Path to purchase
A path to purchase takes visitors directly to your conversion points. So, make sure your buyer’s journey is best optimized for the end goal you have in mind. This might be booking a call, downloading a brochure, or making a purchase.
Matching your visitor intent is crucial. If you try to rush a buyer down the path to purchase, they are likely to bounce off your website. When you understand what your buyer is looking for at each stage of their journey, you can direct them accordingly.
Why optimize?
If your goal is to increase conversions, the path that leads to the sales page or checkout should be quick and easy. A survey by GoodFirms reveals that 61.5% of designers agree that poor navigation causes visitors to leave your website. If visitors can’t navigate to the page or are redirected elsewhere, you lose a potential lead or sale.
Landing pages
At the end of most paths to purchase is a landing page. This is where you showcase your products and services.
This is the stage where your potential buyers are at. The goal of most landing pages is to entice the visitor into becoming either a freemium or paying customer.
Your landing page should be powerful enough to convince visitors and sell. Ensure the page contains
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Powerful and concise copy
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Showcases the benefits
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Includes social proof and personalized CTAs
These elements offer a better user experience and drive prospects to take the desired action (convert).
Why optimize?
At this point, your visitor has likely entered your website via a blog post or social media and has chosen to learn more about your product or service. The intent is clear; your content has convinced them so far. Optimizing your landing pages keeps a visitor engaged and encourages them to convert.
On-page technical SEO
Optimizing your paths to purchase and landing pages is essential only if you have visitors reaching your site.
With search engine optimization, you increase the chances of your page ranking high on Google, Bing, DuckDuckGo, etc. Google alone receives 3.8 million searches per minute.
Taking care of on-page technical SEO means you are sending search engines the right signals to get recognized for your desired terms. For example, internal linking from posts to pages on your website passes authority from one part of your site to another.
Another example is including long-tail keywords, phrases, and keywords related to the primary keyword in your website content. Improving your site’s structure and using image tags improves page accessibility and in turn its ranking.
Why optimize?
More often than not, search engines reward the most comprehensive content. But they can only do so if you help your content get on their radar.
Yes, all pages will get indexed by Google if you ask them. Search engine optimization helps search engines scan your page better and speeds up the process.
Page speed
Visitors who visit your site do not like waiting around for something to load. For example, 47% of consumers expect a web page to load in 2 seconds or less. 40% of people abandon a website that takes more than 3 seconds to load.
Faster website loading time is pivotal to a great user experience. It eliminates any impediments that prevent visitors from exploring your website and engaging further. Compressing your images, enabling browser caching, and minimizing HTTP requests are a few ways to increase your page speed.
Why optimize?
Having a slow page is okay if you’ve got patient prospects on your site. But search engines know that people don’t like to wait around. As such, schemes like Google Core Web Vitals are designed to reward those sites with faster page speeds as they provide better experiences for end-users.
Mobile-friendliness
Smartphones have redefined the way we access information. In March 2021, mobile devices excluding tablets accounted for over 54% of web page views worldwide.
As mobile usage continues to surpass desktop and laptop usage, marketers need to be wary of the intricacies associated with the mobile experience. In the most basic form, your website looks different on mobile than on a computer. Having an optimized mobile version of your website ensures that mobile users get an experience that’s on par with desktop users.
Why optimize?
Like page speed, search engines are more likely to reward your page if it’s appealing to mobile users. Google has been using a mobile-first indexing approach by default since 2019. Fast to load and easy to navigate websites play a key part in improving SERP (Search Engine Results Page) ranking and mobile traffic growth.
