SEO – Conversion Rate Optimization
How To Turn Browsers Into Buyers ?
Gone are the times when Search Engine Optimization (SEO) was the only tool used to increase traffic on your website in order to generate more revenue. Now, there is more to it, i.e. Conversion Rate Optimization (CRO).
What is Conversion Rate Optimization?
Conversion Rate Optimization can be defined as the process of identifying the blockades that prevent customers’ conversions and to remove them in order to increase sales. This is done by evaluating and analyzing users’ feedback, data, and statistics.
Although, the above mentioned definition explains Conversion Rate Optimization and its purpose in a nutshell, but it is highly likely that people who are new to the IT world not understand it.
For the sake of understanding, let us explain it in simple words.
What is the actual purpose of online marketing?
To increase sales and generate more revenue! We all know this.
Keeping in view the ever increasing competition in the world of online businesses, merchants and retailers have to continuously look out for new strategies to gain customers’ attraction. Since, almost all internet users use search engines to find out their required information, products, and services, businesses strive to be on the top of the search engine results. The techniques and strategies used for achieving and maintaining this position on search engine is called Search Engine Optimization (SEO).
While SEO alone had run the online market for a long time, it now needs to be combined with Conversion Rate Optimization (CRO).
Why Do We Need To Combine SEO With CRO?
Combining SEO with CRO is important to overcome the weaknesses and/or shortcomings of the process of Search Engine Optimization.
While SEO ensures that more traffic is directed to your website, it does not guarantee that all those people who will click on your web address will get converted.
(Conversion in ecommerce is when users perform actions the website owner wants them to. This could be buying the products and/ or services, downloading, filling out a form, signing up for the newsletter etc.)
CRO, on the other hand, is using techniques and strategies to direct targeted traffic towards a website. According to Tim Ash, an author and a CEO, CRO can be defined as “the art and science to make people act when they visit your website”.
IT professionals and SEO experts no more consider the increasing numbers of clicks (that was once used to be considered the sole purpose of SEO) as the criteria for a successful marketing strategy in ecommerce. Rather, they have been stressing upon considering the numbers of conversions to determine how successful a business’ marketing campaign is.
SEO without CRO is like putting a board on your shop that attracts large numbers of people. But, majority of them turn out to be window shoppers and only few actual customers who contribute towards a business’ revenue.
The sole purpose of investing hundreds of thousands of dollars in marketing campaigns is to increase sales and earn more. So, what’s the point of getting visitors who do not serve your purpose?
When CRO is incorporated into the SEO strategy, you are more likely to get actual shoppers.