How to reduce the cost of visitors to the site

Business profitability depends on the way of its development and the main on efficient expenses. The most popular is optimization of advertising budget expenditure of the company. Internet – it’s an area where optimize your advertising costs, perhaps is easier and simpler in comparison with any other offline-media.

Survival in a highly competitive business is determined by the results of work on the effective use of marketing budget. The cheaper is a contact with a potential customer, the greater profit company can expect to.  By the way there is always high restriction which business can use to be profitable.

In fact, in addition to the cost of visits is important possibility that it will become a client. That is converted to real money. The issue to reduce this figure is quite acute among clients of SEO-services. In particular, and because of greater control and transparency of monitoring results.

Anyway, reduce the cost of visitors is reasonable in condition of full preservation of conversion or its minor variations. Ideal variant - if conversion meanwhile grows.

By the way, reducing the cost of visitor is profitable not only for customer of SEO-service and for agency. The scheme is very simple – great effectiveness of client’s business allows scaling of SEO budgets. Everybody has benefits of efforts addressed this problem.

How to reduce the cost of visitors to the site? 

Consider the example website of the online store selling electronics - electrovenik.ru.

The situation of the project: there is a regular customer who spends dedicated budget during a long time for search engine optimization. The result of the work, in general, pleased, but at some point the client knows that it would be better to reduce the cost of attracting visitors. In this case there is the possibility of expanding the budget for search engine optimization. And the client comes to apply to SEO-contractor with a specific task: "Every attracted visitor must do with our company and half times cheaper."

Why it is important for clients? It’s simple - low margin on the product force to use advertising money effectively. Including money on search engine optimization, taking into account the ever-increasing competition in the client's business and planned reducing the cost of goods to his group.

Supposed strategy options for achieving the objective

• Increase of traffic through the expansion of effective semantic core

Implementation of this strategy involves an increase in budget, but can reduce the cost of attracting visitors to the site under certain conditions: the use of effective semantic core (without "tricks", with an adequate ratio of the frequency and competition). Actually, the formula is simple:

Budget increases on the lower coefficient

• Top 1-3 strategy decision instead of usual Top-10

Scheme of the strategy is the same as that of a core extension requests. Except for the fact that we have an impact on setting CTR (CTR) snippet to issue of search engines by increasing the position and at a lower cost factor. Scheme of the strategy is discussed below.

Budget increases on the lower coefficient

• Improvement CTR by snippet

Although it’s impossible to make complete control of the output snippet with the current search engine algorithms, to predict and "suggest" search engines that is really to show the user in the search results for the site.

Budget increases on the lower coefficient

What was client offered?

Good results are demonstrated by a core extension requests with subsequent reduction in cost per visitor and the strategy for top-3 for efficient (with a good rate and are important for the company) requests. Selecting and preparing a semantic core focus mainly was on mid-range requests (with the obligatory investment budget for the references promotion) and a huge pool of low-frequency, for the promotion of which was used exclusively internal potential site (without increasing the external references).

There is the diagram where you can see traffic growth for the period of this strategy 30.05.2011 – 09.10.2011.

Site attendance (visits)

As we see from the graph, with an overall increase of budget for the smaller factor than the increase in traffic (40% vs. 70%), as a result we get a visitor who costs us 18% less.

As for the strategy TOP 3. Here is an example of two task requests, CTR which varies depending on the position (data taken from the tool Google Webmaster).

Clickability from sixth position to the second one four times increases (request - a food processor), while, in practice, the budget for promotion increases no more than 2 times. To request a "Thermo" results even more encouraging - traffic growth is twice provides by the growth of the budget with a factor of 0.2!

Of course, these numbers are "average temperature for the hospital." All depends on the subject and a list of requests. But the example is significance. To reduce the cost per visitor it is good to strive for the top 1-3, as the problem of the maximum.

 

Conclusions according to the case and the objectives

• The more money spent on search engine promotion, the less each costs to attract visitors. This is only true in the case of contractors' performance, the proper selection of the semantic core and true assessment of the potential site

To reduce the cost of attracting a visitor it’s better to choose the strategy TOP 1-3. You should always keep in mind that it is possible not in all cases and the choice depends on the parameters of the site, and on the "fat" request.