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Many people think that gaining high-ranking on Google and high product sales highly depend on SEO.
But, this concept is not entirely true.
SEO mainly focuses on improving visibility on Google but that is still not going to help you generate more sales.
Then how does it improve your ROI?
Let’s face the truth: not every human on the internet is your customer.
Therefore, you should focus on getting more qualified customers who are interested in your business.
That’s where eCommerce conversion rate optimization plays its crucial role.
Now, let me first clearly explain to you the real meaning of conversion rate optimization.
What is the Difference Between Conversion & Conversion Rate
Conversion refers to the fulfillment of a site goal such as the purchase of products by customers.
The eCommerce conversion rate of a website defines the number of times a goal completed by users or visitors.
Conversion Rate = Number of Orders/ Number of sessions
For example, if the number of orders is 500 and the total sessions are 5,000 then the conversion rate is 10%.
What is Conversion Rate Optimization?
Conversion rate optimization refers to the systematic process of increasing the number of users who complete the website goal.
CRO process focuses on the behavior of users and tries to understand what prompts them to buy products and services of a website.
Two Types of Conversions
The main goal of the website refers to the macro conversions.
- Subscription of service by users
- Buying products
- Request of quote
Micro conversions are those conversions that happen before the actual macro conversion.
- Sign up for newsletters
- Registration on website
- Addition of products into the cart
Now, you understand the meaning of conversion rate optimization; let’s clearly define the difference between SEO and CRO.
SEO focuses on increasing the ranking of web pages on Google without focusing on the relevant customers.
On the other hand, Conversion Rate Optimization focuses on attracting users who are interested in buying the products and services of a website.
Now, that tells that CRO is much more effective than SEO.
In many cases, the profit generated by the websites focusing on CRO is much higher even with low ranking on Google.
How CRO and SEO are Affected by Each Other?
CRO and SEO relate to each other and bring the best results when working together in a proper way.
Slow Speed and Poor Content Quality
Good Speed of a website and high-quality content are both necessary for the high CRO.
However, if your website takes more time to load and filled with low-quality content then it will surely decrease the eCommerce conversion rate.
Users rarely visit a website that takes more than 2 seconds to load on Google.
Plus, this slow speed and poor content also affect the ranking of the website. Google always ranks websites lower with bad quality content.
Sending Traffic to Irrelevant Pages
If you are doing SEO for less relevant pages of your website then it will also affect the conversion rate for eCommerce.
Visitors’ engagement will go quality down as they will not find the relevant content they are looking for.
Visitor engagement is an essential part of conversion rate optimization and therefore it is highly dependent upon the SEO.
Increase Inbound Links
A website with better eCommerce conversion rate optimization also attracts more inbound links.
People find websites with better CRO more valuable and that helps in better SEO.
What are the Main Benefits of Higher CRO?
E-commerce Conversion rate optimization brings many benefits to the SEO apart from increasing ranking.
Better Understanding of Users
CRO helps a lot in understanding the behavior, likes, and dislikes of the website users and customers. Conversion rate optimization focuses on finding the main preferences and expectations of users from a website. This right understanding of user behavior helps digital marketers to target potential customers better.
Better eCommerce conversion rate is possible only with the efficient use of available resources. Thus, if your website’s CRO is higher then, it ultimately improves the Return on Investment as well.
Conversion rate optimization helps in improving the scalability of business so that you can grow your business easily.
Entrepreneurs can efficiently run their business with better CRO without running out of resources.
Improved User Experience
Higher CRO is always achieved by giving better user experience to the potential customers and website visitors.
Conversion rate optimization improves the various elements of websites for attracting users.
Every website needs to gain the trust of their users and customers. People share their sensitive information such as credit card details only on secured and trusted websites. Conversion rate optimization also focuses on improving making the website more secure and reliable.
How to Improve CRO and SEO Simultaneously?
Increase Page Load Time
The page load time of your website puts a great impact on SEO and CRO. This improved efficiency can be achieved by improving website code, reducing heavy content such as images and video files.
SEO for Most Relevant Pages
You must put your main SEO focus only on key pages or highly relevant pages of your website.
Spending more time doing SEO of less relevant pages will only lead to a waste of effort.
Also, make sure to optimize the relevant pages to meet the specific needs of potential customers.
A/B testing tools help to improve search engine optimization.
A/B testing helps a lot in finding the specific needs of the users so that you can provide content according to their specific requirements.
How To Integrate SEO and CRO?
Keep Everything Clear and Simple
The more complex thing you do for better SEO and CRO, the less success you will get.
This is true.
You have to keep a few important things simple such as:
- Reduce links – It is better to keep the minimum of the link and add only links to relevant pages.
- Reduce Fluff – Present the information to visitors clearly by reducing any fluff content and visuals.
- Concise Information – Keep your website information concise and easy-to-understand for users. Show real clients’ views on the website instead of adding stories.
- Simplified Navigation – Simplify the navigation of your website so that users can move around the website easily.
Plus, improved navigation also helps to index the site better.
Clear and Clever Headlines
The headline of any piece of content or webpage is the most important thing to attract users.
Users enter any webpage by reading its headline and therefore it should be written carefully.
A headline should tell the users exactly what they are looking for. This will help to improve SEO and CRO.
Be More Engaging
Highly engaging content is the key to attract more visitors and make them stick around for long.
Websites with a higher engagement level always increase both CRO and SEO.
You can attract more visitors by offering them better content in the form of PDF and eBooks.
Add Social Proof
Adding social proofs, customer feedback, and testimonials to your website will help to build more credibility and authority.
Social reviews highly attract people, especially when shown on Google search results and website homepage.
Moreover, adding social proof is one of the most integral parts of your social selling strategy.
Improve Page Load Time
Everyone in this age is obsessed with high speed and therefore it must for websites to increase their page load time.
If our website takes even a few seconds more to load then it can cost you high in the long-term.
Keeping your website secure with an SSL certificate is a must for improving ranking on Google.
Plus, it will also help to improve the conversion rate as users trust websites more with HTTPS instead of HTTP.
Techniques For Successful Conversion Rate Optimization
The Analytics Method
The analytics method is used to analyze the behavior of users on a website.
This analysis is done by using various analytics platforms such as Google Analytics and More.
This analysis method gives website owners clear information on:
- What users like most on the website?
- Which webpages do they read more?
- What are the age, location, and interests of the users?
- Which device do they use to browse your website?
All this information helps conversion rate optimization.
You can easily understand the preferences and interests of the users and therefore bring the better result to their search.
The People Method
The People Method helps digital marketers to understand the reasons behind the particular choices of the people.
You can get accurate information about the users behavior reasons by various methods such as:
- Online surveys
- User testing
- Satisfaction surveys
This method will give you clear information on:
- Why do users like to engage with your website?
- How the content of your website impact users’ emotions?
- What users expect from your website?
I hope you find this all information on SEO and CRO relation useful.
If you use both SEO and CRO effectively on your website then it will surely bring you quick results. After all, both SEO and CRO go hand in hand, and when leveraged properly can do wonders for your online business.
If you have any other useful information on this topic, then do not hesitate to share it with us.
SEO Title: The Relationship Between CRO and SEO How They Affect Each Other
Meta Description: SEO and CRO are both very essential parts of a marketing strategy. Here is the relationship between them both and how they affect each other.
Author Name: Alice Herman
Author Bio: I’m Alice Herman, a digital marketer, and technical writer who is passionate about exploring and writing about innovation, technology, and digital marketing trends.
Twitter Handle: @AliceHerman_usa