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How Optimizing Your Website Increases Conversions

Hand on keyboard, optimizing your website.

Did you know optimizing your website is one of the best strategies to increase site conversions? Of course, many other methods can get leads through the funnel, but optimization is perhaps the easiest to implement and the most cost-effective. You’re probably wondering how.

Site optimization boosts traffic and leads conversion in five main ways:

1. Improved website ranking

Effective optimization methods can move your site from the second to the first page in 6-12 months. Then you can work to the top three spots in another 6-12 months. Just remember, ranking higher on search engines takes time, it won’t just happen overnight.

Improved search rankings have a major impact on conversions. For instance, 73% of search engine clicks happen on the first page. Similarly, 39% of users click on the first SERP item on the first page, while 18% click on the second. Therefore, assuming a constant conversion rate, you can get more than 2x more leads through the door by moving your site from #2 to #1 on search engine result pages.

2. Increased website visibility

Consider the status of two different websites. The first one ranks at #1 for its primary keyword but is invisible for secondary keywords. Meanwhile, thanks to an aggressive SEO optimization campaign, the second site ranks at #1 for their primary search term and #3 and #5 for the secondary keywords.

The second site has a big advantage over the first one and, assuming average industry conversion rates, will get more conversions because of the added visibility. Indeed, some brands are so good at this that their websites show up on the first Google search results page for dozens of secondary keywords. This earns them millions of additional leads annually.

3. Improved user experience

Happy customers are the lifeline of the most successful businesses. The customers keep coming back, constantly overlooking your competitors. They also spend more. For instance, a recent report shows loyal customers spend up to 67% more in their 31st to 36th months than in the first 0-6 months.

Optimization improves loyalty by increasing the customer experience. For example, locating products and comparing items on optimized sites is easier. Users also shop quickly due to faster load speeds and constantly find new blogs to help them make better purchasing decisions. So, the customer slowly becomes attached and soon loyal to your business.

4. Improved brand reputation

Brand reputation defines how the public perceives your brand. Do they think positively about it? Or does mentioning your brand name or products bring a bad taste to their mouth? Are they likely to recommend your brand or advise their friends to find a different merchant?

Unfortunately, site optimization plays a big role in how customers and the general public answer the above questions. For instance, poor customer experience due to slow load times can cause previous customers to dissuade others from your brand. Similarly, poor visibility can dent your reputation, as shoppers are more inclined to do business with familiar brands. These are just two ways brand reputation can impact site conversions.

5. Data/analytics benefits

Finally, optimizing your website allows you to gather valuable data that you can later use to generate more leads and sales. An excellent example is A/B tests. Any worthwhile site optimization program involves running multiple A/B tests to discover better ways to convey content and run ads. A/B tests allow you to compare blog titles, lengths, and metadata to discover your best options.

Additionally, optimization requires integrating analytics programs, like Google Analytics, into your site and constantly tracking your performance. Then you can use the information to make the right decisions for increased conversions and sales.

Key Takeaway

SEO has a massive impact on website conversions. It increases SERP ranking, site visibility, user experience, and brand reputation. Additionally, website optimization provides valuable data for analytics. All these benefits can help you convert more leads and close more sales.

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