Digital marketing is not a one trick pony; you will not win with SEO alone. In the modern age of online shopping there are two other babies to take care of.

To boost your online success, you need to incorporate conversion rate optimisation (CRO) and user-experience (UX) in your marketing strategy.

We expect you already know this already, but will explain again for the sake of clarity – and newbie’s – search engine optimisation (SEO) is the process of building signals into your website so you rank in search engines like Google and Bing etc.

The internet works by using a series of keywords that enable search engines to identify what information, services and products end-users can find on any given website.

Keywords enable search engines to index your website – a bit like a digital filing system. When somebody types in search terms like ‘where can I find a good web designer’ your website will appear in search results.

The purpose and function of SEO strategies is to get your site appearing high in search engine rankings – preferably page one of Google. This attracts the most visitors, thus more customers and, hopefully, more ching, ching.

But even websites that rank well do not always make the profits they should be. The reason for that is because poor UX is turning visitors away or your content is weak. So you need to employ CRO tactics.

What makes good CRO? (Conversion Rate Optimization)

The goal of CRO is to identify customers that are not converting and find solutions to make your site more appealing or user-friendly. To improve sales there is a huge focus on user-experience.

You can determine whether your site is converting or not by checking out Google analytics and comparing the number of visitors with the number of conversions.

If you have high bounce rates, exit rates and low average times and pages spent on your site, you need to address your content and the functionality of your website – is it easy to navigate and find information?

This is where user-experience is so important. If visitors cannot find what they are looking for on your site, or the content is not engaging, they find no reason to hang around.

Improving CRO can involve various tactics and it takes careful analysis to determine which hurdles visitors are shying away from. You may want to invest in a heat map to track user-use. This will help to identify why people are bailing out.

It could be something as simple as having to fill out their details to sign up for an account. In which case, you need to consider whether there is any need for users to sign up for an account before they pay for anything.

If you find a high volume of visitors are not progressing past your landing page, you may want to think about changing your copy or your offer. Or both. If an offer is not attractive, do you pay?! Neither does anybody else.

CRO and UX cannot be undervalued. Seriously, it is the difference between a sale and no sale, so ignore them at your peril!

Let’s have a chat about how we can help your business with this!