For the SEO industry, the only happy ending is a conversion. This isn’t always the case, though, as some visits end up as a bounce. These missed opportunities don’t really sting, since many of the bouncers are just wrong clicks, and had no intention of converting anyway. The bigger concern are the users who were literally about to convert, but left at the last minute – abandoners.
There aren’t any consistent reasons on why users suddenly turn into abandoners, but the fact that they do is something that needs to change before any SEO or AdWords effort can be effective. But, how can any company solve a problem without knowing the cause behind them? They can only look at their operations and try to find where things can go south with the experience.
The first thing analytics need to do is find the page where most of the abandonment occurs, and see what the user sees. These pages are commonly where users are asked to enter personal information, or required to log in. These security measures are necessary for the business model of the website, but they’re also instant repellents to users who are only looking for a specific piece of information.
The SEO strategy should include how to make these pages more attractive to such users, as well as more assuring that the information will remain private and secure. These are only general content-based solutions, and there are that can be done behind the scenes, or with the programs themselves.
Companies can offer small incentives such as free shipping, small discounts on the next purchase to make it easier for users to enter the website. The best part about these strategies is that companies don’t have to start new promos and offers; they can give what customers would already have gotten even if they didn’t sign up.