UK Expert SEO

I have been working on a big pay per click campaign and looking through everything , it’s clear that we have a ’soft spot’ which needs sorting out. This is improving the conversion process when users land on the site. Since we are paying up to £4.00 a click and were generally getting a conversion percentage of about 1% (typical for PPC) - anything to improve this number will affect the bottom line in a big way!

So I have decided to adopt this framework - NEW AIDA. Its worth noting that the Eisenberg brothers are a great source of wisdom on conversion and you should check out their blog here : http://www.grokdotcom.com/

The process:

The ingredients you need to set up a conversion:
This concept has been taken from a really good book called
Does Your Marketing Sell?: The Secret of Effective Marketing …
More on the book here: http://www.amazon.co.uk/

How it works:

One of the main ideas is something called ‘N.E.W. A.I.D.A’ OR NEW AIDA.
As you marketing people will know AIDA is an acronym for Attention, Interest, Desire, Action. But Ian Moore has taken this idea further and added ‘new’ into the mix.

- STEP ONE NAVIGATION – understanding
o Being told in simple terms what the proposition is
o Knowing where to go next
- STEP TWO EASE – convenience
o Making the pathway simple and clear
o Simple forms
o Simple offer
- STEP THREE WORDING – conversation
o Simple clear language
o Friendly
o Professional
o The language of the target audience (mirroring)

What happens when the ingredients are in place:
- STEP FOUR ATTENTION – serendipity
o You get the attention of the right person
o It is the right kind of attention whicih turns into a conversion
- STEP FIVE INTEREST - persuadability
o You build up their interest in your product or service
o This builds momentum to the next stage of the process
- STEP SIX DESIRE – knowledge
o Now you build value
o The more value you build in a users mind, the more you can get for your products and services
o Now you have a lot of momentum.
- STEP SEVEN ACTION – permission
o You get permission from the user to buy
o You make it as easy as possible
o Any obsticles will amplify the negatives (this is why forms have to be well designed)
o You have the sale!