Seeing your website surge with traffic is pure bliss. Whether it’s because your blog post has gone viral on social media or you’re number one on the SERP, being digitally popular is just *chef’s kiss*. 

It’s all flowers and butterflies until you log into your analytics account to discover that your conversion rates are discouragingly low. Disappointment creeps in, as you realize that your potential customers are mere observers rather than avid participants in your business. So what’s wrong with your campaign? 

The truth is, getting organic traffic through target keywords alone won’t get you more revenue. SEO is just one part of the equation; you need conversion rate optimization (CRO) to actually reel in leads and revenue.

Read more about the importance of CRO for your company:

Many people, unfortunately, overlook the dynamic kinship that SEO and CRO carry, and this is why Big Leap now proudly offers CRO services. We understand that SEO alone isn’t going to cut it—adding a robust CRO strategy to your SEO campaign is critical in harnessing the true powers of the web. So keep reading, as we jump into all the fine details below. 

What Is SEO? 

SEO is about gaining visibility online. In your SEO campaign, you might have an extensive keyword and competitor analysis along with content optimization to be better ranked by search engines. It helps heighten the quality and quantity of your traffic through organic search engine results. 

Overall, SEO requires long-term, customized tactics to achieve sustainable business growth. And part of attaining lasting results isn’t just about getting more people to visit your site—it’s about bringing in qualified leads. After all, what is great traffic if they’re not feeding your bottom line? 

What Is CRO? 

CRO is a strategy that aims to craft on-site experiences to increase conversions and feed that bottom line. Many people often associate CRO with monetary goals. And though it does aim to bring in revenue for your business, CRO involves a comprehensive process of analyzing site visitor behavior to minimize problems for your potential customers. 

It’s essential to design a seamless digital experience, so your target customers can easily take the actions that you want them to take. Whether it’s signing up for your newsletter, claiming a free audit, or purchasing your product, these processes need to be mapped out vigilantly on your site. 

Websites don’t simply house content—they should serve as interactive platforms where audiences are encouraged to actively engage with your brand, voice, and services. This is the heart and soul of CRO, and in order to kick off such participation, SEO is required. Therefore, SEO and CRO go hand-in-hand. 

SEO & CRO: A Complementary Relationship 

Like many things in life, going solo at something doesn’t always help you reach your fullest potential. Sometimes, you need someone beside you to push and guide you towards greatness. 

The same concept applies to SEO and CRO—one provides resources while the other optimizes these resources into actual returns. With a solid SEO strategy and a precisely designed website through CRO efforts, you’ll have: 

  • A lower bounce rate.
  • More clicks/interactions throughout the site. 
  • Higher conversions. 
  • Higher returns. 

When you’re looking at the marketing funnel, SEO feeds visitors into your funnel, while CRO works to convert these people into customers. This complementary relationship will make both search engines happy and your potential customers happy. 

You can call them two peas in a pod, a peanut butter and jelly sandwich, Batman and Robin, or whatever pair that tickles your fancy. The point is, like any partnership, successful alliances flourish when both sides bring unique and complementary characteristics to the table. In order to reap the full returns for your business, you need to coat your SEO campaign with a solid CRO strategy to make it truly shine and set yourself apart. 

5 Tips to Make Sure Your CRO Is on Point

So now that you understand why SEO and CRO are the ideal relationship, without further ado, here are five tips to make sure that you’re ahead in the CRO game: 

1. Keep It Simple—Reduce the Distractions

Let’s be real, no one wants to see a cluttered site; it’s anxiety-inducing and people will just want to leave. It’s important to keep it aesthetically simple to ensure that your visitors have a positive, user-friendly experience. To build this out, you can: 

  • Simplify your website navigation – All that extraneous content in your navigation menu? Cut it all out. If it doesn’t add any value, then it won’t encourage conversions. Keep all of the menu components simple, predictable, and consistent. For example, you may want to use visual clues like icons and symbols to help users get to where they need to be. 
  • Get rid of the fluff – You want to write strong landing pages that convert, and being concise is key to this. So get rid of the adverbs, passive voice, determiners, and modifiers. Get to the point, and get users clicking! 

2. Create Relevant Content

You’ve heard numerous times how important it is to craft relevant and valuable content for your audience from an SEO standpoint, but how does this apply to CRO? The art of CRO is crafting clear and easy-to-read content that still answers customers’ questions.

  • Long-form content – Though you want to avoid wordiness, don’t be afraid to produce longer landing pages if it means answering relevant and helpful questions for your audience. After implementing a longer landing page, Moz was able to increase their sales by 52%
  • Sprinkle internal links – Add in relevant internal links to fuel more value to your other landing pages and encourage click-throughs. Be sure to avoid adding too many though, as you don’t want to distract people and send them off on a tangent. Your links should have a fine thread of relevancy weaved through them. 
  • Customer testimonials – Including some customer reviews and testimonials about your stellar services/products are a great way to win the affection of search engines. You can add in a schema markup that will improve indexing and help enhance your credibility and authority with visitors. 

3. Think Mobile

In our ever-connected culture today, we never go anywhere without our phones and mobile devices. So if your site isn’t adapted for mobile, you’re missing out on nearly 52.2% of all website traffic worldwide and numerous potential leads.  

To make sure your site is mobile-friendly, you can start by using Google’s mobile testing tool. If needed, design a user flow centered on accessibility and navigability for a seamless experience. 

4. Improve Page Loading Time

Found a cool product page with workout gear, but it’s taking over a few seconds to load? Ugh. Pass! Forty percent of users abandon sites that take more than three seconds to load. 

Not only does slow page speed make generating traffic harder, but it makes garnering conversions challenging as well. Amazon calculated that if their page load time is behind by just ONE SECOND, it could cost them a whopping $1.6 billion in sales each year

So before your money goes flying out the window, take action and boost your page speed by:

  • Using gzip This compresses the size of your CSS, HTML, and Javascript files that are larger than 150 bytes. You’ll have more bandwidth that’ll enhance your page speed. 
  • Optimizing your code – Remove any unnecessary commas, spaces, characters, and comments. To minify your code, HTMLMinifier, CSSNano, and UglifyJS are a few helpful tools to compress your HTML, CSS, and Javascript.   
  • Cleaning out your redirects – More redirects on your page means a slower site speed. Be sure to clear out any unnecessary plug-ins and use tools like Google PageSpeed that can provide suggestions on how to improve your site speed. 
  • Optimize your images – Make sure that your images are no larger than they need to be and are in the right format. PNG files generally work best for graphics and JPEG files are better for photographs. 

5. Test, Test, and Test

Each company is unique, so it’s important to test different variations of content or A/B test your site. A/B testing helps you determine which headline, copy length, images, call-to-action, and other factors will bring in the highest conversion rate for your landing pages. 

You need to test and optimize your text in a way that instills trust in your visitors and entices them to purchase from you. There are several A/B testing tools such as Hubspot & Kissmetrics’ A/B Testing Kit and VWO that can help you build digital experiences that convert. Whatever you decide to go with, it’s important to always test early and often and test variables simultaneously to avoid skewed results. 

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Reap the Benefits of SEO & CRO—Convert Today

If you’re in it for the long-term success of your business, it’s vital to focus your efforts on CRO—not just SEO. And this requires finding SEO and CRO services you can trust. 

As a veteran in the online landscape, Big Leap isn’t about one-size-fits-all fashion—we’re about coming up with creative and long-lasting strategies that are custom-tailored to your business and industry. So be sure to contact us. We’ll connect you with our conversion rate optimization experts who will investigate your user experience and provide innovative solutions to bring you more qualified leads. 

Janet Lee