Ways to Convert Organic Traffic Into Qualified Leads
In the endless pursuit of traffic, views, and reach, an important detail often leaves us. The conversion of users into the desired action. All the work on website optimization, link building, and expanding reach will be a waste of time if it doesn’t generate income. To keep leads moving down the funnel, you need to make sure they get to the right pages, read the content they’re interested in, and can easily get what they came for. In this article, we’ll look at how to turn organics into leads.
Let’s start with some basic steps. How long have you been analyzing behavioral factors on your site? Understanding your audience is the first step to driving conversions.
The purpose of this analysis is to find out at what stage users leave the site, what caused this, and how to fix it. Ideally, collect all the information about the user’s life on the site and figure out how to make their stay on the resource more comfortable and bring them to the target action.
Let’s use Google Analytics. A quick analysis will provide the following data:
- Bounce rate
- Viewing depth
- Time spent on the site
- Further search after visiting the site
- Source of referrals
- The user’s path through the site
- Snippet CTR
1. Go to Google Analytics and select “Demographics” and the “Overview” tab in the control panel. Here you can see the average time a user spends on the site for different periods, the depth of view, and the bounce rate.
Here, you can see the language your users speak and what country they are from.
2. Go to the “Behavior” section and the “Behavior Flow” tab. You can see the user’s path to purchase and see where users go and where they turn off the desired path.
After completing this analysis, you may wonder why users leave the site. The resource may be poorly structured, or the landing page may have too many distracting details. Everything here is individual. You can find out the reason only with the help of tests.
Basic recommendations for improving behavioral factors
1. Optimization of the mobile version of the site.
According to Statista, traffic from mobile devices reached 51.53% in 2020. Lack of optimization for mobile devices robs you of 50% of potential customers. For more information on optimizing a website for mobile devices, see How to Keep Your Site Fast for Mobile Devices and Mobile-First Indexing: How Does it Impact SEO?
2. Finding irrelevant searches.
If pages are ranked for irrelevant searches, you get users who will quickly leave the site and worsen the performance of behavioral factors. Look for irrelevant searches and get rid of them. You should also check the CTR for requests (you can do this in the Google Search Console). Read the related article – What Is a CTR. Why Is Click-Through-Rate Important?
3. Reduce website loading times.
If a resource takes a long time to load, users leave it even before they see the content. This is especially true for users who use the mobile Internet.
For more information on how to speed up your website, see What You Need to Know About Accelerated Mobile Pages.
Improving and Updating Existing Content
The users you bring to your site organically should be attracted to the updated content. If you get users to come back to the site for new or updated content, this is a success.
Make your blog introduction more engaging. Test different introduction options and track bounce rates/conversions. The introduction should concisely and clearly communicate to the user what content they will see.
You don’t have to ditch old content entirely if you’re not getting qualified leads. If you have old content that is still driving lead traffic, you need to tweak it to match your target audience.
Look at the searches you are ranking for that contain transaction terms such as “buy”, “price”, or “reviews.” Make sure these pages are responsive to your users’ requests and that they actually provide pricing, reviews, or purchase.
The promotion strategy often does not work for the following reasons:
- Selecting keywords only by the amount of traffic, without analyzing search results and without analyzing how content can respond to a user’s request.
- Choosing a content type before researching keywords.
- Non-unique content, lack of value for users.
Let’s talk a little about finding relevant keywords. You will not be able to work properly on-site conversions if you select keywords based solely on the amount of traffic to them.
Let me give you an example of a website for selling mattresses. Using this key it is worth remembering that there are a huge number of types of mattresses.
When you move on the word “mattress”, there is a risk that users who are looking for a particular type of mattress will get to the site. You need to use specific narrowly targeted relevant searches so that the user can go from the search results and find what they need.
You need to understand what kind of content a potential lead needs. Before buying, a modern person spends quite a lot of time looking for information about a product. Your content can help them understand a complex topic, which will make you more authoritative and will persuade them to buy goods from you.
Understanding exactly what information a buyer needs to make a decision is an important step in getting qualified leads.
Let’s use the example with mattresses. When selling orthopedic mattresses, you need to find questions that people are interested in when making a purchase decision.
A quick look at popular searches showed that people are often interested in orthopedic mattresses as a solution to back pain. This was obvious but it’s always worth testing your hypotheses.
These are not the most popular searches, but given that they are very narrowly targeted, niche, and relevant to the product, they need to be applied.
The idea is simple. Create a useful and unique article about whether orthopedic mattresses help with back pain. Make arguments in favor of mattresses and give a potential buyer the necessary and useful information.
Understanding the request and answering it competently allows you to effectively lead the user down the funnel.
Along with very compelling and useful content, you will have to work on your landing pages. Landing pages complement the effort you put into creating content for your customers.
The ideal landing page doesn’t have long text with benefits, testimonials, a short description of a product or service, or a focus on a call to action.
For more information on landing pages and how to create them correctly, see What Is a Landing Page and What Is It For?
If the form for providing customer information is at the very bottom of the page, try moving it higher, this often increases the number of fillings.
Try splitting your organic lead form into multiple steps. This will solve the problem with page load when lifting the form to the top of the page and increase the conversion of fillings.
Sometimes the appearance of this form scares users because there is a lot of information at the same time and it seems that filling out will take more time than they are willing to spend.
Instead of asking for a phone number, email, name, or other information, try to learn this information gradually. The person who has already completed the first form and provided their email is more likely to complete it.
Check out the call to action buttons. Try to test different phrases instead of the banal “Send”.
You can increase your leads by at least 10% simply by using a call to action button that is relevant to the problem being solved.
Track searches that mention your brand, most often these are low-frequency searches but if someone is already googling your brand name, it is definitely a potential customer. You should give them what they want.
When I was working on the website of a cryptocurrency company, A user requested “where to exchange”. We did not have a page that would answer this request. It was not created, because the information was already on the main page and did not need a separate page.
The creation of an article on where to sell, buy, or exchange tokens did not bring much traffic However, there was a very high percentage of potential customers among these users.
Buying High Converting Traffic
Now, you have worked with conversion and have a good understanding of who the potential client is, what they need, and how to give it to them. At this stage, you can buy traffic.
One of the best services where you can buy highly converting traffic. When you sign up as an advertiser, you can bid on keywords based on your niche versus your competitors.
Adwords allows you to fine-tune your advertising for the target client. It all depends on how well you know who you need.
CPCs depends on the niche, the chosen geo, and other factors. There are no unique recipes, study your audience, test ads, and look for the perfect combination of price and conversion.
Social media campaigns
As with Google Adwords, buying traffic from social media sites is a guaranteed way to reach leads.
Social media has detailed information about each person. You can easily target people based on their age, interests, geographic location, and other characteristics.
To get started with social media advertising, you must register as an advertiser on the platforms. The most popular ones are Facebook, Twitter, LinkedIn, Instagram, and Pinterest.
Choose a social network based on your niche.
Like Google Adwords, social media sites use the PPC (Pay Per Click) model, where the advertiser only pays for when the visitor goes to the website.
Advertising on other resources
Sponsored posts are an important method of generating traffic to look out for, and there are thousands of blogs, forums, and other resources in a variety of categories. Most often, these sites live off advertising and do not mind selling it.
To get the best possible results from your sponsored posts, make sure you are working with authoritative sites that have a relevant audience. Sites that generate traffic and a link brings credibility and brand awareness.
Look for a connection with your potential clients. Try to understand what they need, what they are looking for, and how you can help them with this. Don’t forget the most important thing. SEO-friendly content is cool, but it should be about people and conversion first.