Maximizing Conversions
One of the primary failings of SE marketing campaigns, and the real reason that webmasters need to focus more on human visitors than spiders, is due to the process of generating conversion. After all, search engine optimization can only bring in qualified traffic. If the content and navigation of the site don’t lead visitors to the action you want, your site can never be considered a success.
Optimizing for visitor conversion is as much a science as any marketing, and it tends to change between industries and conversion types. For example, the color scheme for a site designed to sell things will affect how readily visitors buy. The number of competing links on a page will determine how often visitors click on advertising. The menu structure and navigability of the site will impact the willingness of visitors to provide personal information. All of these factors and others can manipulate user behavior in subtle but measurable ways.
The best method to maximize conversions is to experiment. Choose a layout, navigation setup, and color scheme to start out with and tweak one element at a time. Collect conversion data to determine which factors and combinations lead to the highest conversion rates. When you have found a setup that is appealing and generates conversion, stick with it.