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.

2. 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.

3. Rand Fishkin, Wizard of Moz
Conversion Mistakes
—and how CRO affects SEO
Dr Karl Blanks, Chairman

4. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How CRO Affects SEO
(and how marketers should be combining the two practices)

5. How to think about and
design for search visitors
vs. conversion funnel
Landing Pages?

6. Pages for SEO / Content Marketing
Designed to satisfy
searchers’ queries
Intentionally built to earn
links, shares, & engagement
CTA is non-existent

7. 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

8. 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

9. Or can they live in
harmony?
Does CRO Mess
Up SEO?

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
Changesmadetopages
forCROusuallyonlyaffectthesethree

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
And,ifyourconversionrateisrising,
theimpactto thesetwoispositive!

12. 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

13. 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

14. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How CRO Affects SEO
Go Make Some Awesome SEO & CRO Happen!

15. Rand Fishkin, Wizard of Moz
Conversion Mistakes
—and how CRO affects SEO
Dr Karl Blanks, Chairman

16. About
Conversion Rate Experts

17. How we became
“conversion obsessed”

18. Google took notice

19. Clients in 9 languages in 22 countries

20. Our resultsOur clients

21. Mistake #1
The 海外携帯 problem
“kaigai keitai”

24. Mistake #2
The Cinema-Foyer Effect

26. Sensitivity analysis

27. 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

28. The Cinema-Foyer Effect

29. 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.

30. The cinema foyer effect

31. Mistake #3
Returning customers can cause noise

32. 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

33. Mistake #4
Not havingADAon the project

34. 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.

35. Mistake #5
Switching to the beauty track

43. Why beauty kills web businesses
+20%
Conversion rate (%)
Time
Func4onal
designs Beau4ful
designs

44. Q&A

45. 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/