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Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)

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Learning from your mistakes is expensive. So learn from ours.

Rand Fishkin is the co-founder of Moz, and one of the web industry’s most innovative thought leaders. His company’s values—embodied by the acronym TAGFEE—are well worth reading; they are bold and innovative. In addition to being an expert in search engine optimization (SEO), he has extensive knowledge of conversion rate optimization (CRO), having contributed a whole chapter to the first edition of Marketing Sherpa’s Landing Page Handbook.

Dr Karl Blanks is the co-founder of Conversion Rate Experts, a consultancy that has designed pages for more top-500 websites than any other company. He has the benefit of having grown almost every type of web business.
In this webcast, you’ll get

* Strategic and tactical mistakes that we have made and seen. It’s likely that your company is making some of these mistakes right now, and can easily fix them.
* How CRO affects SEO. Many companies worry that CRO will damage their search-engine rankings. Rand will explain how to increase your conversions whilst keeping—or even enhancing—your organic rankings.
* Q&A: Ask Rand and Karl your burning conversion questions.

Published in: Marketing
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Conversion mistakes—and how CRO affects SEO (with Rand Fishkin and Karl Blanks)

  1. 1. What you’ll get from this talk How CRO affects SEO: How to increase your conversions whilst keeping —or even enhancing—your SEO rankings. Q&A 1 2 3 Strategic and tactical mistakes that Moz and Conversion Rate Experts have made and seen.
  2. 2. Rand Fishkin, Wizard of Moz Conversion Mistakes —and how CRO affects SEO Dr Karl Blanks, Chairman
  3. 3. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How CRO Affects SEO (and how marketers should be combining the two practices)
  4. 4. How to think about and design for search visitors vs. conversion funnel Landing Pages?
  5. 5. Pages for SEO / Content Marketing Designed to satisfy searchers’ queries Intentionally built to earn links, shares, & engagement CTA is non-existent
  6. 6. Pages in the Conversion Funnel Built to convert Don’t necessarily need to target search keywords Don’t need to be shared, linked-to, or amplified
  7. 7. Pages that Do Both Need to both rank and convert Must be amplification- worthy, but also have a clear path to conversion Usually leverage the authority the host domain has built
  8. 8. Or can they live in harmony? Does CRO Mess Up SEO?
  9. 9. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis Changesmadetopages forCROusuallyonlyaffectthesethree
  10. 10. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis And,ifyourconversionrateisrising, theimpactto thesetwoispositive!
  11. 11. Over-Simplified Google Algo KW CQ DA UD SPPA Ranking Ability + + + + + = Keyword& On-Page Content Quality Domain Authority Page Authority User& UsageData Spam Analysis Thatjustleaveskeywordtargeting, whichisprettystraightforward
  12. 12. Via Rand’s Visual Guide to Keyword Targeting & On-Page Optimization There’s no CRO requirement I’ve ever seen that interferes w/ getting keyword-targeting (AKA smart use of terms in the title, URL, & headline) right
  13. 13. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How CRO Affects SEO Go Make Some Awesome SEO & CRO Happen!
  14. 14. Rand Fishkin, Wizard of Moz Conversion Mistakes —and how CRO affects SEO Dr Karl Blanks, Chairman
  15. 15. About Conversion Rate Experts
  16. 16. How we became “conversion obsessed”
  17. 17. Google took notice
  18. 18. Clients in 9 languages in 22 countries
  19. 19. Our resultsOur clients
  20. 20. Mistake #1 The 海外携帯 problem “kaigai keitai”
  21. 21. Mistake #2 The Cinema-Foyer Effect
  22. 22. Sensitivity analysis
  23. 23. The problem Nothing you do makes a difference. It can be on a page. Or on a type of test (e.g. testimonials). Or on a page element. 1 2 3 All of your tests are inconclusive. None win—or lose. You are pulling on a lever that isn’t connected to anything.4
  24. 24. The Cinema-Foyer Effect
  25. 25. The Cinema-Foyer Effect Be aware that you may be“barking up the wrong tree.” E.g, ask customers when/where the“persuasive content”was. 1 2 3 Identify where/when the conversion is really happening.
  26. 26. The cinema foyer effect
  27. 27. Mistake #3 Returning customers can cause noise
  28. 28. 2 Ran a test: it didn’t reach significance. Ran the test with“new customers”as the goal. 114% more new customers.3 Repeat customers New customers Existing customers can cause noise Landing page for health supplements.1
  29. 29. Mistake #4 Not havingADAon the project
  30. 30. Not having ADA on the project Authority = The person whose permission must be sought. Ability = Can do the work (or controls those who can). 1 2 3 Duty = Neck’s on the line.
  31. 31. Mistake #5 Switching to the beauty track
  32. 32. Why beauty kills web businesses +20% Conversion  rate  (%)   Time   Func4onal   designs   Beau4ful   designs  
  33. 33. Q&A
  34. 34. Conversion Rate Experts Moz Start the free 30-day trial: www.moz.com Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/ Work for us: www.conversion-rate-experts.com/careers/ Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/

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