For a time, when it came to internet marketing, many marketers would claim that their only job was to get a website to rank for competitive keywords and increase traffic. “What happens to the traffic”, they would claim, “is up to the website designer and manager.” But some search marketers (myself included) have held the belief that our main responsibility to the client is to increase sales, not just traffic. We call this practice conversion rate optimization or CRO and it is becoming more mainstream.
For me, I’ve focused on conversions out of necessity. My internet marketing career started over 5 years ago working in house for a large real estate agency. After about a year there, we achieved the top rank for almost every major phrase. Traffic was abundant but the expected increase in sales did not come. It became my job to find out why and thus began my education on conversion rate optimization. Here is what I learned: