Interesting results so far, but not surprising.
The number one issue seems to be converting visitors to paying customers, not getting people to find you in the first place.
A few things to consider from my own experiences:
- Decide whether you`re building a relationship with your site, or trying to make a quick sale. If you are offering a service or a high-priced product, you`ll probably want to build a relationship by offering free information or a sample of what you offer. Inexpensive or commodity products can often go right for the sale.
- Try the "one action" approach for your web site. Instead of having dozens of menus and links to things, try to focus your visitor on taking a single action, like signing up for your newsletter or downloading a free article.
- Make sure you focus on what`s in it for them. Many sites spend too much time talking about how great their product or service is, and forget to mention how it benefits the customer. Try tweaking your copy so that it in benefit-oriented. Instead of "XYZ makes the best widgets in the industry", try something like "Do your current widgets break constantly? Have you ever wondered why no one makes high quality, affordable widgets?"
Just like everything else in marketing, the only way to improve your conversion is to test, test, test. Try different headlines, different copy, different colors, calls to action, etc.
Anyone else have suggestions on improving conversion or something you changed that seemed to help?