Why conversion rate optimisation is just as important as search engine optimisation

SEO, or search engine optimisation, is a way of using keywords throughout your website to help increase organic website traffic. When users of search engines type specific keywords and phrases that they are looking for, algorithms will present them with a list of websites that uses these terms. By increasing the number of keywords and relevance of your content to those keywords, your site will feature higher up in the rankings, and thus people will be more likely to click on your website.

However, once someone has clicked on to your website, this doesn’t necessarily mean anything will happen. While it may increase your brand name and recognition somewhat, there are a number of things that you need to do to ensure that your effective SEO campaign is actually delivering profitable results. That’s where conversion rate optimisation, or CRO, comes in.

What is conversion rate optimisation?

CRO is a way of using your website effectively to turn visitors into actual paying customers, converting them from website traffic to generate revenue. It can also be used for other end actions depending upon your website’s need, so signing up for emails or contacting the company directly instead of direct sales, for example.

How to increase CRO?

There are a number of easily actionable methods to increase your CRO, and these often depend upon the specific end result your website wants. However, one of the best universal ways to increase CRO is through the use of direct calls to action.

Calls to action are paragraphs at the end of web pages, telling the reader to take action. Whether this is to sign up to a mailing list or buy a product, the call to action will directly implore the reader to act in a certain way. By making it obvious and direct, the reader is far more likely to do what you are telling them to, thus increasing your conversion rate.

Where possible, it is best to include a direct link to the end action, such as a web page for a product, or a ‘contact us’ page, to make it easier for your website traffic to follow your directions, again increasing your conversion rate.

At Epic News Media, we understand that CRO needs to be used in conjunction with SEO to ensure your website is as effective as possible. For more information about how we can help you, please get in touch.