Conversion Rate Optimisation and SEO have a very symbiotic relationship — they depend on each other to work properly.
It is extremely difficult to drive conversions without any traffic going to the website.
At the other hand, what are the advantages of consumers if you don’t have an efficient plan to affect their conversion into a customer?
SEO control and conversion optimisation offer a balanced solution to the marketing plan, approaching all sides of the equation. Even if your company invests primarily in PPC to reach its target traffic, ignoring the organic side of the search is a mistake — don’t lose the opportunity for new customers.
If you are creating new content or simply want to update your current landings pages, these tried and tested conversion optimization strategies will boost your organic search performance over time.
What is Conversion Rate Optimisation?
When it comes to internet marketing, you can make more money in one of two ways. You can push new traffic to your site to increase sales, or you can enhance the quality of your site to boost sales with the same amount of traffic you are currently getting. The focus of conversion rate optimisation (CRO) is on the latter.
1. Minimise Your Scope
Google is in love with websites that provide immediate answers. The first page of the search results is filled with pages deemed most effective when it comes to answering your search query. While it is tempting to optimise pages for a wide audience in order to attract more visitors, this approach often creates a poor user experience.
Addressing a wide variety of subjects, all but ensuring that the audience has to search for the details they need. Landing pages that speak to all of us talk to no one in particular. Sharpening your emphasis is a top-down operation, beginning with the layout of your website.
How you structure your pages will have a direct effect on how search engines index your site and visitors will find the information they need.
With a well-defined site architecture in place, your next task is to ensure that the content of your landing pages remains highly focused. Segment variations of your central theme using a clear header hierarchy and a strong call-to – action link that speaks to a specific reader.
2. Build material that converts
The design of a website is perhaps the most significant factor influencing conversion levels. It also plays an important role in how the individual pages perform an organic search. Great marketing material has the potential to effortlessly blend conversion opportunities. There are a few things to keep in mind when creating new content to ensure that you get the most out of it in terms of conversions and SEO.
First and foremost, the material should be intended for human audiences. Although it is important to include keywords from an SEO point of view, you easily turn off content readers for search engines that are overwhelmed with terms. Know, too many cooks will ruin the broth in the oven.
Don’t fix volume when finding keywords to optimise your content. Keywords with less frequency but a strong meaning behind them are worth a lot more.
Build the content with clarification and conversion in mind. Write with a sense of urgency, and use strong calls for action to complement the natural process of thought.
3. Relying on the visuals
Nothing invites a visitor to leave your site faster than a huge wall of text.
Breaking content with visual elements can help make your content more digestible, and keeping your audience engaged could ultimately make a difference in creating a new conversion. Although adding images can significantly improve readability and reduce your bounce rate, they must also serve a function. Also hold these elements very important.
Determine whether a portion of your content is best represented as an image. Find your landing page metrics with low bounce rates and see what ways there are to increase the amount of visuals.
5. Perform daily tests
It’s almost difficult to increase the conversion rate without setting a benchmark. Routine testing helps you to track your results and notify your overall marketing strategy for the future.
If you’re just getting started with analytics, just start with a simple one. The first thing you’ll probably want to find is your top pages, which can be easily found by Google Analytics (Behaviour on Site Contents on Landing Pages). Using the data to make small adjustments to the websites, ensuring that shifts in traffic and user experience are tracked. Conduct regular A / B testing to refine your strategies whenever possible.
Do you need assistance with optimising the conversion rate for the website? Get in touch and we’ll help you boost your sales and conversion rates.