How CRO can help you tie your SEO efforts to the bottom line

This post was sponsored by 97th Floor. The opinions expressed in this article are from the sponsor.

Too often in the business world it is believed that SEO efforts cannot be measured or directly related to sales.

In reality, SEO efforts can and can should be associated with basic key figures.

CRO (Conversion Rate Optimization) is an often overlooked method that allows you to easily tie your company’s SEO efforts to the bottom line.

While CRO has often been categorized and viewed as an entirely separate digital strategy from SEO, they are combined into a powerful couple.

Why SEO & CRO should be best friends

SEO and CRO can actually be treated as two sides of the same coin when building and growing your website. They work hand in hand:

  • SEO brings users to your website.
  • CRO helps users take action as soon as they get to your website.

One without the other is only half the story.

Why drive users to your website if it’s not optimized for conversion? Why should you optimize your site if no one can figure it out?

Using SEO and CRO together will help you get the most out of your digital efforts.

Start with an audit

The first starting point for a campaign is an audit. You need to know what you have before you can decide where to go.

KOIO is a customer on the 97th floor. We had worked with them on SEO for a while and noticed a sharp increase in traffic.

However, they were in a position where their content drove traffic to their product pages, but only a small percentage of that traffic actually put that product in their cart.

Why? We turned to testing to find out.

As always, we started with a thorough review of their website.

We took a close look at the customer path to identify the areas with the greatest potential for improvement and impact. In particular, we looked for issues that could cause potential customers to ricochet without adding a product to their cart, especially when it came to value propositions and CTAs.

We then used these results to build hypotheses that we could test and ranked them in order of importance and likelihood of affecting conversion rates. We then designed a campaign to put these hypotheses to the test. In this case we decided to use multivariate tests.

How CRO can help you tie your SEO efforts to the bottom line


Building the actual tests can seem daunting, but it’s actually pretty easy. And think about those sales figures again – it’s worth it.

Now that you’ve created a hypothesis and strategy, it’s time to start testing.

The first step is to determine an appropriate timeframe for running the tests.

Next, remember to be efficient with your budget while the tests are running: if some variations don’t produce positive results, stop those tests and allocate that budget to those tests that show promising improvements.

During the KOIO tests, we carefully monitored the results for positive and negative trends so we could spin as needed.

For example, one hypothesis we tested was that “free shipping and returns” would be circulated. However, a short test phase quickly showed that no positive results were obtained. So we canceled this test and reassigned the budget.

Change the content to follow the results

In the case of KOIO, the content had been optimized beforehand and already brought in the required data traffic. However, often this is not the case.

If your content isn’t optimized to drive traffic, you must see significant increases in sales. Once you have optimized your website for conversion using CRO, you need to turn to SEO tactics to make sure that the content you are producing attracts people to those conversion pages.

We see once again how CRO and SEO work together. Content is one of the leading SEO methods for driving traffic to a website. However, make sure you know exactly what content will best suit your customer base.

If you want to learn more about the nuts and bolts behind these tests and the result, you can learn more here.

Analyze your results

Once the tests are set and run, you can usually see the results pretty quickly.

For KOIO, the highest of these increases was a staggering 28.5% jump in sales.

How CRO can help you tie your SEO efforts to the bottom line

Now you can say that not only does your content get people to your website, but your website itself converts those people. Your SEO efforts on both fronts can clearly be linked to the bottom line.

Not to mention the valuable insights they have gained about what is really important to their customers. These insights can guide future CRO testing and SEO efforts.

Wouldn’t you like to see that kind of growth and sales numbers?

Of course you would!

Too often, CRO is overlooked as a viable partner in other critical SEO efforts when it actually has the potential to increase your conversion rates and demonstrate how SEO is directly affecting your company’s sales.

The combination of CRO and SEO allows you to create a clear game plan based on solid data on how to maximize your efforts in the future.

If you want to learn more about the nuts and bolts behind these tests and the result, you can learn more here.

How CRO can help you tie your SEO efforts to the bottom line

Photo credit

Featured image: Image from 97th Floor. Used with permission.
In-Post Photos: Pictures from 97th Floor. Used with permission.