impossible to miss call to action: Click here to talk to us about Airport Transfers or get a Transfer Quote
That’s pretty much it. Nothing sexy or glam or funky going on at all – just a few relevant, targeted elements designed expressly to meet the expectations of the visitor based on their search. It helps that it’s a niche market but I think it’s a great example of productivity over style; of not forgetting the goal of the site. Or as Lynsday Camp would say “Remember the reader and the result”.
It’s always good to get back to basics because it’s so easy when working on larger, more complex projects, to seek out larger, more complex solutions when simple relevancy is so often the more elegant and productive way to go.
It’s all about the visitor. They have expressed their need with a search query. Are we going to help them out or what??
When my son wrote “Nintendo Wii” on his letter to Santa he knew exactly what he wanted. If Santa delivers the wrong thing then he’s going to be disillusioned and disappointed in the whole process. You know what I’m getting at.
