Optimizing search engine results and increasing the conversion rate on a website may sound like two different strategies. You might be asking yourself which one is the foremost and need more attention to make a killing. But the truth is that they overlap to generate results. Let’s have a look!
What is SEO?
Search engine optimization (SEO) is the process of upgrading websites’ visibility by displaying them in a certain rank after a search command. For a business, occupying one of the top positions means that users will see its web page straight away, significantly increasing the chances of a successful deal.
Normally, search engines feature results with paid advertisements first, and after that come what is called “organic search results.” Different search engines work based on a variety of approaches to guarantee the most suitable and relevant results for their users.
Google often alters its algorithms, but there are some principles that it’s governed by. Among the most common are keywords, which may or may not match a search query or linking with other pages on a similar topic. Some less usual ones can include something like website page speed, for example.
What is CRO?
The conversion itself is the process of turning visitors to your website into leads when they accomplish the desired action, for example, buy something. Conversion rate optimization (CRO), in turn, can be defined as an increase in the number of conversions.
Optimizing conversion on a website is highly beneficial, as it generally helps to grow your business and, mainly, to acquire more clients. But once you’ve decided to improve on your overall business performance, the question you might be pondering over is – what is more important, SEO or CRO? Or maybe both?
Better together than apart
SEO and CRO are not interchangeable, as their focuses diverge, but still, they are interrelated when it comes to boosting your business to the maximum. While SEO’s main objective is to escalate traffic to your web page, the CEO’s primary aim is to prompt already landed visitors to take action.
Improving your site’s ranking is the foremost step. To do so, you’ll need to grasp the algorithm a particular search engine is driven, and optimize some basic technics, like backlinks and keywords.
Having created valuable content, it’s time to give some thought to increasing conversion on an already high-ranking website.
Small steps to high conversion
Here are some hacks on how you could uplift the conversion rate on your website.
- Create an easy check-out
Not everybody is ready to create an account once they decide to place an order. Enabling your visitors to complete their orders by signing up with social media or just by filling out some essential fields will create a positive user experience.
Baymard Institute found out that about 34% of all card abandonment cases are linked to an account requirement for completing an order. Consequently, 26% of respondents did leave without purchasing because the process of registration took too long.
- Use pop-ups to offer value
Why do some companies benefit from using pop-ups and others observe a decline in conversion after displaying one? Relevance and value are the answer.
The reciprocity principle in psychology says that we are more willing to do something in return to receive a favor from the other party. So why not use this life tendency in business as well? An astounding survey conducted by RetailMeNot revealed that about 66% of customers made a purchase they didn’t intend to do solely based on an offered discount.
Give your users some space and time to browse the website. Then consider triggering a personalized offer after a potential customer has already done the “window shopping” and feels vague about proceeding with one’s order. Pilot Coffee Roasters offers a discount on the first purchase in exchange for a customer’s email. Give and take principle in full swing!
An example of a pop-up. Source: Pilot Coffee Roasters
- Launch cross-selling
Cross-selling is one of the most effective ways to boost overall revenue. In this case, pop-ups can also be used to bring some potentially interesting items to customers’ attention. Display them before check-out or right after they added some goods to the cart.
The key idea here is to show relevant or connected products that might be of use, according to already chosen ones. Triggering a pop-up with bundling at a tempting price can make a customer consider adding something else to their cart to complete the purchase.
Just like that Oru Kayak uses a pop-up with already formed packages with all the necessary equipment. For those customers buying a kayak for the first time, they may come in handy.
An example of a cross-selling pop-up. Source: Oru Kayak
- Provide support with live chats
As in reality, customers enjoy good service and support while shopping. A simple live chat solution can totally transform your website and make it user-friendly, thus creating a positive user experience.
99Firms revealed that about 73% of customers named live chats as their preferred way of communication. Using live chats can ease the whole process for your customers, immediately responding to their needs.
In addition, think about the integration of your live chats with Facebook Messenger. Just like that, you can capture their contacts on another platform as well and as a result increase conversion with live chats.
Live chats can also help you analyze your customers’ behavior based on previous live sessions. What can be better than to understand the problems or questions the visitors are facing? A brief greeting and information at the beginning can make all the difference by sparing time and answering potential queries of users.
An example of live chat usage. Source: Wedio
- Eliminate distractions
As they say, beauty is in simplicity, so try to get rid of unnecessary subheadings or directions. Create a neat and comprehensible platform that would be easy to navigate and find the desired offering instantly.
Looking at the variety of items, one can be confronted with the embarrassment of riches. If only a few options are displayed at once, it will result in a quicker decision-making process. Showing similar goods after adding one to cart will yield hesitation and doubts from the purchaser. If you decide to display some pop-ups at this point, consider offering some bundles or necessary accessories.
Wrapping it up
In summary, optimization of SEO and CRO should go shoulder-in-shoulder if your primary goal is to attract leads and boost conversion rate. Having created the right content and achieved a high search ranking position, don’t hesitate to improve your website even more by using smart widgets that will help your customers with decision-making and support during the whole procedure. Such an approach will win your business loyal clients and consequently let you see the growth of the website conversion.