Obviously, the ultimate goal of CRO should be to increase sales and quality leads. But my question for today is: What metric is the best way to approximate the future success of your conversion rate optimization (CRO) efforts. For example, you can measure: Bounce rate Time on site Shopping cart abandonment Cost per conversion Clicks Etc. But one metric is more important than all the rest. I know what you’re thinking. Conversion rate is the most important CRO metric you should track, right? Duh? Seems like a no-brainer. Actually, no. In my opinion, there’s an even more important metric you should be paying attention to; Click-through rate (CTR) is THE most important conversion metric. I’m not crazy. Here are three reasons why. 1. High CTRs Lead to Higher Conversion Rates There is a clear relationship between click-through rates and conversion rates. We’ve seen it over and over. The higher your click-through rate is, the higher your conversion rate will be. … [Read more...] about Conversion Rate Isn’t the Most Important Metric
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For years now, there has been some discrepancy between statements from Google Local engineers and general optimization advice from some local search marketers where reviews and ratings are concerned. So, what’s the skinny? Rating values may simply not affect your rankings. Read on to see why. Ratings Vs. Reviews A rating is usually a qualitative measure — essentially, a numerical score which a consumer selects when critiquing a business — such as on a 5-point or 10-point scale, or one to five stars, grades between “A” or “F”, or some other qualitatively measured scale between “poor” and “excellent.” A review is typically some text one has written about a business. The two are often used in the same breath when talking about rating or reviewing businesses, and the two activities are often combined in the same process when users are encouraged to provide feedback about a business. In this article, we’re primarily … [Read more...] about Should You Count Reviews & Ratings Out In Google Local Rankings?
What we’ve noticed over our more than 30 years of experience in the industry is that one of the biggest challenges marketers face is landing page optimization. On average, a typical landing page converts anywhere between 1 percent and 3 percent. But the plethora of companies that are optimizing have landing pages that convert in the double digits. The simple truth is that you don’t get it right the first time. Only after launching, testing, learning and optimizing can you improve your landing page conversion rate. But sadly, it falls under one of the five biggest problems B2B marketers face. To overcome such hurdles, we have put together a nine-step guide to help you optimize landing pages for improved conversions. 1. Understand your campaign goals You’d think the goal is obvious, but what we’ve found is that one of the biggest problems with most landing pages is they lack focus on one particular goal or CTA. Many landing pages have multiple offers which confuse … [Read more...] about A 9-step guide to increase your landing page conversion rate
Here is a common and interesting duplicate content problem.You have a retailer like David Yurman with products available in different color variations and chooses to display each product color on its own URL.Each product/color URL would typically have the same content but change the main product image, which is not enough of a difference to set them apart.Should you canonicalize all product variants to one and consolidate duplicate content?Or should you rewrite the product name, description, etc. to keep each version separate and unique?When you consolidate pages with mostly the same content, you generally end up with higher performance. This illustration from Google shows why.You are indirectly building links to the canonical pages.When you have pages with mostly the same content, they compete in the SERPs for the same terms and most of them would get filtered at query time. Each one of the pages filtered accumulates links that go to waste.However, here is an interesting case. … [Read more...] about Advanced Duplicate Content Consolidation with Python
As part of today’s big “How Search Works” reveal, Google also took the big step of sharing its Search Quality Rating Guidelines for the first time. This is the document that Google’s human search quality raters use when grading Google’s search results. But the new, public document is actually an edited version of the old one that circulated quietly several times amongst webmasters and SEOs. In fact, “gutted” is more accurate than “edited” — where the most recent non-public version of the document was 161 pages, the public document released today is only 43 pages. What’s Changed The biggest change, in my opinion, is the complete removal of Parts 3 and 4 — “Page Quality Rating Guidelines” and “Rating Examples.” These sections offered extremely detailed guidance on how to rate pages, how to rate sections of pages, how to judge the reputation of a website, and specific examples of public web … [Read more...] about Google Gutted Its Search Quality Rating Guidelines For Public Release