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Accessibility and Usability Forum

    
Organic Search Conversion Rate
OrganicPop




msg:3712250
 4:58 pm on Jul 31, 2008 (gmt 0)

I'm looking for lot's of participation here... :)

I have a b2c site that offers consumers a service if they fill out a short form. My conversion rate from organic search is a dismal .4%! I've searched far and wide for a metric I should seek to reach but oddly enough haven't found much to go on. I found a report in 2006 that claimed e-commerce sites should expect around 3%, but e-commerce I feel is a different ball game.

What conversion rate should a b2c site with form submissions expect? What are your conversion rates from organic search and what type of site(s) do you run?

 

DrDoc




msg:3712539
 11:22 pm on Jul 31, 2008 (gmt 0)

While reports claiming that sites should expect X% conversion rates, such numbers are typically quite general and differ widely between one type of site and another.

Sounds like a usability issue to me. Have you gotten any reports from users experience problems with your site? Perhaps the a lot of people find the form awkward, or perhaps the reasons for filling out the form aren't spelled out properly?

OrganicPop




msg:3715215
 11:55 pm on Aug 4, 2008 (gmt 0)

Thanks for the response Doc. It could be a number of things including technical or design issues...

I would like to just know what anybody elses organic conversion rate based on b2b, b2c, or e-commerce?

Makaveli2007




msg:3719497
 11:24 pm on Aug 9, 2008 (gmt 0)

Hey OrganicPop. I've seen this question asked /discussed about half a dozen times on different forums over the past 2 years...and every time the reply has been "it's impossible to tell, because these vary too much".

piatkow




msg:3719826
 3:48 pm on Aug 10, 2008 (gmt 0)

Always have a layman test your site for usability.

I had a lot of problems with a form on my site that was intended for advertisers to submit copy for a printed magazine. Several IT literate people throught it perfect but customers kept being confused. All it needed was some quite subtle changes in wording.

Karri




msg:3750091
 2:33 am on Sep 23, 2008 (gmt 0)

Are you actually asking someone to give out personal information before providing anything of value (content, downloads, whatever)? If so, then that would be a major obstacle. But let us know a bit more about the page design and what's being offered up content-wise before people sign up or register with your site, etc.

Karri

OrganicPop




msg:3750584
 4:51 pm on Sep 23, 2008 (gmt 0)

Hi Karri

The site asks for a user's personal information in exchange for advice. Content is not withheld at any point from the user, just the advice.

Karri




msg:3750610
 5:24 pm on Sep 23, 2008 (gmt 0)

OrganicPop - Okay, so the "content" is arguably then already useful, interesting, etc. unto itself?

Next question: is the sign up process prohibitive in any way? Could it be simplified? i.e. just ask for the email address and possibly their Name? Anything more might not work, at least initially. Only seek to get the most basic information. Then, once you've built their trust, you can get more info as needed.

A privacy assurance statement beneath your sign up box is important as well.

OrganicPop




msg:3750622
 5:47 pm on Sep 23, 2008 (gmt 0)

"Next question: is the sign up process prohibitive in any way? Could it be simplified?"

I wouldn't say so. We ask for basic contact details name, email, phone and so forth so that we can get in touch for the advice. If just an email address was asked for, then our point of contact for them wouldn't be helpful enough.

"A privacy assurance statement beneath your sign up box is important as well."

Privacy is in place.

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