All too often I hear experts saying that if you pay attention to analytics conversion reports…matching high conversion rates with high performing keywords…and then proceed to spend more on those sources of visitors (i.e. search), etc., you will magically increase conversion even more. This is the old school way of looking at the power of keywords as they relate to converison.

Yes, I totally agree that understanding keywords and teeing them up with search marketing will bring traffic to your site. And when that visitor is treated to the experience that meets their intent, things are good - i.e. conversion is a few clicks away. But is it always a slam dunk? Absolutely not. From the point of landing on your site to the point of conversion, there are soooooo many things that can derail conversion. Site distraction alone is a big one. Not getting the right information another. I could go on, but you’re busy.

Smart marketers are thinking differently. Allow me to brag about one Sitebrand customer, Limoges Jewelry, who got serious with their analytics by actioning the data with personalized web campaigns targeted to first-time visitors, keywords, affiliates and geo-locations. Never been to Limoges? Check it out and experience their first-time visitor campaign now. Note - it’s up top, right beside the logo…if you see nothing  but what space there then you’re part of the control group’s default content…better luck next time!

Anyhow by building personalization into the marketing mix, Limoges has generated over $1 million in combined and promoted product revenue. Did that get your attention? You should read the full case study, but for the purpose of this post, here’s the deal on how you can seriously impact the success of your keyword investments…

Getting back to keywords…

Through their analytics reports, Limoges could see that a lot of converting visitors were looking for engraved couples jewelry. They have a couple jewelry page which is what many sites would point to and do quite well with. But instead, Limoges went further. They added personalization that went beyond the initial landing  page…

So here goes in a nutshell - below is a standard screenshot demonstrating someone who has typed ”engaged couples jewelry”…

Below is the landing page these types of keyword visitors would see. Psst - personalization for these visitors is happening at the top right beside the Limoges logo…

As you can see, this special offer related to “free engraving” sits here. But it also stays with the visitor beyond the landing page reminding them of their initial intent…ultimating improving conversion, revenue and customer satisfaction.

But you know what? This wasn’t the top performing campaign in terms of overall lift. You’ll have to read the case study to find out. Is it first-time visitor campaigns? Affiliate campaigns? Geo-targeted campaigns?

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