Why Conversion Rate Optimisation Should Come Before SEO and PPC Ads
In digital marketing, prioritising Conversion Rate Optimisation (CRO) is usually the best path before jumping into SEO and PPC Ads.
Put simply, by optimising your website for conversions, you maximise the effectiveness of the traffic you already have.
If your site isn’t designed to convert visitors, investing in SEO and PPC is a wasted effort. High conversion rates mean more customers without the need for additional traffic, ultimately lowering your customer acquisition costs.
Understanding user behavior through CRO provides more info that can inform your SEO strategy.
When you know what drives your audience to convert, you can work on targeting long-tail keywords and working your way back to target keywords that are at the heart of your offering.
A well-optimised landing page also improves your PPC quality score, resulting in better ad placement and lower costs per click. This makes your paid campaigns far more effective.
Ultimately, CRO lays the groundwork for successful digital marketing – diving into the deep end and firing up SEO and PPC campaigns, without first having a landing page that clearly describes what you can do for your audience and why they should choose you, can ultimately mean leaving money on the table.
