By Sara Neal
It’s no secret that in-store traffic is valuable for most businesses. In fact, while the average website conversion rate is 2.35% across industries, for in-store traffic the average conversion rate is 33%. That is to say – if you can move that website visitor to knock on your door, there is roughly a 1 in 3 chance they will make a purchase. So how can you make that happen?
Here are six ways you can use digital marketing to drive in-person visits to your business location:
1. Optimize Your Website
Did you know that your user’s experience begins before a prospect even visits your page? User experience begins wherever on the web prospects find you. Everyday consumers turn to search engines like Google to find answers to what they are looking for. Some experts say that as much as HOMEABOUTTWITTER 13 March 22 2016 Posted in Internet Yellow Pages Local Search Mapping Mobile Uncategorized Why We Should Treat Most Commercial-Intent Search Queries As ‘Local'” href=”http://screenwerk.com/2016/03/22/why-we-should-treat-most-commercial-intent-search-queries-as-local/” target=”_blank” rel=”noopener noreferrer”>30% of all searches queries have local intent.
Search Engine Optimization, or SEO, uses a knowledge of search engines and how they work to update and tweak your website to make sure you are easier to find in the search engine results pages. A secondary impact of a well-optimized site is a better user experience on your page. This is because when determining your page rank (where you land on the search results page), search engines account for everything from navigation, to page load times, fresh relevant content, images, media, and more.
In addition to a strong SEO strategy, a few things to consider for your website that can help increase in-store visits:
- Online appointment scheduling – Appointments can be scheduled after-hours!
- Calls to action – Make it clear what the next steps are. Ex: Visit us today!
- Print-at-home and mobile coupons – That can only be redeemed in-store
2. Take Advantage of Paid Search
For searches with high commercial intent, paid listings still reign supreme. They receive preferred placement at the top of the search engine results page across Google, Yahoo, and Bing. We’ve already talked about local intent and how important it is to rank for these searches. How can you optimize your PPC campaign to be competitive for these searches and increase in-store visits?
Here are a few things to consider:
- Be sure you are targeting all relevant geos
- Make sure all relevant geos are included in your keyword list
- Check your keyword list for “near me” keywords
- Utilize ad scheduling to bid more aggressively during business hours
- Consider optimizing for mobile users