14 March 2024

Conversion Rate Optimisation Supercharges SEO & Paid Ads: Maximise Your Digital ROI

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Conversion Rate Optimisation Supercharges SEO & Paid Ads: Maximise Your Digital ROI
Aurélie BrunetWritten ByAurélie Brunet

As the Director of Performance, Aurélie specialises in creating new business for Propeller through outreach and finding areas in which the company can expand.

Conversion Rate Optimisation: A Catalyst

In today’s competitive digital landscape, every click counts. Whether you’re driving traffic through SEO or paid advertising, converting visitors into paying customers is paramount. This is where conversion rate optimisation (CRO) comes in. By focusing on optimising your website and landing pages for conversions, you can maximise the return on investment (ROI) from your SEO and paid advertising efforts.

A Full-Service Agency: Unifying Efforts for CRO Success

A full-service agency specialising in CRO understands the interconnectedness of these three channels. They can leverage data and insights from both SEO and paid advertising campaigns to:

  • Identify high-converting keywords: Analyse search queries and user behaviour to identify keywords with strong conversion potential to inform your SEO strategy.
  • Craft compelling ad copy: Assess ad performance data (clicks and conversions) to understand what resonates with your audience. These insights are then used to optimise your website content and landing pages for better conversion.
  • Optimise landing page elements: Understand user behaviour on both paid advertising landing pages and your website to understand what elements lead to higher conversion rates. This knowledge translates to improving website design, CTAs, and user experience, ultimately boosting conversions across the board.

Unlocking the Power of CRO with a Full-Service Approach:

A full-service approach to conversion rate optimisation will unlock a greater percentage of users who perform a desired action on your website. Here’s some great ways to expand your approach: 

  • A/B Testing: Continuously test different variations of website elements (headlines, buttons, layouts) to identify what resonates best with your audience, leading to increased conversions.
  • Personalisation: Tailor the user experience based on individual user data (browsing behaviour, demographics) to personalise content and offers, improving engagement and conversion rates.
  • Heatmapping and User Session Recordings: Gain valuable insights into user behaviour through heatmaps and session recordings, allowing you to identify areas of friction and optimise for a seamless user journey, ultimately leading to higher conversions.

Boosting SEO and Paid Ads with CRO:

By focusing on CRO, you can improve your SEO and paid advertising efforts in several ways:

  • Improved Quality Score for Paid Ads: A well-optimised website with a higher conversion rate improves your PPC quality score, potentially lowering your cost-per-click (CPC) and increasing your ad rank.
  • Deeper User Understanding: CRO data provides valuable insights into user intent and preferences, allowing you to refine your SEO keyword strategy and create more targeted ad campaigns.
  • Stronger Long-Term Growth: By focusing on converting website visitors, you cultivate a loyal customer base, leading to sustainable growth and amplified results from your SEO and paid advertising efforts in the long run.

In summary

Conversion rate optimisation is not a standalone strategy; it’s the glue that binds your SEO and paid advertising efforts together. By working with a full-service agency that specialises in CRO, you can gain a holistic understanding of your audience, optimise your website for conversions, and maximise the ROI from your entire digital marketing strategy. Remember, consistent optimisation, data-driven decision-making, and a unified SEO, paid advertising, and CRO approach are key to unlocking the full potential of your online presence.

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