"SEO is merely the tip of the digital marketing iceberg." Search engine optimization (SEO) is the bread and butter of any smart digital marketing plan, but it shouldn\u2019t be the only thing you\u2019re doing. In fact, SEO is merely the tip of the digital marketing iceberg. If your SEO strategy is increasing overall site traffic but not translating into conversions, something is wrong. It typically means that users are getting lost or bored on their journey through your site. That\u2019s where conversion rate optimization (CRO) comes in. The goal of CRO is to increase the percentage of your site visitors that perform a specific action, which can be anything from filling out a contact form to purchasing products through your online store. Your SEO and CRO strategies work closely together to secure customers. How? After your SEO strategy successfully attracts customers to your site, the baton is then passed on to your CRO strategy, which provides a clear, logical journey for the user to achieve conversion. Plus, paying careful attention to your conversion rate gives you a more quantifiable understanding of your return on investment. Ready to begin building your CRO strategy? Here\u2019s what the process will look like: 1. Gather data Developing a CRO strategy requires you to put yourself in the shoes of your site visitors. You can do this by leveraging a platform like Google Analytics to track and analyze the current flow of your user journey. Another way to gain an understanding of your users\u2019 experience is just to ask them \u2014 customer surveys are ideal for gleaning this type of fine-tuned data. Your overarching goal should be to make it as easy as possible for your users to convert, so you need to consider all the factors that may be acting as roadblocks to this goal. Just a few of the questions you might want to investigate include: When a user lands on a page, where do they click first? What pages do they navigate through to ultimately convert? If they don\u2019t convert, at what point do they abandon their journey through your site? What are my site\u2019s friction points? Friction typically occurs when a user becomes confused or frustrated with your site. 2. Develop a hypothesis Knowing the answers to the questions above allows you to make data-driven hypotheses about how to improve the customer journey of your site. To do this, you must first organize and evaluate all the data you\u2019ve collected from your surveys, user tests, and observations in Google Analytics. 3. Conduct A\/B testing Once you\u2019ve gathered all the data you need, it\u2019s time to put your hypotheses into action through A\/B testing. What is A\/B testing? It is a method of comparing two versions of a piece of digital content to determine which one performs better. There are many things that A\/B testing can target, from call-to-action (CTA) text and landing page length to newsletter subject lines, social media copy, and more. In the case of CTAs, you might do A\/B testing to examine whether \u201ccontact us\u201d or \u201cget in touch\u201d is more effective at leading to a conversion. Or you could test to see whether users are more likely to click a CTA button if it\u2019s at the top of a page or the bottom of a page. Typically, A\/B testing should run for several days, sometimes longer depending on the amount of traffic your site currently receives. How do you know when you\u2019ve found a winner? It\u2019s simple \u2014 the tested item with the higher conversion rate wins! 4. Repeat the cycle After you\u2019ve identified and implemented your new data-backed conversion strategy, it\u2019s tempting to sit back and just enjoy the ride. But the internet is changing every day, and so are your visitors. Just like SEO, CRO is a long-term commitment \u2014 you can never truly stop testing, hypothesizing, or making improvements to your site. Are your SEO and CRO strategies working together? A strong SEO strategy can do wonders for enhancing the findability of your site and increasing traffic, but it isn\u2019t always enough. You need a CRO strategy to seal the deal. At Southern Web, we develop Atlanta SEO strategies that drive more visitors to your site and encourage higher conversion rates.Contact us today to get started.