Why you should be pairing SEO & CRO

Here’s my talk from Sheffield DM Sept 25 about why you should pair SEO & CRO.

Transcript

1. Why you should be pairing SEO & CRO
2. SEO Ability to grow brand awareness and visibility in the SERP. Key acquisition method for organic traffic to your site.
3. CRO Ability to improve the experience your customers have on your site. Key method in improving your conversion rate.
4. SEO CRO Fully optimised customer journey + =
5. SEO Awareness / Acquisition Consideration SEO & CRO Conversion CRO
6. In my opinion experience is the most important thing.
7. If you’re delivering a poor experience, you are losing money.
8. If you are failing to optimise the experience, you are failing your business.
9. Which is why you should be pairing SEO & CRO together.
10. Let’s have a look at some examples.
11. Improving experience through accessibility Reduce bounce rate and improve conversion rate by improving: • Site structure • Page element shape / size • Colours ◦ https://colourcontrast.cc/
12. 6% increase in conversion rate after changing the background colour from a colour to white.
13. Provide clear CTA’s Understanding what each page’s CTA is is crucial to providing a good experience. If your CTA doesn’t match the customers intent this could harm conversion rate and also your rankings. Clear CTA’s means: • CTA hidden below the fold or in an unusual position • No unexpected pop-up to disrupt the journey (email sign-ups I do mean you!)
14. 35% increase in conversion rate by removing an email sign up pop up.
15. Images before text* *This is dependent on industry, site & page • Our client’s product pages had high bounce rates, we didn’t know why. • We ran user testing to learn more about the customer journey. • Found for their site the customer expected to see an image above the fold. So we prioritised images over text on a few product pages. It resulted in: - A lower bounce rate - Increase in conversion rate - Increase in revenue - No impact on rankings
16. 10% increase in conversion rate by moving the product image below the initial product description text.
17. Value of content Sometimes adding content you didn’t know you needed can have positive effects on the site. By pairing SEO & CRO together you can test to see what the impact of some content is. You can test showing vs removing certain content blocks to see what the impact is on not only conversion rate but also rankings.
18. 16% increase in conversion rate by including content around ‘money back guarantee’.
19. Test everything
20. Testing isn’t just for CRO, it’s important for SEO
21. Understand what the results mean beyond the data
22. How can you find the right balance between SEO & CRO for you?
23. Finding the balance • Audit your site: Not just technically but also from a customer journey perspective • Identify areas that require optimising: Issues impacting performance • Understand your sticking points: Where do your customers drop off? • Consider experience: Plan in fixes that address the performance issues but also consider experience • Consult with devs: Discuss potential tech debt that might impact performance
24. Your optimisations are only as good as your delivery of them. Getting buy in and your recommendations implemented is the biggest hurdle. Sometimes you need to choose based on what you think is likely to get done and therefore be impactful.
25. Thank you