It’s a common misconception that the sole purpose of search engine optimization (SEO) is to drive traffic to a website. But traffic in and of itself doesn’t have intrinsic value. To create value, the traffic that comes to your website has to convert.
The essential question for an online business is how to increase the percentage of traffic that converts on your website. By combining SEO with conversion rate optimization (CRO), you can elevate your website from a traffic magnet to a conversion machine.
Before I detail how to implement SEO conversion practices, let’s set the foundation with some definitions.
What Is a Conversion Optimization?
Whether you call it CRO, conversion optimization, or conversion rate optimization, CRO is a strategic discipline focused on increasing the percentage of visitors to a website that transitions into customers. In essence, conversion optimization streamlines a prospect’s journey from search to purchase.
Rather than generating traffic, conversion optimization is about generating more sales from the traffic your website already has.
CRO practices incorporate user feedback, analytics, and A/B testing to spot and repair potential roadblocks in the customer journey, simplifying the transition from prospect to paying customer.
Why Does CRO Matter?
The Benefits of Conversion Rate Optimization
Optimizing conversions on your website helps you funnel visitors to a specific goal — whether it’s physically or psychologically. CRO makes your marketing strategy more effective by generating the most value from your website traffic.
Without a formalized optimization plan, you might be taking action based on what you think or feel is the right thing to do. A rigorous conversion rate improvement strategy creates the structure for testing your theories and evaluating your results.
I’m an ardent proponent of the idea that you can’t improve what you don’t measure. If all marketing roads lead to conversion, optimizing the pivot points for revenue generation removes potential roadblocks that impact the success of your marketing plan.
By improving the efficiency of your marketing funnel, you’ll be able to reclaim leads or sales that you’ve been missing out on. Over time, you’ll increase your revenue without expanding your marketing budget, which means bigger profits for your business.
Improved Search Visibility
Conversion optimization tactics, like creating better content, improving site functionality, and speeding up page load times, align with Google’s Core Web Vitals update. Improvements in these areas will be rewarded with improved ranking in search results.
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The continual A/B testing of a robust conversion optimization program will reveal details about customer preferences that you can use to refine both online and offline marketing strategies.
The Human Side of Conversion Optimization
There’s no doubt that CRO is a metrics-based discipline, but an exclusive focus on metrics, such as conversion percentages, averages, and benchmarks, comes with a downside.
The more fixated you are on conversion data points and actions, the less you think of the human beings behind those numbers.
At its core, conversion rate optimization is about understanding what drives your users and which barriers get in their way, so you can create the best possible user experience for them, making it effortless for them to move through your marketing funnel.
That kind of understanding requires more than data. It requires empathy.
Focusing on the final desired action — the conversion — is important, but the truth is there’s a lot that happens before that point. Rigorous CRO requires understanding what drives people to your website, what makes them leave and how to engage them in a way that leads them to convert.
NumbersFirst approaches our SEO partnerships with a long-term approach based on your business goals and focused on helping your company grow. Get in touch with one of our SEO consultants and learn how SEO can maximize your conversion rate optimization efforts.