The Conversion Factor
To measure your return on investment, whether online or not, you need to know how many people took the action you wanted, whether it was to visit a page, fill out a form, make a call, or purchase a good or service.  Just like offline, a sale did or did not get made, or a form did or did not get filled out.  How you define the fulfillment of the call to action is the definition of “conversion.”  True conversion starts from the keywords at the beginning and the user experience at the end.  As part of a full ClearSEM solution, ClearLead partners with you to close this circle.  You want to make your site attractive, and you want a high ranking so you’re visible, but the most important thing is for the right traffic to do what you want them to do. To be sure all this is working, you need to track the result back to the keyword in the beginning. This is Conversion Factors Analysis.

The greater the “distance” between the Internet searcher and your site, the harder it is to get a conversion.  ClearLead starts at the beginning with the keywords. Using both proprietary tools and online services, ClearLead observes, tracks, and analyzes over two million keywords in its database.  Also, ClearLead has created more than 35 websites in different market segments, monitors their traffic, and sells conversions.  So before ClearLead begins a campaign with you we are able to provide proven keywords, matched to the task.

Many aspects of a site can be worked on to enhance conversion.  Site usability, navigation, cleaver copywriting tactics, clear calls to action, and excellent reporting and metrics are all employed to varying degrees.  The goal is to improve the visitors’ experiences on your site and, in so doing, generate the desired results for you company.  While search engine optimization has become an established method of marketing to potential customers, this newer and potentially invaluable method of website conversion has not received very much attention.  The Internet is unique in that it offers one of the only advertising media that is actually interactive.  It requires the website visitor to engage in your marketing message.  Your company’s website is a virtual salesperson, available 24 hours a day, seven days a week, convincing potential customers to buy – or, sometimes, not to buy – the products and services you offer.

Balancing content with navigation and aesthetics lines within the emerging science of website conversion.  While no one can force a visitor to take a specific action, ClearLead is championing this new area to show visitors how the desired action fits in with their own needs and objectives and to give them clear directions on how to proceed.  The first step is to minimize the number of clicks to get to conversion.  ClearLead’s resources get your keywords and content coordinated, so the visitors are “pre-qualified.”  It should not take as much to “sell” the visitor.  They’re already interested.  The other key aspect to completing the conversion is the organization and layout of forms.  They can’t be too long, can’t require the visitor to go get something or look something up.  ClearLead has pioneered “smart forms” that change depending upon data brought by the user.  In essence, ClearLead “customizes” the form to some degree to meet the expectations of the visitor, thus better insuring a positive outcome.

ClearLead brings this technology leadership to your online marketing efforts. With its Embedded SEO software that can change factors instantly based on analyses of real-time conversion data and smart forms, ClearLead makes your site more highly interactive and responsive to the dynamic Internet environment and your visitors.  To put ClearLead’s expertise to work for you, just contact us.