SEO and CRO should Work Together in Order to Improve the User Experience
For highly competitive search phrases, it requires a lot of labour and a lot of effort, as well as the use of strong SEO tools, extensive experience, and sometimes a financial investment to rank high.
A lot of traffic doesn't necessarily mean a lot of sales or leads, though.
Too many marketers are focused with driving traffic to their websites, which is a big SEO blunder. This is the first time they've used an organic performance statistic. Although this is true, measuring traffic only for its own purpose is a waste of time.
Additionally, a successful website needs a user-friendly experience, a clearly defined client funnel, and strong conversion rates.
So in this piece, we'll go through five ways to properly combine SEO with CRO.
One way to describe conversion rate optimisation is to say that it's a methodical approach to increasing a website's overall conversion rate, whether it's through more signups for a newsletter or the submission of personal information on a form, or through increased product sales.
For example, if you have 20,000 visitors to your landing page and only 1,000 of them perform the required action, your conversion rate would be 5%.
A considerable amount of traffic may be generated by collaborating with SEOs.
SEO and CRO might have complications if they don't function well together.
If you treat SEO and CRO as different departments without establishing a system for coordinating their efforts in order to increase ROI, you're setting yourself up for failure.
When you place an excessive amount of emphasis on CRO, you run the risk of damaging your SEO efforts.
This is due to the fact that SEO and CRO have complementary skill sets.
The purpose of most SEOs is to produce a lot of traffic, not to convert visitors into customers.
There have been significant shifts in the SEO market, such as an emphasis on Core Web Vitals that have made it increasingly vital to include UX and CRO elements as well.
RankBrain, which looks at how searchers interact with your landing page, is another relatively new development that has taken on greater significance. Organic click-through rates, dwell duration, bounce rates, and pogo-sticking are among the metrics being examined. UX cues may have a major impact on search engine rankings.
Let's have a look at an illustration of this. You've arrived at Google's first result, like the vast majority of people. Unfortunately, the information provided is of little use and is riddled with filler. In this case, you return to Google and select the second result.
Increase User Satisfaction
To help companies better serve their customers, Google has released a set of recommendations. The fact that user behaviour is a ranking component shows that SEOs must be quite interested in this area, even if the search engine declared that user experience is not a ranking element
In my case study, I illustrated how enhancing user experience and engagement metrics resulted in a large increase in traffic from organic sources (and more conversions).
Here are some great suggestions for improving user experience:
Optimization of the checkout procedure
If you haven't invested time, money, and research into your checkout process, you might be missing out on enormous profits.
Something is definitely wrong if your customers are frequently abandoning their shopping carts.
As a result, you've already gained a following of potential clients. With the aim of making a purchase, they've put your products in their shopping cart.
It seems as though all of a sudden, They leave.
Why? During the checkout process, you're definitely discouraging customers.
Allowing clients to purchase without having to form an account is one error. Online purchases do not necessitate a Google account, according to the search engine giant.
As a matter of fact, 24% of buyers cancel the transaction because they are required to register for an account.
It's also a good idea to remove any areas of friction in your body. They are more likely to occur if the customer has an unpleasant experience throughout the checkout process.
Despite the fact that it does not provide specifics on what drove people to leave your website, the funnel visualisation report in Google Analytics serves as an illustration of a point of friction.
Google Analytics provides a report on funnels.
This data is typically utilised by CRO teams to identify the source of the friction. They may also use heatmap tools in conjunction with the funnel visualisation to look for technical flaws, incorrect text, emotional responses, and a slew of other problems.
Improve the call-to-action and the format
Don't make it difficult for your site visitors to find your form by hiding it behind a wall of text and design. To put it another way: This will just increase the possibility that consumers will leave your landing page without submitting their contact information.
To avoid this, you must place your form above the fold.
For clients, this explains exactly what they need to accomplish and prepares them for what they'll do on the next page.
When it comes to putting their call-to-action (CTA) above the fold, Spotify is an excellent example.
Ensure that the navigation buttons are clearly displayed so that users may more easily click across to other areas of the website.
Ask them to continue reading by placing a call to action above the fold.
Numerous websites have implemented the aforementioned suggestions. The "scroll to learn more" button was created by Brave.com in order to tell their users about material that is located below the page's fold.
Less variance resulted to 10 times higher sales.
People who had more options were less likely to buy anything at all, according to this research on jam consumption.
Product variants that are too many are likely to lead to psychological exhaustion.
In terms of both SEO and CRO, what is the significance of this development? Having too many product varieties might have a negative impact on search engine optimisation (SEO). This is a problem faced by many e-commerce businesses. We're not going to get into solutions in this post, but if you're interested in learning more, check out this article.
If a product category has just one or two conversion points, the CRO team has more time to work on macro conversions rather than micro ones, as we'll see in the next section. Instead of concentrating on microconversions, go for the macro ones.
As a result, you shouldn't limit your A/B testing on your landing pages to those that will boost your micro conversions. Instead of directing them to your price page, work on growing macro conversions like the overall amount of leads.
You'll get more sales and leads if you reduce the number of conversion points.
Having a high bounce rate or, even worse, a low dwell duration might have a negative impact on your SEO. If individuals come to your page from Google and then push the "back" button on their computer to return to Google, this is a clear indicator that your website did not give a sufficient response and did not meet the searchers' requirement.
Page loading time is one of the variables that might be to blame for this. To find out more on how we can help you, contact us today.