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Everything You Need to Master SEO & CRO Featuring: &
Everything You Need to Master SEO & CRO
Featuring:
&
Webinar slides + video will be emailed to all
Interact with us on Twitter: #MasterCRO
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Housekeeping Notes
Meet Your Experts
Will Critchlow Founder & CMO of Distilled
@willcritchlow
Rebecca ChurtMarketing Manager at HubSpot
@RChurt
RebeccaChurt
Marketing Manager at HubSpot
@RChurt
SEO & CRO (mates for life).
DEFINING
1. Search Engine Optimization (SEO): The process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic”) search results.
2. Conversion Rate Optimization (CRO): The science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.
RULES FOR SUCCESS
#1 Know your audience.
Make it clear.
Targeting yieldsresults.
#2 Solve for user experience.
Solving for the user means …
Simple Fast Engaging
#3 Create content.
75% of Your VisitorsAre Still Doing Research.
#4 Test everything.
#5 Measure & analyze.
WillCritchlow
Founder & CMO at Distilled
@willcritchlow
What do we mean byConversion Rate?
Total conversionsTotal visitors
Not all conversions are equal.
Different revenue.
Different products.
Not all visitors are equal.
Different channels.
New vs. returning.
Timing is crucial.
Conversion rate of email traffic to small value items
>Conversion rate of new visitors to
expensive items
Segment!
How do we improve our conversion rate?
We naturally start thinking aboutsplit-testing tweaks.
Which is fine – this is (almost)
free money.
But think BIGGERIt’s often as costly to test a small change as a big one.
Remember your levers.
#1 Initial conversion rate.
#2 Average Revenue per User(ARPU)
#3 Churn
Work out WHAT to test.
You might even end up changing your business model.
FINALTIPS
#1 Ask questions
Encourage email replies.
Get feedback from people who leave.
Survey your customers and prospects.
#3 Decide if you are testing ACQUIRE, ASSIST or CONVERT.
If you aren’t directly testing conversions (to money) be careful about knock-on effects
#4 Look for mismatches between search intent and page type
This blog post ranks …But until recently didn’t prominently link to
DistilledU.
#5 Remember: New visitors from unbranded search don’t buy big
things immediately.
#6 Use keyword research as an input into your content calendar
THANK YOU!
Q+A
