CRO Strategies: Google’s layout algorithm isn’t going away. In fact, according to recently leaked quality guidelines, Google is further defining their idea of a page layout. Both search engines and users are starting to demand a clutter-free, unobtrusive browsing experience. A/B testing is the only way that I know of to find a balance between driving revenue through Ad space and increasing reader satisfaction. Zebravo company provide to SEO services with follow to rules in google algorithms under guideline contact to now Zebravo SEO Company in London and get improvement in your website with Increase orgonic Leads in website through.
1: Lose the Ads:
For those of you who are unaware of how Google classifies the different parts of a webpage, there are three main sections; Main content, Supplementary Content which could include navigation and related products and Advertisements. Keep in mind that internal advertisements (if obtrusive) will also affect your UI and can trigger Google’s page-layout algorithm. Here is an example of a standard e-commerce site (from one of my favorites paintball companies). Many sites put their content too far down the page and fill up the top of their site with supplementary material.
2: Keyword Relevancy:
Keeping the content on your site relevant has become a staple in any content writer’s repertoire. You should split test all elements of your copy, including, but not limited to, your Call to Action buttons. Want to increase conversions on a newsletter sign-up? Try changing the copy from “submit” (which makes you sound like you are Darth Vader trying to mind control Luke Skywalker) to something that communicates a benefit.
The video might not be for every page, but it works well if you can explain something on film better than you can explain it with text or pictures. For example, Wistia (who is ranking #2 for the term “video hosting “) tested their pricing page with and without video. The test with a video produced a 14.9% increase in conversions. High-quality videos will improve your search foot-print and they will improve your conversion rates. I suggest you use an HTML embed code and a video platform that has advanced analytics. Wistia is my favorites tool, but you can also use Vimeo’s old embed code if you want a free version.
Images, even more so than video, play an important role in conversion rates. This article describes how the colors, character, and messaging of your images should all be tested. They will give your insight into what your target customer is (do they want pictures of a man in a business suit, or a student jogging?) Images also give you the ability to add another level of optimization to your pages. The alt tag, alt=” keyword rich description of your image,” is a foundational element in on-site optimization.
5: Product Categorization.
One of the biggest challenges in E-Commerce SEO is building links to specific product pages. One way around this, is to create useful category pages. This is good for CRO and SEO. If a customer wants to see all the new releases in your 2012 snowboard line, they want to see them on the same page. Turns out, keeping your products organized like this makes link building easier as well because you can build links to hub-pages.
You can also test what products sell the most during different seasons, and feature them on prominent sections of your website. If your site is like 90% of the web, your prominent pages have stronger link graphs, and more authority. Featuring your popular products on these pages will make them rank better. If they are historically popular products, your visitors will thank you because they won’t have to search to find their favorite products.
6: Your guarantee.
A properly crafted guarantee should be memorable, split tested, and linkable. The CEO of life lock is famous for publishing his Social Security Number (457-55-5462) on the home page of lifelock.com. That bold marketing ploy increased their CR, and helped them build links through PR, Marketing Blogs, Tech Bloggers, Hacking Blogs all totaling 1444 linking root domains.
Click through Rate is one of those metrics that all in-bound marketers have access to. GWMTs and Bing’s Webmaster Tools show you historic CTR. CTR can be optimized through better title tags, meta descriptions, video and image snippets, and social share counts. This hasn’t been proven yet (though there has been numerous correlation tests) but I believe CTR is factored into search rankings. A/B tests are the perfect way to optimize your click through rates.
Bottom line, SEO and CRO are two sides of the same coin. It is about time we stop thinking about SEO as the way a customer finds you, and CRO as the way they are convinced to buy from you. Instead, both SEO and CRO are the ways you create an integrated, powerful and positive experience for all of your users. 2012 and 2013 should reveal some shocking algorithm updates that effect user experience. Both sides of this coin need to pay attention. If you know of any other ways split testing can help SEO, share your experience in the comments below.
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