Maximizing the customer funnel is one of the keys to Web Engagement business success. Two important, high-Roi aspects of that are SEO (Search Engine Optimization) and Conversions.
With SEO, we establish an ongoing stream of leads, creating a strong Web Presence that attracts Search Engines (and grows to function even beyond the traffic available from Search Engines).
With Conversion mapping, we ensure that leads are guided down the path of least resistance towards the highest profit match between the client and your company.
Website Link Engineering
An example of SEO that Hatano Online performs to increase the efficiency of your company’s site is Website Link Engineering. 
To put it simply, Website Link Engineering takes the total website Link Value (in the eyes of search engines) and focuses distribution of that “Link Value” to the pages that are most important for your business.
In the image to the right, we consider page A as the starting point of Link Value, i.e. the Home Page. If A has 6 points of Link Value, and points to pages X, Y, and Z, they each receive an evenly distributed Link Value of 2 each. However, suppose page Z is a privacy policy page, and we really don’t care if our privacy policy gets ranked in the Search Engines. We choose to edit the link in such a way as to decrease page Z’s importance, thus redistributing its Link Value to X and Y. Now X and Y have more Search Engine power.*
A/B or Multivariate Testing
One method for increasing conversions on your company’s website is to test different designs and content on key pages. This can be done with A/B or Multivariate testing. The difference between A/B and Multivariate analysis is basically that with A/B, we test 2 different pages, and with multivariate analysis, we test a variety of combinations to try to understand which elements on the page are creating a difference.
When we want to test a new design to try to increase conversions, we run an analysis that sends half the visitors to one page and half the visitors to another page. Then we track all of the visitors to see how many from each page reach our conversion goal. If we look at the figure to the left, we see that page B had 33 visitors reach a conversion goal, while page A only had 11 visitors reach our goal. If each page received 100 visitors each, for example, that puts the conversion rates at 33% and 11%, respectively. Big difference! It’s then worth using page B and/or doing further testing to try to discover how to increase conversions even more.
This can be an invaluable tool in increasing the business value of your website.
Learn more about what we can do to improve your business’s online conversions or contact us to request an initial consultation.
*Note: This method adapts with time as Search Engines change, and while it is one useful tactic, it is incomplete without a comprehensive strategy emphasizing the company’s primary business goals.