The Zero Moment of Truth (ZMOT) has been coined by Google and roughly translates to the thought and decision process that a consumer goes through when researching, thinking or learning about a product or service. In the words of Jim Lecinski, author of The Zero Moment of Truth, "consumers learn from search results, user reviews, four-star ratings, text ads, image ads, news headlines, videos and even good old-fashioned official brand websites. They learn and decide, in short, at the Zero Moment of Truth."Conversion optimization for eCommerce is essentially a term used to describe optimizing an online store around conversions, attracting consumers to your website and maximizing their likelihood to purchase once there. Conversion optimization takes into consideration both SEO and UX design across all channels a brand represents. Optimizing the SEO structure of a website (and all channels - social media, PPC, ect.) while aligning site design and click-through campaigns around highly converting keywords is the essence of conversion optimization.
3 Conversion Optimization Tips for Winning ZMOT
1. Organic Search - Consistently publish remarkable content with conversion focused keywords in the page title to optimize for organic search. This way the content that gets indexed in the search engines and shared through social media will be conversion focused.
2. Paid Search - Focus only on the keywords that lead to conversions. Stop paying for keywords that do not convert into paying customers. Remove those non-converting keywords from your campaigns immediately and focus on the keywords that bring in the cash.
3. Site Design - Optimize your home page for conversion SEO by highlighting call to actions linking to the top performing pages while linking in the navigation menu to other converting pages utilizing conversion focused anchor text. Don't make visitors think on your site, instead give them a clear path forward with call to actions and converting language.
Conversion optimization is crucial to success with the Zero Moment of Truth because it attracts consumers that are researching, thinking or learning about a product or service. Conversion optimization attracts consumers in the Zero Moment of Truth and will ultimately win you many, many customers.
