Having been in the SEO space for quite some time, I can tell you the hardest part about SEO isn’t growing organic traffic. The hardest part is understanding where that organic traffic is in the funnel and converting those visitors into actual customers.
This is reflected in conversion rate data.
With average organic conversion rates hovering around 2.35% across industries, it’s clear a significant portion of organic traffic is just passing through, often too top-of-the-funnel, or landing on pages without a clear path to conversion.
Unfortunately, without the right technology or tools in place, the majority of those visitors are lost to the ether, never to return again.
But fear not, this is where innovation comes in.
By weaving together creativity, technology, and data-driven strategies, there’s a huge opportunity to transform these visitors into loyal customers.
Let’s look at three ways you can convert organic traffic into real revenue.
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1. Website Visitor Identification
One of the biggest hurdles in converting organic traffic is the anonymity of website visitors.
Without knowing who’s visiting your site, tailoring the user experience to meet their needs and interests becomes a shot in the dark.
Herein lies the power of website visitor identification technology—a game-changer when it comes to personalized engagement and boosting conversion rates.
With website visitor identification, you can get data on each individual visitor – names, emails, domains, etc.
By connecting these visitors to your CRM, you can start to create (or expand upon) a customer profile.
We can see if they are a return visitor, if they’ve downloaded an asset, if they’ve made a purchase, etc.
With this information in hand, we can market to them in a more effective way.
Example:
Let’s say someone comes to your site through Google and lands on a blog post featuring tips for running in the heat.
We have no record of them in our CMS but we can see the page they landed on and exited.
We can then add them to our retargeting audience list and show them ads featuring equipment for running in warm weather.
This is amazing stuff!
It also lends perfectly into the next section – customer journey tracking.
[Did you know we integrate with Semrush?]
2. Customer Journey Tracking
If you remember the old days of using Google Analytics to track the customer journey, you know how impactful it was.
The ability to understand how users interacted with your content and how they navigated through your site was immensely helpful.
Unfortunately, with the rollout of GA4, this is much more difficult to see and almost impossible to understand.
Instead, you need a tool that does this for you.
And…here’s our shameless plug (hey, it’s our blog, we can plug if you want).
With Customers.ai, you can not only see who is visiting your site, but you can also track their journey.
We can see what pages they visited, what emails they opened, what products they were interested in, if they abandoned a cart or form.
THIS IS GOLD!!!
Look, customer journey tracking is not just a tool for understanding your audience, it’s critical for increasing revenue from organic traffic.
By meticulously mapping the journey from the first touchpoint to conversion, we can unlock real insights and build strategies that directly influence the bottom line.
The Power of Tracking in Conversion Optimization
Let’s look at how customer journey tracking can help optimize conversions:
- Optimize Each Touchpoint: By identifying what content and which channels are most effective, you can direct more resources towards what truly works, increasing efficiency and ROI.
- Reduce Friction, Boost Conversions: Identifying where potential customers hesitate or abandon their journey allows for targeted interventions. Whether it’s streamlining the checkout process or clarifying product information, small tweaks can lead to significant increases in conversion rates.
- Tailor the Conversion Path: Use insights from journey tracking to customize the path to purchase for different segments of your organic traffic. Personalized content and offers that resonate with the specific needs and interests of these segments can dramatically improve conversion rates.
- Segment Your Audience: Adjust your marketing and content strategies to address the unique needs of different audience segments.
- Improve Attribution: Organic doesn’t always get the credit it deserves. With customer journey tracking, we can see what is successful and allocate marketing spend more effectively.
Customer journey tracking is key to turning organic traffic into revenue by understanding and optimizing the conversion path. By focusing on the journey, marketers can not only attract but convert and retain customers more effectively, directly impacting revenue growth.
3. Advanced Segmentation and Targeted Messaging
When it comes to converting organic traffic to revenue, advanced segmentation and targeted messaging stand out as key tactics.
With website identification and journey tracking already in place, advanced segmentation becomes a breeze.
You can create segments based on pages visited, demographic data, intent, and so much more.
With these audiences in place, you can create custom messaging throughout the rest of their journey.
Example:
Let’s look at another example using the fitness company we mentioned above.
You created a page on dealing with runner’s knee.
The page ranks exceptionally well and drives a ton of organic traffic.
However, since visitors are likely looking for information vs. looking to make a purchase, the conversion rate on that page is very low.
With website visitor identification in place, we can see just who those people are visiting the page and if they’ve had any previous interactions with your brand.
For those who have, we can send them into an email automation, offering them key products for dealing with runner’s knee and personalizing the email based on their information (ex: men’s sneakers vs. women’s sneakers).
For those who haven’t, we can create targeted ads that touch on the same subject and take them back to a page featuring products to help with runner’s knee.
The messaging is targeted, it’s relevant, and when done right, it’s helpful!
If you are looking to create advanced segments and implement targeted messaging, here are a few things to consider:
- Leverage Behavioral Data: Use your first-party data to track how different segments interact with your website and content. This data forms the basis of your targeted messaging, enabling you to address the specific needs and interests of each segment wherever they are.
- Personalize the Experience: From email marketing to website content to retargeting ads, ensure that every touchpoint is personalized. Use the insights gained from deep segmentation to tailor your messaging, whether it’s offering a solution to a common problem or highlighting a product that a particular segment shows interest in.
- Test and Optimize: Continuously test different messages with your segments to see what resonates best. A/B testing can reveal invaluable insights into preferences and behaviors, allowing you to refine your approach and boost conversion rates.
Advanced segmentation and targeted messaging are not just tactics, they are components of a sophisticated strategy to convert organic traffic into revenue.
By understanding the needs and behaviors of your audience segments, you can craft messages that resonate deeply, engage effectively, and ultimately drive conversions.
Converting Organic Traffic to Revenue
At the end of the day, capturing organic traffic is only the first step. The real challenge, and opportunity, lies in converting these visitors into customers.
Using innovative technologies that support website visitor identification, customer journey tracking, and advanced segmentation, marketers can better reach our audience and improve overall conversion rates.
Ready to get started? Get demo from the team and learn how Customers.ai can help you convert that coveted organic traffic into real revenue.
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Important Next Steps
- See what targeted outbound marketing is all about. Capture and engage your first 500 website visitor leads with Customers.ai X-Ray website visitor identification for free.
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- Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.