One thing that is important to realize is that it is sometimes necessary for you to change keywords online in order to increase conversion rates on your website. The reason for this, of course, is the fact that certain keywords are going to bring buyers to your site, and other keywords are going to bring people who are simply looking for information – and the keywords that bring buyers are far more likely to create higher conversion rates and to help you make more money online.
At the same time, however, some people are unwilling to let go of the high traffic numbers they receive from the keywords they have been targeting. If you have been able to rank for a highly competitive keyword, even if it is one that does not lead to high sales numbers, it can certainly be difficult to convince yourself to let go of this keyword and instead target buyer keywords with lower average monthly search counts. If this is the position you find yourself in, the good news is this: you do not have to change your keywords if you do not want to! Rather than changing your keywords, you can simply change what you are trying to convert people to.
If your goal is to make sales (which, of course, should be your long-range goal!), and you are targeting traffic that is simply in search of information, you are certainly going to have a lower sales numbers (in a conversion rate sense) than you would have if you were targeting specific buyer keywords. However, a great way to turn this high traffic into high conversions is to make it your goal to convert this traffic into an opt-in email list!
If you have high traffic numbers from people in search of information on a particular product or topic, you should be able to get high conversion rates for a weekly email newsletter (for instance) that provides more information in this area! And of course, as these people continue to receive and read an email from your site each week, they will become more and more likely to come to your site when it is time for them to make a purchase!
If you have high traffic numbers that you do not want to let go of, consider changing what it is you are trying to convert visitors to; if you can get your visitors to sign up for a newsletter that keeps you in contact with them, you will stick out in their minds, and will make money off these “conversions” down the road!
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