Understanding Why Search Engine Visitors Don't Convert and How to Improve It

Jan 2
17:10

2024

Lisa Lake

Lisa Lake

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The common belief is that a high ranking on search engines guarantees a flood of visitors, which should naturally translate into sales. However, the reality often falls short of expectations. This article explores why search engine visitors don't always convert into customers and offers practical solutions to improve conversion rates.

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The Illusion of High Traffic

A high ranking on search engines like Yahoo may not necessarily result in a significant increase in traffic. For instance,Understanding Why Search Engine Visitors Don't Convert and How to Improve It Articles a top listing might only bring in a few dozen hits per week, far from the anticipated deluge of visitors.

Pay-Per-Click: Quantity Over Quality?

Opting for a high ranking on pay-per-click search engines like NetFlip.com can indeed drive traffic. However, the quality of these visitors may not be as high as expected. Even with hundreds of daily visitors, there may not be a corresponding increase in sales. This could be due to various factors, such as unappealing copy or a lackluster product, but it could also be a symptom of the quality of traffic from these sources.

The Big Search Engines: A Mixed Bag

The larger search engines like GoTo promise better results, with top listings on their site also appearing on major search engines like AltaVista and HotBot. While this can result in a steady stream of visitors, the conversion rate may still be low.

The Problem with Search Engine Traffic

The issue with search engine traffic is that visitors are presented with a multitude of options. Even if they land on your site and like what they see, they know there are numerous other sites waiting for them back on the search engine page. This abundance of choice can lead to indecision and a lack of commitment to any one option.

This phenomenon is similar to the principle known in political advertising: if there are multiple politicians on TV saying different things, viewers are less likely to believe any of them. The same applies to search engines, where the multitude of options can cancel each other out.

The Solution: Diversify Your Approach

Recognizing the limitations of search engines is the first step towards improving conversion rates. Other methods, such as writing and distributing articles, running print or TV ads, placing ezine ads, or leveraging word-of-mouth referrals, can attract more buying customers.

In these scenarios, you are reaching people who may not be aware of other similar sites. They find your site, believe it's what they've been looking for, and make a purchase.

However, it's important not to completely disregard search engines. When a person finds your site through a search engine, they may not be ready to buy immediately. To convert these visitors into customers, you need to give them more time and remind them of your expertise and offerings.

One effective way to do this is by building an email list. Encourage search engine visitors to subscribe to your newsletter or updates, allowing you to regularly remind them of your products or services.

Understanding the true quality of search engine traffic and planning how to convert these visitors into buying customers is key to improving your online sales.