Although you may be utilizing search engine optimization to increase your brand awareness and expand your market share, it can be difficult to determine how or if the SEO is converting passive browsers into active customers. According to a recent "Landing Page Optimization" survey, 93 percent of B2B marketers said the most important objective of a landing page optimization strategy is to increase conversion rates (1).
To increase rates, you must first track them, which lets you measure your online marketing initiatives and how they lead to sales. By tracking conversion rates, you can weed out SEO techniques that do not work and highlight or expand the successful ones.
Consider implementing sales-ready form submissions that gives the visitor the option to request a quote, demo or evaluation, download a free trial or request a sales quote. This allows you to track interested visitors by keeping data of who wants what from your company. In addition, you can upload this information about customers to your mailing list to inform them of any updates on new products or services.
Consider testing variations of a page by making minor changes and seeing how visitors respond to these tweaks (2). This process, called conversion rate optimization, can provide a useful metric to determine how well your company is motivating visitors to convert.