Maximizing conversions in a client-agency relationship

Maximizing conversions in a client-agency relationship

18th August 2011

Many of our readers here on State of Search are online marketing consultants, (in-house) SEO’s, web analytics report monkeys (face it) or evangelists –  or are one way or another dealing with client – agency relationships when working on online campaigns. Hopefully this post will help you get some more ideas on how to get better results in your effort on optimizing campaigns by working closely with your client.

Once you have done all the best you can to try and attract more traffic to your (clients) website and have done some testing to increase the conversion rate you still want to get even better results. Hopefully this post will be able to look at often overlooked ways on how to do so.

It is not only about your landing or money pages

We think in terms of optimizing and look at what pages are performing well, which campaigns have a good ROI and ways to attract extra traffic and revenue. Often we forget that real gems are closer than you think. As I mentioned earlier this blogpost is also about the client-agency relationship so this is the playground where the magic happens. My recommendation is to invest in your relationship with your client to get as much valuable sources outside the arena of online marketing. You need to be able to get information on backoffice and warehouse data, what products are performing well in their offline storefronts or what are the products that are being sold by phone mostly? What are products that are often replaced, for example with maintenance contracts. Think beyond your online sales channel and you get some really insightful ideas on what areas of your website (or individual products) deserve some extra attention – and see those percentile changes get into 4 figure numbers.

Take it to micro level (forget about averages!)

To up your conversion rates its not (only) important about what the average funnel conversion ratio is but how individual products or services are performing. Many times it might be effective to look at how individual products are outperforming compared to categories or sitewide (again, averages) and see if at that level there is room for improvement, which can be at keyword or campaign level but also on individual product detail pages – while not forgetting about who your visitors are vs. what your targeted audience is.

Good job Percy!

Make sure you report on these improvements as well. Improvements are hard to notice because performance reports are often expressed in averages or quantitative number of transactions. More efficient (or impressive) it would be to display the products that show an excessive delta change, preferably with information about cost to margin to sell the product.


Written By
Martijn Beijk is an SEO & Web Analytics consultant, international speaker and lecturer. He is one of the participants of the Local Search Ranking Factors.
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