Driving traffic to a site is only half the battle for online marketers, one expert has said.
Scott Brinker told Search Engine Land that while search engine optimisation (SEO) will drive traffic, companies need landing pages that are "READY" – relevant, engaging, authoritative, directional and yield optimal – if they want to maximise conversions.
To be relevant, a site must give visitors "exactly what they expected" when they clicked the link that brought them in.
Next, they must be engaged with a genuinely attractive proposition associated with a great product, he added.
Sites then need to earn the confidence of potential customers by providing explicit assurances like guarantees and online trustmarks such as the McAfee Secure standard.
Directional pages move the consumer forward by providing a "clear call to action", Mr Brinker said.
Finally, yield optimal best practices need to be followed to create a "deeper level" of conversion optimisation. These include proper tracking and segmentation of visitors, reviewing SEO and ensuring there is continuity in the landing page to the shopping cart.
Elsewhere, Laura Lippay recently wrote on the Yahoo! Search Marketing blog that search optimisation is valuable tool in driving traffic to landing pages, as 85 per cent of web users will click on organically-generated links.
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