Exploring the elements and outcomes that make it the star of modern marketing.
Studies show that companies using data driven strategies experience five to eight times higher ROI. Rate of conversion optimization is a process that largely depends upon data. The main focus of most CRO strategies is to utilize consumer data to make their client journey smoother and experience better. With search engines also increasing focus on the user experience; we find a point where Search engine optimization strategies begin to complement CRO strategies. But your Search engine optimization tactics can really boost your CRO efforts when driven by data.
In this article, I share six data driven Search engine optimization strategies to supplement your CRO efforts. From content audit to web site personalization; read till the end to find out how you can increase your internet search engine rankings and conversions altogether! Data driven Search engine optimization strategies to supplement CRO. Data driven strategies are on-line marketing tactics based on consumer data. Unlike traditional marketing strategies, data driven strategies are based on data backed hypotheses as opposed to assumptions. This reliance on solid data makes such strategies the star of the modern marketing world.
Here are six data driven Search engine optimization strategies to make your CRO efforts more promising:
Website analysis and optimization
Web site analysis is a process by which you test different elements of your site. It analyzes the overall performance of your web site and highlights regions of improvement. The elements that web analysis takes into account include the website’s on page optimization and technical Search engine optimization; finding out about the keywords it ranks for, and what rank it’s for different keywords. Using various web analytics tools, this process also uncovers the sources where your web site receives traffic from; highlights the flaws in your website’s usability and UX; and provides the basis for the website’s load speed optimization.
Through any of those elements, it helps in enhancing your website’s overall user experience and contributes towards rate of conversion optimization. In addition, it also offers your web traffic’s demographics and interest data; enabling you to optimize the web site for a more relevant user experience. Google Analytics is the most complete and reliable tool to support your web site analysis and optimization efforts. It integrates with your web site and tracks all the data you need to optimize your web site for enhanced user experience. A leading marketing automation software company experienced 10x higher conversion rates when they integrated their native real time personalization tool with Google Analytics to use the personalization data.
This has been paired with the Google Analytics info to serve personalized remarketing advertisements through AdWords. Not only did they experience higher conversion rates, but also with the effective use of web analytics data, such as demographics and behaviour info, they also experienced a 107 percent YoY increase in qualified leads.
Content Analysis and Optimization
Content analysis is comparable to web site analysis, but instead of testing your website’s technical elements, it analyzes your website’s content and overall content strategy to uncover regions of improvement. Rate of conversions are almost six times higher for companies that invest in content marketing. But results like this manifest only when your web site brims with optimised content.
The purpose of your content is to compel users to take the desired action, or simply put, convert.
Content analysis finds out how well it serves this purpose.
You can uncover various metrics with content analysis, like which content type is the most famous among your audience, which content is bringing you closer to your marketing objectives, and which needs more work.
For instance, a marketing optimization software company can have blogs and case studies in its content strategy. Their web analytics might uncover that case studies drive more conversions while blogs get the most social shares.
With its content advertising objective being increased conversions, content analysis will assist them concentrate more on publishing more case studies.
A highly effective content analysis will also uncover whether your content matches the search intent of your target search queries. And for that reason, whether or not you need to find new Search engine optimization keywords and re-optimize. In case your content doesn’t match the search intent perfectly, even when it gets traffic, those users won’t convert.
Therefore, in essence, content analysis will assist increase conversions by helping you create content that’s proven to drive results. It’ll also help save time and resources from being spent on less-profitable strategies.
Here’s a case study discussing how changing content on your web site may reflect a spike in revenue.
Brookdaleliving.com, an internet site offering community living solutions for older people, had a unsatisfactory web site rate of conversion. But then, their web site had nothing that would drive conversions.
The digital online marketing experts they hired revamped their web site and tested two different content types on their landing web page – an image and a testimonial video – to see which one performs better.
Ironically, the webpage with an image drove 3.92 percent higher conversions than the original page. This might seem like a small increment, however it resulted in additional revenue of $106,000.
Website Design Optimization
Tests like usability testing and A/B testing provide the data that drives web site design optimization to improve an internet site’s design and enhance its user experience.
The purpose of CRO is to make the user journey smoother and experience better.
Website design optimization supports CRO by removing frictions in the buyer’s journey and making it simpler for them to accomplish their goals.
But there are a number of best practices the web site design must comply with to ensure that it really contributes to your CRO efforts.
The design should be simple and somewhat comparable to what the users are accustomed to.
The navigation bar should be designed intuitively with the user’s search intent in mind; so that they can rapidly find what they came looking for
The content arrangement should follow proven design techniques that enhance content readability and value delivery.
To your web site design to truly serve your company, you’ll have to continue to test various combinations of web site elements, their placements, and designs.
Irrespective of how you go about your web site design, making the target audience’s journey easier should be at the heart of all of your efforts. Trucker Reports, the trucker community that can help truck drivers find jobs, have struggled with low conversion. The CRO experts they hired performed a web site design audit and found many opportunities. Based on these opportunities, they tested different hypotheses. They tested 3 different designs against the original ones in their final test and found that the final design had 79.3 percent higher conversions.
Do you know why?
Since this last design had the least friction and made it simpler for the users to convert.
Audience analysis
Audience analysis, commonly known as audience research, is the process by which you dig up details about your prospects so that you can develop targeted marketing campaigns. Since user experience is an enormous part of Search engine optimization and CROs alike; audience analysis holds an essential place as a data driven Search engine optimization strategy for rate of conversion optimization. This process uncovers a broad range of data from core demographics info such as age, gender, marital status, income, education, etc. to online behaviour, external and internal challenges, and more.
Audience analysis makes it possible to develop a buyer persona, which then becomes the basis of an extremely targeted advertising campaign. Audience analysis is a core element of a successful CRO campaign because it can make your web site relevant to the users. You find out about their pain points and struggles and are better equipped to address them through your content. This demonstrates that you care about your clients and unavoidably build trust between your brand and its prospects. Given that the modern client prioritize their connection with the brand when making a purchase decision, this bond of trust and credibility results in higher conversions.
Data backed audience analysis also allows you to segment your audience based on their demographics info and interest. With this level of segmentation, you spend your efforts and resources on individuals you know important for your company. This is why research indicates a 56% reduction in marketing costs for companies which use audience analysis as the basis for all of their marketing efforts.
Testing and optimization
Testing is the life of rate of conversion optimization. You put samples of your content and design arrangements to test to see which one performs better and optimize utilizing the results of those tests.
These tests are all data driven, that’s, they’re based on assumptions generated from existing data and provides insight into how valid the hypothesis is. For instance, data might show a higher rate of conversion on web sites with explainer videos. This forms the hypothesis of your test. Therefore, you develop two different squeeze pages, one with a video and another with an image; to see which performs better. In case the videos result in higher conversions, you know exactly what to continue optimizing with! You can perform different types of tests when optimizing web sites for conversions. Two of the popular ones include usability testing and A/B or split testing.
Search engines also recommend A/B and multivariate testing for SEO as it improves user experience, which search engines pursue in the websites they index. NatureAir performed A/B testing on their landing page to increase conversions. Among the samples had CTA on the side, whilst the other had a CTA visibly placed in the content area. After the test results were in, they found that placing a CTA in the content area increases conversions by 591 percent! That’s how potent A\B tests can be!
Website personalization
According to Google, 90% of marketers believe that personalization results in business profitability.
And why should not it? In an era with so many comparable web sites, a webpage which offers a customized experience deserves to make better revenue. Web site personalization is a relatively complex process by which you can serve a unique experience to each visitor. These experiences are designed based on consumer data, including their demographics data, interests, search history, and online behavior.
75 % of consumers prefer that on-line sellers use personal info to enhance shopping experiences. People want you to make shopping easier for them; adding personalized product recommendation on your web site will assist improve your user experience and could increase sales.
They do not want to go out and look for what they want. They want you to know exactly what they really need and bring it to them. And that is what web site personalization empowers you to make. It improves overall web site experience, lowers bounce rates, boosts Search engine optimization, and of course, increase conversions. Serving dynamic content makes the customer experience more intuitive and relevant. It allows you to extract the content that interests them the most and therefore, contributes to better revenue.
Conclusion
The goal of a Search engine optimization and a CRO campaign became somewhat comparable ever since search engines have started giving value to user experience. There are various Search engine optimization strategies focused on improving UX. And these strategies, when backed by data, might leads to increased conversion rate.
Consequently, I’ve discussed a few of the most promising data driven Search engine optimization strategies that may drive conversions in this article. However the real results of a strategy depend on how well you implement it.
Therefore, ramp up your data analysis game, derive insights, implement them, and optimize your strategies for much better results.