Truth 37. Improve site usability to enhance conversion rates
Is your site meeting searchers’ needs? Have you segmented your search campaigns based on the predictable needs or profiles of searchers and their buying-cycle stages? Your site needn’t be poorly designed or have shoddy usability to benefit tremendously from a bit of help. Any site that’s less than optimal for any major segment of a search campaign results in a mediocre campaign; non-optimal conversion rates can prohibit it from reaching marketing objectives.
Conversion improvement and usability enhancement have nothing to do with having an award-winning site. Even a snazzy, flashy site, designed by the hottest agency, might have far to go for optimal conversion enhancement. ...
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