This document discusses the convergence of SEO and UX for mobile CRO. It begins by describing how SEO and UX were once separate disciplines with different approaches, but are now emerging partners. It then presents three case studies that test hypotheses around mobile navigation, calls-to-action, and desktop vs mobile experiences. The studies found that clarifying calls-to-action and prioritizing user experience over direct relevance increased conversions. The document concludes that SEO, UX and CRO work best together when following user-centered practices that improve both usability and findability.
Biography Of Angeliki Cooney | Senior Vice President Life Sciences | Albany, ...
Mobile CRO Case Studies - Sae Vang
1. Mobile CRO:
The SEO and UX Edge
Sae Vang /Interaction Designer
MnSearch Snippet #9: Mobile Search
September 25, 2013
2. Agenda
Schism of SEO and UX
Case Studies
Convergence of SEO and UX
Closing Thoughts
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3. Schism of SEO and UX:
Separate disciplines, different approaches
Core differences surrounding the audience
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UX focuses on users as the
center of decision making.
These users are individuals
with psychology, personality,
and goals. To connect users
to what they're looking for,
UX tries to understand their
motivations, perceptions, and
feelings.
SEO used to focus on search
engines as the center of their
decision making process.
When SEO does consider
people, it looks at them as
"traffic," a herd with
tendencies that can be
exploited to maximize
revenue.
4. Schism of SEO and UX:
Separate disciplines, different approaches
Roles and responsibilities of each discipline
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SEO is tasked with getting the site
to the top of search results
list, and are held accountable for
getting as many people to the site
as possible and convert them to
paying customers.
Once those users are on the
site, it is UX and design's
responsibility to charm
users, help them find what
they want, and turn them into
paying customers.
6. Case Study 1: Mobile Navigation
Hypothesis
By clarifying the call-to-action and leveraging the mobile device’s
native functions in the navigation, visitors will have a clear path to
the form, and thus, more likely to convert
Methodology
A/B split traffic test
Concise language in CTA that aligns with user’s expectations
Leveraged mobile device’s native calling function
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Results
+21.27% lift in conversions
7. Case Study 2: Mobile Homepage CTA
Hypothesis
By offering a prominent call-to-action on the homepage, visitors will
have a clear path to the “Request Program Info” page, and
thus, more likely to convert
Methodology
A/B split traffic test
Concise language on a contrasting colored button, visible within a
mobile phone’s viewport
Relevant imagery and headlines carried over from desktop
experience
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8. Case Study 2: Mobile Homepage CTA
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Results
+85.9% lift in clicks to form
9. Case Study 2 Review:
Mobile Homepage CTA
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We learned: our methodology
was spot on
Concise language on a
contrasting colored button visible
within a mobile phone’s viewport
Relevant imagery and headlines
carried over from desktop
experience
Hero matches target audience
Hero is attractive
Hero is facing forward, looking
at visitor
Hero is smiling
10. Case Study 3: Desktop vs. Mobile —
“Relevance vs. Experience”
Hypothesis
By directing visitors to the page they searched for, regardless of
platform, they will be more likely to convert
Methodology
A/B split traffic test
Send mobile traffic to desktop site if the page visitors requested for
doesn’t exist on mobile site (eg. blog article), instead of sending
visitors to mobile homepage
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11. Case Study 3: Desktop vs. Mobile —
“Relevance vs. Experience”
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Results
-30.8% decrease in conversions
12. Case Study 3 Review: Desktop vs.
Mobile — “Relevance vs. Experience”
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We learned:
Experience matters even more than relevance
14. SEO and UX: Emerging Partnership
More similar than different
7 Facets of User Experience
Findable — Information scent
Accessible
Desirable — Identity and Branding
Usable
Credible — Trust
Useful — Relevance
Valuable — Loyalty
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15. Convergence of SEO and UX for CRO:
Finding a Common Ground
What’s good for UX will also be good for SEO
Use language your users use (even if it’s grammatically incorrect)
Know what keywords your users will search for
i.e. “What career is right for me” vs. “Which career is right for me”
Reduce the number of clicks required to get to a given page
Use descriptive, human readable URLS
A good internal link structure and working links (not broken)
Logical information architecture
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16. Convergence of SEO and UX for CRO:
Finding a Common Ground
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What’s good for UX will also be good for SEO
Use clear, concise language in copywriting
Headlines, body copy, inline links, call-to-action buttons
Avoid duplicate content
Leverage native technologies to optimize user’s experience
i.e. Number dialing and local personalization on mobile devices
Limit the use of rich media formats:
Flash, images as text, and content inserted by JavaScript
17. Closing Thoughts
SEO + UX + CRO = Success
SEO opens the doors for visitors to come into
the house (or website)
UX accommodates visitor’s needs and makes
them feel at home, thus influences visitor to
accomplish their task (convert)
Test early and often; apply learnings and
iterate
Experiences drive decision-
making
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