Why CRO Beats Everything!

It is almost impossible these days to speak about ‘internet marketing’ without also in some way mentioning SEO. Search Engine Optimization (a.k.a. SEO) has become one of the most vital tools in internet marketing, used to bring more traffic to a website as a result of a higher ranking on search engines, in particular Google. Despite having written a great deal about the importance of good SEO’ing, this blog has also several times pointed out that SEO alone doesn’t create success in internet marketing, but that content plays an important role too. A term, however, which is not spoken about as much as it deserves to be, trumps both SEO and content.

CRO (Conversion Rate Optimization) is, simply put, the practice of increasing the amount of online sales and leads on a website, without increasing the amount of web visitors. That is, taking the traffic you get to your website and turning it into something which converts. That could be sign ups, purchases made, downloads etc. So why is this more important than SEO?

Taking an example from the “real” world can help to explain. A company buys a bunch of highway billboard ads, but the letters on the billboard are too small to read. While the billboard gets lots of traffic (literally), it doesn’t convert as the people driving by can’t even read what the text says! The SEO in this case is fine, but when the user experience doesn’t match the efforts of the SEO, the users will just drive by, and the company, or in the internet marketing world the website, won’t profit from the high amount of traffic.

So before you hire an expert in SEO to get the most visitors as possible to your website, make sure that the website is ready for all that traffic by optimizing elements such as color, text size, graphics placement, page layout, price, order process, etc. Luckily there is also ways to combine CRO and SEO which are presented well in this blog by Chris Goward: (http://www.widerfunnel.com/conversion-rate-optimization/how-to-combine-conversion-optimization-with-seo), so you will not be overwhelmed by the many different terms to keep track of.


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