Driving the eCommerce Conversion Rate
There is nothing more frustrating than watching a 100 new visitors come to the site only to see just one or two of them place an order. Driving up the conversion rate starts with identifying the right keywords but goes well beyond that. In a face-to-face sales situation a good sales rep knows to probe a prospect to identify objections, but in eCommerce the interaction is less personal. Well optimized organic content needs to proactively raise and overcome common buying objections as part of a series of techniques designed to increase the order rate. Well executed organic content doesn’t just drive incremental search buyers, it helps raise the site’s overall conversion rate and even small improvements in conversion rate can have a significant incremental revenue impact on the site.