Mobile : Although there are niches that still survive on desktop, the scenario is fully mobile.
AMP : The AMP carousel on mobile devices takes up the top spots in the scroll.
Discover : Google feed is becoming one of the main sources of traffic for those who know how to optimize their content and adapt it to search trends and evergreens.
SEO in SERP : Depending on the search intent, each query is resolved differently, which means that we must study each type of search independently, and offer the type of results that satisfy the user:
Text results.
Images.
Video.
Local results.
News (Top Stories).
Carousel.
Knowledge Panel.
Podcast.
And more to come…
You may be interested in learning more about " Google Featured Snippet: What It Is and How to Earn It - SEMrush Study ".
CRO in 2020
In CRO, the clearest evolution is the one that leads us directly towards personalized experiences .
Even today, most e-commerce sites still offer the same display to all the different types of users who browse our site.
If we already know our target, why not give greater visibility to those products that are actually more likely to convert?
Therefore, the great challenge from now on is large-scale personalization, either through user segmentation and clustering as a first step, or through 1:1 personalization through predictive algorithms.
Example of user clustering in R with Google Analytics data source:
SEO and conversion in ecommerce - Clustering example
Another area where CRO should focus during this period is optimizing the experience across the different channels and platforms of the same brand.
Website, mobile app, physical store, all of them are part of the same purchasing number code philippines process for a user and an optimized process with data merging of the company's main tools will result in having first-class information about our customers from which to extract valuable insights.
At the testing level, we are moving towards new models, abandoning the classic A/B/N traffic split and evolving towards the multi-armed bandit, which based on the evolution of the test sends a greater amount of traffic to the variation that works best to produce anticipated results.
Other types of solutions are also being developed that are responsible for segmenting traffic to each of the test variants based on prior knowledge of the user, and we will see how this evolves in the coming months.
Joint strategy
SEO and CRO are increasingly going hand in hand. It is not enough to simply attract users to your site; you must also ensure that these users meet the business objectives you have set for yourself.
The increasing cost of attracting new users, especially in large e-commerce sites, means that monetizing and multi-conversion of a loyal user is more economically interesting for the company than attracting a new user.
Therefore, we must be cautious in how we direct our marketing investment to maximize return.
Traffic and conversion are key metrics in our e-commerce and, depending on the time and maturity of our business, we will consider where and how to invest each euro of the budget.
What did you think of this in-depth review of SEO and conversion in e-commerce? I look forward to your feedback in the comments. Let's start a discussion thread.
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