Do You Have statistics On How Web Optimization Can Improve Sales Revenue?

Do You Have statistics On How Web Optimization Can Improve Sales Revenue?

by Dave Curtis on 03/29/2011

in Every Day SEO,Marketing,Reputation Management,Search Engine Optimization,SEM,Social Media,Social Networks,Viral Marketing,Working SEO

Web sales statistics are tough to provide general statistics for for several reasons, the first being that businesses keep their actual sales revenues a closely guarded secret – even from their SEOs. They’re also tough because a revenue benchmark needs to be determined based on percentage. So let’s say analytics is installed on a site that isn’t optimized and it shows 1,000 visitors per month and that 100 sales are made from that web site per month. That’s 10% – so optimization that will bring in ten times that number of visitors (10,000) might still bring in just 10%, but it would be an ten fold increase in sales revenue. So the key there is what’s the current percentage? (I’m keeping this as simple as possible, targeted niche oriented back-links would most likely raise the percentage) So if the current percentage of sales from your site is zero then optimization alone most likely won’t work even though it brings more visitors (again, keeping it simple, but niche back-links would play a role here as well) – marketing and branding your point of difference and making buying from the site easier is a major part of the problem with low sales percentages and those also needs to be dealt with through marketing copywriting [MARCO].

So if the marketing copywriting is tweaked and the site usability is improved making it easier for people to order and trust factors (such as a physical address and zip code) are built into the site your percentage of web sales will increase. So say you have a bakery that bakes all kinds of pies and cakes and some of the site visitors want a custom cake delivered by a certain time and they can reach you and you respond to their needs – that’s going to help improve percentages.

Social media sites are also part of how optimization works. Google is now tracking how people talk to and email each other links by following the links that are being shared on the internet in Facebook, Twitter, in Gmail accounts AND through tracking hits to sites with Google Analytics installed that come from other email systems like Yahoo mail etc. What that means is that if I type your bakery web site’s link into Facebook (or an email and someone clicks on the link from that email) Google reads where the click originated from and thinks “Hey, someone else has shared this link – maybe this site is important enough to push up a bit because the people are making a buzz about it”. But marketing is also a lot about Video today now that almost everyone has high speed internet and a lot of mobile devices are able to view videos. Optimizing using video will put your videos into the search results too, so again, if the marketing message in those videos is attractive and interesting then you’ll do better. Messages in videos may or may not cause sales to increase immediately.

So marketing is a vital part of good search engine optimization if you want to increase both hits to your web site and percentages of sales because while there are perfect customers who will come and buy no matter what (the guy in a hurry who rushes in with cash in hand is one example) who have the money to spend right then and there there are also the people who are almost ready to buy. The second group is where you’re going to make the most difference with improving your percentages through your branding “point of difference” that sets you apart from everyone else and marketing copywriting – your goal is to wake up the desires of these people so they’ll buy from you now or at least bookmark your site to buy from you later.

The “percentage” of increased sales is also dependent to a measurable extent on the site’s usability. Usability factors include things like how easy it is to add an item to the shopping cart or how easy it is to find your phone number on every page. How easy is it to find a link to get to your estimate form or other conversion form? How easy is it to fill out that form and does it give the prospect room to put in his or her own comments to clarify things. A lot of people back out of a sale once things become annoying and go somewhere else.

The next step in determining percentage increase relies on the business side entirely. How fast does someone knowledgeable get back to the person sending an email, filling out a form or making a call requiring followup? Will it be that day or withing 24 hours, or will it be three days or even a week later? Will it be never?

So, all things considered, if you’re looking for hard numbers and statistics there aren’t any. Just case studies of individual results which all depend on dozens of factors. Take a look at (one of my other sites) on the first page for info on marketing, web sales increases, SEO – each paragraph has at least one link documenting each assertion.

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