Conversion Rate Optimization Vs. SEO
June 16, 2007
Within the e-commerce sphere, the “mind games” between site owners and search engine designers have focused on search engine optimization (SEO). After all, you can’t make a sale if visitors aren’t reaching your site. However, as the web marketplace grows exponentially more competitive, attention among webmasters and site owners has turned to conversion optimization – converting site visitors to buyers.
Conversion optimization has nothing to do with SEO. SEO is designed for spiders and bots. Conversion optimization is based on two factors only: the needs and motivations of human site visitors and persuasive site content and design to encourage humans to make a purchase or perform some other action. Any other considerations are sub-sets of these two factors in conversion optimization strategies.
Measuring Human Motivations and Site Effectiveness
SEO is based on the development of numbers (metrics) that are immutable. Numbers are numbers, there’s no debating that. The interpretation of site metrics, on the other hand, is a true combination of art, science and testing.
Assessing conversion rate optimization must apply a completely different approach to data gathering and the accurate, actionable assessment of the cold hard facts (percentages and such) that are the basis of SEO.
How, for example, do you quantify the emotional response of visitors? What method do you use to collect utile data? And how can you apply the scientific method to the analysis of human motivators and to site designs that will appeal to and persuade those motivators. Go read the rest of the article
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