Conversion Rate Optimization for Local Businesses
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This document discusses how local businesses can optimize their websites for conversions. It recommends including key content like contact details and services/pricing to inform visitors. The site should have an accessible design for search engines and mobile users. Analytics can track a conversion funnel from visits to desired actions like purchases. Testing different traffic sources by quality and conversion rates helps improve the funnel. Consistent information across citations and profiles boosts local SEO.
Conversion Rate Optimization for Local Businesses
- 1. CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.Rand Fishkin, SEOmoz CEO, March 2011
- 2. At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
- 3. What is Conversion Rate Optimization (CRO)?Visitors Who ConvertTotal Visits
- 4. CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired ActionsHotel Forum probably wants lots of visitors to use this buttonhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.hotelforum.com/
- 5. Desired Actions Could Include:Booking a ReservationWatching a VideoViewing Contact DetailsTweeting a LinkSigning Up for An Email ListSending an EmailFilling Out a FormLiking/Sharing on FacebookTaking a Virtual TourClicking an AdDownloading a DocumentBuying a ProductMaking a DonationLeaving a Comment/Reviewhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
- 6. Example of a Typical Local Website’s Funnel:Home PageList of CheesesHours + Directions15%10%Hopefully, this means a customer is going to come buy some cheese!http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.delaurenti.com
- 7. How Can We Improve Desired Actions?Let’s Make it Better!
- 8. More TrafficHome PageList of CheesesHours + Directions15%10%More visits to the home page means more people will decide to visithttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlIt’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!
- 9. A Better FunnelHome PageList of CheesesHours + Directions25%20%A better “conversion rate” means more people who already visit the site will come to the store!http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWoo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!
- 10. Tracking Local Business FunnelsThat which goes unmeasured cannot be improved.
- 11. Basic Google Analytics Data2.7% of visitors click the “sneak a peek” link; maybe we should make that more obvious.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/analytics
- 12. Advanced Segments and FiltersOur “Social Media” segmentIncludes sources like Twitter,Facebookand LinkedInhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
- 13. Adding “Goals” in Analyticshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
- 15. Creating a Weekly Conversion Dashboardhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThis is the overview report SEOmoz’s marketing team tracks each week
- 16. Analyzing Quality of Traffic SourcesQuality > Quantity(at least, most of the time)
- 17. Segmenting Traffic by Conversion RateLooks like Facebook & Twitter traffic are reasonably good, while StumbleUpon + LinkedIn aren’t so great.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWe can use “goals” to understand which visit sources sent the most valuable traffic
- 18. Focusing on “Good” Traffic SourcesThis filter lets me show only sites that sent more than 100 visitshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
- 19. Experimenting to Stay Fresh + Relevanthttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlFrom November – February, I experimented with answering questions on Q+A sites
- 20. Keys to Local Business Successon the WebWhat does it take?
- 22. Contact InformationExcellent! The Gelateria has a link that says “Contact Us”http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.dambrosiogelato.com/
- 23. Services List / PricingThere’s a list of all their offerings, but no prices http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.salumicuredmeats.com/
- 24. PhotosOnce I see it, I REALLY want to go!http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.osfashland.org/plays/theatres/elizabethan.aspx
- 25. Reviews (Editorial + Users)http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://blueacreseafood.com/media.html and http://urbanspoon.com
- 26. Viral/Blog/Share-Worthy Content(on the same domain!)http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.saltys.com/recipes/entrees/Heirloom_Tomato_BBQ_Glazed_Salmon.asp
- 27. Search Friendlyhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlGood recipes AND they’re included in Google? Way to go!
- 29. Important Information is Easy to Accesshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.riminiterme.com/
- 30. The Right Interface / Design
- 33. Great Design: Not Critical, But it Helps!http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.outdooritalia.it/
- 34. The Right Funnel
- 35. Contact Form and/or Conversion Page with Phone Numberhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.kuletos.com/contact/
- 36. Conversion Page w/ Events that “Trigger”http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
- 37. The Right Kinds of Traffic
- 39. Evangelists and Those Likely to Sharehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.siena-online.net/eng/siena-accommodation.html
- 40. Recommended Tools + Resources
- 41. Wordpress, Drupal and Joomla for CMShttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://wordpress.org/, http://www.joomla.org/ and http://drupal.org/
- 42. GetListed.org (US/UK only right now)http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://getlisted.org
- 43. Google Local / Maps / Places Registrationhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://places.google.com/business
- 44. Whitespark Local Citation Toolhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.whitespark.ca/local-citation-finder/
- 45. MailChimp for Email Listshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://mailchimp.com/pricing/
- 46. Local SEO
- 47. Make Your Information Consistent!AddressBusiness NamePhone Numberhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/search?q=coffee+seattle,+wa
- 48. Consistency Everywhere on the Webhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
- 49. As Many Citations as Possiblehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
- 50. Optimize Profile Pages & Places Listingshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-places-seo-lessons-learned-from-rank-correlation-data
- 51. Examples of Great Local Sites
- 55. Q+ARand Fishkin, CEO & Co-Founder, SEOmoz Twitter: @randfish
- 57. Email: [email protected] can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial
- 58. Summary of This PresentationCreating a Conversion-Rate Optimized Local Site Requires: Key information to inform curious users/searchers
- 59. Accessible content (to search engines and mobile devices)
- 60. A conversion funnel with proper tracking
- 61. Experimentation with the quality/quantity of traffic driven by various sourceshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html