SEO as a standalone practice has proven to be very effective at boosting organic online visibility and traffic to a website. But how can you get users who land on your website to do what you ultimately want to achieve, a conversion? Here we take a look at what CRO is and why it matters for your SEO strategy. So, what is CRO and why does it matter for SEO?
Conversion Rate Optimisation (CRO) is a strategic method focused on refining your website to increase the percentage of visitors who complete a desired action, or ‘convert’. An effective CRO review is crucial as it uncovers various website elements that might be hindering users from converting, thereby potentially impacting your business’s sales and overall revenue.
Read on to find out more about CRO and why it’s important for SEO strategy.
How Does CRO Help With SEO Success?
CRO helps with SEO success as it helps to send the right signals to search engines. Google’s Core Web Vitals are a benchmark in SEO that measures your website performance in terms of speed, engagement and user experience. All of these, as well as other SEO practices, are key to achieving success in the ranking system.
Learn more about the importance of user experience for SEO campaigns by reading our detailed blog: Why User Experience (UX) Matters for SEO
How CRO Enhances SEO Strategies
- Boost website visibility – A website with a good user experience is likely to have a higher engagement rate, showing the search engines that your content is of a high quality and relevant in your niche.
- Better quality leads – CRO practices can help you really get to know your target audience. This can help you drive more relevant traffic to your website and, in turn, generate leads that are of good quality.
- Better user experience – Knowing how your users interact with your website you can make the experience even better which can improve user satisfaction and gain you positive reviews, further leads and return visits.
- Improved conversion rates – By implementing a CRO strategy you are more likely to see improvement in conversions as you are actively learning what your users like and dislike about your website, and can make changes over time according to the data gathered.
Learn more about why CRO is a key aspect of SEO by reading our detailed blog: Conversion & CRO in SEO
How Can I Measure CRO Success?
It is important that once beginning CRO efforts, you clearly decide what success will look like for your strategy. Some key organic metrics you should be tracking to measure the efficacy of your CRO strategy include:
- Leads generated
- Website sales
- Website traffic
- Bounce rate
- Click-Through Rate (CTR)
When Should You Implement CRO?
CRO should be considered alongside your SEO strategy. A long-term goal, CRO practices can help to improve the quality of the conversions you receive. If you are getting traffic to your website but are not seeing as many conversions as you would expect, it may be time to analyse that traffic using CRO methods.
Wildcat CRO Case Study
At I & G Engineering, their dedicated Wildcat account manager, Amy, felt that it was the right time to implement a CRO review into the campaign. As part of a CRO strategy, Amy completed optimisations for key landing pages to ensure pages were providing the best possible content to encourage users to convert. Below are examples of what the I & G Engineering pages looked like before optimisation:
Following Amy’s CRO efforts, key landing pages received several changes and improvements to drive conversions, resulting in an optimised landing page:
Following the upload of this refreshed content, the 5-axis machining page saw a 50% increase in organic page views and a 33% increase in the page’s event count.
“My contact over at I & G Engineering flagged that conversions weren’t as valuable or frequent as they used to be, so I made the decision to improve the conversion opportunities of key landing pages. By adding more calls-to-action, an above-the-fold button, clear information about the commercial benefits of these services, and retargeting valuable keywords, we’ve increased the organic traffic of the site.” – Amy, Senior SEO Executive, I & G Engineering account manager.
Following Amy’s implementation of CRO improvements to key landing pages, her contact at I & G Engineering commented on a noticeable uptick in enquiries submitted to their website.
What Are Different Types of CRO Strategies?
Getting to know your users is an important step in any CRO strategy. If you can identify your target audience clearly, it will be easier to understand what it is they want from your website. There are free tools available which you can implement on your website to gather data, such as Hotjar and Microsoft Clarity.
Learn more about steps you can take to improve your CRO strategies by reading our detailed article here: Quick Ways to Improve Conversion Rates on SEO Pages
SEO & CRO Strategies at Wildcat Digital
CRO, like SEO, is a long-term strategy. Getting to know your users and how they use your website is key to building an informed strategy. As experts in building robust, long-term SEO strategies, we can help you implement an effective CRO strategy as part of your campaign. To learn more, get in touch with our award-winning team today.
Andy Blanchard
Senior SEO Executive
