{"id":22189,"date":"2019-07-16T12:11:44","date_gmt":"2019-07-16T12:11:44","guid":{"rendered":"https:\/\/www.tikitech.in\/blog\/?p=22189"},"modified":"2019-08-21T05:50:30","modified_gmt":"2019-08-21T05:50:30","slug":"cro-and-seo","status":"publish","type":"post","link":"https:\/\/tikitech.in\/blog\/2019\/cro-and-seo\/","title":{"rendered":"CRO and SEO: The quiet interplay to generate business ROI"},"content":{"rendered":"\n

Conversion Rate Optimization and Search engine optimization\nare two complimenting aspects of any successful digital marketing strategy. The\ninterplay between these two concepts help not only rank you higher in the\nsearch engine, but also get quality traffic to your website. So before going\ninto details of the techniques, we have to understand what these terms mean.<\/p>\n\n\n\n

CRO and SEO in Detail<\/strong><\/h2>\n\n\n\n

Conversion Rate\nOptimization:<\/strong><\/h3>\n\n\n\n

By definition,<\/strong><\/h4>\n\n\n\n

\u201cIn internet marketing, and web analytics conversion optimization, or conversion rate optimization (CRO)<\/a><\/strong> is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.\u201d<\/em><\/p>Source: Wikipedia<\/cite><\/blockquote>\n\n\n\n

So basically, the idea behind optimization of conversion rate\nis to give users a better experience when they visit your website\/business.<\/p>\n\n\n\n

Every business, through various internet marketing techniques,\nholds the objective of attracting new leads, gather their information and\nnurture them to convert into customers. In order to track, weather your\nmarketing efforts yield good results (ROI), you need to pay attention to\nconversion rate. Even though you have thousands of traffic coming in to your\nwebsite and, none of them convert into customers, you end up in low conversion\nrate. Hence, CRO becomes important in bringing in quality traffic to your\nwebsite, which you can further nurture to convert into customers.<\/p>\n\n\n\n

Therefore we can say, when you expect the best out of all\nyour web marketing efforts, conversion rate optimization (CRO) benefits cannot\nbe ignored. Conversion rates can be measured on the basis of sales, Email\nsignups, Survey forms, Webinar registrations and many other ways. However,\nactions like email signups, survey forms or webinar registrations can help\nquantify the results.<\/p>\n\n\n\n

So if we want to calculate the conversion rate of email sign ups, it can be done as follows-<\/p>\n\n\n\n

\"CRO
Conversion Rate Calculation<\/figcaption><\/figure>\n\n\n\n

Like this, there are tons of ways to engage people with your\nsite and measure your conversion. So,  you need to make sure your site design allows\nyou to take such actions.<\/p>\n\n\n\n

Search Engine\nOptimization: <\/strong><\/h4>\n\n\n\n

\u201cSearch engine optimization (SEO)<\/a> <\/strong>is the process of increasing the quality and quantity of website traffic by increasing visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results (known as “natural” or “organic” results), and excludes the purchase of paid placement.\u201d<\/em><\/p>Source: Wikipedia<\/cite><\/blockquote>\n\n\n\n

In simple terms it refers to the different techniques a company does, to rank themselves for certain search keywords in the search result page. There are lot of tools and techniques in SEO that can help you achieve better results for the internet marketing efforts you make. <\/p>\n\n\n\n

You can visit our blog SEO: A winning digital strategy for your business in 2019<\/a> to know more about how important SEO is for your business and how you can implement it effectively.<\/p>\n\n\n\n

Is ROI from CRO is\nmuch higher than SEO?<\/strong><\/h2>\n\n\n\n

Both SEO and CRO goes hand in hand. Without any of it, your marketing efforts are incomplete. And there is absolutely no particular measure through which we can directly state weather SEO is important or CRO. However, CRO includes all activities that can give a better user experience to your customers on your website. So, it can result in a permanent fix for your website and can be helpful for all other marketing channels as well.

<\/p>\n\n\n\n

So how do you\noptimize your conversion rates?<\/strong><\/h3>\n\n\n\n

Attractive and Responsive Landing Page Design<\/strong>:<\/h4>\n\n\n\n

A clean, to the point landing page is what you need, which can deliver both trustworthiness and professionalism to anyone who lands up in your website. Make sure to maintain your brand consistency. Learn more on brand Consistency and how to use it for your business<\/a>.<\/p>\n\n\n\n

\"CRO-
Source:Hubspot<\/figcaption><\/figure>\n\n\n\n

Also,\nyou need to make your website mobile ready to give your users better experience\nwith the small mobile screen as well.<\/p>\n\n\n\n

Precise, Attractive Headline and Brief, Targeted Copy:<\/strong><\/h4>\n\n\n\n

Make sure your page conveys exactly what you are ranked for when your customer searched you using certain keyword and landed up in your page. Your content should be precise and not-so-lengthy so as to attract your clients by serving their purpose when they land on your page.<\/p>\n\n\n\n

\"CRO-<\/a>
Example of a catchy Headline and copy<\/figcaption><\/figure>\n\n\n\n

Necessary call-to-action (CTA): <\/strong><\/h4>\n\n\n\n

Use proper call to action buttons that is clearly visible with short, gain-focused text and can be easily visible and accessible to navigate within the page. <\/p>\n\n\n\n

Forms to capture relevant leads:<\/strong><\/h4>\n\n\n\n

<\/strong>Use relevant forms in your website\/landing page which will contain all the fields which are necessary for your clients, but not too many which can create frustration among them.<\/p>\n\n\n\n

Multivariate testing (MVT): <\/strong><\/h4>\n\n\n\n

Test multiple versions of the webpage\/Landing page by adjusting multiple variations.<\/p>\n\n\n\n

Run A\/B tests: <\/strong><\/h4>\n\n\n\n

Test two versions of the page changing just one variable<\/p>\n\n\n\n

ROI Calculations<\/strong><\/h3>\n\n\n\n

It is even more tedious to calculate the ROI of Conversion\nrate optimization than of other marketing campaigns such as SEO, PPC etc.<\/p>\n\n\n\n

You can certainly calculate the ROI of SEO by assessing the\namount of traffic assisting or completing website conversions. On the other\nhand, on CRO, you work on improving the overall user experience. You work on\nremoving the various bottlenecks in your sales funnel and thereby increasing\nsales and ROI across multiple marketing channels. However, it is really\ndifficult to measure which part of marketing campaign or sales funnel benefit\nfrom your conversion optimization efforts.<\/p>\n\n\n\n

However, in order to calculate the ROI of CRO, you can forecast\nthe overall website sales and ROI and take a baseline measurement for next 4-6\nmonths and match your actual results with the forecasted one.<\/p>\n\n\n\n

Also, as a marketer all our efforts goes at working towards\n100% ROI. 100% ROI means, if a client spends x amount for the conversion\noptimization program, he should get 2x return.<\/p>\n\n\n\n

As a matter of fact, all such marketing efforts will\nultimately decline over a period of time and even though, you do tons of\ncampaigns, the website traffic does not increase in proportion to the\nconversion volume. Also, not every website visit will lead to conversion. There\nwill be always lots of visits which are not converting and sometime they are\nnot converting at all.<\/p>\n\n\n\n

Integrate CRO with SEO<\/strong><\/h2>\n\n\n\n

Though both CRO and SEO have their own specific tactics, but\nwe can definitely combine them to help clients succeed <\/p>\n\n\n\n

Try to keep your website Minimal and simple:<\/strong><\/h3>\n\n\n\n

There are few things to consider while creating website- <\/p>\n\n\n\n