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How Conversion Optimisation Will Save SEO

A/B Testing

Most marketers express a love/hate relationship with Search Engine Optimisation (SEO). By 2018, for every $10 spent on digital marketing, $1 will be dedicated to SEO.

SEO has in itself become a heavily searched term for researching marketing tactics, and for good reason. Consumers are using Google to find the information, products, and services that they need, and rarely come to your site directly. Without a dedicated focus on SEO, your website would miss out on new business leads. Makes sense to invest in this type of marketing, right?


But are you getting the most out of your investment in SEO?

An infographic, recently released by PRWD and based on their joint research with Brand Republic, shared this statistic:

51% of marketers dont A/B test

“51% of businesses who spend money on SEO stop there and don’t A/B test their website to convert more of that traffic. – Infographic: Are You Making The Most Of Marketing Strategy

The most-often overlooked factor of SEO success is Conversion Rate Optimisation (CRO). Simply increasing traffic to your website does very little to increase sales, donations or whatever else you’re asking visitors to do. What guests do on your website has a lot to do with how well your site and its pages are optimised for them to respond to your call to action. If your site is poorly designed or difficult to navigate, for example, all of those leads you just brought in will likely give you a poor return on your investment.

There’s no doubt that it’s increasingly difficult to win at SEO, thanks to ever-changing search engine algorithms, acceptable practices and evolving search result pages, to name a few. Thus, it becomes even more important that you invest in CRO if you want to realise the full potential of SEO.

Making the most out of the traffic that lands on your site, rather than dumping more money on increasing traffic that may not be convinced to convert once they get there, should be your top priority.

From a clean layout and speedy load times to pricing accuracy and shopping cart simplicity, your customers expect an easy path from “I’m interested” to “I bought.” Anything subpar will make them run to the next best provider.

You may have even had your own personal experience with failed attempts to make a purchase from your mobile device simply because a page took too long to load. You might have found a retailer for that drum set you wanted to purchase for your nephew, but the shopping cart gave you an error message. Within ten seconds you had moved on to the next search result listed on Google.

Before you increase the money you spend on SEO, examine your website and work with your team on CRO.

Testing ideas to improve conversions on your site

Consider the following improvement for your site. Make sure you’re going where the data leads you. If you’re completely new to optimisation, here’s a handy beginner’s A/B testing toolkit.

Search function

Ensure your site’s internal search function is working efficiently. Leaving out a critical filter or failing to monitor customer searches for areas needing improvement could be to the detriment of your SEO investment.


Try working on your copywriting, focusing first on what your customers need and how you can solve their problem. Say it concisely with bulleted lists and easily-scannable paragraphs. Most website visitors scan pages in an F-pattern, so pay attention to how you are designing your content.

Copyhackers.com has loads of helpful advice on copywriting, including The Ultimate Guide to No-Pain Copywriting.


An obvious thing for us to say, really, but it is our de raison d’etre. Forms are the final barrier for any website visitor trying to complete an action.

To find out what improvement you need to make to your form, start tracking your forms with Formisimo. Our analytics tool provides insight into user behaviour and will show you exactly where your online form or checkout is tripping up your users.

Formisimo academy iconWant to understand and improve your abandonment rate?
Use Formisimo to measure abandonment in checkouts and forms at a deep level

Landing pages

Create separate landing pages depending on the demographic. No one design, copy or tone appeals to the masses. Design some A/B tests to see what works and what doesn’t.

Ask your customers for feedback and really listen to what they want. A satisfied customer is a repeat customer.

Formisimo integrates with Unbounce, the simple landing page builder. You watch me adding our Javascript code to a landing page in the GIF below (it’s really that quick):

Animation of code being added to a landing page

Fast and easy-to-add code to landing pages

Calls to action

Avoid confusing your visitors by limiting your calls to action to just one request per page. Keep your request simple and direct, but make it stand out in the design of the page.

Conduct cheap usability tests with your employees

What do your colleagues say about the design and usability of your site? If you’re low on budget and unable to conduct in-depth testing, have your staff spend time navigating through the design. Ask them to do a few specific tasks and watch how they use your site to complete them.

Photo credit: JD Hancock via VisualHunt / CC BY