Your Metrics are my Metrics (Sunny & Ash).pdf

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SunnyMatharu4

Brighton SEO 2023 Talk

Marketing

Your Metrics Are My
Metrics
https://www.slideshare.net/SunnyMatharu4
@Ashleighnoon | @s_matharu
Ashleigh Noon & Sunny Matharu
OnlineMortgageAdvisor.co.uk

Does any of this sound
familiar?
@Ashleighnoon | @s_matharu

😪
🛑
“The SEO team won’t
approve this”
@Ashleighnoon | @s_matharu
🚫
😫

😅
😣
“The CRO team think
they know about SEO”
@Ashleighnoon | @s_matharu
🤣
👎

❓
“Why does it need
A/B Testing?”
@Ashleighnoon | @s_matharu
🤔
😕
🤯

📖
😡
“We’ve left you some
space for SEO copy
@Ashleighnoon | @s_matharu
😵
🙈

@Ashleighnoon | @s_matharu
Examples where we got
it wrong

Interstitial popup
@Ashleighnoon | @s_matharu

A/B test
idea
Run the
A/B Test
Development
@Ashleighnoon | @s_matharu

Improved
Conversion
rate by 15%
@Ashleighnoon | @s_matharu

Personalised
faster
journey
@Ashleighnoon | @s_matharu

16% more
enquiries
a day
@Ashleighnoon | @s_matharu

£19,000
additional
monthly
revenue
@Ashleighnoon | @s_matharu

Lose SEO
Visibility
@Ashleighnoon | @s_matharu

No guarantee
of the extra
revenue
@Ashleighnoon | @s_matharu

Lesson learned
@Ashleighnoon | @s_matharu

Content led page
@Ashleighnoon | @s_matharu

Page
designed
Page
Launched
Page
developed
@Ashleighnoon | @s_matharu

User focused
content
@Ashleighnoon | @s_matharu

Content above
the fold
@Ashleighnoon | @s_matharu

Showcase of
expertise and
trust
@Ashleighnoon | @s_matharu

Users
struggled to
enquire
@Ashleighnoon | @s_matharu

CR dropped
by 40%
@Ashleighnoon | @s_matharu

@Ashleighnoon | @s_matharu
It’s time for a
mindset change

Search & Conversion Rate Optimisation
@Ashleighnoon | @s_matharu

Ditch solo metrics
Focus on revenue
Attract quality
Grow quickly

Our 3 most effective
attitude changes…
@Ashleighnoon | @s_matharu

“Your Metrics are
my Metrics”
@Ashleighnoon | @s_matharu

Include both teams
in every project
@Ashleighnoon | @s_matharu

We educated one
another
@Ashleighnoon | @s_matharu

Examples where we
now get it right
@Ashleighnoon | @s_matharu

Adapted Popup
@Ashleighnoon | @s_matharu

Cross
team
review
Test
Launched
2nd Iteration
AB tested
@Ashleighnoon | @s_matharu

Increasing CTR in Search
@Ashleighnoon | @s_matharu

CRO team
trained in
Search
Console
SEO team
sign off
CRO team
rewrite Meta’s
@Ashleighnoon | @s_matharu

CTR from
10% to
12.78%
@Ashleighnoon | @s_matharu

Clicks per
day
15% up
@Ashleighnoon | @s_matharu

Impressions
down
by 4%
@Ashleighnoon | @s_matharu

Avg
position
down 1.19
@Ashleighnoon | @s_matharu

Components above content
@Ashleighnoon | @s_matharu

Teams
align in
design
AB tested
and
launched
SEO industry
expert
approved
@Ashleighnoon | @s_matharu

9%
Increase in
Conversion
rate
@Ashleighnoon | @s_matharu

Approved
by an SEO
industry
expert
@Ashleighnoon | @s_matharu

£10,000
additional
monthly
revenue
@Ashleighnoon | @s_matharu

Fewer “do overs”
Teams are aligned
Faster turnaround
Easier
management
@Ashleighnoon | @s_matharu

What we hear now…
@Ashleighnoon | @s_matharu

❤
😍
“Let’s look at user
data first?”
@Ashleighnoon | @s_matharu
😍
❤

❤
😍
“Could this damage
SEO?”
@Ashleighnoon | @s_matharu
❤
🤝

📈
✅
“Before we change this
have we tested it?”
@Ashleighnoon | @s_matharu
🤓
✅

💰
💸 💰
“Is this launched in the
best place for revenue?”
@Ashleighnoon | @s_matharu
🤑

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Your Metrics are my Metrics (Sunny & Ash).pdf

1. Your Metrics Are My Metrics https://www.slideshare.net/SunnyMatharu4 @Ashleighnoon | @s_matharu Ashleigh Noon & Sunny Matharu OnlineMortgageAdvisor.co.uk

3. Does any of this sound familiar? @Ashleighnoon | @s_matharu

4. 😪 🛑 “The SEO team won’t approve this” @Ashleighnoon | @s_matharu 🚫 😫

5. 😅 😣 “The CRO team think they know about SEO” @Ashleighnoon | @s_matharu 🤣 👎

6. ❓ “Why does it need A/B Testing?” @Ashleighnoon | @s_matharu 🤔 😕 🤯

7. 📖 😡 “We’ve left you some space for SEO copy @Ashleighnoon | @s_matharu 😵 🙈

8. @Ashleighnoon | @s_matharu Examples where we got it wrong

9. Interstitial popup @Ashleighnoon | @s_matharu

10. A/B test idea Run the A/B Test Development @Ashleighnoon | @s_matharu

11. CRO @Ashleighnoon | @s_matharu

12. Improved Conversion rate by 15% @Ashleighnoon | @s_matharu

13. Personalised faster journey @Ashleighnoon | @s_matharu

14. 16% more enquiries a day @Ashleighnoon | @s_matharu

15. £19,000 additional monthly revenue @Ashleighnoon | @s_matharu

16. SEO @Ashleighnoon | @s_matharu

17. Interstitial search signal

18. Lose SEO Visibility @Ashleighnoon | @s_matharu

19. No guarantee of the extra revenue @Ashleighnoon | @s_matharu

20. Lesson learned @Ashleighnoon | @s_matharu

21. Content led page @Ashleighnoon | @s_matharu

22. Page designed Page Launched Page developed @Ashleighnoon | @s_matharu

23. SEO @Ashleighnoon | @s_matharu

24. User focused content @Ashleighnoon | @s_matharu

25. Content above the fold @Ashleighnoon | @s_matharu

26. Showcase of expertise and trust @Ashleighnoon | @s_matharu

27. CRO @Ashleighnoon | @s_matharu

28. Users struggled to enquire @Ashleighnoon | @s_matharu

29. Didn’t retain any previous learnings

30. CR dropped by 40% @Ashleighnoon | @s_matharu

31. Lesson learned @Ashleighnoon | @s_matharu

32. @Ashleighnoon | @s_matharu It’s time for a mindset change

33. Search & Conversion Rate Optimisation @Ashleighnoon | @s_matharu

34. Ditch solo metrics Focus on revenue Attract quality Grow quickly

35. Our 3 most effective attitude changes… @Ashleighnoon | @s_matharu

36. “Your Metrics are my Metrics” @Ashleighnoon | @s_matharu

37. Include both teams in every project @Ashleighnoon | @s_matharu

38. We educated one another @Ashleighnoon | @s_matharu

39. Examples where we now get it right @Ashleighnoon | @s_matharu

40. Adapted Popup @Ashleighnoon | @s_matharu

41. Cross team review Test Launched 2nd Iteration AB tested @Ashleighnoon | @s_matharu

42. Improved Conversion rate by 5%

43. User opt in

44. £8,000 additional monthly revenue

45. Increasing CTR in Search @Ashleighnoon | @s_matharu

46. @Ashleighnoon | @s_matharu

47. CRO team trained in Search Console SEO team sign off CRO team rewrite Meta’s @Ashleighnoon | @s_matharu

48. CTR from 10% to 12.78% @Ashleighnoon | @s_matharu

49. Clicks per day 15% up @Ashleighnoon | @s_matharu

50. Impressions down by 4% @Ashleighnoon | @s_matharu

51. Avg position down 1.19 @Ashleighnoon | @s_matharu

52. Components above content @Ashleighnoon | @s_matharu

53. Teams align in design AB tested and launched SEO industry expert approved @Ashleighnoon | @s_matharu

54. 9% Increase in Conversion rate @Ashleighnoon | @s_matharu

55. Approved by an SEO industry expert @Ashleighnoon | @s_matharu

56. £10,000 additional monthly revenue @Ashleighnoon | @s_matharu

57. Fewer “do overs” Teams are aligned Faster turnaround Easier management @Ashleighnoon | @s_matharu

58. What we hear now… @Ashleighnoon | @s_matharu

59. ❤ 😍 “Let’s look at user data first?” @Ashleighnoon | @s_matharu 😍 ❤

60. ❤ 😍 “Could this damage SEO?” @Ashleighnoon | @s_matharu ❤ 🤝

61. 📈 ✅ “Before we change this have we tested it?” @Ashleighnoon | @s_matharu 🤓 ✅

62. 💰 💸 💰 “Is this launched in the best place for revenue?” @Ashleighnoon | @s_matharu 🤑

63. Thank you! @Ashleighnoon | @s_matharu

64. Your Metrics Are My Metrics https://www.slideshare.net/SunnyMatharu4 @Ashleighnoon | @s_matharu Ashleigh Noon & Sunny Matharu OnlineMortgageAdvisor.co.uk Some images sourced by Freepik

Your Metrics are my Metrics (Sunny & Ash).pdf

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