Get up to 14,6% conversion rate by using SEO properly
Most eCommerce companies use a mix of outbound and inbound marketing tactics. However, research shows that leads generated thanks to SEO have a 14,6% conversion rate, while outbound leads only 1,7%. How can you use SEO to get that rate of conversion in your business?
Inbound vs. Outbound – which gives you better conversion?
When done properly, outbound marketing can give you good results, especially when combined with marketing automation. Push marketing, like mailings, can be a great way of lead generation and a way to get higher conversion. If you personalize the messages and you know which offer to send to which customer, your conversion rate will go up.
However, inbound marketing has proved to have better results measured in lead generation and more specifically, in their quality, creating opportunities and as a result, conversion. What’s the reason? If someone came to your website and stayed there because of the good content they found, they’ll get interested in your product. While 44% of direct mails are never open, if the prospects chose to start an interaction with you and come to you themselves, you can be more sure, they’ll make a purchase. In inbound marketing both you and the customer profit from your content, whether that’s a blog, an e-book, an infographic etc. What’s more, research shows that inbound marketing will cost you 62% less per lead than outbound. You can make more money while spending less – the math is simple.
Write content that’ll make people buy – grow your sales with inbound marketing
Good content is an important part in SEO optimization, which doesn’t have to be and, more importantly, shouldn’t be just mindless packing of as many keywords on a website as possible. One of the best ways to grow the traffic and get bigger conversion in eCommerce is having a company blog or expanded content on your website (e.g. extensive products or categories descriptions). What you need to remember is that the content you decide to post shouldn’t be a pure advertisement of what you offer, at least not in a direct way. Post concrete information, tips and tricks that’ll be actually helpful and attractive for someone searching for advice.
While describing a product give examples of how it can be used, what are the best features, how to take proper care of it etc. Know your customers, know their needs, their problems, and deliver solutions, only lightly suggesting what your eCommerce has to offer. If the customer’s looking for specific information, you have to give that to them, in an accessible but also substantive way. They’ll see you as a specialist in your field, therefore it’ll be easier for them to trust the products you sell. You also need to create content in a way that’ll keep the readers – potential customers – interested and involved, that’s what inbound marketing is about. Good content and good positioning need to go hand in hand in order for you to grow your business.