Focusing on conversions and conversion tracking, Michael Terry, Virginia Nussey and Maryann Robbins discuss the importance of landing page optimization. An optimized landing page is essential to getting clicks, let alone conversions. First impressions have a big impact in whether or not the visitor will stay or leave. A strong call to action in an easy-to-scan format are key. Be sure to test, but don’t over do it. You also do not want to ask for more information than is necessary, because every additional piece of info you request could cause a user to bail altogether.
Lauren Vacarello, founder of Internet marketing consultant firm lvlogic.com, talks to Virginia about the challenges of turning traffic into conversions. From identifying abandonment points to effective design elements to the best tools available, Lauren gives listeners lots to consider when trying to increase conversions. Tracking offline conversions and starting your conversion tracking program are also discussed.
Then Michael and Maryann return to look at conversion tracking for SEO. When you find out where traffic is leaving your site, you can make changes to increase the time spent on the site and the number of pages viewed. Some conversion tracking tools include Google Analytics, ClickTracks, WebTrends, Urchin, SiteMeter and Extreme Tracking.