CRO & SEO in Harmony with Responsive Websites
SEO and CRO can celebrate together for responsive website development.
Responsive websites have been around for a relatively short while in the grand scheme of online marketing, but are growing more and more valuable in terms of usability and conversion potential. The ideal “responsive website” is a site that works and views well on all digital devices from computer monitors to smart phones. A responsive site bypasses the options of creating separate websites templates for different devices like iPhone and iPad, and deploys a more intelligent site that simply adjusts to the user’s device. This is wonderful for search optimization, because it eliminates the need for tracking a mobile-specific site and maintains identical content and near-identical structure from the display url down to specific page elements. In the SEO world, a responsive website is a dream come true. In the CRO world, responsive sites open doorways into a conversion rate frontier.
Mobile traffic is rocketing forward.
Mobile traffic has increased from 4% of total web traffic in Q4 of 2010 to 13% at Q4 of 2011, according to a recent study by Walker Sands Communications. This is astounding, though not surprising. Analytics gurus across the nation have seen mobile traffic increase over the years and understand a new future in mobile potential is coming and we need to prepare.
Convert users across multiple devices simultaneously.
That is, if you prepare for it. So what does this conversion rate frontier look like? Conversion campaigns on a responsive website page combine desktop, mobile, and tablet into one comprehensive campaign. While the devices need to be segmented separately, a unity can be gathered under one campaign. Responsive websites do exactly what we want websites to do: “we just want it to work everywhere!” In this case, we want them to convert everywhere! For example, lets say you have a business that generates online leads and you notice a growing potential with mobile users from your analytics data. Building a responsive landing page would allow you to continue testing and converting your current desktop visitors and your mobile users with the same page URL, content, message, call-to-action, and more. Google recently commented about responsive websites on their blog saying that “Creating two sites would allow us to better target specific hardware, but maintaining a single shared site preserves a canonical URL… and simplifies the sharing of web addresses”. Responsive website pages are a win-win for SEO, CRO, and PPC advertising campaigns alike.
Adapt or die
If you are considering a separate mobile version of your site, you may want to reconsider. Building a responsive website that works across multiple devices will serve you better in the search marketing landscape. Quite honestly, the timing for planning a responsive website is better than ever. Start diving into your analytics now to uncover historic mobile data. Has the percentage increased or decreased? Why? Are mobile users increasing on your site and do they have a high bounce rate? Responsive website development, under the close eye of conversion optimization, will capture your users and provide new opportunities for website growth.
If you find this as interesting and inspiring as we do, contact us and let us know.