Discover ways to raise ROI by studying conversion tracking
Congratulations! You’ve hired a SEO agency to drive traffic to your website, and you feel they’ve done an excellent job. You have more visitors than ever, and your site is appearing in the top Google results for your chosen keywords and keyphrases. Now it’s time to calculate your ROI and see if your site is profitable by looking at your conversion tracking.
A conversion occurs whenever a visitor to your site completes a desired behavior. For instance, a website may encourage visitors to sign up for a newsletter or fill out a form to receive more information about a service; the goal for this site is lead generation. Another website may have a different goal, i.e. persuading visitors to purchase a product. Depending on your goals for your website, you may track leads, sales or both.
Increase Profitability with Conversion Tracking from your SEO Agency
As a business owner, you not only want to know where your leads are coming from but also how much each one costs. To calculate cost per lead, let’s first consider the expense involved in securing each lead. These can include your SEO agency and web hosting fees, as well as any online advertising used to drive traffic to your website. To determine your cost per lead, divide your total costs by the total number of leads. For example, if you are working in partnership with another site by paying for leads that they send to your business, you need to look at how much you pay per lead vs. the amount of each sale. Subtract the cost per lead from your earnings to determine if the partnership is profitable or if you should pursue another avenue of lead generation.
If you’re selling a product, the cost per conversion calculation is a bit more involved. In addition to the expenses mentioned above, you also need to consider your cost associated with the product. A reputable SEO agency will help you determine which of your high margin products are best to target and will determine relevant keywords and keyphrases to associate with each. Getting top search engine placement on these high profit margin items will not only drive traffic to your site but also increase the likelihood of making a sale and improving your ROI.
If you discover your cost per conversion is too high, your site may be targeting the wrong keywords and keyphrases, so users are visiting your site expecting one thing but finding another. An example of this would be if your SEO company optimized for the keyphrase “tennis shoes ” and the landing page featured only men’s tennis shoes. Women coming to your site seeking ladies tennis shoes would scan the page, see there are no shoes for them and exit immediately. The more specific your keywords and keyphrases are, the more likely it is that visitors will be matched with exactly what they were looking for and that they will convert. A good SEO agency will take the time to do a thorough keyword analysis and choose the best keywords for each page of your website. With proper attention to conversion tracking, your site will be a profitable source of leads and sales for your business.
To speak with a SEO company that tracks conversions, please contact CMDS at https://www.cmdsonline.com or call 732-706-5555.