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We brought the traffic, but not the conversions.
Posted by on April 16, 2021 at 4:15 pmThis month we lost a client. It really sucks. We finally started ranking on page 1 for about 9 of our keywords and the traffic increased exponentially. The only problem was conversions.
I read recently that an SEOs job is not just to bring traffic but also help bring conversions. The site I worked in was an e-commerce site competing in moderately difficult niche.
When I looked at the behaviour flow, I could see the new users browsing the site and spending around 2.5mins on average. But the client hadn’t set up e-commerce tracking on the analytics and was highly paranoid about granting us access, so I wasn’t able to view much more than that.
After looking around, I could see a few notable things and I mentioned it to them. Some things to note would have been items that were pre added into cart making the price look astronomically high, and product descriptions.
I don’t normally do CRO for clients, my idea is to bring them the traffic, they’re responsible for the conversions. Am I wrong?
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3 Replies
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Somewhat wrong. Your job is to make the client money. Quality over quantity. Return on investment.
Although if a clients pictures/products are trash then it’s on them. Especially not granting access to analytics. How can you set up goals? That’s a bad move in their part.
At the end of the day though if the client doesn’t take the business seriously as highlighted above then they will fail and you’re better off without them.
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I think that it really depends on a lot of factors. You can control what you can control. If you are ‘responsible’ for getting conversions and don’t have full control of the funnel and the data around it then you can’t optimize the full funnel (which is actually more than “just” SEO). If you can’t optimize the full funnel, then you can’t be held responsible for what happens towards the end of the funnel.
The really unfortunate thing is that your client can come up with any reason that they want to keep or not keep you, so regardless of what you could or could not control you should move on. Nobody has a perfect record at anything — learn from this and make sure that you outline in your pitches exactly what you’ll need access and control of in order to be successful.
Use it as a learning experience and get a new client.
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>Some things to note would have been items that were pre added into cart making the price look astronomically high
Why would they do it? It’s surely looks shoddy and a big question of trust to move forward.
>I don’t normally do CRO for clients, my idea is to bring them the traffic, they’re responsible for the conversions. Am I wrong?
As service provider, it’s your responsibility to help the client even with conversions. You are doing a great job in driving traffic. Good job. Also, just bringing traffic won’t help the business to survive, it needs sales. So, go two steps further and help them with conversions and sales.
Ultimately, the business’s goal is to increase the revenue. And, it’s your responsibility to help them achieve it. Why? The point to note is: your business is directly dependent on the client’s business. If the client’s business does good, you thrive else you perish. As simple as that.
Having said that, in first place, if the client does not offer quality products and/or services, they will not get good reviews/testimonials to support their offerings. Hence, whatever you do, it’s mere waste of time and energy. This point should be clearly communicated to them.
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