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.

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.

5. Case Studies

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

13. Collaboration

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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