• How CRO Can Help Tie Your SEO Efforts To The Bottom Line


    This post was sponsored by 97th Floor. The opinions expressed in this article are the sponsor’s own.

    Too often, there’s a belief in the business world that SEO efforts can’t be measured or related directly to revenue.

    In reality, SEO efforts can and should be connected to bottom line metrics.

    CRO (conversion rate optimization) is one often-overlooked method that can easily tie your business’s SEO efforts to the bottom line.

    While CRO has often been categorized and thought of as a totally separate digital strategy from SEO, when used in conjunction, they become a powerful pair.

    SEO and CRO can actually be treated as two sides of the same coin when you’re building and growing your site. They work hand in hand:

    SEO gets users to your site.

    CRO helps users take action once they get to your site.

    One without the other is only half of the story.

    Why drive users to your site if it isn’t optimized for conversion? Why optimize your page if no one is coming to it?

    Using SEO and CRO together allows you to pack the greatest punch in your digital efforts.

    Start with an Audit

    The first place to start in any campaign is with an audit. You need to know what you have before you can decide where you need to go.

    KOIO is a 97th Floor client. We’d been working on SEO with them for a while, and seeing great increases in traffic.

    However, they found themselves in a position where their content was driving traffic to their product pages, but only small percentage of that traffic was actually adding that product to their carts.

    Why? We turned to testing to figure that out.

    As always, the first place we began was with a comprehensive audit of their site.

    We looked closely at their customer path to hypothesize the areas with the greatest potential for improvement and impact. Specifically, we looked for issues that might cause potential customers to bounce without adding product to their cart, especially concerning value propositions and CTAs.

    We then used those findings to form hypotheses that we could test, placing them in order of most importance, and likelihood of effecting conversion rates. We then designed a campaign to put those hypotheses to the test. In this case, the path we chose was multivariate testing.

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