UK Expert SEO

I WANT MORE CONVERSIONS !

Fortunately for me I can write persuasive copy and I have studied online conversion for long enough now to have a few clear ideas on how we are going to do this.

One thing I will be doing is making the SEO pages i am working on , more linear. I.e. harder for the users to jump out and go somewhere else. All I want them to do is buy from me. To do that they need to click a big button saying join now.

(I am also using this conversion page for pay per click traffic, since I think the mind set is very similar. it may be in time I’ll seperate the two, but for now I’m thinking combo pack!)

Interestingly I have noticed an obsession with MORE TRAFFIC ! ! ! ! and not with conversion. this explains why the relatively inexpensive process of improving conversion often gets ignored , or simply not given the priority it desserves.

So the user has clicked and they start travelling along the road to understanding and value build.

So last week, me and the creative guys got on and set up some ideas for an ideal user
path.

The Pathway
The user clicks one of 3 links on the SEO pages to a landing page. (or they click on a pay per click advert) These links are embedded with keywords which trigger off a tool run by mediaplex which then presents text tied in with the keywords they came in on.

The cool thing about a text based pitch is that:

• It is ‘words that sell’
• It is very easy to change.
• I can have different pitches for different users
• I can test, test, test to see what pictches work best
• It will upload immedately, so in the 1st 2 seconds it will be read.

The other plus is that different keywords = SEO’able content. I’m not suggesting that its going to do terribly well, however Its more keywords for engines to hang on to.

The diagram below explains the structure of the page. The core ideas are:

• 2 seconds to check the page out
• 8 seconds to decide wether to stay or not
• Build up the value by treating the page like a pyramid, with the most basic info atB the top and the most detailed at the bottom
• Have jump off points to registration
• Where they do want to trawl around, make sure the users dont stray too far, hence the i frame at the bottom.
• When I’ve got this page together I’ll set up a proper demo for you to play with and hopefully it will all work!

So there it is - now we will have to see if all this big talk works and gets me the results!

for your interest books I have read, and read, and read on this subject are:

• Scientific advertising by Claude Hopkins. It was written 85 years ago and is about direct response advertising. the core principles appily today as they did then , excepy you dont have any .com hype. Just sensible practical ideas totally relevant to online marketing. (now out of copywright, so its downlaodable) Here for the HTML version | Here for a PDF | and here for audio
• NEW AIDA - a great common sense book with a focus on direct mail marketing.
• Ogilvy on advertising. A seminal book on solid ideas for advertising. not specifically geared for direct response, although he was a passonate for getting your moneys worth from ad spend.
• And of course look at competitive terms on google and read the adverts. Try phrases like ‘home loan’ ‘credit cards’ ‘new car’. remember the top ads are paying about £5 a click, so they have to make whatever they sell very, very persuasive!